The United States' first Special Presidential Envoy for American Tourism, Exceptionalism, and Values, Ambassador Nick Adams, has pushed back against claims that declining tourist numbers are linked to former President Donald Trump's policies. Adams, appointed in March, also denied that proposed social media checks for travelers are currently being enforced.
Visitor numbers to the U.S. saw a 5.5% decline in 2025 compared to the previous year, with international visitor spending dropping by 4.6% to $176 billion, according to the World Travel and Tourism Council (WTTC). Hotel bookings for the upcoming World Cup are also reportedly below expectations, with 80% of respondents to the American Hotel & Lodging Association (AHLA) citing lower-than-anticipated reservations.
Adams expressed optimism about the future of U.S. tourism, setting a personal goal of attracting an average of 100 million international visitors annually by 2030. "Now, it is definitely a bold goal, but I think that is one that is eminently achievable if we show the world what we are made of," he told the Daily Mail.
Regarding any potential blame on former President Trump for the recent dip, Adams stated, "Not at all. No one has done more for hospitality than President Trump." He highlighted Trump's history of building hotels and resorts, adding that he is the only president who has delivered on the travel industry's long-standing request for a dedicated tourism minister or envoy.
Adams also addressed concerns about proposed five-year social media history checks for tourists and more in-depth ESTA requirements, which include collecting past email addresses and family information. He characterized these as "misperceptions" fueled by "dishonest media and people that are invested in fake narratives to injure the American economy and hurt America in its finest hour." Adams asserted that these social media checks "have never been implemented" and that "99.9 percent of people who get their ESTA in good time... do not encounter a problem."
He attributed the 5.5% decline in visitors to a delay in travel plans by those anticipating major U.S. events in 2026, such as the country's 250th birthday and the World Cup. "I think a significant part of that can be attributed to the fact that people that were planning on visiting the United States thought to themselves, 'Hmm, why don't we wait a year for America's big year of 2026,'" Adams explained.
The envoy also cited recent data indicating a rebound in U.S. tourism. He pointed to nearly 93,000 flights scheduled between the United Kingdom and Europe to the United States between June and October, a 3% increase from the same period last year, according to aviation data analysts at Cirium. Additionally, Adams noted that the WTTC forecasts a nearly 5% increase in international visitor spending in the United States.
"So things are on the up. We are looking good and we're going to have the best summer we've ever had," Adams concluded, emphasizing that "America is open. America is ready. And America is glad you came."