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Denmark Beats Switzerland, Norway, Germany, Ireland, Sweden, And More European Nations In Sharp Decline In US Tourism In 2025, Stemming From Tighter New Visa Rules And Escalating Political Challenges
Published on
January 1, 2026
In 2025, Denmark has experienced the sharpest decline in US tourism among European nations, with a staggering drop of 21.1%, surpassing Switzerland, Norway, Germany, Ireland, and Sweden. This significant downturn is largely attributed to tighter new visa regulations and escalating political tensions, which have made the US a less attractive destination for travelers. These factors have not only impacted Denmark but have also affected other European countries, highlighting the broader challenges facing US tourism amid changing global dynamics.
The year 2025 has proven to be a challenging one for US tourism, especially when looking at international visitation trends. Several European nations, including Denmark, Switzerland, Norway, Germany, Ireland, and Sweden, have witnessed significant declines in the number of travelers heading to the United States. This decline has been driven by several factors, but none more significant than the tightening of US visa policies and the ongoing political tensions that have impacted global relations. While the US tourism sector has seen overall declines in international arrivals, some countries have been hit particularly hard. Denmark, in particular, has emerged as a standout among European nations, experiencing a sharp drop in US-bound travelers.
Overview of the US Tourism Decline in 2025
According to the latest data released by the National Travel and Tourism Office (NTTO), the first 11 months of 2025 saw a collective 2.6% decline in overseas visitation to the United States. This data highlighted a trend of declining international arrivals, with the most significant drops coming from Western Europe and Asia. Countries that had traditionally sent a significant number of tourists to the US, including Germany, the Netherlands, France, and Australia, saw noticeable reductions in travel figures. Among these, Denmark led the pack in terms of the percentage decline, surpassing other European nations, including Switzerland, Norway, and Sweden.
Several factors contributed to this downturn, with visa restrictions, political discontent, and economic uncertainties playing key roles. The US government’s visa policies, which have become more restrictive in recent years, have made it increasingly difficult for travelers from certain countries to visit the US. This has been especially true for nations in Europe, where growing concerns about the affordability of travel, political polarization, and visa restrictions have dampened enthusiasm for US vacations.
The Role of Visa Restrictions in the Decline
A primary driver behind the decline in US tourism has been the imposition of stricter visa policies. In particular, travelers from European countries, including Denmark, have faced heightened scrutiny when applying for US visas. These changes have led to increased delays, higher visa rejection rates, and a general sense of unease among potential travelers. While these policies have been marketed as necessary for national security reasons, they have also inadvertently discouraged travelers who view the visa process as cumbersome and overly complicated.
Countries such as Denmark, which traditionally had a steady flow of tourists to the US, have seen this trend worsen. The restrictions have particularly impacted travelers who would typically visit the US for business, leisure, or cultural tourism. As a result, many have opted for destinations in neighboring regions, including Canada and the EU, where visa regulations are less stringent.
Political Tensions and Their Impact on US Travel
In addition to visa restrictions, political tensions have also played a crucial role in the decline in US-bound travel. Negative sentiment toward the US has been exacerbated by global political events, including trade tensions, military interventions, and diplomatic disagreements. The polarizing political climate in the United States, particularly under the leadership of former President Donald Trump, has also influenced the travel decisions of international visitors.
According to a survey by US goverment, about 46% of travelers from several countries stated they were less likely to visit the US due to its political environment. This sentiment was especially strong among travelers from Germany (59%) and Canada (62%), two countries that have traditionally had strong tourism ties with the US. The impact of these political factors has been particularly evident in 2025, as growing anti-American sentiment in certain regions has led to fewer people opting to travel to the US.
Countries with Significant Declines in US Travel
Several European countries have been particularly affected by the decline in US travel. Denmark, for example, recorded one of the steepest drops in tourism to the United States. As of November 2025, the country experienced a staggering 21.1% drop in visitation, a stark contrast to its traditionally strong tourism numbers. Denmark’s decline was closely followed by other nations such as Switzerland (-9.4%), Norway (-6.4%), and Germany (-11.6%). These nations, all of which have historically sent a significant number of travelers to the US, are now facing a much smaller influx of visitors.
This decline is not isolated to these countries alone. Other nations, including Ireland (-1%), the Netherlands (-7.6%), and France (-6.9%), have all experienced notable drops in US-bound travel. The decrease in international travel has not only hurt tourism-dependent sectors in the US but has also led to significant economic losses in countries that rely on travel to the US as a major source of revenue.
Decline in US Travel from European Countries in 2025
The Growing Influence of Mexico on US Tourism
While several European nations are witnessing declines in tourism to the United States, there is one region that is bucking the trend: Mexico. Visitation from Mexico has been steadily increasing, with a significant surge in 2025. Despite the overall decline in international arrivals, Mexico has emerged as one of the leading sources of visitors to the US. According to the NTTO, more than 6.2 million Mexicans crossed into the US in 2025, marking a 6.2% increase over the previous year.
The growing number of Mexican visitors to the US can be attributed to several factors, including cultural ties, economic partnerships, and geographical proximity. Additionally, the convenience of land crossings between the two countries has made it easier for travelers to visit the US without facing the same visa challenges that many European nationals encounter. This increase in travel from Mexico is helping offset some of the declines from European countries and highlights the shifting dynamics of US tourism.
Economic Factors and Affordability
Economic factors have also played a role in the decline in US tourism. Rising costs of travel, including airfare and accommodation, have made the US less appealing for travelers from several key markets. In addition to the financial burden, the uncertainty surrounding the global economy has made many potential visitors more cautious about long-distance travel. As a result, tourists from Europe and Asia are increasingly looking for more affordable and accessible destinations, with many choosing to explore destinations closer to home.
The Future of US Tourism: Recovery or Continued Decline?
Looking ahead, the outlook for US tourism remains uncertain. While some states, such as Florida and Nevada, are seeing an uptick in international visitors, many others are experiencing significant declines. The US tourism industry must adapt to the changing global landscape by revisiting its visa policies, addressing the concerns of international travelers, and working to rebuild the US’s image on the world stage.
As countries like Denmark, Switzerland, and Germany continue to experience a decline in tourism to the US, the government will need to reassess its policies and priorities to attract more visitors from these markets. This could involve implementing more flexible visa programs, improving diplomatic relations, and addressing the affordability challenges that many travelers face.
In 2025, Denmark saw a dramatic 21.1% drop in US tourism, leading European nations in decline due to stricter visa regulations and growing political tensions. These factors have severely impacted Denmark’s travel flow to the US, overshadowing other European countries.
While US tourism in 2025 has faced challenges, the shifting dynamics of international travel provide an opportunity for the industry to adapt and recover. By acknowledging the factors that have led to declines and working to address them, the US can begin to reverse the trend and regain its status as a top destination for global travelers.
