President Donald Trump tightened entry requirements at the start of 2026. This change is the most sweeping in recent decades. As of January 1, 2026, citizens of 39 countries face complete entry bans or difficult visa procedures. These rules hurt the struggling US tourism industry.
Complete Entry Bans and Severe Visa Restrictions
Currently, 19 countries face comprehensive entry bans. The list includes restricted nations like Afghanistan, Iran, Syria, Burma (Myanmar), and Somalia. It also includes West African states such as Mali and Niger.
Another 20 countries face tightened visa requirements for tourist (B), business, student (F/M), and exchange visitor (J) categories. These countries include Nigeria, Venezuela, Cuba, and Vietnam. Procedural hurdles, longer processing times, and higher rejection rates block travel for the middle class in these nations.
Officials say these measures strengthen national security and allow thorough vetting of travelers. But economic and reputational damage is already visible.
Eight Consecutive Months of Decline – Figures Worse Than Expected
Data from the National Travel and Tourism Office (NTTO) show poor results of US tourism:
- International tourist arrivals (excluding Canada & Mexico) have fallen continuously since May 2025.
- Only 3.2 million overseas visitors arrived in December 2025. This is 8% below the low pre-pandemic level.
- Western Europe saw sharp declines: France -5.9%, the United Kingdom -4.1%, and Germany -7.3%.
- The African market fell by -18.6% in December alone.
The United States is one of the few major global destinations with a year-on-year decline in international tourism in 2025. Most competing countries report strong recovery or record numbers.
The Canadian Shock: Historic Lows After Annexation Rhetoric
The most surprising development concerns the traditionally largest source market - Canada.
President Trump made repeated statements about the possible annexation of Canada or parts of it and Canadian public opinion and travel behavior changed. Canadian tourist arrivals fell for the full year 2025. Canadians accounted for 28% of all international visitors to the US in 2024. This equals roughly 20 million trips. The economic impact is large. Florida, border states, and shopping destinations in the Northeast suffer the most.
A Toxic Mix Repelling Foreign Visitors
Industry experts identify several factors creating a hostile environment for international tourism:
- Record-high travel costs for flights, accommodation, and national park fees.
- Complicated and uncertain entry procedures like ESTA blackouts and social media vetting demands.
- Aggressive political rhetoric towards traditional allies, especially Western Europe.
- Large cuts to the Brand USA marketing budget.
- Repeated government shutdowns that disrupt air traffic and national park operations.
This combination deters long-haul, high-spending travelers from Europe, Asia, and new markets.
Billions in Losses and Growing Concern About Jobs
The World Travel & Tourism Council (WTTC) calculated that the US tourism economy lost $12.5 billion in foreign visitor spending in 2025. The US Travel Association warns of serious consequences for employment. The sector supports about 15 million jobs nationwide.
These tourism-driven businesses are most affected:
- Luxury hotels in gateway cities (New York, Los Angeles, Miami, San Francisco)
- Theme parks and resorts in Florida and California
- High-end restaurants in major tourist centers
- Cruise industry home ports
Global Tourism Flows Shift — Europe and Asia-Pacific Benefit
Strict US policies are shifting the travel patterns and the Mediterranean Europe is a primary beneficiary. This specifically includes Greece, Spain, Italy, Portugal, and Croatia. The broader Asia-Pacific region gains visitors too.
Tour operators see fast-growing interest in other long-distance destinations. These spots offer easier entry and lower costs. The political environments are also more predictable.
Long-term US Tourism Risk: Loss of Global Market Position
Domestic tourism stays stable. But experts warn that the current developments put the United States at risk. The country could lose a large share of the global tourism market permanently.
Travelers face administrative barriers, high prices, and a negative image. Future entry rules are uncertain which makes planning trips to the US harder for individuals.
A European tour operator summed it up in late 2025: "Five years ago the United States was the default dream destination. Today many clients simply say: 'There are easier and friendlier ways to spend two weeks of vacation.'"
The United States must decide if they reverse this trend. Otherwise, the 2018 record of 79.7 million international visitors will remain a distant memory. The outcome depends on future visa policies, marketing, and communication. But right now, the data tells a clear story. The United States is pricing and regulating itself out of global competition.
