The trade war that Is redrawing our consumption habits
Since Donald Trump’s inauguration for a second term in January 2025, the United States has been facing a gradual yet structural phenomenon: a loss of attractiveness on the international stage, both in tourism and in trade. This disengagement is particularly visible among foreign consumers and travelers, who now seem to favor other destinations and other brands in response to the political and symbolic climate surrounding the new administration.
The first signs are evident in tourism figures. According to the World Travel & Tourism Council, international tourism spending in the United States fell by 7% in 2025, representing nearly $12.5 billion in losses for the country. Tourism Economics reports a drop of more than 8% in foreign arrivals, with significant declines from Canada (-17%), Germany (-28%), and France (-6.6%). This trend stands out globally: the United States is the only major country to record such a decline, while international tourism is clearly rebounding.
At the same time, Europe is capturing the flows abandoned by America. Tourism spending there rose by 11% in 2025, driven in particular by the renewed appeal of France, Italy, and Spain.
Several factors explain this reorientation: regulatory stability, perceived safety, and a more welcoming approach to international travelers. Paris and Rome thus ranked among the top five booked destinations in spring 2025, pushing New York and Los Angeles down to historically low levels.
Beyond tourism, everyday consumption itself is becoming politicized. In several European countries, implicit boycotts are targeting American brands perceived as symbols of U.S. cultural influence.
In Denmark, the Carlsberg Group observed a decline in demand for Coca-Cola, even though it is locally produced. This largely spontaneous phenomenon reflects a growing desire to align purchases with personal convictions. For some, avoiding an American product has become an act of ideological consistency.
In Muslim countries, this rejection is amplified by Washington’s unconditional support for Israel in the context of the Gaza conflict. Major American consumer brands, particularly in the agri-food sector, are experiencing sharp market share losses to local competitors. Here, the boycott is rooted not only in politics, but also in emotion and identity.
On the American side, the administration has remained relatively silent on this trend. No campaign to restore the United States’ image abroad has been announced so far. Yet some analysts are concerned about the medium-term effects: a decline in tourism investments, waning interest in American cultural products, and the weakening of historic brands in strategic markets. Several companies, especially in affordable luxury and tech, have quietly begun to adapt their communication strategies to detach themselves from any overt national identity.
In response to this shift, major European destinations are stepping up their efforts to capitalize on the new balance of power. France, in particular, has strengthened its presence in Asian and Middle Eastern markets, relying on a strong cultural offering, a smoother visa policy, and a more neutral diplomacy. Positioning itself as “premium, open, and reliable” has become a competitive advantage in this climate of geopolitical fragmentation.
The current trend shows that consumption and tourism have become symbolic acts. They reflect a worldview, an endorsement, or a rejection. The climate fostered by Trump’s presidency is pushing some foreign audiences to seek experiences, products, and values elsewhere—ones that feel closer to their aspirations. In this context, both businesses and governments will need to demonstrate adaptability and clarity to retain or regain the trust of global consumers.
