Danish traveler Kennet Brask cherished his fishing trip to Florida two years ago and was eager to return this year. However, after witnessing Donald Trump's contentious meeting with Volodymyr Zelensky at the White House, he decided to cancel his plans. Brask stated, "I told myself, 'I'm never going to go to the United States as long as Mr. Trump is the President there,'" criticizing Trump's behavior as "rude" and unprofessional. Instead, he plans to visit Mexico.
Brask is among many Europeans, including Danes and Germans, who are reconsidering their travel plans due to Trump's actions, as noted by several travel agents across the continent. The president's approach has disrupted the longstanding U.S.-European alliance, sparked a trade war, and promoted stricter border policies and visa vetting procedures.
In 2023, Europeans spent $155 billion on travel to the United States. However, preliminary data from the U.S. National Travel and Tourism Office shows that visitor numbers from Western Europe declined by 1% year-on-year in February, following a 14% increase during the same month last year. This decrease was driven by a 26% drop in travelers from Slovenia, along with declines from Switzerland and Belgium.
Trump's comments regarding Greenland have particularly unsettled Danes. Kim Kugel Sorenson canceled a trip to California for a family friend's wedding and even altered a tattoo to avoid appearing pro-American. According to NTTO data, U.S. arrivals from Denmark fell 6% in February after a 7% increase the previous year.
Travel agents and data firms report a decline in searches for trips to the U.S., prompting a shift in advertising to other destinations. Steen Albrechtsen, a senior product manager at Albatros Travel in Copenhagen, said they decided to halt marketing for U.S. tours due to the lack of client interest and the current situation regarding Denmark and Greenland.
Overseas visitors generally spend significantly more than domestic travelers, according to the U.S. Travel Association. Although a stronger dollar—having risen before Trump's inauguration but later falling—and a slow European economy may deter some travelers, the prevailing political climate appears to have the greatest effect.
Searches for flights to the U.S. have sharply declined this month in France, Italy, and Spain, as reported by Mirko Lalli, CEO of the Data Appeal Company. However, demand from Britain remains steady. Many Germans are now looking towards Canada as an alternative destination, with travel agency America Unlimited noting the shift.
Trump's remarks regarding the possibility of Canada becoming a U.S. state have led some Europeans to view a vacation there as a sign of solidarity. "Canada is experiencing an unprecedented boom," said Timo Kohlenberg, CEO of America Unlimited.
Conversely, Canadians may be more inclined to visit Europe this summer, diverting from the U.S. According to Key Data, a short-term rental analytics company, vacation rental bookings from Canadians to Europe have surged by 32% year-over-year from June to August.
Despite these trends, Europe's largest tour operator, TUI, anticipates continued interest in the U.S. market, particularly for city trips and camper tours. A TUI spokesperson mentioned expectations of more German travelers vacationing in the U.S. in 2024.
In February, German visits to the U.S. decreased by 9% year-on-year, following an 18% increase the previous year, according to NTTO. As concerns grow, the U.K. and Germany have updated travel advice for their citizens regarding U.S. entry rules, with Germany's foreign ministry closely monitoring any changes in U.S. immigration policy following the detention of three nationals.
Maria del Carmen Ramos, an immigration attorney, noted that individuals arriving at U.S. borders face increased scrutiny, with border patrol agents exercising considerable discretion in their enforcement practices. "It seems like it's the Wild West at the border, and there's no rhyme or reason to how things are being done," she observed.