New York, Hollywood, the Grand Canyon, Hawaii, Florida—the United States has been one of the most popular travel and tourism destinations, not only because of the magnificent sites, canyons, beaches, Movies, and Beverly Hills.
What attracts visitors to book their holidays in the United States is not only the National Parks and cities but also the people, the lifestyle, and getting to know what the American Dream is all about. The U.S. was seen as a place of unlimited possibilities and freedom for all. This has been put under question for the last five months.
Not only is business travel to the U.S. in a freefall due to tariffs, but air connectivity from Europe to the United States for leisure travel is shrinking, while connections to Canada, Mexico, the Caribbean, and South America are increasing.
America became Ugly again.
The American lifestyle is characterized by a strong emphasis on individualism, personal freedom, and material possessions. It also emphasizes family relationships and a desire for a healthy and active life. Americans often have casual friends and enjoy various social and leisure activities, including sports and outdoor pursuits. Europeans are attracted to this, since many feel life is more restricted at home.
Most Europeans love this about the U.S., and some think of Americans as children who are young forever. It was always known that U.S. immigration officials are stricter, but there was nothing to worry about. Europeans often looked up to Americans as their big brothers and sisters, whom they loved and respected.
Therefore, changes after the Trump administration took over destroyed the dream that our visitors could be part of the American Dream when going on vacation to the U.S. for a few weeks.
This feeling of welcome has been destroyed. Hearing news about a German tattoo artist being locked up for 3 months for having tattoo equipment and another honeymoon couple arrested in Honolulu for not booking all 5 weeks of hotels in advance has turned the U.S. into a destination that has lost the appeal of ease, welcoming foreigners, and being known as the land of the free.
The damage done in 100 days may have destroyed most of the image our country gained in more than 100 years.
Europeans do not view America as a get-rich paradise, but as a country where everything is easy and welcoming. The lifestyle and the American people are bigger than the Grand Canyon. Now it’s time for America to stand up and welcome its European friends again with open arms to our great country.
The travel and tourism industry has a task that won’t be easy. Travel and Tourism leaders such as Brand USA, US Travel, or Destination International had not spoken out enough, perhaps out of fear of the Trump administration. They may still think it’s business as usual.
Brand USA is in DEEP Trouble
Brand USA is the nation’s destination marketing organization, dedicated to driving legitimate international inbound travel to strengthen the U.S. economy, boost exports, create quality jobs, and foster community prosperity. By running data-driven campaigns and unifying messaging across industry and government, Brand USA positions the United States as a premier global destination while providing up-to-date visa and entry information.
Dr. Peter Tarlow from Tourism and More in College Station, Texas, has put a plan together to help destinations demonstrate that our towns, which are All-American Cities, are where foreign tourists will feel welcome, well-protected, and can still watch the American Dream.
Dr. Tarlow has spent decades training police officers, destinations, and establishments on tourism sensitivities. Contact Visit USA News to learn how to join this World Tourism Network Advocacy and training program to make America Great again for our visitors.
Here is the reality the United States travel and tourism industry is facing this summer and beyond—and it cuts deep into everyone’s pocketbooks. This is based on European Airlines’ flight cuts for their U.S. scheduled flights, put together by Travel and Tour World.
