«US demand is subdued to modest»

The US travel market is projected to show a mixed performance this year, with a similar outlook anticipated for next year. While North America specialists were still able to count on many bookings received in autumn 2024, the situation looks different for autumn 2025; bookings are slow.

Are the US president’s flamboyant policies deterring travelers? Are Swiss visitors put off by the fact that their country was initially subjected to 39 percent tariffs? And is the temporary government shutdown playing a role as well? No one can say with certainty. It is difficult to survey individuals who have chosen not to travel.

While the decline in travel from Switzerland to the USA, according to the US National Travel and Tourism Office (NTTO), was -6.2% in June, -12.7% in July, and -13.3% in August, no further figures have been published since then. The fact that airlines are offering rock-bottom prices illustrates the booking slump.

The US is struggling, except for Alaska.

What do Swiss North America specialists say about current booking figures? And about the outlook for next year? Travelnews investigated.

Melissa Clausen, Manager Tour Operating North America at Knecht Reisen, comments on current trends in the US market: «Demand for travel to the USA is currently subdued. However, Alaska is an exception, with demand remaining strong.»

«Actually, now would be a very good time to book trips to the USA. Not only are there very attractive flight prices to choose from, but the favorable exchange rate also works in customers' favor,» Clausen summarizes, adding: «Furthermore, good availability now simplifies the planning and booking of trips to the USA.»

According to Clausen, a neighboring country is benefiting from current booking trends in the US market: «Demand for Canada has once again increased significantly. With its impressive natural landscapes, the nostalgic gold-rush atmosphere in the Yukon, fascinating glacial scenery, and remarkable wildlife encounters—such as those offered by unique bear lodges in the west—the northern neighbor is enjoying strong demand,» explains the North America expert, adding: «However, booking as early as possible is crucial for holidays in Canada.»

There are inquiries, but hardly any bookings

«Bookings have stalled since March and April. We’re getting inquiries, but they rarely turn into reservations,» reports Hans Peter Riesen, owner of Para Tours, when speaking about this year’s US bookings.

While he feared until September that the coming year might turn out very poorly, the situation improved in October. «The bottleneck has eased, and I am feeling more optimistic again now.»

While he debates the reasons for the US reluctance with his friends, Para Tours prefers not to have this discussion with his customers, «we don't want to get involved in politics.» He believes that with the end of the shutdown and the reduction of tariffs, negative media headlines might decrease. However, he does have a problem when some Swiss politicians make statements resembling a boycott; in his view, this is damaging to his business.

As a North America specialist, wouldn't he benefit from additional bookings to Canada? «Canada is performing well for us, as it always does. However, I do not see any shift of travellers who originally intended to visit the USA now choosing Canada instead.»

What particularly irks Hans Peter Riesen this year, however, is the media's sensationalism surrounding isolated cases of entry problems. «We've had to discuss this issue with many customers, for example, whether they should bring their laptops or not. But the entry problems haven't increased this year; on the contrary, they've worsened. We could have done without this extra work.»

Atlantic Canada is going very well

Robin Engel, co-CEO of go2travel, comments on the outlook for the US business in 2026: «Bookings are subdued to modest. At this point, a broader base of US bookings would be a good start. But we are far from feeling doomed. We are still early in the season; a lot can still happen in winter and spring.»

Clearly, many people are resentful of Trump, or perhaps even insulted, that Switzerland was subjected to excessive tariffs. However, the tariffs have now been eased and the shutdown is at least temporarily off the table.

«On the other hand, Canada is performing exceptionally well for us. While Canada cannot fully offset the decline in US bookings, the volume of bookings is extremely encouraging,» Engel notes, referring to the Halifax destination: «Atlantic Canada is doing very well for us. And next year, Edelweiss is significantly extending the travel period and will begin operating flights from Zurich to Halifax in early May.»

Despite the slump in US travel, go2travel insisted on holding its joint travel day with Dreamtime Travel in Baden at the beginning of November . «We wanted to show our support and be present with our US partners. «Not promoting the USA would have sent entirely the wrong message. The beauty of the country as a travel destination certainly has not changed.»