European tourists, particularly those from Germany and Denmark, are increasingly opting to avoid travel to the United States due to the controversial actions and policies of President Donald Trump. Reports from The Independent, supported by various European travel agencies, indicate that these factors are steering European travelers away from the US.
This trend reflects the growing disappointment among Europeans regarding the ability of the US to maintain a collaborative alliance with Europe. Travelers cite issues like Trump’s unusual proposal to annex Greenland, participation in global trade wars, and the tightening of border and visa policies, coupled with a stern approach toward illegal migrants as primary deterrents. Such sentiments were echoed by travel experts and data analysts following shifts in tourism patterns.
In 2023 alone, European travelers contributed a whopping $155 billion to the US economy through tourism, highlighting their significance to the industry. However, newly released statistics suggest a shift, with a reported 1% decrease in travelers from Western Europe during February 2025, a stark contrast to the 14% growth observed during the same period in 2024. Travelers from Slovenia have been particularly affected, with a striking 26% decrease in their numbers. Similarly, Danish tourists experienced a 6% drop in visitation compared to the previous year when an increase of 7% was noted.
The ramifications of Trump's rhetoric surrounding Denmark and Greenland have also spurred individual reactions. Danish tourist Kim Sorensen shared his decision to cancel a planned trip to California for a family friend’s wedding. "I canceled my trip to California for a friend's wedding and removed stars and stripes tattoos so as not to 'look too American'", he explained, underlining the personal impact of political discourse on travel decisions.
Conveying similar concerns, Mirko Lalli, CEO of Data Appeal Company, noted a marked decline in internet searches for trips to the US, stating, "The number of internet searches for trips to the USA sharply decreased in France, Italy, and Spain." This shift illustrates a growing hesitation toward American destinations among European travelers.
As European travelers reconsider their ambitions to visit the US, eyes are turning to alternative destinations such as Canada. According to the German travel agency America Unlimited (AU), Germans are now primarily exploring Canada as a potential alternative for their vacations. The company's CEO, Timo Colenberger, remarked that in light of Trump's threats regarding Canada potentially becoming the 51st state, many see a trip to Canada as a sign of solidarity. "Canada is experiencing an impending boom", he stated, highlighting the renewed interest in visits north of the border.
As summer approaches, another trend emerges—Canadians themselves are beginning to shift their travel plans towards Europe as they look to avoid the United States. Data from Key Data, a company specializing in short-term rental analytics, indicates that from June to August, reservations made by Canadians for properties in Europe surged by 32% compared to the same period last year. This suggests that the interconnectedness of travel preferences is shifting significantly as political dynamics evolve.
Looking to the bigger picture, the new data illustrates not just a momentary shift in tourism but potentially a longer-lasting alteration in the international travel landscape as perceptions of America fluctuate. Should these trends continue, it could signal profound shifts in the global tourism industry and an important reconsideration of American political influence on travel choices.
As Europeans weigh their options, the implications of Trump's administration on the tourism sector become increasingly evident. With notable declines in visitors, European governments and travel agencies must now assess the long-term effects and find ways to adapt to these new travel behaviors. Increasingly, the desire to visit the US is tempered by political sentiments and the accompanying repercussions in the travel market.
Travel industry leaders are now required to innovate and reposition American tourist destinations in order to regain traction among their former European clientele. The Biden administration will likely face the challenge of restoring America’s image abroad in a bid to reclaim its position as a desirable destination for tourists from Europe and other regions. As economic recovery hinges on the revival of international tourism, the evolving attitudes of European travelers will be pivotal in shaping the industry's future.
