The United States is grappling with a steep decline in international tourism, sounding alarms across the travel and hospitality sectors. Geoff Freeman, President and CEO of the U.S. Travel Association, recently spoke with CNBC about the downward trend, citing a $50 billion reversal in the country's travel trade balance since 2015.

“Back in 2015, the U.S. welcomed a tourism surplus of $50 billion,” Freeman explained. “Today, we’re in the opposite position—Americans are spending $50 billion more overseas than international travelers are spending here.”

Last year, 72 million international visitors entered the U.S.—a sharp drop from the 79 million recorded in 2019. The latest data, compiled by the U.S. Department of Commerce, Customs and Border Protection, and other agencies, shows a 14% year-over-year decrease in international visits this March. Among the hardest-hit markets: Canada, South America, Europe, and Asia.

Canada’s case is particularly striking. According to Canadian tourism statistics, overnight land visits to the U.S. from Canada dropped by 26% in March compared to the previous year, while air travel fell 14%. Industry experts point to lingering resentment over Trump-era trade tariffs and controversial remarks as contributing factors. A continued decline in Canadian tourism—even a modest 10%—could cost the U.S. economy $2 billion and 14,000 jobs, the U.S. Travel Association warns.

Western Europe follows suit, with travel to the U.S. down 17% in March—the first major decline since 2021. Travel from Asia remains 25% below pre-pandemic levels, while South American visitors are down 10%.

These markets historically represent the highest-spending international travelers. “The United States is not just losing visitors—we’re losing high-value visitors,” Freeman stressed. “What’s the strategy to tap into major global events like the 2026 FIFA World Cup and the 2028 Los Angeles Olympics, if we’re not seen as a welcoming or secure destination?”

Compounding the issue are recent reports of foreign nationals being arbitrarily detained upon arrival in the U.S., including travelers from Germany, the United Kingdom, and Canada. Some have been held for weeks before being deported, further damaging the country’s reputation as a safe and friendly destination.

The consequences are significant. A mere 1% drop in international visitor spending costs the U.S. $1.8 billion in export revenue. Should the current 14% drop continue throughout 2025, the country stands to lose approximately $21 billion.

While domestic travel remains steady—hotel occupancy rates and consumer travel priorities remain intact—early signs of softening have emerged. TSA checkpoint data from April shows a 1.7% dip in domestic air travel compared to the same period last year. With economic uncertainty on the horizon, the resilience of American travelers could soon be tested.

Despite these challenges, Freeman remains hopeful but insistent: “We have a real opportunity ahead with global attention on America in the coming years. But without a clear, cohesive plan to reverse this decline, we risk missing out entirely.”