You’ve likely heard it already from your Canadian clients. Stunning images of ICE arrests, troubling stories of border interactions swirling on social media and President Trump’s continuous thumping of the ‘51st State’ has many Canadians refusing to cross the border or choosing to travel further abroad.

But that’s just the tip of the travel iceberg facing US tourism.

International tourists are noticeably absent. It’s not that they’re not travelling…they’re just not coming to the US. And on top of that, some American travellers are following in their footsteps.

Marriott International has seen their American properties lag behind while mapping a concurrent 10% increase in the number of Americans travelling abroad.

Marriott’s CEO Anthony Capuano said, “While leisure travel demand continues to be strong globally, we’re seeing more tempered growth in U.S. urban markets, particularly among cost-conscious travelers,” he said. “That said, our international performance and conversion momentum give us confidence in our full-year outlook.”

During Marriott’s Q2 earnings call this week, the chain announced global revenue per available room (RevPAR) increased more than 5% overseas thanks to travellers in Asia Pacific and Europe, Africa and the Middle East. But in its largest markets, the U.S. and Canada, RevPar was flat.

The World Travel and Tourism Council says America is projected to lose $12.5 billion in international visitor spending this year alone. Oxford Economics projects the US will be the only country to see that type of decline.

In the face of these threats, tour operators and destinations are scrambling to right the ship. However, headline breaking policies are strongly working against them.

Enemy #1 is the costly and lengthy process to get a VISA. As part of the ‘Big Beautiful Bill’, visa applicants from non-waiver countries such as China, India and Brazil will have to pay an additional ‘visa integrity fee’ of USD$250 to visit. That also extends to tourists from Latina and South America, Africa and select countries in Asia and the Middle East. That’s on top of the fees they’re already paying.

Then, as of August 20th, the US State Department will start to enforce requirements for travellers from some countries to post a $15,000 bond for B-1 business and B-2 tourism visas.

These new deterrents to US travel have the organizers of events like the 2026 FIFA World Cup and the 2028 Summer Olympics in Los Angeles wringing their hands in frustration. The stakes are high.

“We need to let travelers around the world know that we want their business. We certainly understand some of the issues we have here in the United States that focus on illegal immigration.

“Unfortunately, some travelers around the world are wondering if legal visitors are welcome,” says Geoff Freeman, CEO or the U.S. Travel Association.

Let that quote sit for just a minute…