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US tourism chief says 2025 visitor numbers 'tell a concerning story'

Brand USA
Jessica Reid
20 May 2026

The US needs to work harder to confront misconceptions and make sure international travellers feel welcome following a 5.5% decline in visitors last year, resulting in a $70 billion deficit.

Geoff Freeman is President and Chief Executive of the US Travel Association
(Credit: US Travel Association)

Geoff Freeman is President and Chief Executive of the US Travel Association (Credit: US Travel Association)

Speaking at IPW in Fort Lauderdale on Wednesday (20 May), Geoff Freeman, President and Chief Executive of the US Tourism Association, said there is “no one reason for the decline in numbers”.

However, he acknowledged a variety of reasons, including the strength of the US dollar, perceptions of the country, policy proposals and “horror stories” around entry to the country. “There are some valid concerns, there’s some misconceptions and, if we’re honest, there are some untruths out there as well,” Freeman told media.