Amid an unprecedented chill in the U.S. tourism industry triggered by President Donald Trump’s trade wars and hardline immigration policies, concerns are growing that California, often called the mecca of American tourism, may face the greatest impact. Trump’s repeated threats to annex Canada as the 51st state, coupled with incidents of foreigners with valid passports and visas being deported or detained, have sparked a full-fledged boycott of U.S. travel.

According to the Los Angeles Times on the 13th, LA’s Hollywood district is reeling from a sharp drop in tourists. “City tours,” where visitors ride buses to see the homes of Hollywood stars and famous landmarks, are also feeling the freeze. Moses Marzanyan, CEO of a city tour company, said, “In January, wildfires in LA led many tourists to cancel trips, mistakenly believing flames had reached major attractions like the Hollywood Sign. After the fires, ongoing tariffs have continued to hurt business, with sales dropping by more than 30%.”

Gift shops in the area have reportedly been notified by suppliers that tariffs on Chinese goods will inevitably raise prices by up to 30% for items like mugs, chocolates, plates, magnets, and accessories.

California’s tourism industry is acutely feeling the negative effects of the Trump administration’s relentless tariff policies, visa cancellations, and deportation news. According to Visit California, a marketing organization, California is the most popular U.S. destination, with international visitors spending $26.5 billion last year, a 17.5% increase from the previous year. However, growth has slowed this year. Last month, Visit California revised its forecast for visitor spending in California from $166 billion to $160 billion, reflecting an annual growth rate of 2.3%, down from the previous estimate of 6.2%.

In particular, Canadians, angered by Trump’s threats to annex their country, are boycotting American products and canceling travel plans en masse. The situation worsened recently when immigration authorities detained a Canadian woman with a work visa for two weeks. Flight bookings on Canada-U.S. routes have plummeted by 70% compared to last year. The U.S. Travel Association estimates that even a 10% drop in Canadian visitors could result in a $2.1 billion revenue loss and 14,000 job cuts across the U.S. Annually, 770,000 Canadians visit LA alone.

The problem extends beyond Canada, with European (EU) tourists also declining. Tensions are escalating as Trump repeatedly accuses the EU of “free-riding on security” and imposes tariffs. According to the U.S. International Trade Administration (ITA), the number of Western European visitors staying at least one night in the U.S. in March dropped 17% compared to last year. Visitors from Denmark and Iceland fell by over 30%, while those from Germany, Ireland, Spain, and Norway decreased by more than 20%. Adam Sachs, CEO of travel research firm Tourism Economics, said, “Something is clearly happening. This is a reaction to Trump.” The firm had initially predicted a 9% increase in international visitors to the U.S. this year but revised its forecast last week to a 9.4% decrease.

Sachs pointed to Trump’s aggressive rhetoric toward the EU, Greenland, and Canada, stating, “These things significantly affect foreign sentiment toward the U.S., impacting travel.” Caroline Beneta, CEO of Visit California, emphasized, “California’s message to all visitors remains unchanged: we welcome and respect you.”

By Reporter Park Hong-yong