Global Travel Trends 2025: Higher Tourist Fees, U.S. Tourism Drop, and Emerging Destinations

The month of July brought a wave of major updates impacting the travel industry. From rising tourist fees in Europe and Mexico to new reports on the decline of U.S. tourism under the Trump administration, there is plenty for travelers and industry professionals to unpack.

Travel is constantly evolving to meet the demands of a changing world.

Tighter Travel Rules in Europe and Latin America

Higher entry costs for travelers heading to Europe. Europe is preparing to launch its long-awaited ETIAS entry system in late 2026. The fee, originally set at €7, will now cost €20 per traveler.

Additionally, several European destinations are clamping down on tourist misbehavior. Spain, for example, has increased fines for actions like smoking on beaches, wearing swimwear in public areas, public urination, and drunken disturbances. Penalties can now exceed €1,000.

New visitor taxes in Greece and Mexico. Greece has introduced a sustainable cruise tax that charges cruise passengers up to €20 each time they dock at a Greek island, depending on the season and the popularity of the destination.

Meanwhile, Baja California Sur (Mexico) has implemented a $25 USD fee for each overnight visitor. The funds will support sustainability and tourism development initiatives, and travelers must pay the fee online before arriving.

The U.S. Faces Mounting Tourism Challenges

Funding cuts for America’s official tourism board. President Trump’s “Big Beautiful Bill” slashed the annual budget of Brand USA, the country’s official destination marketing organization, from $100 million to just $20 million. This cut comes at a time when Brand USA is preparing to promote the country’s 250th anniversary and other major global events.

New entry fees for international visitors. The Trump administration has also introduced a new $250 visa integrity fee, which will be added on top of existing visa fees. The administration has yet to clarify how the fee will be implemented or where the revenue will go, leaving travelers with many questions.

Visitor numbers and global perception decline. The U.S. is rapidly losing appeal as an international destination. A recent survey revealed that 8 out of 10 travelers from Southeast Asia now view the U.S. less favorably, citing Trump administration policies and concerns about discrimination.

Canadian visitation is also down significantly: cross-border car trips dropped 33%, air travel fell 22%, and overall international arrivals by plane fell 11% between March 2024 and April 2025.

Reflecting this downturn, the U.S. passport has dropped to 10th place in the global ranking, tied with Iceland and Lithuania, and lagging behind more than 30 other countries.

What Europeans think about American travelers. A European survey revealed that, although 73% of Americans believe they have a bad reputation abroad, only 27% of Europeans agreed. However, 36% said Americans generally behave worse than other tourists. France, Hungary, Norway, Denmark, and Spain reported the highest levels of dissatisfaction with American visitors.

Emerging Destinations & Sustainable Growth Plans

Greenland positions itself as a sustainable hotspot. With its ten-year responsible tourism plan in place, Greenland is aiming to attract visitors through expanded air routes, a growing cruise sector, and targeted social media campaigns that highlight its pristine landscapes.

The Caribbean launches a regenerative tourism strategy. The Caribbean Tourism Organization announced a three-year development plan focused on five core areas: sustainable tourism, data-driven decision-making, advocacy, market competitiveness, and workforce development.

As part of this strategy, the CTO has partnered with Conservation International to fund projects that protect the ecosystems and biodiversity that make the Caribbean so appealing.

Indigenous tourism gains international exposure in the U.S. The American Indian Alaska Native Tourism Association (AIANTA) has joined Destinations International, the world’s largest network of DMOs and CVBs, in a two-year partnership aimed at expanding Indigenous tourism initiatives within the United States and abroad.

Hawai’i embraces regenerative tourism practices. Aaron Salā, CEO of the Hawai’i Visitors and Convention Bureau, shared his vision of regenerative tourism: an approach that views the travel industry as a balanced ecosystem that gives equal priority to cultural preservation, environmental stewardship, and economic growth.

Having the right information is key for travelers to make the best choices and find the destination that’s just right for them.

What This Means for Travelers and the Industry

1. Budget for higher travel costs: Visiting Europe or Baja California Sur now comes with additional fees that travelers need to plan for.

2. The U.S. is losing its competitive edge: International arrivals are falling, and the country’s passport ranking has slipped.

3. Sustainability is shaping the future of tourism: Destinations like Greenland, the Caribbean, and Hawai’i are making responsible travel a key part of their growth strategies.