Switzerland Joins France, Germany, Netherlands, Sweden, Belgium, and Others in Contributing to the Decline in Western European Tourism to the US with a Significant Drop in Tourist Arrivals Last Year: Everything You Need to Know

Published on
January 31, 2026

Switzerland, along with France, Germany, the Netherlands, Sweden, Belgium, and several other Western European nations, has played a significant role in the decline in tourism to the United States, marked by a notable drop in tourist arrivals last year. The trend reflects changing global travel habits, with many European travelers shifting toward more affordable and closer destinations. The reasons behind this decline are multifaceted, including rising airfare costs, the lingering effects of the COVID-19 pandemic, and increasing political and cultural tensions, which have contributed to the reduced appeal of the U.S. as a travel destination. As countries like Switzerland, France, and Germany, among others, experience diminishing tourist numbers, it highlights the growing preference for shorter, more cost-effective travel options within Europe. To stem this downturn, the U.S. must re-evaluate its approach, focusing on offering tailored experiences that cater to the evolving needs and expectations of these key Western European markets.

Switzerland: Scenic Views Don’t Always Guarantee Visits

Switzerland, with its picturesque landscapes, historical towns, and high standard of living, has long been a source of affluent tourists to the United States. However, the 10.5% decline in Swiss tourists, from 345,844 in the comparison year to 309,563 in the selected year, is indicative of changing travel patterns. Swiss travelers, known for their love of luxury and high-quality experiences, are increasingly opting for more affordable destinations in Europe, reducing the demand for transatlantic travel. While cities like New York, Chicago, and the U.S. national parks have been popular for Swiss tourists, factors such as the global economic climate and rising travel costs have made long-haul flights to the U.S. less appealing. The Swiss preference for closer European destinations has led to a rethinking of how the U.S. can attract these discerning visitors. Furthermore, the lingering effects of the COVID-19 pandemic have left many travelers hesitant to commit to international travel. The U.S. tourism industry must respond by emphasizing luxury offerings, providing tailored experiences for Swiss visitors, and addressing the rising costs of travel. Promoting exclusive packages and experiences that cater to Swiss tastes could be a way to bring back this high-spending market.

France: A Slowdown in American Dream Travel

France’s deep cultural ties with the U.S., from the historic Lafayette to modern-day tourism, have made it a reliable contributor to U.S. tourism. Yet, the 6.8% drop in French visitors, from 1,462,184 in the comparison year to 1,362,308 in the selected year, signals a change in these travel habits. This decline is partly due to the rising cost of air travel, which discourages many French tourists from crossing the Atlantic. Additionally, the political and cultural differences between the U.S. and France, particularly in recent years, might have led some travelers to reconsider their choice of destination. Moreover, the lingering effects of the COVID-19 pandemic have altered travel plans, with many opting for closer, less expensive destinations. French tourists have traditionally flocked to iconic American locations like New York, Los Angeles, and the American Southwest, but now, Europe remains an increasingly attractive alternative for these travelers. To counter this trend, the U.S. must create fresh incentives to attract French visitors, such as cultural exchange programs or tailored experiences that highlight the connections between France and America. Revitalizing the allure of U.S. destinations and promoting the country’s cultural diversity could help spark renewed interest among French tourists.

Germany: A Significant Decline in US Tourism

Germany has long been a leading source of tourists to the United States, with a strong cultural and historical connection that made Americans and Germans frequent visitors to each other’s countries. However, the recent decline of 11.8% in German tourists, from 1,722,282 in the comparison year to 1,518,609 in the selected year, highlights a shift in travel trends. The reasons for this decrease are multifaceted. Higher airfare costs, the impact of the global pandemic, and shifting geopolitical climates may have deterred German visitors. Furthermore, increasing competition from other European and nearby destinations, like Spain and Italy, means the U.S. faces more alternatives for German tourists. A potential decline in the perceived value of long-haul travel, coupled with concerns over political climates in the U.S., has made shorter, more cost-effective European destinations more appealing. Cities like New York and Los Angeles have long been favorites, but this drop suggests a need for a renewed focus on attracting German travelers. Offering discounts, more direct flights, and promoting unique U.S. experiences tailored to German interests may help reverse this downward trend, rekindling the affection for American travel that has always existed.

Netherlands: Navigating Through a Tourism Dip

The Netherlands has long been a steady source of travelers to the United States, with Dutch visitors drawn to the U.S. for its diverse attractions, including cosmopolitan cities and natural wonders. However, the 7.5% drop in Dutch visitors, from 533,320 in the comparison year to 493,211 in the selected year, signals a worrying trend for U.S. tourism. The reasons behind this decline are complex. Rising travel costs, increased competition from other European destinations, and the overall volatility of global tourism post-pandemic have made Dutch travelers more selective. While the U.S. has been a favorite for Dutch tourists, particularly to destinations like New York, Miami, and California, many are now opting for shorter flights and more affordable European options. Additionally, political tensions and the perceived complexities of traveling to the U.S. may contribute to this shift. As the Netherlands remains a key European market for U.S. tourism, it is essential for the U.S. to reengage this audience by offering more personalized travel packages and focusing on experiences that align with Dutch interests. By emphasizing cultural ties, promoting ease of travel, and offering unique U.S. travel experiences, the tourism industry can turn this dip around and attract Dutch visitors once again.

Sweden: Exploring New Horizons with Fewer American Visits

Sweden has been a steady contributor to U.S. tourism, with Swedish visitors traditionally drawn to the U.S. for its iconic cities, vibrant cultural offerings, and stunning national parks. However, the 5.9% decline in Swedish visitors, from 249,194 in the comparison year to 234,369 in the selected year, reflects broader shifts in global travel habits. A combination of rising travel costs, changes in international flight routes, and a growing preference for European destinations closer to home have made Swedish tourists more hesitant about long-haul trips. The U.S. has been a go-to destination for Swedish travelers, with New York, Los Angeles, and Las Vegas frequently on the list. However, with increased competition from destinations within Europe, Sweden’s affinity for American tourism is beginning to wane. Furthermore, the impact of the pandemic has led many to reconsider long-distance travel. For Sweden, a country known for its penchant for sustainability and environmental consciousness, the carbon footprint of long-haul travel may also influence decisions. To regain Swedish interest, the U.S. needs to enhance its marketing efforts by focusing on eco-friendly travel options, offering unique cultural experiences, and promoting the American travel experience as both convenient and rewarding.

Belgium: A Shift in Global Travel Preferences

Belgium, known for its medieval towns, chocolate, and beer, has historically been a strong source of tourists to the United States. However, the 8% decline in Belgian tourists, from 247,821 in the comparison year to 227,979 in the selected year, signals changing preferences in global travel. The rise in airfares, combined with increasing interest in destinations closer to home within Europe, has contributed to this downturn. While the U.S. has long attracted Belgians, particularly to cities like New York and Washington, D.C., the allure of shorter, more affordable European destinations now outweighs the appeal of long-haul travel. Belgium’s proximity to major European hubs makes it easier for Belgians to visit neighboring countries, leading to a decrease in visits to the U.S. In addition, the pandemic’s long-lasting effects on global travel, along with shifting political dynamics, have made many international travelers more cautious about visiting the U.S. To reverse this trend, U.S. tourism boards must focus on creating tailored packages that highlight the unique experiences Belgium seeks, such as exploring American history, enjoying cultural exchanges, and offering an array of affordable travel options. By making U.S. travel more accessible and appealing, Belgium’s tourism numbers could be revived.

Decline in Western European Tourism to the US

The table below highlights the decline in tourism from several Western European countries to the United States, reflecting the percentage change in tourist arrivals from one year to the next. The data showcases significant decreases from major European markets, particularly Germany, which saw a reduction of 11.8%, from 1.72 million visitors to 1.52 million. France, the Netherlands, and Switzerland also experienced notable declines, with France seeing a 6.8% drop, the Netherlands a 7.5% drop, and Switzerland a 10.5% drop in tourist arrivals. Denmark experienced the steepest decline at 23%, while smaller countries such as Luxembourg, Monaco, and Liechtenstein also showed reductions, although less pronounced. Overall, the total decline in Western European tourism to the U.S. is 3.5%, with these countries collectively accounting for 18.7% of the total U.S. tourism share. This data indicates a shift in international travel patterns, with fewer Europeans choosing the U.S. as their destination. To address these challenges, the U.S. tourism sector will need to rethink its strategies to rekindle interest from these important markets. All the data used for the article is taken from trade.gov.

CountrySelected YearComparison Year% ChangeShare %Germany1,518,6091,722,282-11.82.7France1,362,3081,462,184-6.82.4Netherlands493,211533,320-7.50.9Switzerland309,563345,844-10.50.5Sweden234,369249,194-5.90.4Belgium227,979247,821-8.00.4Denmark158,041205,236-23.00.3Austria154,899166,311-6.90.3Portugal146,307146,510-0.10.3Norway137,478147,544-6.80.2Finland80,84088,170-8.30.1Iceland35,91335,952-0.10.1Slovenia23,45524,386-3.80.0Luxembourg17,10919,614-12.80.0Monaco2,7872,886-3.40.0Andorra2,2332,283-2.20.0Liechtenstein1,5251,757-13.20.0Faroe Islands354369-4.10.0Holy See/Vatican127160-20.60.0Yugoslavia71130-45.40.0Total (Overall)10,666,98311,053,427-3.518.7

Switzerland, France, Germany, the Netherlands, Sweden, Belgium, and other Western European countries have all contributed to the decline in U.S. tourism, driven by rising travel costs, political tensions, and pandemic effects.

Conclusion

Switzerland, alongside France, Germany, the Netherlands, Sweden, Belgium, and other Western European countries, has significantly contributed to the decline in U.S. tourism. This downturn, marked by a substantial drop in tourist arrivals last year, stems from rising travel costs, shifting political dynamics, and the lasting impact of the COVID-19 pandemic. As travelers increasingly opt for closer, more affordable destinations within Europe, the U.S. tourism sector must adapt to these changing patterns by offering tailored, cost-effective travel experiences to rekindle interest from these important markets.