Despite what one of the country’s top tourism officials calls “headwinds”, America’s travel landscape remains resilient.
Latest international inbound figures show that while overall overseas arrivals dipped 1.6% to 19.2 million, the top 20 source markets declined by only 0.5% through July 2025.
Some countries returned exceptional figures, with Argentina recording 20 per cent growth, while Mexico’s momentum has elevated it to the #1 inbound market with 13% year-to-date growth, surpassing Canada.
Fred Dixon, Brand USA President and CEO Brand, claims that engagement is strong and enthusiasm is growing.
“While we have faced headwinds, we have used this moment to tighten our strategic alignment and budget planning to ensure Brand USA remains focused and effective in today’s evolving travel landscape,” he said in a statement.
“With a more intentional approach, we’re deepening engagement across our priority initiatives.”
Mr Dixon highlighted destination immersion experiences and the debut of the America the Beautiful initiative.
“More than a campaign, America the Beautiful is a long-term platform to elevate our country’s story globally, inspire travel and showcase the breadth of experiences that make the United States unlike any other destination.”
The latest inbound statistics also reveal airlift capacity remains strong at record levels of 162 million seats (+2% year-over-year), with 10 new routes launching in 2026 to expand connectivity and future growth opportunities.
