Summary: U.S. tourism experienced a sharp downturn in 2025, driven by a more than 10% fall in visitors from Nigeria, Ghana, Kenya, Morocco, Ethiopia, South Africa and 43 other African nations.

U.S. tourism decline accelerated in 2025 as arrivals from a number of African markets fell sharply. Key source countries — Nigeria, Ghana, Kenya, Morocco, Ethiopia and South Africa — joined forty-three other African nations in contributing to an overall drop of more than 10% in tourist visits to the United States last year.

A broad downturn from African markets

Travel patterns shifted as many Africans opted for closer or more affordable destinations. The decline reflects a combination of higher travel costs, economic pressures in source markets and visa-related hurdles that together made U.S. travel less accessible for many prospective visitors.

Country-by-country impact

  • Nigeria: 7.9% decline in U.S. tourism revenue, from $105,990 to $97,613
  • South Africa: 7.8% drop, from $105,460 to $97,260
  • Morocco: 6.3% decline, from $39,419 to $36,925
  • Ghana: 9.4% reduction, from $40,289 to $36,488
  • Kenya: 13.6% fall, from $31,000 to $26,780
  • Ethiopia: 13.7% decrease, from $29,093 to $25,105

These figures show a clear retreat from long-haul travel among several African markets. Kenya and Ethiopia recorded the steepest percentage declines, while larger markets such as Nigeria and South Africa also posted notable reductions in tourism revenue to the U.S.

Why travelers are rerouting

Several interlinked factors have steered travelers away from the U.S.: rising airfare prices for long-haul routes, domestic economic strains that reduce disposable income, currency devaluation in some markets, and visa processes that can be time-consuming and costly.

  • Higher long-haul airfares make nearby or regional destinations more attractive
  • Economic pressures and inflation reduce budgets for international travel
  • Competitive offerings from Europe, the Middle East and intra-African routes
  • Visa costs and processing obstacles deter some prospective U.S. visitors
Passengers checking flight information at an international airport, reflecting shifts in travel from African markets to alternative destinations
International air travel patterns are shifting as African tourists opt for nearer or more affordable destinations

What this means for U.S. tourism authorities

The decline signals a need for revised outreach and policy. To regain market share, U.S. tourism stakeholders may have to consider measures such as targeted marketing in affected countries, exploring partnerships to reduce travel costs, and reviewing visa facilitation where feasible to lower barriers for legitimate travellers.

Implications for travelers and the industry

For travellers in affected markets, the shift means greater emphasis on nearer, lower-cost options and competitive packages from Europe, the Middle East and other African destinations. For the travel industry, the trend highlights where promotional and pricing strategies may need to be adjusted to remain attractive to cost-conscious customers.

So what? The sustained fall in visitors from key African markets underscores that high travel costs, economic headwinds and administrative barriers can quickly redirect international tourism flows. Travelers should watch fares and visa rules closely; industry and policy-makers need to respond if the U.S. wants to reverse this decline.