Joint Associations Survey Shows Decline in Travel to the US

Three leading travel associations—American Bus Association, National Tour Association, and the Student & Youth Travel Association—surveyed its U.S.-based members on a topic that has drawn increasing interest and concern in recent weeks: International travel to the United States.

As has been widely reported, the desire for many Canadian and overseas travelers to the U.S. has soured in 2025. The joint survey, run from March 25 through April 9, asked members of the three associations to share what they're experiencing with business and bookings, and what they anticipate down the road. Here are some highlights of the results:

• Just over half of all respondents (51%) say their business or destination has lost business, bookings, or visitation from Canadian or other international groups. (25% say they've seen no impact, and the rest are unsure at this time or do not operate international inbound travel.)

• A breakdown of member type shows major differences: While only 32% of U.S. tour and motorcoach operators say they've been impacted, 63% of sellers (DMOs, attractions, hotels, and restaurants) report being impacted.

• Part of this difference can be explained by respondents' customer base: Nearly one-fifth (18%) of participating tour and motorcoach operators say their company doesn't conduct international inbound business, while only 2% of sellers make that claim.

• Participants were asked to be specific about the impact of reduced international visitation. 61% of DMOs and hoteliers say they have experienced canceled room nights, 56% are seeing lost revenue, and 41% have seen a drop in overall visitation.

• 42% of operators say they have experienced a loss in revenue.

• Asked if they have seen a reduction in future business leads or interest from Canadian or international groups, 46% of all respondents report seeing a decline.

• We see a similar difference among member types with the question about future business: Again, about a third of tour and motorcoach operators (32%) report a decline, while 55% of sellers are seeing reduced interest.

NTA President Catherine Prather shared that she's not surprised at the current and projected loss of business—nor at the disparity between U.S.-based buyers and sellers.

"I've spoken with many of our Canadian tour operators, and the significant losses they're experiencing based on Canadian travelers canceling plans to visit the United States are now being reflected in what our U.S. destinations and suppliers are telling us," Prather said. "The damage to business is happening now and will continue in the future."

Survey participants were given several factors that pose a risk to the travel and tourism industry and were asked to rank them. "Economic uncertainty/recession risk/consumer confidence" was the clear, top concern among travel professionals, with "international relations/trade disputes" and "reduction in group travel demand" essentially tied for second. Those were followed by "government regulations and policy changes," with "fuel and operational costs" and "workforce shortages"—two factors that were top concerns a few years ago—generating the lowest level of concern.

"This survey reinforces what many of us are seeing across the group travel industry: Economic uncertainty and reduced international visitation are creating real headwinds for operators, destinations, and service providers alike," said Fred Furguson, Chief Executive Officer of ABA. "But our $100 billion industry has always been resilient, and through our continued partnership with NTA and SYTA, we're committed to telling the story of group travel's economic impact. Together, we'll support the recovery and help prepare America for the mega-decade of major events that lies ahead."

At the end of the survey, respondents were asked what types of support or services they would like to see from the three associations. Two themes emerged from the many comments submitted: Travel professionals want the industry to ramp up efforts to welcome international visitors to the United States. Also, survey participants want association leaders to continue to speak with U.S. officials and advocate for travel-friendly policies and messages.

"In today's challenging environment, it is extremely important for the United States to welcome student and adult travelers from all countries," said Carylann Assante, CAE, Chief Executive Officer of SYTA. "The experience of travel outside one's own immediate environment can expand a person's understanding of people who differ from them and increase empathy for others. It is also essential to reiterate the importance of tour and travel—including foreign travel—to our national economy."

On behalf of the three association leaders, Assante added a message that also reflects what survey participants expressed: "Together we ask that you reassure our friends at home and abroad that the United States is ready to accept all secure travel into the country."

For more information about the three associations that conducted the survey, visit their websites: American Bus Association, National Tour Association, and the Student & Youth Travel Association.

Courtesy of Groups Today.

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