Brand USA 2026: U.S. Lead Slips as Japan Gains
Brand USA research reveals the U.S. is losing its top destination status to Japan, driven by rising costs and political climate concerns.
Stock photo for illustration only, not from the actual event
- U.S. consideration among long-haul travelers fell to 24% in 2026
- Japan outperformed the U.S. in August and October 2026 surveys
- Costs and politics tied as top deterrents at 24% each for travelers
- Brand USA views lost U.S. demand as deferred rather than permanently gone
New research data shared by Brand USA during its board meeting highlights that the United States is steadily losing its long-held position as the primary destination for international travelers, with Japan closing the gap and overtaking the top spot during several key months.
While the U.S. previously maintained a commanding lead over competing global destinations, that advantage has narrowed significantly. In January of last year, the U.S. led Japan by more than eight percentage points in traveler consideration. By August and October 2026, however, Japan finished ahead of the U.S. as the preferred choice.
Stock photo for illustration only, not from the actual event
Chelsea Benitez, senior director of research and analytics at Brand USA, noted that while the U.S. maintains the lead year-to-date, Japan has emerged as their most direct competitor for long-haul international travelers. The monthly survey regularly polls approximately 11,000 individuals across 11 primary source markets, including Argentina, Australia, Brazil, Canada, France, Germany, India, Japan, Mexico, South Korea, and the United Kingdom.
The survey data points directly to specific barriers shifting traveler preferences, with travel costs and the political climate tying as the leading deterrents at 24% each. Additionally, 23% of respondents expressed a desire to visit other countries first. Overall international travel demand remains resilient, with 57% of October respondents planning an international trip within the next 12 months, indicating the U.S. is losing market share to competitors rather than keeping travelers at home.
"We still lead year to date, but Japan is now our most direct competitor for the long-haul International traveler."
Chelsea Benitez, Brand USA
Net advocacy for the U.S. has also weakened notably. The share of travelers willing to recommend the destination dropped from 64% in 2024 to 53% year-to-date, while those who would actively discourage visitation rose from 7% to 16%. Nevertheless, Brand USA frames much of this decline as deferred demand rather than permanent loss, pointing out that nearly 60% of travelers choosing alternative destinations this year still expect to visit the U.S. within five years.
Japan's rise as a top challenger underscores broader structural shifts in global tourism. Fluctuating consumer costs, combined with shifting geopolitical images and visa perceptions, heavily influence long-haul traveler decisions who now find compelling alternatives across Asia and Europe. Concurrently, tightening marketing budgets for national tourism bodies make the task of reclaiming lost market share increasingly challenging over the long term.
These findings arrive alongside overseas visitation numbers reaching 24.1 million through September, down nearly 6% year-over-year. Furthermore, a recent Tourism Economics forecast projects 67.8 million international visitors for full-year 2026, sitting more than 2 million below its previous projection made in June.
Source: Skift
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