The US Has a Branding Problem: Tourism Decline Threatens Theme Parks

International tourism to the US is projected to decline by at least 5% this year instead of the expected 9% growth, threatening a $72 billion reduction in total travel spending. We analyze the factors behind this dramatic shift—from policy changes to negative media coverage—and explore how theme parks are responding. Disney's strategic summer announcements following Universal's Epic Universe opening suggest industry collaboration as parks work to make visiting the US "worth the hassle." Will these efforts be enough to overcome damaged international perceptions? Plus, we examine which destinations might benefit from America's branding crisis and whether the impact could extend through the 2028 Olympics. Listen to this week's episode for essential insights on navigating tourism's uncertain future.
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