Japan narrows gap with U.S. as top international travel destination

Brand USA shared new research indicating that the United States is losing its lead as the top destination for international travelers, with Japan gaining ground as a preferred choice. This shift was discussed at Brand USA's recent board meeting, highlighting a narrowing gap between the two countries.

In early 2025, the U.S. led Japan by over eight percentage points in traveler preference, but by August and October 2026, Japan had surpassed the U.S. in some measures. Despite this, the U.S. still leads year to date, though Japan is now considered the most direct competitor for long-haul international travelers, according to Chelsea Benitez, Brand USA's senior director of research and analytics.

The research is based on monthly surveys of about 11,000 people from 11 key markets including Argentina, Australia, Brazil, Canada, France, Germany, India, Japan, Mexico, South Korea, and the United Kingdom. These markets are critical to U.S. tourism consideration rates.

Brand USA notes that U.S. consideration among long-haul travelers dropped from 30% in 2019 to 24% in 2026, while Japan's consideration rose to 23%. The organization is focusing on whether the lost demand for U.S. travel is deferred or permanent and how Japan is converting interest into actual arrivals.

Brand USA is working with a shrinking budget to regain international traveler interest, signaling challenges ahead in maintaining the U.S.'s status as a top travel destination.