The U.S. will host nearly 80 World Cup contests this year, including the semifinals and finals. It’s also the 250th anniversary of the founding of the U.S. and the 100th anniversary of America’s most iconic road, Route 66.
By all rights, U.S. travel and tourism officials should be booking rooms left, right and centre (sorry, center). But ongoing political issues, rising prices for visas for some visitors, and a general reluctance to visit the States by residents of many countries (including Canada) has some questioning whether a golden opportunity will slip out of their fingers this year.
Travel Weekly recently posted an excellent story that talked about the “steep downturn in travelers from Canada, the No. 1 source of international visitation for the U.S.,” as well as stories of travelers being detained and having their phones and laptops searched.
Quoting U.S. Travel officials, the publication said the U.S. was the only country on earth that saw a reduction in travel last year: dropping from 72 million visitors in 2024 to less than 69 million last year. The Canada pullback alone is projected to drive a 6.3% dip in inbound numbers, it said.
Geoff Freeman, CEO of the U.S. Travel Association, told Travel Weekly that the current situation in the States “is one of the more challenging environments I’ve ever worked in.”
Many of the causes for the travel reduction, he said, are “self-inflicted wounds,” and he is hopeful policies will be reviewed and reversed in 2026.
For example, U.S. Travel hopes to stop the proposed $250 USD visa fee for non visa-waiver travelers, which it called a “travel deterrence fee” that could result in 1 million fewer international visits in 2026 from top markets, including Mexico, China, India and Brazil. Canadians and residents of many other countries don’t need visas to enter the States, but the price hike still sends a strong message.
Zion National Park, Utah. JIM BYERS PHOTO
So does the new scheme that charges non-U.S. residents higher fees for entering U.S. national parks, such as Yellowstone, Zion and Yosemite. Trump’s “America First” plan, which took effect Jan. 1, 2026, adds an extra $100 USD per person surcharge at 11 popular parks on top of standard entry. Foreign visitors also can buy or a new $250 annual pass, versus $80 for U.S. residents.
“We can’t put a fee in place that would discourage travelers from coming,” Freeman said.
TravelPulse Canada reports that, in an effort to urge renewed cross border travel, the Beyond Borders Tourism Coalition (BBTC) was formed. The organization is a “united front of major associations who would rather be promoting increased visitation than explaining new surcharges.”
Among the group’s recommendations are ending the tough‑talk tourism strategy, Canada 51st state jokes and “foreigners must pay up” messages and replace them with pro‑tourism, pro‑trade language that reflects how many jobs, tax dollars and community projects rely on visitors from neighboring countries.
It’s an admirable goal, but the group has its work cut out for it. The president clearly has other things on his mind, and doesn’t seem to give a damn about U.S. tourism and travel. As long as that’s the case, and the rhetoric about annexing Greenland and other macho talk from the White House continues, I don’t see Canadians or other foreign visitors returning to the States en masse any time soon.
TOP EUROPEAN DESTINATIONS FOR 2026
Ljubljana, Slovenia. JIM BYERS PHOTO
TravelPulse also has a nice list out of great spots to check out in Europe this year. Readers of this space (and thank you) probably know I’m a big fan of Slovenia, a small country south of Austria and east of Italy that offers everything from cool cities (TravelPulse recommends the capital of Ljubljana, a beautiful city I really enjoy) to alpine mountains, pristine lakes, rushing rivers and a small slice of land along the Adriatic Sea with pretty coastal towns such as Piran.
The website also suggests Milan, which will co-host the Winter Olympics starting Feb. 6, as well as Monaco, Lleida (Spain) and Warsaw, a city I’ve never visited but hear great things about.
In addition to Slovenia, I’d add in Zurich (an underrated city with lovely architecture), the Cornwall district of England, Dordogne Valley in southern France, Stockholm and the Mediterranean island of Corsica, which has amazing coastlines, rugged mountains, very good wine, and great food.
NEW HAWAII TOURISM CAMPAIGN
The state of Hawai’i has launched a nice, new campaign called “Hawai’i Stays With You.” Rather than focusing on splashy hotels and resorts, the campaign speaks more about the culture and the people, which I think is one of the destination’s great strengths. The beaches are marvelous, and the food excellent, but it’s the music and the language and the warmth of the Hawaiian people that helps this place apart in my mind.
This story from Beat of Hawai’i has a link to the video.
