In 2025, the U.S. adventure travel industry is grappling with a complex combination of government policy changes, shifting international sentiment, and evolving traveler priorities. While the appetite for immersive, nature-based, and culturally rich experiences continues to grow globally, a mounting series of domestic government policies has begun to cast a long shadow over the industry’s trajectory.
New restrictions on international travel, reductions in tourism funding, and international diplomatic strain are not only reshaping global perceptions of the U.S. as a travel destination, but are actively threatening the health of adventure travel businesses both domestically and abroad. The U.S. State Department has already imposed a ban on travelers from 12 countries, severely restricted 7 others, and is considering adding 36 more to the list.
A recent anonymous global survey of adventure travel professionals conducted in May 2025 by the Adventure Travel Trade Association (ATTA) sheds light on the industry’s sentiments. While concerns are real, particularly around international travel and marketing, there is also a strong current of resolve, creativity, and collaborative spirit driving the industry forward.
This article reviews the survey's findings, compares domestic and international perspectives, and incorporates external data to provide a comprehensive overview of the current state and future outlook of U.S. adventure travel.
Policy Impacts Are Being Felt—but Not Uniformly
The survey gathered insights from 232 professionals, including Destination Management Companies (DMCs), outbound tour operators, and travel advisors. Almost all U.S.-based respondents (93%) anticipate “somewhat” or “very” negative effects from U.S. government policies over the next 6–12 months. International (non-U.S.-based) respondents also express concern, with 89% foreseeing negative consequences.
Despite this, projected revenue changes are relatively stable. Most businesses do not expect revenue losses over 20%, and importantly, most do not anticipate reducing staff in the near term. This points to a cautiously optimistic stance, acknowledging policy-related headwinds but trusting in demand, loyalty, and adaptive business strategies.
The biggest challenge respondents face is uncertainty, especially around finances and safety. One anonymous respondent commented, “I am being conservative to anticipate a downturn, but, since we get a lot of our bookings close to the date of the tour, and summer is our busy season, we haven't felt the brunt of the impact yet. We have definitely lost some business, but most we don't know yet. Very difficult to plan!”
“I am being conservative to anticipate a downturn, but, since we get a lot of our bookings close to the date of the tour, and summer is our busy season, we haven't felt the brunt of the impact yet. We have definitely lost some business, but most we don't know yet. Very difficult to plan!”
Another said, “I had one couple cancel after paying their deposit for a trip due to financial worries regarding U.S. Social Security and another promoter/organizer canceled an entire group due to fears that she could not fill the trip in the current political climate.“
Respondents also noted that there is lots of concern about how American travelers will be received in their overseas destinations: “People are afraid of negative reaction to U.S. travelers abroad and issues surrounding re-entry to the U.S. for certain individuals,” “customers from other countries are refusing to do business with a U.S. company,” and even, “tour guides are refusing to work for American clients.”
Key Areas of Concern for the Industry
The ATTA survey helped clarify several specific areas where operators are feeling the effects of U.S. government policies:
1. International Travel Barriers
Respondents cited increasing difficulties related to:
- More complex visa and entry requirements for international guests.
- Longer wait times and increased uncertainty for U.S. citizens traveling abroad.
- A perceived decline in ease of doing business across borders.
These sentiments align with recent media coverage. Skift reports that many international travelers are opting out of U.S. itineraries due to political uncertainty or fear of border disruptions. The Guardian highlighted how travelers from countries affected by tariffs are choosing other destinations.
2. Marketing and Messaging Gaps
Another prominent concern is the 80% cut to Brand USA’s budget as a result of the "Big Beautiful Bill." Brand USA has been a cornerstone of international tourism promotion since 2010. If significantly reduced, the sector may face challenges maintaining visibility in a competitive global marketplace. This could undercut efforts to counteract negative perceptions or encourage high-value adventure travelers to consider the U.S.
3. Public Land Access
Many U.S.-based operators also flagged issues around permitting, staffing shortages in land agencies, and the impact of budget cuts on park and trail infrastructure. These may not always make headlines, but for adventure businesses that rely on healthy ecosystems and predictable access to protected areas, they are critical.
International Perception: A Shift, But Not a Collapse
While some foreign travelers are reconsidering U.S. itineraries, the overall picture is mixed. Reports of travel declines, especially from Canada and parts of Europe, suggest a cooling trend, but not a complete withdrawal. According to the Global Business Travel Association, nearly one-third of travel managers expect business travel to the U.S. to decrease this year. Meanwhile, leisure and adventure travel are showing signs of regional variation.
A June Beaumont Enterprise article noted that "U.S. travel decline tied to Trump-era policies" is being watched closely by analysts. But the piece also pointed out that many global travelers still view the U.S. as a premier destination, especially when trips are well-facilitated and customized through experienced operators.
The Industry is Showing Resilience
Despite policy pressures, most adventure travel businesses are not standing still. Many are actively retooling their offerings, building closer relationships with international partners, and advocating for policy changes through trade groups and direct engagement.
The survey revealed five key types of support respondents believe could help mitigate challenges:
- Financial incentives for small and mid-sized tourism businesses navigating global market fluctuations.
- Stronger representation for sustainable tourism in federal decision-making.
- Simplified visa and entry processes, ideally in partnership with reciprocal countries.
- Eased regulatory burdens, especially for operators working on public lands.
- Renewed investment in Brand USA and other global outreach efforts.
Encouragingly, there appears to be growing consensus among operators—not just about the problems, but about practical, nonpartisan solutions.
What Are Operators Doing?
As the industry saw during COVID-19, operators and destinations are encouraged to dig in and get creative, not to sit and wait for traditionally strong markets to come back. This is the time for operators to lean into innovation and shift focus toward resilient, local opportunities.
Instead, consider these options:
- Prioritize domestic markets: With international travel facing policy-related barriers, look to underserved domestic niches. For example, consider women-only adventure groups, wellness travelers, or families seeking safe, guided outdoor experiences close to home.
- Engage local residents: Develop and promote “staycation” or weekend getaway packages for nearby communities who may be reluctant to travel far and looking for something close and convenient.
- Tap into the MICE sector: Explore partnerships with local conventions, university events, or regional conferences to offer outdoor extensions or team-building excursions.
- Connect with affinity and alumni groups: Target niche communities such as university alumni, interest-based clubs, or organizations aligned with your values.
- Reimagine your product mix: Adapt to travelers looking for shorter, more flexible itineraries. Consider offering multi-activity sampler packages or custom day trips.
- Build your media assets now: Reach out to local journalists or influencers who had to cancel international plans and invite them on an experience. This is a great moment to invest in building your promotional content library—photos, videos, and stories—so you’re ready when travel rebounds.
Eyes Forward, Feet on the Trail
The U.S. adventure travel industry is facing a moment of truth, but not one without hope. Policy-driven challenges are real, but so is the determination of the people behind the experiences that make this sector thrive.
As global trends continue to evolve, adventure travel professionals will need to balance adaptability with advocacy. The road ahead may not be easy, but if there's one thing this industry knows how to do, it's move forward—step by step, with purpose.