US tourism slump signals soft-power setback amid political divisions
International tourism to the United States fell by about 4 million in 2025, cutting more than $8 billion in spending as presidential rhetoric and policy confusion fed a perception of dysfunction; the drop was driven largely by Canadians, with a slow recovery expected, and experts warn it weakens US soft power. Recovery to pre-pandemic levels isn’t seen until 2029 unless Brand USA is funded and messaging is stabilized.