Amid the anticipation of the 2026 FIFA World Cup, expected to be a significant draw for tourists to the United States, the country’s tourism sector is facing a paradox. Despite the potential influx of soccer fans, the industry is grappling with a decline in international visitors, a trend that started in 2025.
While global tourism numbers rose by 4% in 2025, the United States experienced a 5.4% drop in foreign tourists, surpassing declines seen in previous years not affected by the pandemic. This downturn has been attributed to U.S. policies under the Trump administration, which have deterred international travelers, especially from Canada, the largest source of foreign tourists to the U.S. Canadian visits fell nearly 30% in 2025, with similar declines noted from Australia, India, and many Western European countries.
Impact on Canadian Tourism
The U.S. Travel Association reported that Canadian tourists contributed approximately 20.4 million visits and $20.5 billion in spending in 2024, supporting about 140,000 jobs. The decline in Canadian visitors has notably impacted border states reliant on cross-border trade for economic activity.
Efforts to entice Canadian tourists back include special “Canadian-only deals” and currency parity offers in places like Las Vegas. However, the decrease in Canadian “snowbirds” traveling to states like Florida and Arizona poses further economic challenges, as many are selling U.S. properties and forgoing seasonal stays.
Economic and Safety Factors
Economic policies, particularly tariffs reaching historic highs and aggressive foreign policy stances, have contributed to a negative perception of the U.S. as a travel destination. Unfavorable exchange rates and inflation have made travel less appealing, particularly for Canadians, while safety concerns and travel advisories from countries like Germany have also influenced visitor decisions.
The tourism industry faces additional pressure from a weakened Canadian dollar, making U.S. trips more expensive, and increasing safety concerns related to border policies and immigration agent tactics, which have further dissuaded potential visitors.
Concerns Over World Cup Expectations
The upcoming FIFA World Cup, with 75% of the matches hosted in the U.S., is traditionally a tourism booster. However, new visa fees and social media screenings could deter visitors. Calls for boycotts due to U.S. policies, including travel bans on certain World Cup-qualified countries, add to the uncertainty.
Former FIFA President Sepp Blatter has encouraged fans to reconsider traveling to the U.S. for the event. Although flight and hotel bookings spiked following the announcement of game venues, ongoing political issues may still impact attendance.
Challenges to Overcome
The tourism sector’s outlook remains concerning. Julia Simpson of the World Travel and Tourism Council labeled the situation a “wake-up call,” noting the potential $30 billion loss in international tourism revenue in 2025. The U.S.’s share of global travel has steadily declined since 1996, with other destinations like France and Greece seeing gains.
With federal funding cuts to Brand USA, the national marketing organization, the U.S. faces challenges in promoting itself positively amidst these declines. High ticket prices for World Cup events and a tarnished international image pose additional hurdles for tourism recovery.
