Why Adventure Travelers Are Saying ‘No’ to the U.S.

Changing political dynamics, international tariffs, and re-entry anxieties are turning adventure travelers away from the U.S.

America’s Rocky Mountains, thriving national parks, and more than 12,000 miles of coastline have lost some of their shine for adventure travelers, who are now taking their dollars elsewhere amid shifting political landscapes, international tariffs, and uncertainty over border policies.

"There’s been a noticeable decline in interest from foreign visitors to the U.S., many of whom now perceive the destination as less welcoming or harder to access," said Heather Kelly, director of research at the Adventure Travel Trade Association (ATTA).

Preliminary results from an upcoming ATTA survey of over 100 tour operators and advisors reveal how this shift in traveler preferences is impacting business. Approximately 95% of adventure travel businesses said they anticipate a negative effect on revenue within the next six to 12 months, and as many as 80% of those surveyed have already experienced a decline.

These findings align with recent data showing a decrease in international travel to the U.S. In March, the number of travelers from Canada to the U.S. dropped by nearly 900,000 from the same month last year, according to US Customs and Border Protection. The number of European travelers was down 12%.

Despite adventure travelers’ typical willingness