California has already seen a decline in tourist numbers this year, especially from overseas, after spending a robust 2024 from tourism revenue.
Visiting California’s latest report revealed that in 2024, visitors to Golden State spent over $157 billion, creating 24,000 new jobs while supporting 1.2 million jobs.
However, things began to look different in early 2025 as the number of non-US citizens arriving from international airports steadily declined until the Easter holidays.
In March 2025, overseas arrivals fell by 11% as the report cited the Trump administration’s policy of driving away tourists.
“The sentiment towards the US among international travelers is tense over the administration’s trade policy and rhetoric,” the report said. “The highly publicized deportation and detention of several international travelers has prompted some countries to issue the latest travel advisories regarding the United States.”
Figures from Los Angeles International Airport also sent similar warning signs, with tourism dropping significantly from Canada and Mexico.
According to Los Angeles World Airport CEO John Ackerman, total tourism from Canada has fallen by 15%, but in early 2025, flight bookings from Canada to the US fell by more than 70%, forcing 300,000 seats to be cut from LAX to October.
“The LA Tourism and Convention Bureau are projecting a year-over-year reduction of 25-30% in total international visitors to LA,” Ackerman said, adding that Mexico’s aviation tourism has also fallen 24% so far this year.
Overall, California is projected to have 267.8 million visitors in 2025, with a DIP of 0.7% since 2024. The report shows that international visits are expected to be over 9%.
Noting that the number of tourists from Canada is declining, Governor Newsom last month announced a new campaign encouraging Canadians to visit the province and “experience the warmth and love of the Golden State.”
“It’s true, you’re trying to stir things up in DC, but don’t let that ruin your beach plans,” Newsom said in a promotional video. “California is the ultimate playground. There’s a way of thinking, from iconic beaches and national parks to world-class wine, food and outdoor adventures.”
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