New survey finds international visitors are America’s best brand ambassadors

A new survey, conducted for the U.S. Travel Association by YouGov, found that of the over 1,200 recent international visitors to the U.S., 91% were satisfied with their trip; 83% felt welcome; and 61% left with a more favourable opinion toward America.

Travellers visiting the U.S. in the past six months from eight international markets delivered the counter-narrative in revealing that first-hand travel experiences “significantly improve” the perceptions of America abroad.

Geoff Freeman, President & CEO of the U.S. Travel Association, observed: “We’re in a moment when confidence and perception are shaping traveller decisions.”

And he made it clear that: “Travel is our greatest public diplomacy tool. Every international visitor who has a positive experience becomes America’s greatest ambassador.”

Other key findings from the survey include:

• 91% of international travellers 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 favourable opinion toward the United States
• 56% said travelling here improved their perception of U.S. safety

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

And 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 travellers 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.

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