US Travel Chief Urges Trump to Boost Tourism Messaging

International visitor numbers to the United States have seen a significant decline over the summer months, a trend that continued despite the boost from the FIFA World Cup, according to Geoff Freeman, CEO of the U.S. Travel Association. Freeman has urged President Donald Trump to adopt a clearer and more positive messaging strategy to attract foreign tourists.

Official figures indicate a 2% year-on-year drop in international visitors in June, followed by a 7% decrease in July and an 11% drop in August. This downturn came as a surprise following the FIFA World Cup, jointly hosted by the U.S., Canada, and Mexico.

Freeman attributes the decline to several factors, including the high cost of travel to the United States, tariffs and trade disputes, and the spread of misinformation among potential international visitors. He also noted that logistical challenges, such as Asian visitors being unable to fly over Russian airspace, contribute to the problem. Some individuals have also reportedly decided to boycott the U.S. due to trade issues.

More concerning, Freeman stated, are the false impressions that lead visitors to believe they will face detention upon arrival. "They believe that they’re not welcome in the United States, they believe things that are often untrue, and that’s where we need the government to partner with the private sector and send a clear message to travelers around the world that the U.S. is open for business," he said.

Data from the U.S. Travel Association shows that the number of international visitors dropped by 11 million in 2025 and is on track to decrease by another 2 million this year. This represents a 20% reduction from the pre-pandemic high.

Freeman met with President Trump recently to discuss potential solutions, with the ambitious goal of making the U.S. the most visited nation globally by attracting 100 million tourists. Freeman described Trump's public statements emphasizing the importance of international travel and easing visitor entry as a "critical first step."

Freeman outlined a three-step approach to reversing the trend. The first step involves leveraging the positive momentum from events like the World Cup. The second is to focus on improving underlying processes and perceptions of U.S. tourism. The third step is to secure funding for promoting U.S. tourism and actively combating misinformation.

He highlighted a significant budget cut in July 2025 for Brand USA, the organization responsible for promoting international travel to the U.S. The budget was slashed by 80%, from $100 million to $20 million. Freeman argued that this reduction is counterproductive when the goal is to increase international visits.

Freeman also pointed to specific policies that may be deterring visitors. One such policy requires visitors from visa-waiver countries to allow border officials to review five years of their social media history. Although lobbyists have worked to prevent this from being implemented, Freeman noted that some international travelers, particularly from Northern Europe, believe it is already in effect.

Additionally, a proposed $250 fee for visa-less tourists would make the U.S. the second most expensive country to enter, a perception that has persisted despite efforts to block the proposal.

Freeman emphasized the need to separate tourism promotion from debates on illegal immigration, stating, "The lazy way to address illegal immigration is to let legal visitors be collateral damage." He advocated for a more nuanced approach that combines a secure border with a welcoming stance towards legal visitors.

He cited the success of the "Visa Fastpass" system, implemented to streamline entry for World Cup visitors, as an example of how the system can be made more efficient to welcome legitimate travelers.