The end of the American dream?
 

Make America not great again

Through a series of controversial policies and public statements, Donald Trump is far from restoring America’s image—quite the opposite. Public perception surveys are unanimous: the reputation of the United States continues to deteriorate day by day.

A case in point is a recent survey conducted by IFOP for NYC.fr, which found that the image of the U.S. among the French public has reached its lowest point since the 1980s. While 65% of French people had a favorable view of the country during the Obama era (in 2010), that figure has dropped 40 points to just 25%.

This decline is partly explained by the growing disconnect between French and American values. Today, only 26% of French respondents believe the two nations share “similar values,” compared to 49% in 2004. As a result, the tourism potential of the U.S. is down by four points versus 2022. New York remains an exception, with its cosmopolitan and progressive image still appealing to 62% of French respondents.

The U.S. image crisis isn’t confined to France. According to a YouGov study, public opinion has deteriorated significantly across Europe. Between August 2024 and February 2025, favorable views of the U.S. fell by more than 20 points in Germany (from 52% to 32%), Sweden (49% to 29%), and Denmark (48% to 20%). Central and Northern Europe seem especially sensitive to Trump’s policies.

A Disaffection Already Visible

This growing discomfort is having tangible effects on travel behavior. In a recent Bloomberg interview, Sébastien Bazin, CEO of Accor, reported a 25% drop in bookings at U.S.-based Accor hotels.

Similarly, Jean-François Rial, CEO of Voyageurs du Monde, noted a “20% drop in bookings compared to last year since President Trump took office.” The decline appears widespread across tour operators...