The number of European tourists visiting the United States has plunged, with official US data revealing a 17% year-on-year decline for March 2025. In response, several airlines have begun aggressively discounting fares to fill seats for the summer season.
British Airways is offering some of its lowest fares in years, with return flights from Copenhagen via London Heathrow to New York JFK available in August for just £365 (€426)—less than half the price of a direct London-New York ticket.
Research by The Independent found similarly low fares on BA flights departing from major European cities like Frankfurt, Milan, Rome, and Paris, with round-trip fares under £500 (€583).
The airline has not yet issued a statement in response to media inquiries.
Aer Lingus, meanwhile, is expanding its US network with new summer routes to Nashville and Indianapolis. As part of a promotional campaign, the airline is offering one-way fares as low as €209, based on return bookings for travel through June 19. When contacted by the Irish Independent about transatlantic demand, the airline declined to comment.
The drop in travel coincides with the latest data from the US International Trade Administration, which highlights a steep decline in visitors from key European countries since former President Donald Trump returned to office. Irish arrivals alone were down nearly 27% compared to the same period last year.
Trump’s reinstated immigration policies, which mandate maximum vetting and screening of all foreign entrants, have been cited as a major deterrent. Many potential visitors are reportedly concerned about the risk of being denied entry or deported.
Adding to the unease, Trump has publicly floated ambitions to annex both Canada and Greenland. While official data on Canadian tourist numbers has not yet been released, visits from Denmark—Greenland’s administrative parent—have dropped by about one-third.
Some of the decline may also be attributed to external factors. The early Easter in 2024 boosted travel numbers that year, creating a contrast with 2025. The temporary closure of Heathrow Airport on March 21, which led to the cancellation of over 700 outbound flights, may have further discouraged European travel to the US.
Tourism Economics, a division of Oxford Economics, had initially projected a 9% increase in international visitors to the US for 2025. That outlook has now reversed, with a 9% decline expected. The organization attributes this to growing negative sentiment towards the US, alongside heightened immigration controls and policy uncertainty. A 20% drop in Canadian visitor numbers is also forecasted.
“Trump’s policies and pronouncements have produced a negative sentiment shift toward the US among international travellers,” the report noted. “The correlating decline in international travel to the US is expected to be strongest in 2025, with persisting degrees of impact throughout the remainder of Trump’s second term.”
US Customs and Border Protection has rejected claims of politically motivated treatment of travellers. In a statement, the agency said that electronic searches of devices remain rare—affecting less than 0.01% of travellers—and are strictly conducted for national security purposes, such as detecting digital contraband or terrorism-related content.
Despite the broader downturn, some tour operators and travel firms report continued strong demand. Irish tour operator Tour America said it has not yet seen a drop in bookings for US travel.
“For us, the US is still very buoyant, and we are seeing strong numbers for 2025 arrivals,” said spokesperson Veronica Flood. “We haven’t seen any indication of any increase in cancellations either, so hopefully this trend shall continue.”
UK travel agents echoed that sentiment. Julia Lo Bue-Said, CEO of the Advantage Travel Partnership, said bookings remained “robust,” especially for popular destinations like New York and Orlando.
“Across our travel agency network, we are not seeing any sign of a decline in demand for travel to the US currently,” she said, adding that as of March 31, US bookings were up 11% week-on-week and 5% year-on-year.
She noted that cost-of-living concerns were leading more travellers to seek value-oriented options, which in some cases has stimulated demand.
Paul Charles, CEO of The PC Agency and former Virgin Atlantic communications director, acknowledged signs of a potential slowdown but said the industry often recovers quickly with timely pricing strategies.
“Airlines, hotels and car hire companies tend to adapt quickly with special offers to rebuild demand,” he said. “We may also see other destinations like Canada, the UK, Europe, and the Middle East benefit as travellers shift focus.”
He added that many key bookings for Easter and summer had likely been made earlier in the year, helping to insulate the sector from an immediate financial impact.
Meanwhile, US carrier Delta Air Lines has paused its expansion plans for late 2025 and is delaying delivery of new Airbus jets amid ongoing tariffs. CEO Ed Bastian previously praised Trump’s return to office as a relief from what he described as excessive government regulation under President Biden. Delta, along with United Airlines and Boeing, each contributed $1 million to Trump’s inaugural fund.
Paul English, co-founder of travel platform Kayak, issued a stark warning about the long-term impact of the current administration’s stance on global perception.
“In just two months, Trump has destroyed the reputation of the US,” he told the Financial Times. “The decline in travel from the EU is just one example. This isn’t just another hit to the U.S. economy—it’s a reputational crisis that could take generations to undo.”