Latest data shows US tourism decline persists

The U.S. International Trade Administration has released the latest entry statistics for August 2025, including figures for Swiss citizens. With 25,477 entries, Switzerland recorded a decrease of 13.3% compared to the same month last year.

Thus, the downward trend continues. In June, the decline was 6.2%, in July 12.7%, and now 13.3%. Cumulatively from January to the end of August, the decline is 7.7%. Germany has also seen a significant decline in travel to the USA. In August, 9.4% fewer Germans traveled to the USA, and cumulatively up to the end of August, the decline was 10.0%.

Customs crackdown fuels skepticism

This week, Travelnews spoke with various US travel experts. Heinz Zimmermann, President of the Visit USA Committee Switzerland, registered a 25% drop in agents at this week's roadshow. «A growing skepticism toward the US is noticeable,» he noted, appealing to the industry: «When it comes to the US, let facts guide you, not emotions.»

Certain facts, such as the recent tariff crackdown, are serious. Michael Bötschi and Robin Engel of Go2Travel spoke about this in an interview with Travelnews. «The trade dispute has further exacerbated the situation. Many Swiss people perceive this as a personal attack by President Donald Trump – and that is a whole different dimension than his escapades at home or against other countries,» says Michael Bötschi.

However, retreating into one's shell would be the wrong approach, says Robin Engel, holding up the US flag: «We consciously focus on positive experiences and want to show what the USA has to offer in terms of nature, culture, and diversity.» Overall, arrivals to the USA haven’t collapsed entirely but have declined into the low double-digit percentage range.