Tourism numbers to the U.S. were shaping up to be strong, due in large part to a weakened U.S. dollar.

The dollar advantage for foreigners has now been wiped out by increased visa costs, perceived difficult immigration policies, and rising prices for goods and services.

According to the National Travel and Tourism Office, the U.S. is now being perceived by many as low on value.

In fact, the US Travel Association reports that the increased visa fees to the U.S. could result in one million fewer visits in 2026. That’s significant, and it’s even worse with 3.5 million fewer international visits projected through 2028.