US tourism slump worsens as September numbers show further drop in visitors

US tourist numbers have continued to drop following this summer’s Fifa World Cup. According to the latest figures from the National Travel and Tourism Office (NTTO) , the number of overseas visitors to the US, excluding Mexico and Canada, was down 5.7 per cent year on year as of the end of September. Western Europeans, the largest overseas tourist market for the US, have declined by 8.7 per cent so far in 2026, with arrivals from the UK making up 352,084 of 2,703,912 visitors in September.

Four million fewer foreign visitors entered the US in 2025 compared to 2024, while the total spending decreased by more than $8bn (£5.95bn), an analysis of NTTO data showed. In 2024, the total number of visitors to the US reached over 72 million. This number fell to over 68 million in 2025.

The year 2025 signifies the first time the arrival numbers have dropped post-Covid. For 2026, the NTTO forecast that total international arrivals will increase 3.2 per cent to 70.5 million – partly driven by the Fifa World Cup. During the football tournament in June, international visitor arrivals to the US increased by 2.7 per cent compared to June 2025, reaching a total of 5.4 million visitors, NTTO data said.

The US has yet to hit its pre-Covid levels of visitors, which stood at over 79 million before the pandemic. In April, the World Travel & Tourism Council (WTTC) said that although the United States remained the largest Travel & Tourism market in the world in 2025, “the country is now at a crossroads in its tourism development”. Gloria Guevara, President & CEO of WTTC, said: “The United States remains the largest Travel & Tourism market in the world and has an amazing foundation.

“To avoid losing its leadership position, the US must invest in promoting its attractiveness, both in international markets and during the summer of football; change perception and position the US as a welcoming destination; and grow international visitor spend, encouraging stopovers and new experiences.” Read more: Visitors to US dropped by millions last year in biggest decline since Covid-19 pandemic

Source: The Independent