Published on
January 2, 2026
Germany, Finland, Netherlands, and Norway are leading the charge in the 5-8% decline of U.S. tourism, significantly impacting states like Vermont, Washington, Utah, Maine, New York, and Texas. This downturn can be traced to a combination of stricter visa measures and escalating political tensions, which have made it increasingly difficult for travelers from these nations to visit the U.S. These challenges have led to a notable reduction in international arrivals, particularly from key European markets, leaving many tourist hotspots across the country grappling with fewer visitors and a struggling tourism industry.
The global tourism landscape in 2025 has been marked by unexpected challenges for the United States, as international visitors, particularly from countries like Germany, Finland, Netherlands, and Norway, have drastically reduced their travel to the US. This downturn in visits has been exacerbated by political tensions and the implementation of stricter visa policies, affecting key tourist destinations across the country.
The Decline in Overseas Visitation to the US
According to the National Travel and Tourism Office’s latest data, visitation from overseas countries to the United States saw a 2.6% overall decline through November 2025. This dip in international arrivals is part of a broader trend, especially from Western European and Asian countries. The figures highlight a shift in global travel preferences, with travelers opting for more affordable, less politically strained destinations. Countries such as Germany, Finland, Netherlands, and Norway, which have historically been strong sources of US tourism, have led the charge in reducing their travel to the country.
Germany’s 11.6% Decline
Germany, one of the leading markets for US tourism, reported a significant drop in visitors to the US, with a staggering 11.6% decline in arrivals through November 2025. The reduced travel is largely attributed to the imposition of tougher visa requirements, making it increasingly difficult for German nationals to visit the US. This shift is compounded by growing political tensions between the two countries, contributing to a sense of uncertainty among German tourists about traveling to the US. States like Vermont, known for its winter tourism, have felt the brunt of this decline, with a drop in both winter sports tourism and fall foliage visitors.
Netherlands’ 7.6% Drop
The Netherlands, another key contributor to US tourism, saw a 7.6% decrease in visitation during the same period. The Dutch market has long been a steady stream of visitors, particularly for cultural tourism and business travel. However, the combination of increased travel costs, visa restrictions, and a growing preference for nearby European destinations has contributed to this downturn. Cities like New York, a perennial favorite for Dutch tourists, are now experiencing reduced bookings from the Netherlands. The decline has also had a ripple effect on local economies that depend on international tourism.
Finland’s 7.7% Decline
Finland, often a strong source of tourists for states like Maine and New York, witnessed a 7.7% decrease in visits to the US. The tightening of US visa policies, coupled with Finland’s political stance, has made it more challenging for Finns to travel to the US. As a result, Finnish travelers are increasingly looking to other destinations within Europe, where travel costs are lower, and the political climate is more stable. Vermont, once a sought-after destination for Finnish families, has seen a sharp reduction in visitors, with hotel occupancy rates in the state plummeting.
Norway’s 6.4% Drop
Norway, with its strong tourism ties to the US, reported a 6.4% drop in visitation. The Scandinavian country’s visitors were once frequent tourists in US states like Washington and New York, where the vibrant cultural offerings and iconic landmarks had long attracted Norwegian travelers. However, the combination of rising airfares, strict visa policies, and the shifting global travel sentiment has seen Norwegians pull back from the US. States such as Washington, which is home to cities like Seattle, have struggled to recover lost tourism revenue, as fewer Norwegians are visiting.
The Impact on US States
While the decline in international tourism is affecting the entire country, certain states are facing more significant consequences due to their reliance on foreign visitors. Vermont, Washington, Utah, Maine, New York, and Texas have all seen a sharp drop in tourism, with local economies feeling the strain.
Vermont: A Hidden Crisis
Vermont, a state renowned for its natural beauty, picturesque landscapes, and winter tourism centered around ski resorts, is experiencing a tourism downturn that is particularly concerning. Data from the Vermont Department of Tourism and Marketing shows a 20% drop in tourism revenue compared to the previous year. Vermont’s ski resorts, which once saw a steady influx of international visitors, have faced significant losses. The lack of visitors, especially from countries like Germany and the Netherlands, has led to plummeting hotel occupancy rates, particularly in December, one of the busiest months for the state. Local businesses, from restaurants to souvenir shops, are also feeling the financial pinch.
The prolonged downturn can be attributed to several factors. Firstly, the economic uncertainty that lingers post-pandemic has made travel more expensive, pushing potential visitors to opt for more affordable destinations. In addition, the imposition of stricter visa rules for travelers from key European countries has made it harder for tourists to visit the US. As a result, Vermont is struggling to maintain its traditional tourist appeal.
Washington: Struggling to Recover
Across the country, Washington state, known for its vibrant city of Seattle and stunning national parks, has also seen a decline in international visitors. According to Washington State Tourism data, the state has faced 11 consecutive months of declining tourism. The decline can be attributed to the reduced number of visitors from Europe, particularly Germany and Norway, as well as a drop in domestic travel. Events like the Seattle International Film Festival, once a major draw, have struggled to attract attendees in 2025.
The tourism downturn is not only hurting the state’s tourism economy but is also impacting local businesses, which are seeing fewer visitors from abroad. Washington is currently working to bolster its tourism offerings by focusing on its cultural and natural assets to draw international visitors back.
Utah: An Emerging Strain
Utah, known for its national parks and outdoor adventure tourism, is also feeling the pressure. As of 2025, the state has experienced a decline in international visitation, especially from European countries like Germany and the Netherlands. With growing competition from other international destinations and the rising cost of travel, Utah’s tourism sector is finding it harder to recover. The state’s famous national parks, such as Zion and Bryce Canyon, have seen fewer European tourists, which has impacted the local economy.
Maine and New York: A Shift in Visitor Preferences
Maine and New York, once favored by travelers from Finland and the Netherlands, are experiencing a similar decline in visitor numbers. Maine’s appeal has always been its natural beauty and quaint coastal villages, while New York is an iconic destination for global tourists. However, the combination of high travel costs, tougher visa policies, and shifting preferences toward regional travel has made it more difficult for these states to maintain their tourism numbers.
Texas: Resilience Amidst the Decline
Texas, a state that thrives on both international and domestic tourism, has also seen a downturn in visitors. The state’s diverse attractions, from its vibrant cities to its cultural festivals, have long drawn international tourists. However, the combination of increased travel costs and political tensions has had a negative impact on visitation numbers. Texas is currently looking to counter this decline by focusing on domestic tourism and exploring new international markets.
The Global Shift in Travel Preferences
The downturn in US tourism is not just about a reduction in numbers from certain countries; it reflects a broader shift in global travel preferences. After the pandemic, many travelers are opting for destinations closer to home, where travel costs are more manageable, and political tensions are less of a concern. Additionally, the rise in fuel prices and airfares has made long-haul travel less appealing for many international tourists.
Countries like Germany, Finland, and Norway are increasingly turning to other European destinations, which offer more affordable and politically stable alternatives to the US. Meanwhile, destinations within the US, such as Florida and California, have shown resilience by attracting both international and domestic tourists due to their warm climates, entertainment options, and beaches.
Government and Industry Response
In response to the tourism decline, several states have ramped up efforts to revive their tourism sectors. Vermont has launched new marketing campaigns targeting regional tourists from cities like Boston and New York, while Washington is focusing on promoting its cultural tourism and natural attractions. New York and Maine are also looking to reposition themselves in the market by emphasizing local experiences and eco-tourism.
Moreover, the US government and tourism bodies are working to address the challenges posed by stricter visa policies. Several states are collaborating with international airlines to restore visitor interest and ease the travel process for foreign tourists.
Germany, Finland, Netherlands, and Norway are driving the 5-8% decline in U.S. tourism, with stricter visa measures and political tensions significantly affecting tourist flows to states like Vermont, Washington, Utah, Maine, New York, and Texas.
The decline in US tourism from key European markets, especially Germany, Finland, Netherlands, and Norway, is a wake-up call for the US travel industry. While the reasons for this decline are multifaceted, including stricter visa rules, rising travel costs, and political tensions, the impact on states like Vermont, Washington, Utah, Maine, New York, and Texas is undeniable. The US must find ways to address these challenges and remain competitive in the global tourism market by adapting to changing travel preferences and fostering stronger international relationships.
