According to a recent consumer sentiment study conducted by Brand USA, interest in traveling to the United States is on the rise after experiencing earlier declines this year. The survey, which monitors travel intent in ten key international markets, reveals that 29% of respondents expressed a desire to visit the U.S. within the next year.
Despite a dip in travel intent from 28% in January to 23% in April, signs of recovery have emerged. Chelsea Benitez, the Director of Consumer Research at Brand USA, reported during a mid-July board meeting that intent has “ticked up slightly” to 25% in May and June, indicating a modest yet positive shift.
Positive Momentum for U.S. Travel
“While we have not yet returned to the average levels seen in 2024, this recent increase suggests we’re experiencing positive momentum as we move into the latter half of 2025,” Benitez remarked. The survey is conducted across several countries, including Australia, Brazil, Canada, France, Germany, India, Japan, Mexico, South Korea, and the U.K.
Following the announcement of an impending 80% reduction in federal funding in the fiscal budget for 2026, Brand USA indicated a slight uptick in inbound visitation projections as reported by Tourism Economics. Benitez noted that an earlier sharp downward forecast has recently adjusted upwards by approximately 1 million visitors between March and June, signaling stabilization for 2025.
So far in 2023, overseas visitation to the U.S. has seen a 1.2% decline year over year, totaling 15.9 million international visitors. However, among the top 20 markets, the decline is minimal, at only 0.3%, which suggests ongoing resilience in travel demand.
Looking ahead, Tourism Economics estimates that there will be 66.5 million international visitors in 2025, marking an 8% decrease from 2024, partly due to a forecasted 20% drop from Canada. Despite these challenges, growth is projected to resume in 2026 and continue into 2027.
Photo Credit: Courtesy of BRAND USA
Leah Chandler, Chief Marketing Officer of Brand USA, emphasized the organization’s strategic focus through its latest campaign, America the Beautiful. “The U.S. travel industry needs a rallying cry right now,” she stated. “International audiences are still drawn to many aspects of the U.S. and maintain connections through our culture and stories.”
She further explained that while the current climate may not seem favorable for all, there remain those who are eager and financially capable of visiting the United States. “Our campaign aims to generate direct economic impact and attract high-value travelers, breaking through media clutter while incorporating themes of Americana and nostalgia,” she added. “Moreover, we’ll leverage some of the world’s most iconic events happening across the U.S. in the coming years.”
