After a booming year in 2024 that brought nearly 65 million visitors to New York City, the Big Apple seemed ready to shake off the pandemic blues and embrace a complete tourism rebound in 2025. The outlook was bright—until recent actions from the White House triggered a dramatic shift.

Since returning to the office, President Donald Trump has implemented a series of controversial measures, including renewed trade tensions, the detention of international tourists, and even provocative remarks about turning Canada into the 51st state. These moves have rattled global confidence and dented NYC’s tourism forecast.

According to a New York Times report, NYC Tourism + Conventions has revised its 2025 expectations downward by 3.5 million visitors, citing a significant 17% fall in international travel. This equates to a loss of about 800,000 foreign tourists—an alarming trend for a city heavily reliant on global guests.

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The impact stretches far beyond just packed sidewalks and Times Square photo ops. International tourists are responsible for half of all tourism-related spending in the city, often staying longer and spending more than domestic travelers. With their absence, the city is bracing for a staggering $4 billion shortfall in tourism revenue compared to the $51 billion generated in 2024.

Canada, traditionally the top contributor of foreign visitors to NYC, is seeing the sharpest decline. Following President Trump’s annexation comments, bookings from Canadian travelers have dropped by 30% for the summer and fall seasons of 2025, as reported by Vijay Dandapani of the Hotel Association of New York City. European arrivals are also down, influenced by harsh immigration detentions—one German couple was reportedly held for four weeks despite having valid travel documents.

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“It feels like we’re finally back on track, only to get hit all over again,” said Manhattan hotel owner John Fitzpatrick in an interview with The New York Times. “It’s concerning.”

Tourism-related businesses are already noticing the effects. The Empire State Building’s observation deck has seen a 4.6% decline in visitors, and TopView Sightseeing reports foreign ridership has plummeted by up to 25%. Budget-friendly alternatives like bicycle rentals and boat tours are seeing increased interest.

In response, the city has launched an international campaign titled “With Love + Liberty, New York City”, promoting the city’s reputation as an open and inclusive destination. Rolled out in 18 global markets, the initiative aims to reassure the world that NYC remains a top-tier travel hotspot.

Let’s hope the message resonates—before the city that never sleeps is forced to slow down once again.