This summer, the scent of jet fuel and sea spray still lingers across the globe—tourism, in many corners, is back with a soft vengeance. Planes still lift skyward. Beaches still fill with sandal-slicked footprints. But not everywhere. Not in America.
If the world is slowly returning to its pre-pandemic rhythm—its dance of suitcase wheels and duty-free perfume—then the United States has taken to the sidelines, slumped in a political hangover and cultural chill. While the UNWTO tells us international tourism rose 5% this year, the story south of our border reads like a forgotten postcard: “Wish you were here,” scrawled in fading ink.
In this bruised version of summer, the U.S. lost more than sunseekers—it lost $12.5 billion in potential human connection. Canada, once a steady neighbour with a travel bug and a soft spot for Broadway and shopping malls, has pulled back. Spain, Germany, the UK—each stepping away like houseguests unsure if they're welcome. The reasons? Loud and layered: border chaos, creeping authoritarianism, and the unmistakable scent of unwelcome.
When flights from Toronto to Tampa dry up and European tour groups re-route to Portugal, it’s not just bad press. It’s bad business. The U.S. tourism machine—a roaring engine of hotels, restaurants, museums, and corner taco trucks—is sputtering. And no amount of flag-waving can replace the quiet dollars of a family strolling down Fifth Avenue or sipping wine in Sonoma.
So, while Bali booms and Tokyo blossoms with foot traffic, the States lose billions and the confidence of travellers. For some, it’s political. For others, it's safety. For many, it’s a gut feeling—like walking into a party and realizing you no longer know the host.
Summer rolls on. The world moves. And America waits—window half open, wondering why the breeze doesn’t blow in like it used to.
I get the hassles in Jamaica. It’s the same in most places of the world where poverty rules. I stopped going to Cuba knowing the iron grip of communism is making life worse.
Speaking with my therapist after returning from Italy she spoke of her experience compared to the past. Keep in mind this woman is always upbeat and understanding. That’s her job and true personality. These comments are based on staying in Florence, Rome, and small towns:
John - Graffiti everywhere and people just being plan rude to us no matter how polite we were.
Even in Florence. One of my favorite cities to get away from the bustle of Rome.
It is a slippery slope here People. I really enjoy making tourists feel at home here in the tri-state area and Vermont. To help them, or hear about where they are from.
So as far as treating every American as if we are red hat MAGA wearing haters in Italy, then that is no different how Trump treats immigrants, blacks, and people in need.
Unwanted.
And it will come back and bite you in the ass with tourism. Not now, but in the future.
I stop going to Jamaica decades ago being tired of saying “no thank you” to everyone trying to sell me anything. Annoying.
When you are trying to have a nice walk on a road, every car becomes a taxi.
Italy is now off my list while I listen for the next country that welcomes Americans. Americans that travel abroad that, on average, hates Donald Trump, his Republican Party, and his Oligarchs.
It is the culture and people that I enjoy. When that disappears, so do I.
P.s. Can’t wait for your next book bill.
John