Separate the reality of US from rhetoric

A snap poll of friends at a recent gathering offered some interesting takes on attitudes to travelling to the US in the current climate.

Some said the policies of the Trump administration put them off, suggesting there was a perception the US was unwelcoming and volatile.

Others pointed to the cost of holidaying, particularly in the major gateways, as a barrier to travel, with cheaper alternatives available.

Yet plenty also noted that alignment with the political leadership of a destination has rarely been a major consideration for them when planning their travels.

Throughout the conversation, there was an underlying sense of connection with a destination that has long been seen as exotic yet familiar, and a ‘must’ on many travellers’ wish lists.

And as we reminded ourselves in our annual US special edition of Travel Weekly last month, sponsored by British Airways, the US is unlike any other destination in the sheer breadth of experiences it offers.

The UK market is slightly down so far this year, compared with 2025, but it is worth reminding ourselves of the overall numbers in play, with more than 1.5 million people still crossing the pond for leisure or business in the first five months of 2026.

While some of the headlines in the run-up to the World Cup were less than positive, the footage we saw of fans mingling and celebrating in front of some iconic backdrops served as a welcome reminder of the warmth of the American people, the diversity of the country and the need to separate reality from rhetoric.