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A Growing Hesitation to Cross the Atlantic

For decades, the United States has been a pivotal destination for global business leaders. But a rising number of European companies are now reconsidering or even suspending business travel to the U.S., citing a combination of heightened border enforcement, unpredictable immigration policy, and growing unease over employee safety and privacy.

While most U.S.-bound business travel remains operational, conversations with executives across industries — from finance and tech to NGOs and engineering — reveal a growing trend: cautious travel directives, digital security protocols, and even remote attendance in lieu of physical presence.

Rising Security Measures Prompt Business Travel Revisions

One of the most striking changes companies are making involves digital hygiene. Employees are now being advised — and in some cases, mandated — to carry "clean" devices: laptops and phones with no sensitive information, emails, or social media content that could be misinterpreted by border agents.

Others are told to reroute their journeys through Canada when possible to avoid direct confrontation with U.S. customs. For those who can, virtual participation in events or conferences has become the preferred alternative.

“We’re implementing security protocols typically reserved for authoritarian regimes — not the U.S.,” said the head of a London-based international NGO. “We’re advising staff to behave like they’re entering a surveillance-heavy state.”

The Business Impact: Billions at Stake

Business travel is not just about meetings and conferences — it’s a significant pillar of the American economy. In 2022 alone, U.S. business travel contributed $421 billion to economic activity and generated $119 billion in tax revenue, according to the Global Business Travel Association (GBTA). This came from approximately 430 million trips, supporting over 6 million jobs.

Airlines in particular rely on corporate travel for 50% to 75% of their profit margins, highlighting just how disruptive a pullback in business travel could be.

Yet, the GBTA’s April 2025 survey of 900 global travel managers found that 29% anticipate a decline in business travel to the U.S. over the next year — directly citing policy-driven concerns, including heightened border screenings and trade tensions.

Mounting Anxiety: What’s Driving the Change?

Several developments are contributing to this growing caution:

• Stringent immigration checks and detentions under new enforcement policies.
• A “Catch and Revoke” visa policy, introduced April 30, 2025, where any legal infraction — however minor — can lead to instant visa revocation.
• Increased social media surveillance and digital vetting for travelers with any online presence.
• Political volatility around international students and researchers, especially from nations like China and Iran.

“We’re hearing consistent concerns from international travelers — even those with valid visas — who are worried about being detained or sent back despite following every protocol,” said Prashray Kala, partner at Everest Group.

Case in Point: NGOs and Sensitive Sectors Take Precautions

The new reality is particularly stark for professionals working in journalism, human rights, or political research. One senior executive at a European investigative NGO told us they now treat U.S. travel with the same caution as they would travel to China, Russia, or Azerbaijan.

Among the specific precautions:

• Carrying burner phones and loaner laptops.
• Rehearsing answers to questions about online articles, blog posts, or affiliations.
• Avoiding travel during politically sensitive times or elections.
• Attending U.S.-based conferences via Zoom to avoid visa scrutiny.

While not all employees report problems, enough have faced prolonged questioning or reentry bans to warrant the organization’s heightened alert.

Academic and Research Travel Also Affected

The academic sector is seeing similar fallout. Summer research programs and conferences in the U.S. — once a staple for European scholars — have been either scaled back or cancelled entirely. Institutions fear risking their students’ or researchers’ safety during international entry.

“We now do a risk-benefit analysis before committing to any U.S. trip,” said a dean at a German university. “We’ve had too many instances of last-minute visa denials.”

Industry Leaders Caught Between Caution and Commitment

Despite the uptick in concern, many firms remain cautious not to overreact. As one fund manager put it, “My ESTA still works. But I can’t help but feel my trip could be compromised based on who’s in office, not what I’ve done.”

Some engineering and finance firms told us they are still sending teams to the U.S., though they’re introducing contingency plans and exit strategies. For them, U.S. client relationships and contracts are too valuable to pause — but risk mitigation is now part of every itinerary.

The Global Business Outlook: Clouded by Policy Risks

As companies weigh their options, U.S. policymakers risk losing not only economic inflows but also trust. With international tourism already projected to lose $12.5 billion in spending this year due to global perceptions of American policies, a continued chill in business travel could amplify the economic damage.

The GBTA also noted a visible drop in industry optimism, particularly among multinational firms with frequent cross-border engagement.

Trust and Transparency Are Key to Rebuilding Confidence

Business travel has always been a critical driver of innovation, commerce, and diplomacy. But in an era of increased surveillance, unpredictable enforcement, and digital scrutiny, confidence is beginning to erode.

To reverse the tide, experts suggest that the U.S. must improve visa processing transparency, clarify policy intentions, and rebuild trust with its international counterparts — especially those driving the economic engine through global business.

Until then, companies across Europe are adapting — by dialing back, rerouting, or logging in virtually.