Interest among Southeast Asian travelers in visiting the United States is showing a marked decline, with a new survey finding that one in four respondents has lost enthusiasm for US-bound tourism over the past six months. The results, drawn from a major poll by Milieu Insight involving 6,000 travelers from Thailand, Singapore, Indonesia, Vietnam, the Philippines, and Malaysia, highlight rising anxieties over potential discrimination, actions by the Trump administration, and fears of gun violence—factors that have begun eclipsing traditional concerns around cost or lengthy journeys (e.vnexpress.net).
For many Thai readers and Southeast Asian families, these findings underscore a shifting calculus in global travel preferences. Historically, the US has been seen as the ultimate long-haul destination, lauded for its educational institutions, shopping, theme parks, and iconic cities like New York and Los Angeles. The American tourist market was traditionally a symbol of status and aspiration, often associated with premium experiences, international exposure, and the ever-present influence of US pop culture. However, contemporary fears are reshaping these perceptions. Incidents of high-profile gun violence and vocal political rhetoric have painted an image of unpredictability, pushing potential travelers to reassess their plans.
Key statistics from the Milieu Insight survey reinforce these trends: nearly half of all participants reported having visited the US at least once before. Yet, 25% of respondents across the region say their interest has waned since late 2024. Singaporeans evidenced the sharpest drop in enthusiasm, with 55% now less interested in making the journey compared to last November—and only 7% reporting greater interest. Meanwhile, it’s not all gloom for US-bound travel: respondents in Vietnam and the Philippines bucked the regional trend, with 57% of Vietnamese and 49% of Filipinos stating they were more eager now to travel to America than they were six months ago.
Specialists in international tourism and migration see these divergent trends as rooted in local factors. As a lecturer at James Cook University in Singapore, quoted in the survey’s release, explained, “Family ties, as well as the appeal of American pop culture, are still the driving forces behind many people wanting to come to this country.” The presence of significant Vietnamese and Filipino diasporas in the US serves as a powerful pull, with personal connections, opportunities for reunions, and established support networks making travel both meaningful and reassuring for many. Thai nationals, too, have their own diaspora communities, especially in cities like Los Angeles, but the effect appears less pronounced, possibly due to differences in migration patterns and levels of ongoing family separation.
The roots of these anxieties are neither hidden nor new. Recent years have seen a concerning surge in gun violence and mass shootings throughout the United States, frequently capturing international headlines and causing alarm among would-be visitors. The Global Peace Index, which annually measures nations’ safety across multiple metrics, has ranked the US unfavorably compared to many East Asian and European countries in terms of societal safety (Vision of Humanity). High-profile incidents often prompt travel advisories from foreign ministries, including Thailand’s Ministry of Foreign Affairs issuing regular guidance for Thai nationals living or traveling abroad. Moreover, a series of viral social media posts over the past year—some later amplified by influential Thai travel bloggers—have detailed uncomfortable, if anecdotal, experiences of discrimination or unfriendly treatment at US ports of entry.
While cost and distance certainly remain important barriers to US travel—especially in a post-pandemic world where budgets are tighter and travelers weigh the value of long-haul trips more carefully—the present landscape appears fundamentally altered. Political climate, as shaped by ongoing debates and policies concerning immigration, race, and gun control, has been a significant driver in changing perceptions. The re-emergence of contentious national debates during the US election cycle—and uncertainty about future visa and border policies—have only added to the collective sense of risk among Southeast Asian travelers.
From a Thai perspective, the US once stood as a primary gateway not just for tourism, but for university study, professional training, and aspirational experiences. Cultural references to America’s “land of opportunity” are interwoven throughout Thai popular media, among both older and younger generations. Thousands of Thai students still embark on educational adventures each year, with exchange programs, graduate schools, and summer camps in states such as California, Massachusetts, and Texas remaining highly prized. Indeed, official statistics from the US Department of State and EducationUSA note a steady, albeit modest, flow of Thai students to American institutions in recent years (EducationUSA). However, travel for leisure is increasingly competing with friendlier and seemingly safer destinations, such as Japan, South Korea, and European countries—places perceived as less risky, more welcoming, and easier to navigate with families or young children (Tourism Authority of Thailand).
The interplay between security anxieties and the enduring allure of the American dream encapsulates a wider global trend. The “aspirational” element of US travel still holds, especially among younger Southeast Asians inspired by Hollywood movies, global pop icons, and social media influencers. At the same time, older travelers and families, acutely sensitive to the risks of mass shootings, hate crimes, or anti-Asian discrimination, are increasingly making more cautious choices. Tourism experts from the Pacific Asia Travel Association, in interviews conducted around the release of the Milieu Insight survey, have advised travel operators to “focus on assurance and transparency,” recommending that agencies provide up-to-date safety information and facilitate contact with local Thai communities or embassies in the US for support (PATA).
Beyond the data, there’s a historical layer to these changing perceptions. Memories of major US-Thai moments—such as the peak of J-1 Summer Work and Travel programs, the flow of luxury Bangkokers to New York Fashion Week, or the ubiquity of “Outlet malls” featured in Thai shopping itineraries—may begin to fade if concerns aren’t addressed. For policymakers and the US tourism industry, the challenge will be to rebuild confidence, both through action on safety and by countering negative stereotypes with positive engagement.
Looking ahead, experts predict that US-bound travel will remain subdued until credible improvements in safety and a more welcoming political climate are evident. Recovery will also depend on softer factors: renewed advertising targeted at Southeast Asian travelers, partnerships with local influencers, and perhaps most importantly, stories from peers who have found comfort and adventure in visiting the United States. For Thai tourism operators—especially those catering to outbound travel—the advice is to proactively brief customers on current realities, help them prepare necessary documents, and foster direct communication with Thai consulates and diaspora networks in US cities.
For Thai travelers considering the US as a destination, the recommendation is to conduct thorough research, update personal safety awareness, and seek accommodation in areas with known Thai communities. Travel insurance—including coverage for medical emergencies and repatriation—should be prioritized. Importantly, those with close friends or family in the US are advised to establish concrete plans for local support and contingency, while all travelers should register their journey with the Ministry of Foreign Affairs’ “Thai consular registration” system (Ministry of Foreign Affairs, Thailand).
Ultimately, as global conditions change, so too will the patterns of Thai travel. While America may no longer be the default dream trip for every Southeast Asian tourist, it remains a territory of fascination and deep personal ties—a reflection of both the world’s enduring diversity and its constant need for renewed mutual understanding.