Number of Brits crossing Atlantic down 14.3% from 2024 – and the travel industry fears decline could continue

Recent data released by the U.S. International Trade Administration highlights a significant decline in international travel to the United States, with the number of visitors from 20 major countries witnessing a 10.3% decrease in March compared to the previous year. Notably, visits from Western Europe plunged by 17.2%, with Germany facing an even more drastic drop of 28.2%. Specifically, U.K. visits were down 14.3%, raising alarms within the travel industry about the potential for ongoing declines. The overall trend indicates a substantial slowdown in demand for travel to the U.S., which has been attributed to geopolitical factors that have created unease among potential travelers. The CFO of Virgin Atlantic warned a month ago about emerging signals indicating slowing demand to the U.S., while data from travel intelligence platform Mabrian further supports this trend, indicating a dip in global travel interest due to the policies of the Trump administration. While travel from Asia has only fallen by a modest 3.4%, Eastern European visits have shown a slight increase of 1.5%. This contrast highlights how regional factors and perceptions influence travel decisions. The broader decline in overseas visits—totaling 11.6%—raises concerns about the U.S.'s attractiveness as a destination amidst these geopolitical tensions. However, it’s worth noting that British travel demand showed signs of recovery. In March, bookings rose by 1.6%, after a slight decline in February, indicating possible resilience among British travelers. This partial rebound suggests that while overall demand is waning, some markets may still hold potential for recovery. Carlos Cendra, a partner and communications director at Mabrian, emphasized the sensitivity of European markets to geopolitical developments, warning that policy shifts that project an unwelcoming image of the U.S. could have lasting implications for travel intent. As travelers weigh their options, those perceptions and uncertainties could alter their travel plans for the foreseeable future.