New Hampshire unites with Washington, Montana, Colorado, California, Florida, Nevada and More as the US faces a sharp tourism decline driven by Canadian and European pullback. Heightened visa barriers, safety concerns, and political tensions are pushing international visitors to reconsider travel to the United States in 2025.
New Hampshire Unites with US States as Tourism Crisis Deepens
In 2025, a growing list of U.S. states—including New Hampshire, Washington, Montana, Colorado, California, Florida, Nevada, and Washington DC—is confronting a sharp downturn in international tourism. The pullback, fueled by rising visa complications, heightened global safety concerns, and mounting political tensions, has triggered a nationwide retreat of travelers from Canada and Europe. Once-dependable foreign markets are now reversing course, jeopardizing local economies, job markets, and ongoing tourism recovery efforts post-COVID.
New Hampshire Enters the Tourism Decline Equation
New Hampshire has now joined the ranks of states preparing for tourism losses as Canadian and European travelers reconsider U.S. visits. While the state is not typically among the nation’s largest tourism economies, it relies heavily on cross-border travel—particularly from Canadian provinces such as Quebec and Ontario. New Hampshire’s hospitality sector has begun noting reduced advanced bookings and lighter inquiry volumes from international markets, prompting state tourism agencies to begin contingency planning and domestic re-targeting efforts.
Like others, the state fears the ripple effects of fewer visitors: diminished hotel occupancy, slowed restaurant traffic, and reduced spending in scenic destinations such as the White Mountains and Lake Winnipesaukee.
Washington: Visitor Bookings Shrink in Seattle
Washington state has reported similar setbacks, with tourism-dependent businesses in Seattle experiencing a drop in European and Canadian travel. Reduced bookings from Germany, the UK, and Scandinavia are being traced to stricter U.S. border controls and concerns about traveler treatment. Hotels, museums, and regional festivals that typically attract foreign guests have seen lower attendance, prompting industry insiders to voice concerns about a long-term slump.
Montana: Canadian Tourism Crumbles
Montana’s close ties with neighboring Alberta have historically supported a strong Canadian visitor base. In 2025, however, tourism from the north is plunging:
- Canadian spending in Kalispell dropped by 13% in January and 36% in February.
- Hotel bookings by Canadians have declined by 71%.
- Roosville border crossing traffic fell by 26% in March.
The downturn is impacting everything from ski resorts to local tournaments and retail shops in border communities.
Colorado: Visa Delays Cool Ski Season
Colorado, renowned for its international ski tourism, is feeling the freeze. Resorts in Aspen, Vail, and Breckenridge are seeing declines in European bookings. Industry leaders blame long visa processing times and elevated airfare costs. The ski sector, which relies on high-spending international travelers during peak winter months, is now shifting promotional campaigns toward domestic audiences to fill the gap.
California: A Tourism Powerhouse in Decline
California, a top destination for overseas travelers, is grappling with a surprising reversal. After leading the post-pandemic tourism surge, the state now forecasts a 0.7% drop in total trips in 2025. International travel—which brought in $26 billion in 2024—is expected to fall by over 9% this year.
Factors contributing to the downturn include:
- Increased visa scrutiny and long wait times.
- Declining air connectivity on international routes.
- A strong U.S. dollar making travel more expensive.
- Safety-related advisories issued by European governments.
California has responded by directing 79% of its tourism marketing budget to target domestic travelers, prioritizing internal recovery over dwindling international interest.
Florida: Still Lagging Behind Pre-Pandemic Levels
Florida’s international tourism remains 20% below pre-COVID benchmarks. While early 2025 data shows minor gains in Canadian air arrivals, overall figures suggest the “snowbird” population—long-term Canadian winter visitors—is shrinking. Rising health insurance costs, changes in long-stay visa rules, and political unease are all contributing factors.
To diversify, VISIT FLORIDA has ramped up efforts in Latin America, aiming to reduce reliance on North Atlantic visitors.
Nevada: Las Vegas Sees a Tourism Dip
Las Vegas, a global entertainment magnet, is also experiencing fallout. In the first quarter of 2025, overall visitation dropped 7%, including a 12% fall in February alone. Convention attendance has plummeted by 20%, and international gaming revenue is under pressure due to lower footfall from European and Canadian guests. Decreased transatlantic air service is now a growing concern, especially as global conventions reconsider U.S. locations amid visa complications.
Washington DC: Reputation Issues Drive Declines
Washington DC is seeing fewer European and Canadian visitors, with group tours, school trips, and international museum visits all down. Tour operators have pointed to ongoing political polarization, travel advisories, and entry delays as top deterrents. DC tourism officials are actively rebranding the city as a hub of history, education, and inclusion in an effort to counter negative international perceptions.
National Impact: Travel Economics Under Threat
The U.S. travel industry is facing a storm of converging challenges. According to the World Travel & Tourism Council (WTTC), the nation is projected to lose $12.5 billion in international travel spending in 2025—a 7% year-over-year decline. The U.S. Travel Association estimates that a 10% drop in Canadian visitation alone could erase $2.1 billion in economic output and cost 14,000 jobs.
Across the country, stakeholders are reporting:
- Hotel occupancy below projections
- Flight arrivals underperforming
- Reduced spending at cultural and historic attractions
The implications stretch beyond leisure: foreign tourism supports tens of thousands of jobs, generates critical tax revenue, and energizes rural as well as urban economies.
Causes: Visa Barriers, Safety Fears, and Political Headwinds
Three major themes are shaping the downturn:
- Visa Complications:
International travelers are facing longer wait times, stricter documentation scrutiny, and inconsistent approvals. Some European travelers report delays stretching beyond 6 months for standard tourist visas. - Safety Concerns:
Rising global attention on gun violence, social unrest, and politically charged events in the U.S. has fueled caution. European governments—including Germany, France, Belgium, and the Netherlands—have updated advisories warning their citizens about U.S. travel risks. - Political Tensions:
Policies around immigration, border enforcement, and travel bans have eroded confidence in the U.S. as a welcoming destination. Combined with aggressive political rhetoric, these dynamics are driving tourists to opt for more predictable, neutral destinations.
Global Alternatives Gaining Favor
As tourists turn away from the U.S., alternative destinations are gaining traction. Canada, for instance, recently signed a tourism agreement with Greece to promote bilateral travel. EU countries are expanding visa-free programs with Asia and South America, while promoting intra-European travel through new incentives.
The message is clear: long-time U.S. visitors, particularly from Canada and Europe, are now choosing other countries that offer greater perceived safety, affordability, and hospitality.
Domestic Refocus and Strategic Shifts
In response to the international retreat, many U.S. states are shifting focus to domestic travel markets. These include:
- California: 79% of the tourism marketing budget is now targeted at U.S. residents.
- New York: Launching new campaigns centered around cultural discovery, inclusivity, and safety.
- Florida: Increasing focus on Central and South American travelers.
- New Hampshire and Colorado: Doubling down on regional tourism from neighboring states and border cities.
While these efforts may partially offset the decline, they are unlikely to fully replace the spending power of international visitors, who typically spend more and stay longer than domestic tourists.
A National Wake-Up Call
New Hampshire, along with Washington, Montana, Colorado, California, Florida, Nevada, and Washington DC, stands at the forefront of a national tourism reckoning. The loss of Canadian and European travelers in 2025 is not an isolated trend but part of a broader global retreat from U.S. destinations. Unless diplomatic ties are repaired, visa processes streamlined, and safety perceptions improved, the U.S. tourism industry could face a prolonged period of decline—undermining years of recovery efforts and economic gains.
From New England to the Pacific Northwest, the tourism pulse of America is slowing. Whether the country can reverse this trend depends on strategic cooperation, federal reform, and a renewed global message of welcome.
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