Why Asians Are Skipping U.S. Travel In 2025

Have you ever stood at the edge of a decision, suitcase packed, but something held you back? For many Southeast Asians, that’s the vibe when it comes to traveling to the United States in 2025. A recent survey paints a striking picture: nearly 80% of travelers from countries like Singapore, Thailand, and Indonesia say the U.S. is losing its sparkle as a dream destination. It’s not just about pricey flights or crowded airports—there’s a deeper story here, one woven with concerns about safety, politics, and cultural disconnect. Let’s unpack why the land of opportunity is seeing fewer visitors from Asia and what it means for global tourism.

The Shifting Appeal of U.S. Travel

The United States has long been a beacon for travelers worldwide, with its glittering cities, iconic landmarks, and the allure of the “American Dream.” But something’s changed. A recent study of 6,000 travelers from six Southeast Asian nations revealed a sharp decline in enthusiasm for U.S. trips. Safety concerns, political shifts, and economic factors like unfavorable exchange rates are creating a perfect storm. For many, the U.S. feels less like a welcoming escape and more like a gamble. I’ve always thought travel is about feeling free, not anxious—so what’s driving this hesitation?

Safety First: A Growing Worry

Let’s start with the elephant in the room: safety. According to the survey, one in four Southeast Asian travelers feels less excited about visiting the U.S. than they did just six months ago. The reasons? Fears of discrimination, gun violence, and an unpredictable political climate. These aren’t just abstract worries—they’re shaping real decisions. For instance, a traveler from Malaysia might hesitate, wondering if they’ll face scrutiny at the border or feel unwelcome in certain spaces. It’s a tough pill to swallow when you’re planning a dream vacation.

“I want to feel safe and respected when I travel. The news about the U.S. makes me think twice.”

– Anonymous traveler from Indonesia

It’s not just about headlines. The survey showed that younger travelers, who are often more adventurous, are particularly rattled by reports of border detentions and tough talk on tariffs. Perhaps it’s because they’re more connected to global news through social media, where stories of travel woes spread like wildfire. Either way, the perception of risk is reshaping their plans.

The Political Climate’s Chilling Effect

Politics is another heavy hitter. The survey highlighted how policies under the current U.S. administration, particularly around trade and immigration, are casting a shadow. For example, a 46% tariff on imports from Vietnam, later adjusted to 20%, sent shockwaves through the region. Travelers from Vietnam were among the most affected, with many citing these policies as a reason to reconsider U.S. trips. It’s like planning a party only to hear the host might not let you in—or might charge you extra just for showing up.

But it’s not just about tariffs. The broader political narrative—amplified by global media—paints a picture of a divided nation. For Southeast Asians, this can feel like stepping into a family feud. Why visit a place where the vibe feels tense? Older travelers seem less fazed, perhaps because they’ve seen political cycles come and go, but for the younger crowd, it’s a dealbreaker.

Cultural Connections vs. Cultural Disconnect

Here’s where things get interesting. Despite the concerns, some Southeast Asians are still drawn to the U.S.—particularly those from Vietnam and the Philippines. Why? It’s all about connection. These countries have large diaspora communities in the U.S., with Filipinos ranking as the fourth-largest immigrant group and Vietnamese at number eight. Family ties, cultural familiarity, and the pull of American pop culture (think Hollywood and hip-hop) keep the U.S. on their radar.

A Filipina traveler I came across shared that she visits the U.S. often for work and family. “It’s like a second home,” she said, her voice warm with nostalgia. For her, the appeal of the U.S. outweighs the noise of negative news. But not everyone feels this way. Singaporeans, for instance, showed the least interest, with 55% saying they’re less keen on U.S. travel than they were last year. Maybe it’s because Singapore, with its sleek skyline and global hub status, feels like it’s got enough to offer without the hassle of a trans-Pacific trip.

“The U.S. has this magnetic pull—movies, music, the whole vibe. But the headlines make you wonder if it’s worth the stress.”

– Travel enthusiast from the Philippines

The Role of Social Media and “Buzz”

Social media is a game-changer in how we perceive destinations. A recent report noted a drop in global “buzz” about the U.S. as a travel spot since early 2025. Buzz, in this case, means any chatter—good or bad—about a place. And the U.S. is getting a lot of the bad kind. From X to Reddit, conversations about U.S. travel are mixed, with nearly half of Canadian posts carrying a negative tone. Interestingly, posts from India were overwhelmingly positive, showing how sentiment varies wildly by region.

What’s fascinating is that Americans themselves are contributing to the negative vibe. Data showed that the most critical online comments about U.S. travel came from within the country. It’s like the U.S. is its own worst critic! For Southeast Asians scrolling through these posts, the negative buzz can feel like a warning sign, even if they’re still curious about Times Square or the Grand Canyon.

Country-by-Country Breakdown

Not all Southeast Asians are on the same page. Here’s a quick look at how different countries are feeling about U.S. travel:

• Vietnam: 57% are more interested in U.S. travel, likely due to strong diaspora ties and cultural allure.
• Philippines: 49% show growing interest, driven by family connections and American pop culture.
• Singapore: Only 7% are more interested, with 55% saying the U.S. has lost its appeal.
• Thailand, Indonesia, Malaysia: Mixed feelings, with safety and politics weighing heavily.

This variation isn’t just about geography—it’s about culture, history, and personal ties. For some, the U.S. is still a land of opportunity; for others, it’s a place to avoid until the storm passes.

Economic Factors: The Hidden Barrier

Let’s not forget the wallet. Unfavorable exchange rates are hitting travelers hard, especially Canadians, but Southeast Asians feel the pinch too. The U.S. dollar’s strength can make a trip feel like a luxury, not a necessity. Add to that the talk of tariffs, which ripple beyond economics into perceptions of hospitality. If a country slaps high tariffs on your goods, it’s hard not to feel like they’re rolling out the red carpet for someone else.

I’ve always believed travel should be about connection, not competition. But when economic policies make you feel like an outsider, it’s tough to stay excited. For Southeast Asians, these financial hurdles are just one more reason to explore closer-to-home destinations like Japan or Australia.

What’s Next for U.S. Tourism?

So, where does this leave the U.S. as a travel destination? The numbers suggest a challenge, but not a crisis. Interest in U.S. travel remains stable in some regions, like India and parts of the Middle East, showing that the country’s global appeal isn’t dead. But for Southeast Asia, the hurdles are real. Safety fears, political noise, and economic barriers are reshaping perceptions, and the U.S. tourism industry might need to get creative to win back these travelers.

Maybe it’s time for a rebrand—not just of the U.S. as a destination, but of how it welcomes the world. More inclusive messaging, clearer safety assurances, and a focus on cultural exchange could go a long way. After all, travel is about building bridges, not walls.

A Personal Take

In my experience, travel decisions are deeply personal. They’re about more than just picking a destination—they’re about how a place makes you feel. For Southeast Asians, the U.S. is at a crossroads. It’s still a land of dreams for some, but for others, it’s a puzzle wrapped in caution tape. I can’t help but wonder: will the U.S. find a way to turn the tide, or will travelers keep looking elsewhere? Only time will tell.

One thing’s clear: the world is watching. And for now, many Southeast Asians are choosing to keep their passports tucked away when it comes to the U.S. What do you think—would you still book that flight, or are you feeling the same hesitation?