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.

In recent years, China’s winter tourism landscape has undergone a profound transformation. Ski resorts and ice destinations like those in Harbin, Zhangjiakou, and Inner Mongolia have long attracted visitors with their snow-covered vistas. However, the focus has now expanded beyond just snow sports, with an increasing emphasis on food, shopping, and cultural experiences. This shift reflects a broader trend where winter tourism is no longer just about the snow but also about an entire immersive travel experience that encompasses diverse services such as dining, entertainment, and local culture.

As international travel ramps up again, a growing number of visitors from Southeast Asia and Europe are flocking to China’s winter hotspots, lured not only by the allure of snow but by the rich cultural and leisure offerings that enhance their stay. From curated shopping experiences to gourmet dining and immersive cultural experiences, visitors are finding more reasons to extend their trips and delve deeper into the local offerings.

A New Chapter for Winter Tourism in China

As visa-free entry policies become more widespread, China’s tourism industry is seeing a remarkable boost in inbound travel. Official figures reveal that 82.04 million foreign travelers visited China in 2025, marking a 26.4% increase from the previous year. Notably, more than 73% of these tourists entered the country without needing a visa, thanks to the growing availability of visa-free options.

Regions traditionally known for winter sports, like Harbin and Zhangjiakou, have become multifaceted destinations. These cities, renowned for their ice sculpture festivals and ski resorts, are increasingly integrating cultural events, gastronomic tours, and shopping experiences into their winter tourism packages. This shift from seasonal travel to experience-based tourism is driving longer stays and higher visitor satisfaction.

Skiing Meets Culture: A Comprehensive Travel Experience

For many visitors, skiing is no longer the sole draw of winter destinations. Ski resorts across China’s northern regions are now offering luxury accommodations, fine dining, and leisure activities that go beyond the slopes. For instance, Zhangjiakou, host of the 2022 Winter Olympics, has expanded its offerings to include wellness retreats, cultural workshops, and outdoor recreational activities like hot springs, forest walks, and even night-time ice slides. These attractions provide a complete vacation package, blending outdoor adventures with relaxation and local culture.

In cities like Harbin, known for the famous Ice-Snow World, visitors are encouraged to stay longer as they explore everything from local northeastern Chinese cuisine to unique shopping experiences. Travelers can visit bustling markets, buy handcrafted souvenirs, and take photos at iconic sites such as the Saint Sophia Cathedral, blending natural beauty with historical significance.

This trend is particularly noticeable among international travelers. A UK-based travel influencer, who initially planned to spend just a few days in Harbin, ended up staying a week due to the city’s broad range of activities. From riding the giant ice slide to enjoying local snacks and shopping for souvenirs, she discovered that the experience was much more than just snow and ice.

A Diversified Market: The Surge in Inbound Tourism

Inbound tourism to China’s winter destinations has surged in recent years, with data from online travel platforms such as Trip.com showing a 130% increase in bookings for popular locations in Xinjiang, Inner Mongolia, and Hebei. In fact, Southeast Asia alone accounted for nearly 70% of the foreign visitors. This demographic is particularly drawn to snow sports and unique winter experiences, as many of these countries are located in warmer climates.

China’s winter tourism model is evolving with a new focus on innovative products and services. Southern regions of China, traditionally less associated with winter sports, have embraced indoor ski facilities and cultural activities, making winter tourism accessible to a wider audience. Cities like Guangzhou and Shanghai are now seeing winter experiences grow in popularity, appealing to both domestic and international tourists.

The Rise of Service-Led Tourism: Shopping, Dining, and Beyond

In January, Harbin launched the “Shopping in China” Ice and Snow Consumption Season, a national initiative aimed at promoting winter tourism as a platform for integrated spending. This initiative positions destinations as not just places to visit but as economies in themselves—creating opportunities for spending on dining, shopping, and local attractions. This approach is helping stimulate the economy and provides tourists with a well-rounded travel experience.

Hotels, resorts, and leisure destinations have responded to this shift by offering more than just basic amenities. For example, Beijing’s Hu Resort has expanded its offerings to cater to international visitors, adding Western-style restaurants, cafes, and even wellness centers such as hot spring pools. The emphasis is now on creating a “ski plus vacation” experience, where visitors can enjoy the slopes but also indulge in a variety of other activities that extend the trip beyond a few days.

Resorts and cultural destinations are increasingly focusing on slow travel, encouraging visitors to immerse themselves in local customs, try regional delicacies, and purchase locally-made handicrafts. In Mudanjiang, for instance, operators at Jingpo Lake have moved away from quick sightseeing tours in favor of slow, immersive experiences that include local performances and themed activities, turning a short-term visit into a sustainable and profitable venture.

Winter Tourism’s Future: A Long-Term Growth Strategy

By the end of the 2025-26 winter season, it is projected that China’s winter tourism will attract 360 million visits, generating nearly 450 billion yuan in revenue. Experts believe that the ice and snow economy will surpass 1 trillion yuan by the end of 2025, driven by growing demand for winter sports and the wider service-based economy. This growing industry, supported by improved transport links and digital payment solutions, is transforming winter tourism into a mainstream activity that attracts visitors all year round.

The long-term sustainability of this growth will depend largely on service quality. The more destinations can offer high-quality experiences that encourage repeat visits, the more likely the industry is to continue thriving. This new focus on high-end tourism could help redefine what winter tourism looks like in the coming years.

Travel Tips for Exploring China’s Winter Destinations

• Plan for Longer Stays: While skiing is still a primary attraction, consider extending your stay to enjoy cultural activities, local foods, and shopping in these winter destinations.
• Try the Local Cuisine: Harbin, Zhangjiakou, and Mudanjiang offer unique regional dishes that are an essential part of the experience. Don’t miss northeastern hotpots and local snacks.
• Check for Visa-Free Entry: If you’re visiting from a country with visa-free access to China, take advantage of this convenience to explore multiple destinations during your winter trip.
• Visit During Off-Peak Seasons: For a more relaxed experience, consider visiting outside peak tourist seasons, when resorts offer special promotions and less crowded attractions.

Vietnam has emerged as the top performer in Southeast Asia in terms of international tourism growth, recording a remarkable 20.4% increase in foreign visitors in 2025. This surge is a sharp contrast to the modest growth or declines seen in other regional tourism giants, including Malaysia (up 11.2%), Indonesia (up 10.4%), and Singapore (up 2.7%). Thailand, once a perennial tourism leader, witnessed a decline in its international arrivals by 7.2%, while Cambodia also faced a significant drop of 16.9%.

This impressive growth marks Vietnam’s tourism recovery as one of the most successful in the region, and it comes at a time when global tourism is steadily bouncing back from the impacts of the COVID-19 pandemic. Vietnam’s recovery was prominently discussed at the 63rd ASEAN National Tourism Agencies Meeting, held in the Philippines on January 26, where Nguyen Trung Khanh, Director of the Vietnam National Tourism Administration, highlighted the country’s exceptional performance and future growth prospects.

Visa Reforms and Campaigns Driving Growth

The rapid recovery of Vietnam’s tourism industry can largely be attributed to the implementation of progressive visa reforms and extensive marketing campaigns targeting international visitors. These initiatives have made it easier for foreign nationals to visit Vietnam, and in doing so, have made the country an attractive destination for both short-term and long-term stays.

In particular, the government has made notable strides in introducing preferential visa policies, including the introduction of time-limited visa exemptions for specific foreign nationals. These efforts are part of Vietnam’s broader strategy to improve its tourism infrastructure and facilitate easier access for high-potential markets, including those in Europe, the Americas, and key parts of Asia.

Vietnam’s continued push for expanded visa waivers has been a key strategy in attracting high-quality tourists. The government’s recent decision to expand unilateral visa waivers, especially targeting major international markets, aims to further boost tourism numbers. With such measures, Vietnam expects to see its visitor numbers continue to grow, attracting tourists not just for leisure but also for business and cultural exchange.

Tourism Milestones and Future Projections

Vietnam welcomed 21.2 million international visitors in 2025, marking a milestone in the country’s tourism history. The robust performance has not only helped the country recover from the pandemic but has also solidified its place as one of Southeast Asia’s most dynamic tourism markets. Looking forward, the Vietnam National Tourism Administration has set an ambitious target of 25 million foreign visitors for 2026, a goal that reflects the country’s optimistic outlook and commitment to enhancing its tourism appeal.

The rise in international arrivals is not only good news for the tourism sector but also for the country’s broader economy. The influx of tourists contributes significantly to local businesses, including hotels, restaurants, travel agencies, and transportation providers. Additionally, the government has been proactive in promoting sustainable tourism, which has led to increased focus on ecotourism, heritage tourism, and cultural experiences across the country.

Tourism Hotspots in Vietnam See Increased Visitor Numbers

Popular destinations such as Hanoi, Ho Chi Minh City, Hue, and Da Nang have seen a significant uptick in international visitors. For many tourists, Vietnam’s rich history, stunning natural landscapes, and world-renowned cuisine are major draws. Areas like Halong Bay, a UNESCO World Heritage Site, continue to be some of the country’s most visited destinations, attracting visitors from all over the world to its unique limestone karsts and emerald waters.

In addition to these classic destinations, new regions of the country are emerging as tourist hotspots. Central Vietnam, for example, is gaining popularity due to its charming cities and lesser-explored beaches. Furthermore, the rise of wellness tourism in Vietnam is also contributing to the increase in international visitors, as more travelers seek serene retreats and spa experiences amidst the country’s natural beauty.

Expanding Vietnam’s Tourism Infrastructure

As the number of international arrivals continues to rise, Vietnam is also focusing on expanding its tourism infrastructure. New hotels, resorts, and transportation options are being developed across the country to accommodate the growing number of tourists. With improved connectivity, including international flights and better transportation networks, travelers can easily access the country’s most beautiful and culturally significant regions.

The government is also placing significant emphasis on diversifying tourism offerings beyond traditional sightseeing. Culinary tourism, adventure tourism, and cultural heritage tours are all areas where Vietnam is focusing its marketing efforts. These offerings provide visitors with a deeper understanding of Vietnamese culture and traditions, which helps to set the country apart from other regional destinations.

A Global Player in the Tourism Industry

Vietnam’s rapid tourism recovery and impressive growth rate serve as a testament to its resilience and strategic planning. As the country targets 25 million visitors in 2026, it is positioning itself as a major player in the global tourism market. By enhancing accessibility, improving services, and continuing to implement forward-thinking policies, Vietnam is setting itself up for long-term success in the competitive Southeast Asian tourism market.

With its welcoming atmosphere, diverse tourist attractions, and new, tourist-friendly policies, Vietnam is not just a regional leader but is quickly becoming a must-visit destination for travelers worldwide. Whether for business, leisure, or cultural exploration, the country offers something for everyone, making it one of the most exciting destinations for global tourists.

The smartphone market finally grew again. Global shipments rose 2 percent in 2025 to 1.25 billion units, the highest level since 2021. Apple stayed on top, Samsung finished just behind, but the story was different in the year 2025.

On the surface, the leaderboard, specifically Samsung vs Apple in 2025, looks unchanged.

Apple stayed on top. iPhone shipments climbed 7 percent to 240.6 million units, marking Apple’s strongest year ever by volume. A record fourth quarter and a surge in iPhone 17 demand, especially in Mainland China.

After three years of decline, Samsung posted 7 percent annual growth in 2025. Fourth quarter shipments rose 16 percent year over year as Galaxy S and Z demand held firm and entry-level volumes finally recovered.

Regaining share in the A0x and A1x segments matters because that is where Samsung had been losing ground the longest.

Xiaomi held third place but slipped 2 percent as entry-level demand weakened late in the year. Vivo moved into fourth for the first time, powered by India. OPPO stabilized in the second half and is positioning for added scale with Realme.

Omdia flags rising DRAM and NAND costs as a growing constraint heading into 2026. Those pressures hit unevenly, especially for brands with limited scale or heavy low end exposure.

Runar Bjorhovde warns that margin squeeze, not demand, may define the next phase. Volume still matters. Profitability will matter more.

“Although 2025 overall has been a positive year for most vendors, headwinds are building for the 2026 outlook.”

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Some Android users are seeing a strange problem with the latest Google Play system update. People on Android phones report that after updating, their phones show an older version instead of the January 2026 update.

Phones that were on the January 1, 2026, update got a new update notification. After installing it, the phone showed November 1, 2025, as the update date. This seems confusing, but it does not appear to cause any serious problems.

Some users found that uninstalling the November 2025 update brought back the January 2026 version. This makes users think that Google may have accidentally labeled a new update, probably February 2026, as November 2025. It seems like a simple mistake with the date, not a real downgrade.

Image via Android Authority

The issue has been reported mostly by Pixel users, but other phones, like OnePlus and Samsung, might also see it. It affects phones on both stable and beta versions.

There is no need to worry. The update does not seem to cause any bugs or problems. The best advice is to stay on the latest update, even if it shows the wrong date. If Google needs to fix anything, it will release a new update.

For now, just make sure your phone has all updates installed. This looks like a labeling mistake, and everything should work normally. Stay tuned for more information.

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