🗾 Japan Is Closing In on the U.S.

New research from Brand USA shows Japan has nearly erased America’s lead among travelers in its most important markets.

Its survey of travelers from 11 key markets found 24% are likely to visit the U.S. in 2026, against 23% for Japan. In January of last year, the U.S. led Japan by more than eight percentage points. By August and October, Japan was ahead.

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

Cost and the political climate are tied as the top deterrents, cited by nearly a quarter of travelers. The share who would recommend the U.S. fell from 64% in 2024 to 53% so far this year.

Brand USA says much of that demand has been deferred, with nearly 60% of travelers who picked other destinations still planning on a U.S. visit within five years. But the nation’s destination marketing arm could be fighting to win back travel with a thinner budget after Congress cut its federal funding match cap by 80%.

MARKETING MOMENT

Wanderlust is highlighting one standout travel marketing campaign each week. Know one we should feature? Email me at [email protected].

Croatia’s new tourism ad is meant to feel like a film, complete with its own movie star.

John Malkovich, a newly designated Croatian citizen, stars in the Croatian National Tourist Board’s “Croatia – I Hear It’s Beautiful.” The roughly six-minute video follows Malkovich’s reluctant journey through the country after discovering his Croatian heritage, with the actor slowly warming up to the destination after interactions with locals and stops at destinations like Dubrovnik, Krka National Park, and the country’s wine region. 

It’s a “more or less” true story, albeit a romanticized one, according to Leila Kresic-Juric, director of the Croatian National Tourist Board in North America, adding that the video helps showcase the destination’s diverse offerings beyond the beaches and “authentic” moments. 

“In the end, the authenticity is what travelers are looking for. And we are lucky to still offer that,” Kresic-Juric told Skift.

Americans — among the fastest-growing long-haul markets for Croatia, with tourist nights up nearly 10% between 2024 and 2025 according to the Croatian Bureau of Statistics — are one of the main targets for the campaign. 

As of this week, the video has more than 15 million views on YouTube and 39 million views across platforms, according to Kresic-Juric. She said the board is already eyeing a follow-up with more American celebrities of Croatian descent.