There had been hopes of a bumper year for the USA, driven by anniversaries such as its 250th year of independence, Route 66’s centenary, as well as the Fifa World Cup, which kicks off this week (11 June).

 

However the latest USA government arrivals figures (for April) revealed UK visitors were down by 11.7% compared with April 2025. Figures for the 12 months to the end of April show total UK arrivals are down 0.9%.

So what’s the real reason for this decline? There has been much debate about a so-called ‘Trump Slump’, but is this really why Brits (and other nationalities) are staying away? And if Trump isn't to blame, then what else?

Guy Novik, Chief Executive of USAirtours and Travel Counsellor Jamie Evans join hosts TTG Editor-in-Chief Sophie Griffiths and Head of Partner Content Madeleine Barber to explore what's really going on with travel and tourism to the USA – and how travel agents and tour operators can help to reignite interest in what still remains one of the world's most unique destinations.