Tensions between the Donald Trump administration and Europe and a stricter entry regime for the U.S. were the two primary factors causing a significant decline in travelers from the continent through TUI, Europe’s largest tour operator.
This drop is illustrative of how negative perceptions of the Trump administration’s actions and rhetoric can feed back as tangible consequences for the U.S., in this instance a negative effect on the country’s tourism industry.
Sebastian Ebel, CEO of TUI Group, said in a media call on Wednesday, August 13, to coincide with the company’s quarterly results, that its customers are now looking to Canada, Africa, and Asia instead of the U.S.
“The main reasons for it being the tensions we see, but also news about travel into the U.S. becoming more difficult,” Ebel said in a subsequent comment sent to Newsweek.
Ebel noted that U.S. travel is “relatively small for TUI, therefore this does not have a big impact on us,” and that whenever there are tensions in one destination, its customers can easily choose another instead, as seen here.
“President Trump’s agenda to make America prosperous, safe, and beautiful again continues to benefit Americans as well as international visitors,” a spokesperson for the U.S. Commerce Department’s International Trade Administration told Newsweek in a statement.
“The United States’ travel exports reached a record $126.9 billion through the first six months of 2025, and based on increasing visa demands, we are confident that the United States remains a key international destination.”
CHARLY TRIBALLEAU/AFP via Getty Images
Trump-Europe Tensions
The Trump administration has clashed with the European Union (EU) over trade and the handling of the war in Ukraine, and a number of European states have issued updated travel advisories due to tighter entry requirements at the U.S. border.
President Donald Trump has accused the EU of fomenting an imbalanced and unfair trading relationship with the U.S. to its advantage and imposed tariffs. The U.S. and EU have since agreed on a new trade deal.
His administration is also tightening the border to stem the flow of illegal immigration, which Trump said was out of control.
Tourism Economics, part of the consultancy group Oxford Economics, noted sharp falls in arrivals to the U.S. from several European markets in the year to June 2025 compared to the same period last year.
These included a 9.1 percent drop from Germany, 8 percent from France, 6 percent from Switzerland and 4.9 percent from the Netherlands.
Those falls were partly offset by a 2.1 percent increase from the U.K, 2.2 percent from Spain, and an 8.8 percent rise from Italy.
Updated Travel Guidance
In March, France updated its travel guidance for French citizens heading to the U.S., warning travelers are now required to declare their gender assigned at birth when completing visa or ESTA applications.
The Netherlands and Belgium also updated their travel advice for the U.S. at the same time for LGBTQ+ citizens and all people traveling there.
The Dutch Foreign Ministry warned that U.S. customs and laws regarding sexual minorities may differ from those in the Netherlands. Belgium cited “tightened border controls” and new challenges for LGBTQ+ people.
Update, 8/14/25, 3:25 a.m. ET: A comment from the International Trade Administration was included.
Update 8/13/25, 5:15 a.m. ET: This article was updated with more information.
