DÉCRYPTAGE – While several tour operators are observing a significant decrease in bookings, a study by Ifop highlights the impact of Donald Trump’s return on the country’s image. But between tense political climate and soaring prices, the reasons for the banishment of the United States may be more complex than it seems.
On paper, everything seemed to smile upon the United States in 2026. Anniversary year with the 250th anniversary of the country, celebrations around the legendary Route 66, and the 2026 FIFA World Cup partly organized on their soil: rarely has the destination accumulated so many arguments to attract travelers. Yet, for French tour operators, the reality is quite different.
As we know: the United States are less dreamy than they were two or three years ago. The demands are slowing down, doubts are increasing, and some clients are completely changing direction. This hesitation is further evidenced by a study conducted by Ifop on February 11th among a little over a thousand French people, of whom 46% now say they are less inclined to travel to the United States since Donald Trump returned to power. At Voyageurs du Monde, the diagnosis is clear. “Since March 2025, we have seen a decrease of around 35% in European reservations to the United States,” explains its CEO Jean-François Rial. A sharp drop for a historically essential destination. “And in recent months, the trend has further intensified,” he adds.
At Kuoni France, sales have declined by about 20% in 2026. “We feel a slowdown, with clients hesitating more or opting for alternatives,” observes Matthieu Mariotti, the director of the tour-operating. At Les Maisons du Voyage (Figaro Group), the decrease reaches almost 40%. “The destination remains strong, but clearly, it is less in demand,” acknowledges Nadège Ruiz-Brousseau, the production manager.
“The cost of living there is quite expensive”
For professionals, the main explanation lies in one word – inflation. For several years, the United States have experienced a marked increase in prices, which directly impacts stays. Accommodations, dining, transportation – everything is on the rise, sometimes significantly. “Today, a simple pasta dish can cost 25 to 30 dollars in some cities, not including tips,” explains Matthieu Mariotti. A very concrete symbol of American inflation for travelers. “The cost of living there remains quite expensive,” summarizes Nadège Ruiz-Brousseau. A reality confirmed by all sector actors. “Today, we find motels between 300 and 400 dollars per night in certain regions of the West,” details Matthieu Mariotti.
The American road-trip model, long emblematic, is faltering. These two- to three-week trips, with a car and multiple stops, are becoming increasingly difficult to finance for a family. “The overall budget can quickly become dissuasive,” he continues. But for Jean-François Rial, this explanation remains incomplete. “Purchasing power may explain 30% of the decline,” he estimates. “There is something else.”
“The shadow of Trump”
This “something else,” for him, has a name: Donald Trump. Since his return to power in 2025, certain stances and diplomatic tensions seem to have left traces. Especially one in particular… “The situation deteriorated significantly during the Greenland episode. Then, we rather moved to levels close to 70-75% of sales,” according to the leader of Voyageurs du Monde. His analysis is straightforward: the political factor has become central. He mentions a general climate of tension and sharp statements towards Europeans. “Customers react to what they perceive. They feel a more aggressive discourse towards Europe.” Even the Maisons du Voyage team agrees with this analysis. “It’s a mix,” emphasizes Nadège Ruiz-Brousseau. “Politics, the cost of the trip, but also sometimes concerns about reception or formalities.”
Faced with these obstacles, French travelers do not give up long-haul travel. They change destinations. And in this movement, one country clearly stands out: Canada. “Canada is doing very well, with an increase of around 35% in sales,” says Matthieu Mariotti. A direct shift from clients who were initially considering the United States. The country offers a credible alternative: vast spaces, natural parks, road trips, but with a perceived image as more stable and peaceful. “It’s a reassuring choice for many clients,” explains Nadège Ruiz-Brousseau.
“New York, the exception that proves the rule”
In this context, not all American destinations are dealt the same hand. New York resists. According to New York City Tourism + Conventions, the city is expected to welcome around 766,000 French visitors in 2026. Stability, or even slight progress, going against the trend in the rest of the country.
This is first explained by the format: shorter stays, therefore less expensive. Then, the image. New York is often perceived as different from the rest of the United States, more cosmopolitan, closer to European standards. Some professionals also mention a local political factor. The city’s mayor, Zohran Mamdani, adopts a distinct line from that of Donald Trump, which can contribute to maintaining a more open and reassuring image of the destination. “Clients differentiate between New York and the rest of the country,” sums up Matthieu Mariotti.
Despite these signs of slowing down, the United States remain a major destination. According to Brand USA, nearly 1.59 million French people visited in 2025. For professionals, the question now is whether this decline is sustainable. “Tourism is very cyclical,” reminds Matthieu Mariotti. “As soon as prices stabilize, the demand picks up.” Jean-François Rial, on the other hand, remains more cautious. “As long as the context does not change, the trend may continue.” The question remains when the French will decide to project themselves there again.
In video – Tourism: facing Trump’s measures, how will the United States attract new travelers?
