Japan Is Closing in on the U.S. as High Costs and Politics Deter Travelers, Brand USA Says

The U.S.’ place as international travelers’ top destination is slipping as more key markets look to Japan and other destinations, according to new research from Brand USA shared at its board meeting Tuesday.

While the U.S. once held a comfortable lead over competing destinations, that gap has narrowed as Japan gains ground and interest in the U.S. wanes. In January of last year, the U.S. led Japan by more than eight percentage points as the top destination. In August and October 2026, Japan finished ahead of the U.S.

“We still lead year to date, but Japan is now our most direct competitor for the long-haul International traveler,” said Chelsea Benitez, senior director of research and analytics at Brand USA.

The survey polls roughly 11,000 people each month from 11 key markets for the U.S.: Argentina, Australia, Brazil, Canada, France, Germany, India, Japan, Mexico, South Korea, and the United Kingdom.