From travel bans to tariff talk, the international travel climate is feeling more unpredictable than ever — and advisors are feeling the pressure.
According to new data from the American Society of Travel Advisors (ASTA), travel professionals are reporting a noticeable dip in consumer confidence and demand compared to earlier this year. ASTA’s June 2025 follow-up survey of U.S.-based advisors paints a picture of an industry in flux, with more clients postponing international travel and more advisors rethinking their core markets and strategies.
“Our members expressed their views plainly in our most recent national survey,” Zane Kerby, ASTA president and CEO, said in a statement. “They are seeing hesitation in their clients, cancellations in their bookings and fear in their conversations. They are shouldering the burden of misinformation and working overtime to educate and protect the travelers who count on them most. For some, business is still thriving. For others, survival demands a pivot toward new markets, safer regions, more flexible pricing and above all, clear-eyed strategy.”
While the proportion of advisors reporting a significant decline in demand held steady since March, the number noting a slight decrease grew from 32.5 percent to 38.8 percent — suggesting that market jitters are spreading across a broader client base. Postponements of international travel also jumped, from 49 percent in March to nearly 59 percent in June.
Tariffs and travel bans are increasingly cited as key concerns: 27.9 percent of advisors in June said tariffs were negatively impacting their business (up from 23.1 percent), while 12.4 percent pointed to travel bans (up from 8.3 percent). International leisure remains the most affected segment by far, now flagged by nearly 70 percent of advisors.
“In the travel industry, uncertainty is poison,” Kerby added. “We know that when consumers feel unsure about the state of the economy, about global conflict, about whether they’ll be welcome at their destination—they pause. They wait. Sometimes, they cancel their travel plans altogether. In that moment, our members who are the backbone of the travel economy pay the price.”
Advisors cited everything from volatile headlines and political rhetoric to concerns over how American travelers are perceived abroad. Economic uncertainty and fears around immigration policy also emerged as themes, particularly among clients booking international travel for Q3 and Q4.
“Looking ahead to the rest of 2025, travel interest is still high, but so are the potential risks and roadblocks,” Michael Schottey, ASTA vice president of membership, marketing and communications added in a statement. “Understanding what’s changing and how agencies are responding is key. ASTA is here to support that process and ensure the travel advisor community stays informed, prepared and connected.”
ASTA noted that its full findings are available exclusively to Premium Members, along with a new white paper meant to help industry professionals navigate the uncertainty.
The survey does arise as the travel sector widely acknowledges a dichotomy in how the industry is performing at the moment: Hotel data provider STR and reports from the most recent earnings report from Delta Air Lines suggests premium and luxury segments of the market continue to perform relatively well while more economical segments are struggling.
While not all travel advisors may be facing setbacks, the latest data suggests that even well-established advisors may need to remain nimble as the political and economic landscape continues to evolve.
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