Switzerland Joins France, the United Kingdom, Spain, Germany, Denmark, and Other European Countries in Propelling US Tourism Freefall with a Record Decline in Tourist Arrivals in California Last Year: Everything You Need to Know

In 2025, Switzerland joined a growing list of European countries, including France, the United Kingdom, Spain, Germany, Denmark, and others, in contributing to the US tourism freefall, particularly in California, which saw a record decline in tourist arrivals. This sharp downturn, largely driven by a combination of rising travel costs, global uncertainties, and shifting travel preferences, has left California grappling with reduced visitation from key international markets. With Swiss tourists traditionally drawn to the Golden State’s scenic beauty, luxury experiences, and renowned vineyards, the decline in Swiss visitors underscores the broader trends shaping global travel behavior. As other European nations also reported significant decreases, the challenges faced by California reflect a larger shift in tourism dynamics, fueled by economic factors, post-pandemic hesitations, and the growing appeal of closer, more affordable destinations. In this article, we delve into the reasons behind this record decline and explore the strategies being put in place to revive tourism in the Golden State.

Switzerland: A Swiss Slump in Golden State Visits

California’s tourism from Switzerland took a significant hit in 2025, with a -12.6% YOY decline, signaling the challenges the Golden State faced in attracting high-spending Swiss tourists. Swiss visitors have always been drawn to California’s natural beauty, world-class vineyards, and luxury experiences, with many choosing to visit destinations like Napa Valley and the rugged coastlines of Big Sur. However, a combination of factors contributed to the downturn in Swiss tourism. Rising travel costs, particularly airfares, made long-haul trips less appealing, especially with the strong Swiss franc. In addition, the lingering effects of the pandemic, alongside continued travel restrictions, led many Swiss travelers to reconsider international destinations. The allure of closer European options, where the cost of travel and accommodation is often lower, further eroded California’s appeal. With the uncertainty surrounding travel safety and the higher financial commitment required for a Californian vacation, fewer Swiss visitors opted to make the trip. However, California is not giving up on the Swiss market. By offering exclusive, high-end experiences, such as private wine tours and eco-tourism adventures, the state hopes to rekindle Swiss interest and provide a compelling reason to visit once again.

France: The French Farewell to California’s Shores

In 2025, California saw an -8.0% YOY drop in tourism from France, marking a significant shift in travel patterns from one of Europe’s most enthusiastic travel markets. French visitors have long had a love affair with California, with its enticing mix of cultural landmarks, natural beauty, and glamorous cities. However, a combination of factors contributed to the decline in French tourism to the state. The rising costs of international travel, coupled with lingering travel restrictions and pandemic-related uncertainties, led many French tourists to rethink their long-haul travel plans. Additionally, the strength of the dollar against the euro made California a more expensive destination for French visitors. With the economic challenges and the growing appeal of nearby European destinations, many French travelers opted to stay closer to home, visiting countries within the EU where the cost of travel was lower. California’s attractions, once magnets for French tourists, saw fewer visitors in 2025. To regain French interest, California must offer unique experiences that resonate with this market’s desires, such as culinary tours, luxury shopping experiences, and an emphasis on sustainability. California’s iconic beaches, entertainment scene, and vibrant cities still have strong appeal, but a refreshed approach will be essential to attracting French visitors once more.

United Kingdom: A British Dip in California’s Tourism

In 2025, California saw a -5.8% year-over-year (YOY) decline in tourism from the United Kingdom, a noticeable downturn in what was once one of the state’s strongest international markets. British tourists have historically been drawn to California’s diverse offerings, from the bustling streets of Los Angeles to the natural beauty of Yosemite National Park. However, the combination of lingering global uncertainties, currency fluctuations, and increasing travel costs dampened the enthusiasm of many British travelers. The weakening of the British pound against the dollar made long-haul travel less financially viable, forcing many UK visitors to reconsider their Californian vacations. Additionally, the pandemic’s aftershocks still weighed heavily on travel behavior, with many opting for closer, more affordable European destinations. With less disposable income and a preference for regional travel, British tourists hesitated to make the long journey to the West Coast. Despite this decline, California remains an iconic destination for British tourists, and the state’s tourism industry is actively exploring ways to recapture this market. By targeting British visitors with tailored marketing strategies and emphasizing California’s unique experiences, such as luxury getaways and coastal escapes, the state hopes to restore its position as a top destination for the UK.

Germany: The German Retreat from the Golden State

California witnessed a dramatic -17.2% YOY decline in tourism from Germany in 2025, marking one of the most significant drops in visitation from any European market. German tourists have long been drawn to California’s diversity, from its world-renowned theme parks to its majestic natural landscapes. However, this decline reflects a broader shift in global travel behavior, with many Germans opting for closer, more affordable destinations within Europe. The rising costs of air travel, alongside the lingering effects of the pandemic, made long-haul trips to California less attractive. Furthermore, the economic uncertainty in Germany, coupled with fluctuating exchange rates, made it harder for many German tourists to justify the financial commitment of traveling to the U.S. As a result, many Germans turned to regional destinations in Europe, where travel costs were lower and the travel experience more familiar. While California remains a desirable destination for German travelers, the state will need to reassess its strategy to attract this market. Emphasizing unique experiences, such as road trips along the Pacific Coast Highway or eco-tourism adventures, can help restore German interest and drive recovery in this once-loyal market.

Spain: The Spanish Slowdown in Golden State Visits

Spain saw an -8.3% YOY decline in tourism to California in 2025, reflecting shifting travel preferences and economic factors that impacted Spanish visitors. Traditionally, Spaniards have flocked to California for its warm climate, beautiful beaches, and iconic attractions, from Hollywood to the vineyards of Napa Valley. However, the rising costs of international travel, combined with lingering uncertainties following the pandemic, led many Spanish tourists to seek closer, more affordable European destinations. Additionally, the strong U.S. dollar against the euro made California a more expensive destination for Spanish visitors. With the economic pressures and a shift in travel preferences towards domestic or nearby European destinations, California faced a notable dip in Spanish tourism. To recover this market, California needs to create enticing offers that cater to Spanish travelers, emphasizing value and accessible luxury. By promoting regional attractions, affordable packages, and authentic cultural experiences, California can re-establish itself as a must-visit destination for Spanish tourists. The state’s scenic coastlines, world-class cuisine, and laid-back atmosphere still have strong appeal, and with the right marketing, Spain can once again be a major source of international visitors to the Golden State.

Denmark: The Danish Dip in Californian Tourism

Denmark saw a staggering -25.8% YOY decline in tourism to California in 2025, one of the sharpest declines in the state’s international visitor numbers. Denmark has traditionally been a key source of high-value tourists who appreciate California’s diverse offerings, from its stunning national parks to its bustling cities. However, several factors have led to this sharp downturn. The rising costs of travel, particularly airfares, made long-haul trips to California less appealing to Danish travelers. Furthermore, the lingering effects of the pandemic, along with ongoing uncertainties in global travel, prompted many Danish tourists to seek more affordable, nearby destinations within Europe. Additionally, the high cost of living and the economic pressures faced by many Danes made international travel a luxury that fewer could afford. The decline in Danish tourism highlights the need for California to adapt its marketing strategies, targeting eco-conscious travelers and those seeking unique, off-the-beaten-path experiences. California’s natural beauty, commitment to sustainability, and vibrant cultural scene still offer a compelling reason for Danish travelers to visit, but a new approach is needed to reignite interest in this important market.

California’s Tourism Decline: A Major Setback for the Golden State

In 2025, California experienced a significant downturn in its tourism industry, with a -4.9% decline in visitors from all countries, according to trade.gov. This marked one of the biggest declines in U.S. tourism, highlighting the challenges the Golden State faced in recovering from the lingering impacts of the pandemic and global uncertainties. Despite California’s iconic attractions—ranging from the sun-soaked beaches of Southern California to the breathtaking landscapes of Yosemite—tourism numbers fell across the board. Several factors contributed to this steep drop, including rising travel costs, a stronger dollar making international visits more expensive, and continued hesitancy around long-haul travel. Additionally, shifting travel preferences, with more tourists opting for regional or domestic destinations, further exacerbated the decline. As the state grapples with these challenges, California’s tourism sector will need to innovate and adapt, offering new experiences, enhancing safety measures, and targeting specific markets to reignite interest. While the decline is concerning, California’s appeal remains undeniable, and with strategic recovery plans in place, the state is well-positioned to bounce back and reclaim its spot as a top global tourist destination.

In 2025, Switzerland, along with France, the United Kingdom, Spain, Germany, Denmark, and other European countries, contributed to the US tourism freefall, with California seeing a record decline in tourist arrivals. This downturn is attributed to rising travel costs, global uncertainties, and shifting travel habits.

Conclusion

Switzerland has joined France, the United Kingdom, Spain, Germany, Denmark, and other European countries in propelling the US tourism freefall, particularly with a record decline in tourist arrivals in California. This significant drop is driven by factors such as rising travel costs, global uncertainties, and shifting travel preferences, which have made long-haul travel less appealing for European tourists. While California’s allure remains strong, these challenges highlight the need for the state to adapt and innovate to regain its position as a top tourist destination. By focusing on unique experiences, safety protocols, and attracting specific international markets, California hopes to turn the tide and once again become a favored destination for travelers worldwide.

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Virginia Joins California, Texas, Washington, Nevada, Vermont, and Others in Continuing to Hammer the US Tourism with a Decline in Tourist Arrivals After the First Quarter of FY 2026: Everything You Need to Know

In 2026, the U.S. tourism sector has been grappling with a steady decline in international tourist arrivals, and Virginia is no exception. Joining states like California, Texas, Washington, Nevada, and Vermont, Virginia is facing a dip in visitor numbers, particularly after the first quarter of FY 2026. This widespread decline has been influenced by a combination of global uncertainties, shifting travel behaviors, and the lingering impacts of the pandemic, which have made international tourists more hesitant to travel. The ripple effect of this downturn is being felt across many states, where iconic destinations like California’s beaches, Texas’ cultural landmarks, and Washington’s natural beauty once attracted millions of visitors. As these states, including Virginia, continue to face this tourism struggle, it’s clear that the challenges are not isolated but part of a larger trend affecting the entire U.S. tourism landscape. In this article, we’ll explore the reasons behind this decline and provide a deeper understanding of the factors shaping the future of U.S. tourism.

Virginia: Resilient Yet Facing a Dip

Virginia, known for its rich history, stunning coastlines, and vibrant cities, has experienced a moderate decline in tourism during 2025 and 2026. While the state has enjoyed steady growth in the past, recent data reveals a -1.45% year-over-year (YOY) decrease in the total number of visitors. The numbers were mixed across the months, with October seeing a slight drop of -3.70%, but November and December showed positive growth, with increases of +1.47% and +0.78%, respectively.

The decline in October could be attributed to seasonal travel fluctuations, but the following months demonstrated Virginia’s resilience, as tourism numbers bounced back. Iconic attractions like the historic Colonial Williamsburg, the beautiful Shenandoah National Park, and the lively cultural scene in Richmond continue to draw tourists. However, the state’s tourism industry is still grappling with the residual effects of global challenges and travel hesitations. Virginia is actively working to rejuvenate its tourism sector by diversifying its offerings, promoting local culture, and expanding eco-tourism. With these efforts, the state is well-positioned to recover and see growth in the coming years, continuing to captivate travelers with its historical charm and natural beauty.

Month	2025	2026 (FYTD)	YOY Change (%)
OCT	433K	417K	-3.70%
NOV	339K	344K	1.47%
DEC	386K	389K	0.78%
Total	1158K	1150K	-1.45%

California: The Golden State Faces a Dull Year

California, the Golden State, faced a challenging year in terms of tourism. Despite its reputation as a top destination, from the beaches of Malibu to the wine country of Napa Valley, the state saw a -2.60% decline in visitation in 2025. The first three months of FYTD 2026 showed consistent drops, particularly in the months of October and November, as global travel hesitations and safety concerns lingered.

Iconic cities like Los Angeles and San Francisco experienced reduced foot traffic in major tourist spots, such as Disneyland and the Golden Gate Bridge. While California’s natural beauty and cultural diversity still attracted domestic tourists, international visitors remained scarce. The decline in large-scale events, festivals, and conventions further impacted the state’s tourism economy. However, California’s resilience shines through. The state is focused on bringing travelers back with new initiatives, better safety protocols, and exciting new attractions that emphasize its unmatched cultural and natural offerings.

Month	2025	2026 (FYTD)	YOY Change (%)
OCT	7.8M	7.7M	-1.28%
NOV	7.6M	7.5M	-1.32%
DEC	8.1M	8.1M	0.00%
Total	23.5M	23.3M	-2.60%

Texas: A Minor Dip in Tourism but Staying Strong

In 2025, Texas experienced a relatively stable tourism market, with slight fluctuations in visitation across the year. Despite the lack of significant growth, the state remains a major player in the US tourism sector. Texas’ iconic attractions like the Alamo, Space Center Houston, and the natural beauty of its diverse landscapes still draw large numbers of tourists each year. However, in FYTD 2026, the state saw a subtle decline in tourism. The overall year-over-year (YOY) change showed a small drop of -1.04% in December, which may have been influenced by various global challenges and travel hesitations.

Tourism in Texas typically benefits from its vast cultural diversity and booming cities like Austin, Dallas, and San Antonio. Yet, the dip in December figures hints at a cautious outlook, with fewer international visitors compared to previous years. While the state’s tourism industry has faced its share of hurdles, Texas remains resilient. Its expansive size and wide range of attractions, from rodeos to country music festivals, ensure its place as a key destination in the US. With continued investment and innovation, Texas is on track to recover and even thrive in the coming years.

Month	2025	2026 (FYTD)	YOY Change (Abs)	YOY Change (%)
OCT	8.8M	8.8M	0.0M	0.00%
NOV	8.8M	8.8M	0.0M	0.00%
DEC	9.6M	9.5M	-0.1M	-1.04%
Total	27.2M	27.1M	-0.1M	-1.04%

Washington: A Struggle with Strong Winds

Washington State, home to the iconic Mount Rainier and the vibrant city of Seattle, has witnessed a dramatic decline in tourism over the past year. The state’s tourism industry, which typically thrives on its natural beauty and urban offerings, experienced a significant -54.98% YOY decline in 2025. Although Washington boasts unparalleled natural landscapes and an evolving arts scene, the pandemic’s lingering effects hit its tourism hard, particularly in the fall and winter months.

While the Space Needle and Pike Place Market remain attractions of global significance, the sharp drop in visitors reflects a deeper trend of travel hesitancy and international travel disruptions. The months of November and December were particularly hard-hit, with YOY changes of -22.83% and -13.60%, respectively. The state’s reliance on international visitors, particularly from Asia and Europe, may have left it vulnerable as global travel patterns shifted. Washington is now focusing on domestic tourism and local adventures to bring back visitors. The stunning coastlines and outdoor activities, from kayaking to hiking, provide a bright future for Washington as it aims to restore its status as a major US tourist destination.

Month	2025	2026 (FYTD)	YOY Change (Abs)	YOY Change (%)
OCT	1.1M	896K	-0.204M	-18.55%
NOV	1.0M	864K	-0.136M	-13.60%
DEC	1.2M	926K	-0.274M	-22.83%
Total	3.3M	2.686M	-0.614M	-54.98%

Nevada: The Mirage of Declining Tourism

Nevada, famous for its dazzling Las Vegas Strip and world-renowned entertainment, faced a tough year for tourism in 2025. The state saw a significant decline in visitor numbers, with a YOY change of -11.7% in December. The bright lights of Las Vegas, once a constant draw for travelers, have dimmed slightly, as global travel restrictions and safety concerns took their toll. October and November were particularly difficult months, as the state witnessed noticeable drops in hotel bookings, casino revenue, and foot traffic on the Strip.

Nevada’s heavy reliance on large-scale events, conventions, and international tourism made it particularly vulnerable to travel restrictions. While Las Vegas remains an iconic destination, the tourism landscape in Nevada has been shaken. With the state’s tourism sector struggling to regain its former vibrancy, there are ongoing efforts to reinvigorate the market. New attractions, safety initiatives, and a greater focus on local tourism are part of Nevada’s strategy to rebound and recapture the hearts of travelers. With time, the state hopes to shine as brightly as its famous neon lights once again.

Month	2025	2026 (FYTD)	YOY Change (Abs)	YOY Change (%)
OCT	96.5K	96.8K	0.3K	0.3%
NOV	82.6K	78.6K	-4.0K	-4.8%
DEC	92.6K	85.9K	-6.7K	-7.2%
Total	271.7K	261.3K	-10.4K	-11.7%

Montana: A Steep Decline in Big Sky Country

Montana, renowned for its majestic mountains and expansive wilderness, has witnessed a severe drop in tourism. The state, which has long been a favorite for outdoor enthusiasts and adventure seekers, faced a drastic -49.70% decline in visitation. October to December saw consistent drops, with November and December suffering some of the largest reductions.

Once a magnet for visitors looking to experience Big Sky Country’s national parks, hiking trails, and pristine wilderness, Montana struggled to maintain its allure. International visitors, who once flocked to Montana for its beauty, largely stayed away due to travel hesitations and the ongoing pandemic effects. The state is focusing on local tourism to bridge the gap, promoting outdoor experiences and cultural heritage to attract regional travelers. While 2025 was a difficult year, Montana is setting its sights on a bright future by reinventing itself as an accessible and remote getaway for those looking to reconnect with nature.

Month	2025	2026 (FYTD)	YOY Change (%)
OCT	107K	88.0K	-17.76%
NOV	74.6K	63.7K	-14.61%
DEC	84.8K	70.1K	-17.33%
Total	266.4K	221.8K	-49.70%

Vermont: A Quiet Decline in Green Mountain State

Vermont, known for its lush forests, picturesque villages, and maple syrup, saw a quiet but significant decline in tourism. With a -63.55% drop in YOY change, the state faced one of the sharpest decreases in visitor numbers in 2025. The months of November and December particularly reflected the lack of visitors, as fewer tourists ventured into Vermont’s scenic corners.

Vermont’s reliance on seasonal tourism, especially during the fall foliage season, left it vulnerable when global travel patterns shifted. The state’s remote location and lack of major urban centers made it less appealing to international travelers, who favored more accessible destinations. Vermont is now looking to revitalize its tourism with a renewed focus on agritourism, local crafts, and outdoor adventure, hoping to appeal to those seeking a quiet retreat from the busy world. Though tourism is down, Vermont’s iconic landscapes and charm remain as strong as ever.

Month	2025	2026 (FYTD)	YOY Change (%)
OCT	247K	185K	-25.10%
NOV	164K	133K	-18.90%
DEC	179K	144K	-19.55%
Total	590K	462K	-63.55%

The Impact of Declining Tourist Arrivals on U.S. Tourism

The U.S. tourism industry has faced significant challenges in recent years, with fluctuations in tourist arrivals that have been closely monitored by the U.S. Customs and Border Protection (CBP) agency. According to data published on CBP.gov, the number of international visitors to the U.S. has seen notable declines, particularly after the first quarter of fiscal year 2026. This drop can be attributed to a range of factors, from ongoing global uncertainties to shifting travel habits. As a result, U.S. tourism has struggled to recover to pre-pandemic levels, with many states, including California, Nevada, and Vermont, reporting significant declines in tourist numbers. CBP.gov provides essential insights into these trends, offering a comprehensive look at the impact of travel restrictions, safety concerns, and the evolving preferences of travelers. Despite these challenges, the U.S. continues to be a major global destination, with states actively working to recover their tourism sectors through new initiatives and increased safety protocols. With time and adaptation, the U.S. tourism industry is expected to rebound, with the help of data and resources from sources like CBP.gov guiding the way forward.

In FY 2026, Virginia joins states like California, Texas, Washington, Nevada, and Vermont in facing a decline in tourist arrivals. This drop is due to global uncertainties, changing travel habits, and post-pandemic hesitations.

Conclusion

Virginia, alongside California, Texas, Washington, Nevada, Vermont, and other states, continues to experience a decline in tourist arrivals after the first quarter of FY 2026. This ongoing dip is driven by a mix of global uncertainties, evolving travel habits, and the lingering effects of the pandemic. While these challenges have affected major tourist destinations across the U.S., the tourism industry is actively adapting through new initiatives, safety protocols, and the promotion of local experiences. As the situation evolves, these states, including Virginia, remain committed to revitalizing their tourism sectors and are poised to recover, leveraging innovative strategies to welcome travelers back in the near future.

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