by Lacey Pfalz
Last updated: 9:05 AM ET, Tue September 9, 2025
New data from the National Travel and Tourism Office (NTTO) from July show, once again, a worrying new trend for U.S. travel: decreased international visitation and spending.?
Non-U.S. air arrivals to the United States had dropped 4.9 percent this July from the summer previous, and they spent over $20.6 billion on travel to and tourism activities within the United States, a decrease of nearly 1 percent.?
Meanwhile, Americans continue outpacing international travelers, spending $942 million more while traveling abroad this past February.??
International travelers to the U.S. have spent a total of $147.3 billion within the U.S., an overall increase of 2 percent year-over-year; however, the moderate increase is nothing to celebrate.
Monthly international visitor spending data. (Photo Credit: NTTO)
Last July, international visitor spending had increased 9 percent year-over-year, and the latter half of 2024 recorded similar gains each monthuntil it dropped in February, 2025.
Sister company Phocuswright predicts the full-year international revenue growth to be just 1 percent for airlines, with gross bookings projected to grow just 4 percent through 2028, even with the United States hosting major global events like the FIFA World Cup.?
Last years gain was 9 percent for total visitation.
After growing by 9% in 2024 (to 72.4 million), U.S. inbound travel appeared to be on a recovery path, though it still fell short of pre-pandemic highs, reported Phocuswrights U.S. Travel Market Report 2025. While the upward trajectory held, challenges persisted: Visa wait times remained lengthy, and regional destinations increasingly drew travelers away from long-haul optionsparticularly in Asia Pacific. In the first half of 2025, the rebound had all but stalled, with arrivals declining from several key markets, including vital neighbors Canada and Mexico.
The U.S. government's increasingly unwelcoming tone, including its stance toward specific nationalities and communities, stands in stark contrast to global trends, as other destinations aggressively court international tourists, the report reads. In June, a sweeping travel ban affecting 19 countries added to the headwinds for inbound travel. While not the primary cause, actions like these contribute to a broader narrative that, per WTTC estimates, may cost the U.S. $12.5 billion in international visitor spending in 2025Efforts to revive America's image among international travelers face hurdles, worsened by a planned 80% cut in Brand USA fundingfrom $100 million to just $20 million.
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