Is America losing its pull?
Analysis by Mabrian, reveals a softening in global travel intent to the US for 2025 among key inbound markets, with demand levels remaining below those recorded in 2024.
A new report from travel intelligence firm Mabrian suggests that long-haul travellers are hitting pause on U.S. travel plans. Demand from Australia, Europe, and the Gulf has slipped below 2024 levels, raising red flags for tourism operators and destination marketers.
Australians, in particular, appear to be hesitating. The Share of Searches Index shows a significant drop of 0.5 percentage points in flight searches to the U.S. since February. It’s a clear shift in sentiment—but not the end of the story. In late April, Australia saw its first upward tick in 10 weeks, hinting at a potential recovery.
Carlos Cendra, Mabrian’s Director of Marketing, said the data reveals a shift in planning behaviour rather than disinterest. “Travellers aren’t booking far in advance like they used to. If destinations like the U.S. can’t capture interest early, they risk losing out to more nimble competitors,” he said.
Europe’s story follows a similar path. U.S. travel intent from the EU dropped 0.3 points on average, with Germany, Italy, and France hit hardest following political developments and tariff updates. UK demand showed some signs of life but quickly dipped again in April.
The Gulf Cooperation Council (GCC) markets also recorded a significant slide. UAE demand fell by 0.75 points per week on average, and Saudi Arabia’s interest dropped by 0.3.
The trend is clear—long-haul travellers are still curious, but they’re holding back. Rising costs, political uncertainty, and evolving booking habits are reshaping the way people plan big trips.
For Australia’s tourism sector, the recent flicker of renewed interest is encouraging. But if the U.S. wants to stay in the picture, it needs to win hearts and clicks at the inspiration stage—before travellers start looking elsewhere.
The findings are based on Mabrian’s proprietary Share of Searches Index HERE
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