Stars, stripes and setbacks: are Brits steering clear of the US?
Are cruise-goers being put off travelling to the US due to president Trump’s controversial stance on immigration and the economy? Will Payne investigates
It’s not often one person can have such a profound impact on the travel sector, but if ever someone could, it’s the president of the United States. The industry felt the full force of this influence when Donald Trump’s presidency began in 2017, marking the start of the so‑called “Trump Slump”.
The phrase was coined to describe the sharp fall in visitor numbers to the US due to the controversial businessman’s anti‑globalist “America first” policy. Fast forward seven years and, despite all odds, the Republican was elected for a second term having pipped Democratic incumbent vice president Kamala Harris to the post.
Trump soon turned his attention to the cruise industry, when in February, US commerce secretary Howard Lutnick said the president would order crackdowns on cruise operators, such as Royal Caribbean and NCL, after claiming “none of them pay taxes”.
This raised alarm bells across the pond, given that last year Alaska, the Mississippi, transatlantic, Great Lakes and Hawaii all featured in the top 20 most searched cruise destinations worldwide, according to the Independent.
The first on the list was the Caribbean, which, despite not falling under US law, is largely only accessible for Brits via ports such as Miami and Fort Lauderdale.
Furthermore, US authorities announced that as of 30 September 2025, the fee for an ESTA – the travel authorisation needed to enter the US – will increase by $19, which Advantage CEO Julia Lo Bue-Said believes is likely to impact US visitor numbers.
But election results aren’t the only reason Brits are thinking twice about holidaying in the US. In July, inflation in the country jumped by 2.7 per cent after Trump’s tariffs took hold.
The US Department of Commerce found that new international arrivals for March 2025 saw a sharp and widespread drop from many of the country’s key source markets.
UK arrivals, one of the States’ most important markets, is down nearly 15 per cent year-on-year. Despite the vast majority (90 per cent) of US tourism spending coming from domestic arrivals, the dip in international visitors is still being felt.
According to the World Travel and Tourism Council (WTTC), the US economy is on track to lose an eye-watering $12.5 billion in international visitor spending in 2025, dropping from $181 billion in 2024 to $169 billion this year.
The WTTC said the US, which is the largest travel and tourism sector in the world, is the only country among 184 economies analysed by Oxford Economics forecast to see international visitor spending decline in 2025.
The research firm had originally forecast a nine per cent increase in foreign travel earlier this year before revising its estimation to reflect “polarising Trump Administration policies and rhetoric”.
Julia Simpson, WTTC president and CEO, says: “This is a wake-up call for the US government. The world’s biggest travel and tourism economy is heading in the wrong direction, not because of a lack of demand, but because of a failure to act. While other nations are rolling out the welcome mat, the US government is putting up the ‘closed’ sign.”
Simpson says it could take several years for the US to return to pre-pandemic levels of international visitor spend without “urgent action” to restore international travellers’ confidence.
The world’s biggest travel and tourism economy is heading in the wrong direction
But how are these numbers impacting tourist sentiment in the UK? For Hays Travel, US cruise bookings have remained steady in 2025 with “some fluctuations”.
“We saw a slight reduction in New York departures earlier in the year, but these have returned to normal levels,” says the agency’s head of cruise Catriona Parsons. “Cruise lines including Celebrity, Carnival, Princess, MSC, Cunard, Royal Caribbean and Norwegian Cruise Line remain ever popular. Our customers are looking for luxury and relaxation all wrapped up in the best value package. They want to visit new places, experience new cultures and enjoy exceptional cuisine, which is what the cruise industry does best.”
Iglu Cruise, however, notes an uplift in cruise bookings made in 2025 to the US versus 2024, including to Alaska, Hawaii and other states. “The lure of the destinations seems to have superseded concerns over politics, with particular curiosity this year about Alaska,” a spokesperson for the agency says.
“Our 2024 survey indicated that itinerary is the most motivating factor when considering a cruise. The inexpensive repositioning cruises westward to the States in the autumn always sell well, based on their incredible value for money.”
Conversely with some cruise lines such as NCL, reporting a reduction in the number of US airline seats available to Europe, Iglu notes more availability, some very late, on European cruises this summer for British guests.
The Advantage Travel Partnership reports that US bookings “broadly align” with 2024 data despite the country’s political climate. The top three popular US destinations to visit amongst the consortium’s client base remain the same as 2024: Orlando, New York and Las Vegas.
Half of Advantage bookings made so far this year to the US are for travel in 2025 and, whilst there’s some trepidation around the sentiment to travel to the US, the company admits, booking data suggests there are continued signs – given the traditional longer advance booking patterns for the states – of persistent demand.
Lo Bue-Said says: “It’s interesting to see that despite the concerns around tourism numbers to America, overall, the US market is currently remaining robust. We’re seeing particular interest in the southern states such as Nashville, driven by the growing popularity of country music, as well as those states in North America that will be hosting the 2026 FIFA World Cup, providing tourists with the chance to watch the games in the same time zones, showing the impact sports tourism can have on a destination.”
‘Our clients don’t feel safe’
For some travellers, it’s not just the weather forecast, sporting experiences or dining options that inspire their holiday choices. Jamie Wake, managing director of LGBT+ specialist travel agency Wide Awake Holidays, knows first-hand the trials and tribulations some holidaymakers may face.
“I can say with confidence that interest in the US remains strong among LGBT+ travellers, but sadly, with much more caution than in previous years as we see a noticeable shift in where they feel comfortable going,” he says.
While headline US destinations like New York, San Francisco and Miami remain strong, Wake continues, there’s a clear reluctance from LGBT+ travellers to explore states perceived as politically or socially hostile – such as Florida and Texas. Despite some states being avoided by LGBT+ travellers, Wake notes a rising interest in destinations like Providence, Provincetown, Portland and even some parts of Colorado, all known for inclusive communities and progressive values.
But, Wake says, “on more than one occasion” his customers have cited the rollback of LGBT+ rights in specific states as the reason for choosing alternative destinations, including Canada and European cities that feel safer and more accommodating.
Safer Tourism, a charity working to protect UK travellers, recently polled 2,000 British holidaymakers and found that while 41 per cent of respondents select “level of risk, security and safety” of a destination as a priority, this proportion rises to 49 per cent of those identifying as homosexual, and 50 per cent for those identifying as “other sexuality”.
When asked how important or unimportant risk, security and safety concerns are when selecting a destination, 61 per cent of those identifying as homosexual and 80 per cent of those identifying as “other sexuality” said it was “very important” compared to 54 per cent of total respondents.
This stark comparison comes as no surprise to Wake, who says his clients are doing their research and are increasingly informed and intentional about their travel decisions and highlighting concerns about where it’s safe to be themselves.
States passing laws that target drag performers, trans healthcare, or same-sex parenting rights are often immediately ruled out by LGBT+ travellers, Wake says. “The social climate of a destination is now as important as its beaches or nightlife, particularly for our community,” he adds.
“As a result, we’ve seen greater demand for inclusive US cities and a pivot toward destinations with vocal allyship and protective laws in place. It’s no longer just about the holiday itself, but people want to feel seen and safe, and that includes their rights being respected abroad. In one case, a honeymoon couple ruled out Florida entirely due to recent laws affecting LGBT+ visibility in public spaces and schools.”
He continues: “We often say, ‘sometimes gay-friendly isn’t friendly enough’, and this is becoming especially true when it comes to travel to the US. Our role is not only to curate beautiful travel experiences, but to empower LGBT+ travellers with the knowledge and confidence to travel safely and authentically. Our clients don’t just want tolerance – they want to feel welcome, celebrated, and safe.”
Wide Awake Holidays is a member of the International LGBTQ+ Travel Association (IGLTA), a US-based network of LGBT+ tour operators and businesses. President and CEO of the organisation, John Tanzella, admits the reluctance from LGBT+ travellers to visit the US is wider reaching than the UK.
“There is anxiety around navigating US Customs and Border Protection, especially from trans and gender-diverse travellers who already experience heightened anxiety when passing through airport security,” he says.
The IGLTA conducted a survey focusing on LGBT+ travel perceptions in Florida and found that more than 80 per cent of LGBT+ travellers in the US see the state as somewhat or very unwelcoming.
“When legislation is discriminatory, it directly influences where people feel safe and respected, and ultimately, where they choose to travel. As a result, destinations like Miami and Tampa that have built their reputation on being safe and welcoming – and are still fully committed to inclusion – suffer from the state’s policies,” Tanzella continues.
Our clients don’t just want tolerance – they want to feel welcome, celebrated, and safe
Cruising and travelling to the US is set to become a heated topic of debate. Not only have political ideologies already deterred some minority groups from visiting the country, but economic considerations – like increased prices at adventure parks and the rapid rise in tipping culture – are putting more Brits off a holiday across the pond.
Cruises in and out of the US will remain robust regardless of the political and economic landscape. The country is the main departure port for the world’s most popular cruise destination, the Caribbean, and the infrastructure in ports like Miami, New York and Fort Lauderdale is monumental.
However, in times where safety, security and financial reassurance is ranking higher on travellers’ list of priorities, the US could end up playing second fiddle to destinations like the Mediterranean, Australia and South America where differences are celebrated, not punished.
If the tide turns against US tourism in coming years, the Caribbean’s biggest departure point may find itself watching ships sail without the British passengers it once took for granted.
