Air travel demand from the UK and Europe to the United States is declining sharply. Much of the blame falls on President Trump’s trade policies and an increasingly aggressive US border stance.
UK visitors dropped 14.3% in March 2025 compared to 2024, while western European travelers fell 17%—Germans by 28.2% and Spaniards by 24.6%. By comparison, global US-bound travel sank 11.6%.
US Travel from UK and Europe Declines
Rising reports of border entry refusals and deportations are spooking leisure travelers, who fear being turned away after costly, long-haul flights. This perception is pushing people toward friendlier destinations.
Trump’s trade policies, including proposed tariffs on European goods, are also souring transatlantic relations. These measures signal a less welcoming US, making travelers rethink their plans.
A UK travel poll showed two-thirds of agents reporting fewer US bookings, with only 12% unaffected. Accor noted a 25% drop in European bookings for the US summer season, and Virgin Atlantic flagged weakening transatlantic demand.
The threat of trade wars creates uncertainty, hitting traveler confidence hard. Why risk a trip when the political climate feels hostile?
Aggressive Border Policy Sparks Concerns
Worse, the US border’s aggressive attitude is becoming a major deterrent. Reports of entry refusals and deportations are surging, with leisure travelers increasingly anxious about being denied after spending thousands on flights and hotels.
A long-haul flight from London or Frankfurt is exhausting enough. Adding the fear of being sent back upon arrival is clearly a dealbreaker for many.
Social media amplifies these stories, painting the US as unpredictable. For families or retirees planning a dream vacation, the risk feels too high when Canada or Asia seem more accommodating.
Economic factors, like a strong US dollar, add pressure, but the border issue looms larger. Travelers aren’t just worried about costs—they’re scared of humiliation or wasted trips.
One UK tourist shared online about being detained for hours at JFK over a minor visa discrepancy, only to be deported.
Such incidents, while not universal, shape perceptions. When choosing a vacation, people want ease, not stress. The US reputation as a hassle is growing.
Premium Travel Less Affected
Not every segment is suffering equally. United Airlines reported an 8% rise in spring 2025 premium bookings, showing wealthy travelers are less fazed.
But for the average leisure traveler, the calculus is changing. Why pick the US when friendlier options beckon?
Tourism boards could counter with campaigns highlighting openness, but they’re up against a tough narrative. Deals or simplified visa rules might help, yet the border’s hardline image persists.
The decline may ease if policies soften, but for now, Trump’s trade rhetoric and border crackdowns are costing the US dearly. Travelers crave certainty and warmth—qualities they’re finding elsewhere.
The US remains a dream destination for many, but it’s now competing in a world of more welcoming choices.
If the border feels like a gamble, UK and European visitors will keep looking elsewhere, leaving airlines and hotels scrambling.
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