Powerful speak on tariffs, stories of border detentions and unfavorable alternate charges are placing some vacationers, particularly Canadians, off journeys to the US this yr.
However these in Asia say they’re avoiding journeys to the U.S. for various causes.
Almost 80% of Southeast Asian vacationers stated the US is shedding attraction as a journey vacation spot, based on a CNBC Journey survey.
One in 4 stated their curiosity in visiting the nation declined previously six months, with respondents saying they’re extra involved about potential discrimination, actions by the Trump administration and gun violence than they’re about prices.
Information about tariffs and U.S. border insurance policies negatively affected youthful vacationers greater than older ones, the survey confirmed, however youthful vacationers had been nonetheless extra more likely to be all for touring to the U.S. total.
The survey of 6,000 worldwide vacationers from Singapore, Indonesia, Vietnam, Thailand, the Philippines and Malaysia was performed by the market analysis firm Milieu Perception from Might 22 to June 10.
Almost half of these surveyed stated they’d visited the U.S. at the very least as soon as previously.
Nation variations
However regardless of their considerations, some respondents — significantly these from Vietnam (57%) and the Philippines (49%) — stated they’re extra all for visiting the U.S. now than they had been six months in the past.
Which will must do with the scale of their diasporas in the US, stated Zilmiyah Kamble, senior lecturer in hospitality and tourism administration at James Cook dinner College in Singapore. As of 2024, Filipinos had been estimated to be the fourth-largest immigrant group in the US, and Vietnamese residents had been at No. 8, based on the Pew Analysis Heart.
“It could possibly be due to household connections who dwell there,” stated Kamble. However there’s additionally “the aspirational issue and the mushy energy of U.S. tradition, by TV reveals, that also may be very engaging.”
Filipina Pinky David spoke to CNBC Journey from the U.S., which she stated she visits continuously for work, household and holidays.
“I feel nearly all of Filipinos, normally, nonetheless take into account coming to America,” she stated.
Nonetheless, the survey confirmed that one nation confirmed little curiosity in setting foot on American soil anytime quickly. Some 55% of Singaporeans stated they’re much less all for visiting the U.S. than they had been final November. Solely 7% stated they’re now extra all for going, the information confirmed.
The survey additionally confirmed that Vietnamese respondents had the strongest response to tariffs introduced by the Trump administration. In April 2025, Trump introduced a 46% tariff on imports from Vietnam, earlier than reaching a commerce deal on July 2 that decreased the quantity to twenty% for Vietnamese items and 40% for items shipped to Vietnam from different nations for remaining cargo to the US.
Destructive buzz
CNBC’s survey mirrors a YouGov report launched in March which confirmed that since January 2025, international “buzz” and “impressions” of the U.S. as a journey vacation spot have plummeted.
Buzz vs. impressions
- Buzz: listening to something optimistic or detrimental a few vacation spot
- Impressions: having a optimistic or detrimental impression of a vacation spot
Impressions of the U.S. continued to drop into March, with internet scores falling into detrimental territory in Europe, the Center East/North Africa, and Canada and Mexico, based on YouGov information supplied to CNBC.
Nonetheless, the quantity of people that stated they had been contemplating the U.S. for his or her subsequent worldwide journey remained comparatively steady, based on the YouGov report.
After the election of Donald Trump in November 2024, curiosity in visiting the U.S. rose in a number of elements of the world, from the United Arab Emirates and India to Hong Kong and Poland, based on the report.
Nonetheless, curiosity in visiting dropped in different places, together with Singapore, Canada, and Northern and Western Europe. Total, international journey curiosity in journeys to the U.S. fell 13%, based on the YouGov report.
On-line sentiment
On-line sentiment about touring to the U.S. additionally varies by nation, based on the analytics firm Sprout Social.
The corporate discovered that there have been greater than 87,000 mentions — and greater than 1 million engagements, within the type of likes, feedback, or shares — on X, YouTube, Tumblr and Reddit from April 30 to June 3 that mentioned journey to the US. Almost 50,000 had been from Canada, of which 45% had been detrimental, the information confirmed.
Nonetheless, 96% of the 18,000 mentions and interactions that originated from India had been both optimistic or impartial, it confirmed.
Apparently, essentially the most detrimental sentiment about U.S. journey got here from customers within the U.S. itself, the information confirmed.
