Brief
US travel chief urges Trump to improve messaging to boost foreign tourism
The US Travel Association chief says high costs, tariffs and misinformation are driving a sharp decline in international visitors.
By Felo News Desk · Published
Geoff Freeman, chief executive of the US Travel Association, told the New York Post that international visitor numbers to the United States fell 2% in June, 7% in July and 11% in August, leaving the country on track to lose another two million tourists this year, a 20% drop from the pre‑pandemic peak.
Freeman attributed the decline to high travel costs, tariffs, trade disputes and false rumors that travelers could be detained. He said Asian visitors are especially affected by the inability to fly over Russian airspace, and some tourists are boycotting the US over trade issues.
In a meeting with President Donald Trump at the Oval Office, Freeman outlined six steps to reverse the trend, beginning with clearer, more positive government messaging. He praised Trump’s recent social‑media post on travel as a “critical first step” and called for a national focus on improving perceptions, protecting funding for Brand USA and combating misinformation.
Freeman noted that Brand USA’s budget was cut by 80% in July 2025, from $100 million to $20 million, weakening the agency’s ability to promote US tourism and counter negative rumors.
Key facts
- US international visitor numbers fell 2% in June, 7% in July and 11% in August 2026 (nypost.com)
- The decline puts the US on track to lose another two million tourists in 2026, a 20% drop from the pre‑pandemic high (nypost.com)
- Brand USA’s budget was reduced by 80% in July 2025, from $100 million to $20 million (nypost.com)
Sources
- [1] nypost.com — originally reported as “Foreign tourist numbers to the US are plunging — and travel chief says Trump can do 6 things to reverse the decline”
