Brand USA faces a tourism reckoning as global visitors look elsewhere

Amadio, who is judging The Drum Awards for Marketing and who spent nearly a decade leading international marketing at Silversea Cruises before taking up her new role last year, is no stranger to the nuances of promoting high-end travel experiences. Her take: this is a moment for marketing to step up – not by polishing the message, but by facing the questions head-on.

According to Oxford Economics, inbound visits to the US are projected to fall by 5.1% this year – with a potential 12.7% drop by the end of 2025. That could translate into an $18bn loss in international visitor spending and up to $64bn across the wider travel economy.

The stakes are particularly high for gateway cities such as LA, Miami and New York – destinations that depend on international visitors and the billions they bring.

But this isn’t just an economic challenge. It’s a perception one.

You can’t market around trust issues

“In an ideal world, marketing should be about aspiration,” says Amadio. “In times like this, we need to shift towards reassurance because people are asking themselves: ‘Am I welcome? Am I safe?’”

Tourism brands are grappling with a more fundamental shift: travelers want to feel seen – and secure. That means messaging alone won’t cut it.

“You can’t market our way around these questions,” Amadio says. “These questions need to be answered by meeting these concerns head-on. And yet connecting to the human side of the conversation (as great marketing always does) is the only way to create a path out of it – focusing on people stories.”

Canada as a case study in softening sentiment

Recent figures from Miami and Fort Lauderdale airports show demand from Canadian travelers – historically a strong and reliable market – is dropping by up to 25%. While policies such as new DHS registration rules have added friction, the larger story is emotional: perception and comfort are increasingly driving decisions.

Governments from Canada, France, Germany, Australia and others have all issued updated travel advisories for the US, referencing gun violence, political division and laws affecting LGBTQ+ individuals and immigrants.

For Amadio, the response starts with honesty: “First things first, it must be dealt with with transparency – addressing the elephant in the room, acknowledging the concerns.”

Reframing the narrative – not rewriting it

Amadio argues that what’s needed now isn’t persuasion but perspective. “This is a country founded on strong values – freedom, equality, opportunity, pluralism. The United States is a mosaic of cultures, values, cities and voices. That diversity is its greatest asset.”

In this climate, a centralized campaign won’t cut it. She calls for “distributed storytelling – centered on people, not politics. On the people who represent the real US behind the headlines.”

That could mean partnering with independent storytellers – from international influencers to community leaders – and delivering communication on safety, policy updates and cultural norms in formats that are multilingual, empathetic and direct.

“It’s about (re)gaining trust through the voices travelers already believe,” she says.

The global competition is already moving

As America’s travel sector wrestles with questions of identity and inclusion, other nations are filling the gap.

“Global competitors aren’t waiting,” says Amadio. “Mexico is loosening entry restrictions. Spain and Canada are positioning themselves as stable, inclusive havens. Singapore and Dubai are going after high-spend travelers with premium experiences and confidence campaigns.”

The message for marketers is clear: this isn’t the time for superficial messaging. It’s a time to get real – about values, about policy and about people.

“Travel has always been about connection – to people, to culture, to something bigger than ourselves,” Amadio says. “That’s the story ‘Brand USA’ must tell now. Not a promise of perfection. But an invitation to experience a country defined by its openness, its contradictions and its relentless reinvention.”