With the FIFA World Cup approaching, 2026 was set to be a big year for U.S. tourism, especially with so many soccer fans expected to arrive. However, the tourism scene is actually facing challenges. In 2025, while global travel increased, visits to the U.S. dropped by 5.4%. This decline is notable—more than during past downturns, like in 2017-2018.
Political stances and policies, particularly from the Trump era, have left a mark. Stricter immigration rules and tariffs have turned away many potential visitors, especially Canadians—the largest group of foreign tourists to the United States. In fact, Canadian travel to the U.S. fell by nearly 30% in 2025. But the issue isn’t just with Canadian visitors; travelers from Australia, India, and Western Europe are becoming more hesitant as well.
Experts in tourism suggest that the trend of declining tourism might continue into 2026. They argue that U.S. policies seem to make potential visitors feel unwelcome. Many travelers now view the U.S. with caution, especially following reports of safety concerns. Countries like Canada and Germany have even issued travel advisories about visiting the U.S., affecting public perception.
### The Impact on Canada
Looking specifically at Canada, the decrease in cross-border travel is troubling. In 2024, around 20.4 million Canadian visitors spent about $20.5 billion in the U.S., supporting over 140,000 American jobs. As border states suffer economically from fewer Canadian visitors, solutions like special deals for Canadians are being introduced to try to attract them back. In cities like Las Vegas, hotels are even offering currency parity to entice visitors.
Furthermore, the once-popular trend of Canadian “snowbirds” spending winter months in the U.S. is dwindling. Many Canadians are now listing their U.S. properties for sale, indicating a shift in travel habits that could have long-term implications.
### Broader Economic Concerns
The overall economic climate has also affected travel choices. Recent tariffs have increased costs for international travelers. Inflation and the weaker Canadian dollar have made trips to the U.S. even more expensive, hitting border-crossers the hardest.
Safety continues to be a major worry as well. Reports from various nations highlight increased safety risks in the U.S., discouraging potential tourists. These feelings of uncertainty are supported by new travel restrictions and border control measures that make the U.S. less inviting.
### What Lies Ahead?
Looking to the future, tourism industry leaders see the situation as a considerable warning for the U.S. government. Julia Simpson, president of the World Travel and Tourism Council, emphasizes the need for a welcoming approach, contrasting the current atmosphere where many feel put off. The U.S. risks losing an estimated $30 billion in tourism if the trend continues.
As we anticipate the 2026 FIFA World Cup, the question remains: will this event bring a boost to tourism? While major sporting events often increase visitor numbers, political factors could diminish the expected benefits. Additionally, changes like new visa fees and social media screening for visitors can deter potential attendees.
Some European soccer leaders are even suggesting that fans should steer clear of traveling to the U.S. for the World Cup, although it remains to be seen how widespread that sentiment might be. Early data shows that bookings have increased since the schedule was announced, but ongoing political tensions may shape future decisions.
In summary, while we hope for an influx of visitors during the World Cup, existing conditions suggest that the tourism struggle may linger. For the U.S. tourism industry to recover fully, rebuilding trust and creating an inviting atmosphere will be essential.
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