IITA: A Key Resource for Media on Declining Inbound Travel to the U.S.

The international travel landscape is shifting, and recent reports highlight a troubling trend: a decline in inbound travel to the U.S. from key international markets, including Canada and other markets. According to recent articles from CP24 and CTV News, industry leaders are expressing growing concerns about this downturn, which could have significant economic repercussions for destinations and businesses that rely on international visitors.

At the International Inbound Travel Association (IITA), we understand the complexities behind these travel trends and serve as a valuable resource for media seeking expert insights into the factors driving these shifts. From economic considerations and currency fluctuations to policy changes and traveler sentiment, IITA provides facts and member feedback to journalists and connects them with knowledgeable industry professionals who can provide more specific information and commentary about the business.

A Worrying Trend for U.S. Tourism

The CP24 article cites Patrick Kaler, President and CEO of Visit Buffalo Niagara, who voiced his concerns over the significant drop in Canadian visitors to New York. With Canada being the largest inbound travel market for many U.S. destinations, this decline is causing alarm across the tourism sector.

Similarly, CTV News is actively gathering insights from Canadians who have canceled their U.S. travel plans, citing various reasons, including cost concerns, border policies, and alternative travel options. However, Canada is not the only market experiencing a decline. Several other international visitor markets, including European, Asian, and Latin American countries, are showing reduced travel numbers due to economic factors, visa processing delays, and increased competition from other global destinations.

Why Is This Happening?

Several factors are contributing to the decline in international travel to the U.S., including:

• Economic Pressures: Currency exchange rates and inflation make U.S. travel more expensive for international visitors.
• Border Regulations & Policies: Visa processing times, security measures, and government advisories from other countries can deter travelers.
• Recent News & Security Concerns: Reports of individuals being detained by American officials have fueled concerns among potential travelers.
• Tariffs and Geopolitical Tensions: Some potential visitors have also been angered by tariffs and other Trump foreign policies.
• Competitive Global Destinations: Some travelers opting for alternative destinations that offer better value and fewer restrictions.
• Shifts in Traveler Preferences: Post-pandemic travel behaviors have changed, with more visitors prioritizing destinations that offer seamless entry and favorable economic conditions.
• Airline Safety Concerns: A rise in airline accidents has led to increased apprehension about air travel, causing some travelers to reconsider or delay trips to the U.S.

Industry Collaboration and Advocacy

IITA recently met with NTA, USTOA, SYTA, ABA, and CATO to discuss how tariffs and tensions between the U.S. and Canada have affected bookings on both sides. This group is drafting a shared statement about this issue.

We know there are many unknowns at this point. IITA is addressing them and seeking answers during Destination Capitol Hill meetings this week in Washington, D.C. IITA representatives shared your concerns and, where possible, workable solutions with federal agencies directly involved with inbound travel – including the State Department, National Travel and Tourism Office, Customs and Border Protection, and the National Park Service.

How IITA Supports the Industry & Media

IITA is leading the charge in addressing these challenges and supporting U.S. inbound operators, destinations, tourism suppliers, and travel professionals. Through our IITA Inbound Insider Steps to Success™ program and industry collaborations, we help businesses adapt to changing market conditions and develop strategies to attract and retain international travelers.

For media members, including CP24 and CTV News, we offer expert commentary, industry data, and connections to tourism professionals who can speak to the latest trends and solutions. As the landscape evolves, IITA remains committed to fostering a resilient and competitive inbound travel market.

What Can We Do in the Short Term?

Lena Ross, COO of America 4 You and IITA Chairwoman, speaks for IITA, saying with unified conviction that “when international travelers are booking with the travel trade – particularly through a U.S.-based inbound operator, they’ll have professional companies backing them up, prepared and ready to assist as needed. Inbound operators working with international-ready supplier partners will guide the travel trade and their customers in navigating changes and new policies and procedures that may affect visitors’ travel plans."

As discussions around declining international travel to the U.S. unfolds, IITA encourages industry professionals and media representatives to stay engaged. For expert insights, interviews, or further information, reach out to us and leverage our network of industry leaders. For the latest inbound travel trends and solutions updates, visit IITA’s website or follow us on LinkedIn.