As Americans prepare for international trips, many experience a sense of dread. This is the danger that many are feeling in the current political climate under President Donald Trump’s second term. According to a recent Pew Research Center study, favorability towards the United States has dropped by double digits in 11 major European countries. Consequently, many American travelers have become uncomfortable with their national identity when traveling abroad.
Jessica Flores, the chief experience officer at Tourism Cares, emphasizes the importance of empathy in navigating potential confrontations during travel. “Empathy goes a long way,” Flores recommends, especially when facing tense situations on the global stage.
Recent data from YouGov reveals a significant drop in favorable views of the United States across seven major European countries since Trump’s re-election. Perhaps most strikingly, Danish opinion plummeted from a high of 48 percent in August 2024 down to a mere 20. Countries like Sweden, Germany, France, and the United Kingdom hardly paint a rosy picture with international low favorability ratings toward the U.S. Yet, only one in three respondents in these countries report feeling hopeful. In comparison, Italians and Spaniards hold somewhat more favorable views at 42% and 43%, respectively.
The increase in anti-American sentiment creates major issues for an industry that depends on American travelers, especially outbound tourism. The Ethical Travel Portal Norway American clients, who represent the bulk of international travelers, have already begun canceling their trips. This wave of cancellations is taking a serious toll on business. Though she now works as a public relations and digital marketing specialist, Sierra Malone has felt this impact on a personal level. As she headed out on her long trip to Europe, which started this month with a focus on France, she shared her concerns.
I haven’t been abroad since January,” Malone said. Even just the fact that I know the environment is going to be different completely terrifies me. Reminded that for much of Trump’s first term, she said, her main emotion was embarrassment. This time, though, it’s her fear that’s justified. For a while Malone had wanted to tattoo, or write on his forehead, “I’m American.” But I’m not that American, or that kind of American.” He paused, then quickly continued.
The present political climate has shone a brighter, often negative spotlight on American travelers than under the previous administration. Lisa VanderVeen further emphasizes how recent global policies have fostered a toxic environment. She especially points to U.S. approach to Ukraine and to U.S.-China trade as factors. VanderVeen admitted to feeling both relieved and disappointed as a solo traveler. She wants not to be a target, but she has a fierce sense of obligation to serve her country.
Gyawali, a travel industry expert, argues that the sector must adopt a more proactive approach to adapt to the shifting dynamics affecting both travelers and businesses.…almost like they face a crisis and then actually work to solve it. Gyawali agrees that we need to do much more to prevent things going this far in the first place. He stresses the need for strategies that preemptively address these concerns to protect tourism in what he describes as a “Trump-affected world.”
Overseas travelers are cutting back their demand even more, projected to drop by 5.1%. Including an 11% drop in spending — an estimated $18 billion loss. Now, industry leaders are calling on companies to double back and reassess. Eduardo Santander, the American market is one of the most important for continued growth in European tourism. He stresses that these figures don’t take away from its significance.
YouGov US announced that favorability towards the United States is at an all-time low. This is a huge drop from the final poll before Donald Trump’s re-election, between six and 28 percentage points.
High as these numbers are, though, there seems to be a gap between industry wishful thinking and traveler mood. In fact, a significant share of Americans are concerned about hostility toward Americans or anti-American sentiment when traveling abroad. Leighton warns travelers not to attempt to disguise their nationality. Unless there’s a truly compelling reason to conceal one’s nationality, honesty is the best policy,” he stated.
That risk of backlash against American travelers, given the delicate state of affairs, is still very real. In short, travelers are more conscious of where they are going, and how their actions may be viewed on a global scale. VanderVeen encapsulated this sentiment: “People understand that we’re just human beings too… and especially as it relates to our country’s perceived lack of welcome or unfriendliness to other people in this world.”
