Published on September 2, 2025
Visitors from around the world are skipping the U.S. this summer, news many cities did not want to hear. Take Buffalo, New York, for example. It’s not just the Buffalo Wings the city’s missing, the usual crowds are fanning out to other destinations. Industry insiders fear that lagging numbers of international travelers will stick around well after the leaves turn. If that happens, storefronts, hotel rooms, and restaurants everywhere will need to get used to quieter table settings.
The situation was made evident by a local campaign in Buffalo, which aimed to entice Canadian visitors. Buffalo’s Buffalo Loves Canada marketing initiative. However, by the end of July, it became clear that the usual influx of Canadian visitors would not materialise this year. The number of cross-border visitors fell sharply, signalling a larger trend in international tourism to the US.

The Wider Impact on US Tourism

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According to the World Travel & Tourism Council (WTTC), the United States is expected to be the only major tourist destination among 184 countries where foreign visitor spending will decrease in 2025. This projection highlights a worrying trend for the nation’s tourism sector. Julia Simpson, President and CEO of the WTTC, stated that while other countries are embracing international visitors, the US is adopting a more closed-off stance.

A Decrease in International Arrivals

Tourism Economics, a travel research firm, recently predicted an 8.2 percent drop in international arrivals to the US for 2025. Although this is an improvement from earlier forecasts, it still represents a significant decline compared to pre-pandemic levels.

Political uncertainties and rising travel costs have exacerbated the situation. Analysts point out that not only has the US become less appealing to foreign visitors, but these trends have also led to changes in travel patterns. For instance, residents of countries such as Germany, France, and Hong Kong have shown reduced interest in visiting the US this year. This decline has extended to several regions, including popular tourist cities such as Las Vegas, New York, and Los Angeles.

Local Tourism Struggles in Popular US Destinations

In Buffalo, the absence of Canadian visitors was especially noticeable. The city had counted on tourists from across the border to fill local hotels, restaurants, and attractions. Patrick Kaler, CEO of Visit Buffalo Niagara, expressed his frustration over the significant drop in visitors, especially after efforts to make Canadians feel welcome. Despite the marketing push, Buffalo’s tourism economy felt the void left by its northern neighbours.

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Other US regions have experienced similar patterns. In Washington DC, tourism officials have projected a 5.1% dip in international visitors for the year. Efforts to combat negative perceptions about the city, such as launching a new campaign highlighting the personal side of Washington’s residents, are in motion. However, these campaigns face the challenge of overcoming a narrative driven by political rhetoric.

Impact on Events and International Competitions

The effects of political tensions are also apparent in the event tourism sector. In New York City, organisers of the International Lindy Hop Championships, a major swing dancing competition, reported that a significant number of international competitors began withdrawing from the event. The decision came after the organisers received feedback that participants felt unwelcome in the US due to the ongoing political climate. About half of the attendees at the annual event come from outside the country, with many coming from Canada and France. This growing reluctance to visit the US is a direct reflection of the broader sentiment surrounding travel to the country.

An Economic Strain on Border Towns

For border towns like Buffalo, the downturn in Canadian visitors is especially troubling. Canada is the US’s largest source of international tourists, with over 20 million Canadians visiting the US in 2024 alone. However, Statistics Canada reported that this year, there has been a noticeable shift in travel patterns. For the first time in two decades, more US residents drove into Canada than vice versa during the summer months.
The decline in cross-border travel has left local businesses struggling to adapt. Visit Buffalo Niagara had to pivot its marketing efforts toward domestic destinations such as Boston, Philadelphia, and Chicago, while also leveraging amateur children’s sporting events to attract local tourism. Despite these efforts, the absence of international visitors has been keenly felt by businesses that rely heavily on foreign spending.

Hope for Future Tourism Recovery

Despite the ongoing challenges, there are some glimmers of hope. US airlines reported an uptick in bookings for premium international flights, driven by American travellers. While international arrivals from Canada, Germany, and France have decreased, travellers from countries like Argentina, Brazil, Italy, and Japan have been filling the void, contributing to a partial recovery.
As for destinations like Buffalo, efforts to welcome back Canadian tourists have not ceased. Canadian visitors are not seen as just transactions, but as vital contributors to the city’s tourism community.

Looking Ahead: Navigating the Future of US Tourism

As the summer of 2025 ends, the US faces a challenging period in terms of international tourism. While certain cities like Buffalo struggle, others may find ways to attract foreign visitors in the coming months. The key to this will be addressing the broader sentiment around the US, particularly by tackling political issues that deter international travellers. It remains to be seen whether the US can reclaim its global tourism appeal or if the downturn will continue.
For now, US destinations must navigate this new landscape by adapting their marketing strategies and seeking innovative ways to maintain tourism revenue during uncertain times.

Final Thoughts

The travel scene in the US is changing fast. Political tensions and higher travel costs are pushing down international tourism. Places like Buffalo and big cities are already seeing the effects, and other regions are still trying to figure out the new patterns. Adapting to these changes is key to getting US tourism back on track.

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Tags: buffalo, International travel, international visitors, New York, travel industry

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