Home»TOURISM NEWS» Business Travel Outlook Dims as U.S. Policies Disrupt Global Trends – Eighty-Eight Billion at Risk in 2025 New Update You Need To Know
Wednesday, July 16, 2025
And the world’s business travel sector is left to wrestle with uncertainty, as the U.S. government’s actions proceed to torpedo the status quo. A new poll from the Global Business Travel Association (GBTA) reveals the strain of higher travel costs, staffing and security concerns. Companies are cutting the purse strings on spending and scaling back international trips and turning events into virtual gatherings, particularly because of U.S. policies such as trade tariffs and travel restrictions. As international suppliers start to prepare for losses, it’s a make-or-break time for the business travel sector to reconsider and adapt.
Supplier Revenue Concerns Deepen
As the business of business travel changes, concerns over revenue for suppliers have also deepened. Nearly half of suppliers around the world (48%) anticipate falling business travel revenue, GBT has been informed, and some are forecasting an average decrease of 17 per cent. That’s a significant increase from the 37% of suppliers in April. Lodging providers are among the hardest hit, with 58% expecting a drop in revenue.
The growing pessimism underscores growing stress across suppliers, as companies cancel travel, adjust strategies and respond to shifting demand. The growing fits of anxiety portend a rocky road ahead for the travel industry as it faces recovery and, in many cases, reinvention.
The Future of Business Travel: Domestic vs. International
In the longer term, the outlook for business travel remains subdued. The share of corporate travel buyers who expect reduction in the number of business trips for 2025 remains constant at more than one-third (34%, versus 29% in April). “Strikingly, international business travel is now seen to be more exposed than that associated with domestic” or intra-regional travel, with 49 percent of respondents forecasting a fall in international trips vs 23 percent for domestic or intra-regional.
Those numbers would seem to suggest the global business travel market has more-severe headwinds for serving international connections, apparently as a result of policy changes as well as the ongoing global operations impact from the pandemic.
The Impact on Expenditure: A Looming Danger
For spending, the outlook remains worrying. Roughly 31% of travel buyers anticipate that their company’s business travel budget will be reduced by 17% on average. It’s a small shift from what was 20% in April, but represents an ongoing reluctance to spend on travel, particularly in times of uncertainty.
It’s hard for companies to justify pricey business travels nowadays, not just because of the added strain on travel budgets but also various worries about soaring travel expenses and more intricate administration that companies would prefer to avoid.
Growing Concerns Over Safety and Willingness to Travel
Alarmingly, alongside budget-related worries there is a growing concern for safety. Concerns about safety and duty of care were identified as increased for 46 percent of respondents, while 31% reported the possibility of border detentions. These concerns are considerably higher than in April and indicate a growing nervousness about international travel as policies change and global tensions rise.
Further, now employees are increasingly unwilling to travel to the U.S. Nearly 41% stated that those outside the U. S. employees are far less likely to say they’re willing to travel to the U. S. than they were in April, with just 37% now willing, compared with 54% at that time. A direct consequence of rising uncertainty and security concerns, this is another of the complicators businesses need to keep in mind when planning travel.
Changes in Meeting and Event Planning
The consequences of U.S. policy also are being felt in the meetings and event industry. More firms are canceling, moving or taking meetings online. Since April, the share of worldwide buyers canceling or moving U.S.-bound meetings or events has spiked. The percentage of meetings that have been canceled reached 18%, up from 13%, while 13% of buyers have moved meetings outside the U.S., up from 8%. And 24% of respondents have moved meetings to virtual, up from 19%.
That switch underscores the increasing dependence on virtual and hybrid events and the ability for companies to continue as usual without contending with the complications of international travel and the potential risks of U.S. policy.
New Opportunities Outside the U.S.
As the U.S. market drives more complex demands from companies, businesses are looking further afield for new opportunities. A third of non-U. S.-based industry professionals (35%) said their companies are considering traveling for business to establish new trade partners or vendors outside the U.S. Europe and the Asia-Pacific region seem to be especially popular, with 70% of respondents targeting Europe and 53% the APAC region.
That suggests the future of global business travel may be more dispersed, with companies diversifying their trade connections and reaching more of the world’s emerging economies.
Personal Impact of New Policies
And the effects of United States policy are getting more personal for many in the industry. Approximately 18 percent of global travel buyers said employees have not traveled to the U.S. for business out of concerns about U.S. government activity. Over a third (35%) now know someone whose travel plans have been impacted by these adjustments, compared with 23% in April. This is a stark illustration of the wide-reaching impact of policy changes — affecting not just companies but individuals who are directly affected by travel choices.
Conclusion: The Future of Business Travel
As business travel finds its way through the waters of U.S. government actions and global uncertainty, companies will have to evolve. Growing worries around safety, rising costs and less willingness to travel are changing the calculus. If domestic and regional travel stand a better chance, international travel is more exposed.
As the industry adapts, more virtual meetings and relocations to new trade hubs outside the United States may be on the horizon, so companies and their travel managers will need to be increasingly nimble and strategic in their handling of travel, with an eye toward both cost savings and safety. Over the next few months, we’ll see how well the industry can adjust to these changes and continue to deliver important global relationships.
Tourism Fiji has unveiled a new global marketing initiative titled ‘Wilson’s Happily Ever After,’ commemorating the 25th anniversary of the acclaimed film Cast Away. The campaign revives the film’s iconic character, Wilson, through a thoughtfully produced 90-second short film that reimagines his narrative—from isolation to joyful belonging—set against the stunning backdrop of Fiji’s islands.
Produced by Special PR and directed by James Anderson, with on-location filming by Radlab, the campaign centers on Wilson’s symbolic return to Fiji. The story begins as he is discovered on the white-sand shores of Serenity Island Resort by a young Fijian girl named Lani. She embraces Wilson with a sense of wonder, inviting him into a series of memorable, culturally rich experiences. These include “cycling along historic sugar cane rail tracks with Eco Trax, kayaking in crystal-clear waters, partaking in a traditional Kava ceremony, and engaging in a spirited game of volleyball.”
This film-inspired campaign blends cinematic nostalgia with authentic Fijian hospitality, highlighting the destination’s enduring appeal and reinforcing Fiji’s position as a welcoming, adventure-filled travel destination for global audiences.
Home»TRAVEL NEWS UPDATES» US Tourism Growth: Shawano County Now Sets Sights On Major Gains In 2025 With Almost An Economic Impact Of USD One Twenty Million
Friday, July 18, 2025
The heart of Wisconsin beats clearly and strongly as St. Shawano County, has for decades been one of those off-the-beaten-path US tourism gems. It has attracted visitors with its scenic countryside and rich culture for decades and with its small-town charm. Tourism in Shawano County has continued to grow as an industry in recent years, showing a marked increase in visitor spending and tourism revenues.
US Tourism Growth: Shawano County Leads the Way
In 2024, Shawano County’s tourism industry experienced a steady climb, with room tax collections increasing by nearly 1%, reaching over $216,000. This growth is reflective of the county’s ongoing efforts to position itself as a destination for both local and international visitors. Total visitor spending in Shawano County hit $77.6 million in 2024, showing the county’s expanding footprint in the US travel market. These numbers highlight the role Shawano County plays in Wisconsin’s overall tourism ecosystem.
Economic Impact: Shawano County’s Contribution to US Tourism
The economic impact of tourism in Shawano County surged to an impressive $116 million in 2024, as reported by Michelle Eron, tourism director for the Shawano Country Chamber of Commerce. The growth trajectory of Shawano County is notable not only within Wisconsin but across the entire US tourism industry. Local tourism revenue is driven by key sectors, including lodging, food, retail, transportation, and entertainment.
Lodging remains the top revenue generator in Shawano County, a trend that mirrors broader patterns in US tourism. As more travelers look for unique and off-the-beaten-path destinations, Shawano County’s cozy bed-and-breakfasts, charming inns, and boutique hotels are becoming a popular choice. The rise in local tourism spending is also attributed to strong marketing campaigns that have enhanced Shawano County’s visibility, both regionally and nationally.
Leveraging Marketing and Social Media for Tourism Growth
One of the primary catalysts for Shawano County’s tourism success has been its robust marketing efforts. The Shawano Country Chamber of Commerce has diligently worked to distribute the county’s annual visitor guide to a broader audience, while also ramping up social media engagement. These efforts have resonated with travelers looking for a slower-paced, immersive experience, which contrasts with the fast-paced hustle of major metropolitan areas.
The barn quilts have garnered attention from visitors near and far, offering a colorful representation of Shawano’s agricultural roots and its connection to local craftsmanship. This initiative not only brings tourists into the area but also contributes to the growing trend of agritourism in the US, where travelers seek authentic, farm-based experiences.
Expanding Beyond the Local Market: Shawano County’s National Appeal
Shawano County’s tourism efforts have made significant strides in attracting national tourists. The county’s offerings appeal to travelers interested in exploring Wisconsin’s natural beauty, including its lakes, forests, and abundant wildlife. Hiking, fishing, and boating are key attractions for visitors, and Shawano County is increasingly becoming a go-to destination for outdoor enthusiasts in the US.
The county’s tourism initiatives have also benefited from national events like the NFL Draft, which is expected to provide a significant boost to local tourism in 2025. The exposure from such high-profile events opens up new opportunities for Shawano County, placing it on the map for a wider audience of travelers seeking off-the-beaten-path destinations with rich cultural experiences.
A Microcosm of US Travel Trends
Shawano County’s tourism growth aligns with broader trends in US travel. According to reports from the US Travel Association, travelers are increasingly seeking destinations that offer a combination of natural beauty, local culture, and authentic experiences. As the travel industry evolves, Shawano County’s tourism sector reflects these preferences, with visitors flocking to the area for its unique blend of outdoor adventure and small-town charm.
Moreover, Shawano County’s economic boost from tourism mirrors the growth seen in many rural and lesser-known destinations across the US. As urban centers face challenges like over-tourism, rural destinations like Shawano County are experiencing a renaissance, attracting visitors looking for quieter, more relaxed alternatives.
Shawano County’s Impact on Global Travel Trends
The steady growth of Shawano County’s tourism sector is also reflective of global travel trends. As travelers become more discerning in their choices, the appeal of rural and authentic experiences is gaining traction worldwide. The trend toward sustainable tourism, which emphasizes eco-friendly practices, community engagement, and cultural preservation, is something Shawano County is embracing.
The county’s barn quilt project, for example, showcases the intersection of art, culture, and sustainability. These local projects not only contribute to the economy but also help preserve the county’s heritage while offering visitors a deeper, more meaningful travel experience. As global travelers seek destinations that align with their values, Shawano County’s commitment to preserving its cultural roots and natural beauty positions it as a leader in sustainable tourism trends.
Looking Ahead: Shawano County’s Tourism Vision for 2025
Looking to 2025, Shawano County’s tourism outlook remains positive, with Eron expressing optimism about further growth. The exposure brought by the NFL Draft, combined with the ongoing success of local initiatives like the barn quilt project, is expected to propel Shawano County’s tourism to even greater heights. As the county continues to refine its marketing strategy and expand its offerings, it will be well-positioned to tap into both the US and global tourism markets.
Conclusion: Shawano County’s Role in the Future of US Tourism
Shawano County is showing that smaller destinations can have an outsized influence on the larger tourism picture. Thanks to its distinctive products, smart marketing, and environmental promise, Shawano County is making a name for itself in US tourism. While travel trends will always be changing, Shawano’s narrative provides a reminder that authenticity, local culture, and stunning natural beauty are the cornerstones of any remarkable travel experience. Without regard to whether it’s what its barn quilts do to charm, or the pounding pulse of a large national event having spread its influence, Shawano County is perched to continue to grow and be discovered all over the world.
Keybanc analyst Justin Patterson reiterated an Overweight rating for Meta PlatformsMETA and raised the price forecast from $655 to $800 on Wednesday, citing strong second-quarter ad trends, stable macro conditions, and momentum in AI.
Patterson increased his 2025 and 2026 revenue and earnings estimates for Meta, anticipating a better-than-expected performance driven by resilient ad spending, improving travel trends, and a weakening U.S. dollar.
He also highlighted strength in tariff-sensitive sectors like autos and retail, and noted that large tech firms are benefiting from a “reverse acqui-hire” trend, boosting talent acquisition.
Patterson’s updated target is based on projected Q2 revenue of $45.3 billion and Q3 guidance of $46.5 billion. Despite higher capex and opex from AI investments, he remains bullish, now forecasting 2027 revenue of $244 billion and EPS of $32.01.
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Price Action: META stock is trading lower by 0.22% to $701.46 at last check on Thursday.
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