International visitor numbers to the United States continued to drop through September 2026, extending a downturn that began last year. According to the National Travel and Tourism Office (NTTO), overseas arrivals—excluding visitors from Canada and Mexico—fell 5.7% compared to the same period in 2025.

Why are visitors skipping the US?

Several factors appear to be driving the decline in interest from foreign travelers. Analysts point to a combination of economic and political pressures that have made the country a less attractive destination:

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  • Rising Costs: A strong US dollar has made American holidays more expensive for many international travelers.
  • Border Friction: Higher visa fees, tighter entry protocols, and reports of visitors being detained despite having correct paperwork have impacted consumer sentiment.
  • Policy and Perception: Changes in political climate and social media boycott campaigns have contributed to the slump.

Western Europe sees sharp declines

The downturn is particularly visible in Western Europe, which serves as a vital source market for US tourism operators. While the UK saw a modest decline of 1.2%, other major European nations experienced much steeper drops in arrivals. For instance, visitors from the Netherlands fell by 16.1%, while arrivals from France and Germany dropped by 15.3% and 14.9%, respectively.

This trend follows a difficult 2025, which marked the first sustained contraction in US tourism since the pandemic. During that year, the number of foreign travelers decreased by four million, dropping from 72 million down to 68 million, which led to an $8 billion loss in total spending.

What to watch next

Despite the broader slump, some specific sectors show signs of resilience. In Las Vegas, visitor numbers remained relatively steady in September, supported by a slight increase in business convention attendance. However, many major destinations are still struggling to return to pre-pandemic levels, which stood at over 79 million annual visitors.

Industry leaders are now focused on whether the US can improve its global perception and attractiveness to stop the loss of market leadership.

FAQ

Does this data include visitors from Canada and Mexico?

No, the NTTO figures cited for the 5.7% decline specifically exclude arrivals from Canada and Mexico.

How does the World Cup affect these numbers?

While the FIFA World Cup in June provided a temporary boost in arrivals, it was not enough to reverse the overall downward trend for the year.