International Visitors Are America’s Best Brand Ambassadors. The Data Proves It.

A new survey of 1,200+ recent international visitors to the U.S. delivers a counter-narrative finding: 91% were satisfied with their trip, 83% felt welcome and 61% left with a more favorable opinion toward America.

The survey, conducted for the U.S. Travel Association by YouGov, polled travelers from eight international markets who visited the United States within the past six months. The findings reveal that firsthand travel experiences significantly improve the perceptions of America abroad.

Among the key findings:

• 91% of international travelers said they were satisfied with their recent trip to the United States
• 83% said they felt welcome during their visit 
• 61% said their trip left them with a more favorable opinion toward the United States 
• 56% said traveling here improved their perception of U.S. safety 

“We're in a moment when confidence and perception are shaping traveler decisions," said Geoff Freeman, President and CEO of the U.S. Travel Association. “Travel is our greatest public diplomacy tool. Every international visitor who has a positive experience becomes America’s greatest ambassador.”

The survey also underscores travel’s broader economic and diplomatic impact. More than three-quarters of travelers (78%) said they shopped at a small business during their stay, helping support local economies and communities across the country.

Additionally, nearly half of respondents (48%) said their visit made them more supportive of U.S. government policies focused on security, highlighting travel’s unique role in fostering international understanding and connection.

The research found that travelers who engaged with the local businesses reported even higher levels of satisfaction and welcoming experiences, emphasizing the important role communities and small businesses play in shaping America’s global image.

About the Survey
The U.S. Travel Association partnered with YouGov to conduct an online survey of 1,284 international travelers from eight countries between April 17–28, 2026. Respondents were adults aged 18+ who traveled to the United States within the past six months from Argentina, Brazil, Canada, France, Germany, India, South Korea and the United Kingdom.