Last month, The U.S. Travel Association shared data from its most recent International Visitor Experience survey, revealing that 91% of tourists were satisfied with their U.S. vacations and that 83% felt welcome while they toured. Also important: 61% report that they left the U.S. with a more favorable opinion of it.
The survey was done in partnership with market research company YouGov and polled nearly 1,300 travelers from eight countries across six months.
Our Analysis: Travel Changes Minds, and the Proof Is in the Data
In the world of travel, how people perceive a destination matters greatly, and the U.S. hasn’t been painted in the most favorable light lately. U.S. inbound tourism numbers have been on the decline and, according to data from Pew Research Center, both U.S. policy abroad and at home have negatively impacted America’s reputation globally.
To hear international visitor stories counter that is heartening. The majority of respondents (78%) say they supported small businesses while traveling in the U.S., thereby bolstering local economies, and more than half of respondents (56%) report that their travels improved their perception of safety in the U.S. specifically.
Additionally, the research found that the respondents who interacted with the local businesses reported even higher levels of trip satisfaction and welcoming experiences. This highlights how impactful communities and small businesses are in shaping how the world sees the U.S.
Fast Facts: Real-Life Experience Made Travelers Question Media Coverage of the U.S.
- Respondents’ positive views of American companies were bolstered by their trips, with 55% saying their opinion improved based on their travels.
- Forty-four percent of respondents say their U.S. travels made them believe overseas news coverage of the U.S. was either inaccurate or mixed (partially accurate).
- As a result of their trip, 48% of survey takers report being more likely to support U.S. foreign policies focused on national security.
- Travel impacted tourists’ opinions of Donald Trump, with 38% reporting a more favorable and 16% a less favorable opinion. Forty-five percent report no impact.
What They Are Saying: Travel Is a Diplomacy Tool
“We're in a moment when confidence and perception are shaping traveler decisions," said Geoff Freeman, president and CEO of U.S. Travel. “Travel is our greatest public diplomacy tool. Every international visitor who has a positive experience becomes America’s greatest ambassador.”
