Fear Is The New Barrier Warns Travel CEO

Geoff Freeman, President and CEO of the U.S. Travel Association, condemned the recent government shutdown as “borderline criminal” during the Phocuswright Conference 2025.

He cited its impact on consumer confidence and holiday bookings and urged Congress to exempt air traffic controllers and TSA agents from future shutdowns.

“The U.S. will be the only nation in the world this year to see a reduction in travel,” he said, noting Canada’s 25% drop and mixed results across Europe and Latin America.

Fear and negative perceptions are also deterring travellers. “People are now thinking about coming to the U.S. the way many of us thought about going to China – wiping devices, fearing detention. That’s really concerning,” he added.

He cautioned that marketing alone cannot solve the problem: “Travellers know we have beautiful attractions. What they don’t know is that they’re welcome.”

Visa policies remain the biggest deterrent. A proposed $250 “visa integrity fee” would make the U.S. the second most expensive country to enter, next to Bhutan.

“We don’t understand that we are in a competition. Other countries are removing visa requirements, streamlining customs. We’re not nearly as dedicated to the competition as they are.”

# Brand USA, which saw its funding cut by 80 per cent earlier this year, has received a possible lifeline with the introduction of the bipartisan VISIT USA Act.

Introduced last week, the bill proposes reinstating the full allocation of Visa Waiver Program Electronic System for Travel Authorization (ESTA) fees, calculated to be worth $US100 million.

This would allow Brand USA to be fully funded and continue to promote America around the world as a premier travel destination.