Predictions differ sharply on how many British travellers will go to America this year

Recent data shows a striking 17 percent year-on-year decline in European visitors to the United States as of March 2025, prompting airlines to significantly reduce prices in a bid to attract travelers. British Airways, for instance, is offering return tickets from Copenhagen to New York for just £365, a deal that undercuts traditional rates for direct flights from London. According to the US International Trade Administration, these declines in tourism stem partially from visitor sentiment shaped by the Trump administration's strict immigration policies, which have led to fears of heightened scrutiny and potential deportation of foreigners. This negative perception appears to particularly affect travelers from the UK, which has historically been one of the top sources of tourists to the US, with March 2025 witnessing a 14.3 percent drop in visits compared to March 2024. The implications of these figures extend beyond immediate economic concerns; they indicate a long-term reputational impact on the United States as a travel destination. Tourism Economics has adjusted its forecasts, downgrading an expected 9 percent increase in visitors to a projected 9 percent decline, attributing much of the sentiment shift to Trump's controversial policies and statements. However, industry insiders may interpret these findings with caution, noting that demand remains robust across various travel agency networks, specifically for popular destinations like New York and Orlando. They argue that economic pressures might even drive travelers to seek value-driven options, which could maintain interest in US travel despite adverse conditions. Looking at airlines like Delta Air Lines that have reported scaling back their growth expectations for 2025, it's evident that the ramifications of diminished demand alongside tariff uncertainties could lead to broader shifts in flight operations and pricing strategies. Ultimately, as Paul English from Kayak notes, the damage to the US's standing as a premier travel destination could have generational effects, marking a troubling moment for American tourism in a highly interconnected world. As the travel landscape evolves, balancing security measures and traveler confidence will be crucial for the recovery in international visits.