A prominent operator of cultural tours has revealed that his clients are increasingly avoiding travel to the United States, citing a growing sense of unpredictability and concerns over Donald Trump's style of leadership. James Hill, founder of James Hill Travels, shared this insight exclusively, highlighting a significant shift in traveler behavior.
Moral Positions Influencing Travel Decisions
James Hill, who typically organizes two or three tours to the US annually, focusing on world-class art collections in cities like New York, Boston, and Chicago, has scheduled none for the remainder of 2026. He explained that people are increasingly taking moral stances on their travel and spending habits.
Increasingly, people are taking moral positions about where they go and how they spend their money, Hill said. For instance, some may opt not to shop with Amazon, choosing instead to support local businesses like bookshops, butchers, or cafes. This same mindset is now influencing travel decisions.
Unpredictability as a Key Factor
Hill pointed out that the unpredictability associated with the US is a major deterrent. The tricky thing with America is that it's perhaps the last place you would expect to see a style of leadership more commonly associated with countries like Hungary, Turkey, or Russia, he noted. It's not just about politics or views on leadership. The bigger issue seems to be unpredictability.
Reflecting on his experiences, Hill added, I travelled to America frequently with British groups during President Trump's first term, and it didn't seem to matter much whether the Democrats or Republicans were in power. Now, though, there's a feeling that we don't quite know what might happen by the end of the week, let alone next month.
Recent Examples of Uncertainty
He cited a recent incident where the American president threatened to decertify all aircraft made in Canada, a move that could have grounded hundreds of planes for US airlines. When planning a major trip to the US, there are many moving parts – domestic flights, public transport, car hire, different regions of the country, Hill said. It's that uncertainty, more than any individual political figure, that appears to be giving people pause.
Impact on Tourism and Market Trends
While Hill's dozen European tours for 2026 are heavily subscribed with only a few spots left, the US is seeing a decline in international visitors. Data shows that the number of international visitors to the US fell by 5.4 percent in 2025 compared to the previous year. Additionally, aviation analyst OAG reported that transatlantic air fares for peak months June and July this year are down compared to 2025, indicating potential market adjustments.
This trend underscores a broader shift in global travel patterns, where cultural tourists are prioritizing destinations perceived as more stable and aligned with their ethical values. The avoidance of the US highlights how geopolitical factors and leadership styles can significantly impact tourism and economic sectors.
