Ambassador

Here in France, Nick Adams isn’t widely known yet, having been personally appointed by President Trump to the role of American presidential envoy for tourism, with the mission of strengthening the United States’ appeal to international visitors.

Born in Australia where he got involved in politics at a young age, he eventually settled in the United States in 2012 and became an American citizen in 2021.

Very Republican in his public statements, one can read in a document published by the U.S. Department of State, the equivalent of the foreign affairs ministry, that: “For more than ten years, he has appeared as a commentator on television and radio, in the United States and internationally, on topics such as conflict resolution and international relations. His work promoting American exceptionalism has earned him recognition from several governors across the country…”

Nick Adams has set himself the objective of attracting 100 million visitors per year to the United States by 2030, particularly in light of major international events that the country will soon host, such as the FIFA World Cup, the Rugby World Cup and the Olympic Games.

With the observation that in 2025, the United States is the only country among 184 economies to see its tourism revenues decline, and at a time when budgets to promote the country are being slashed, the mission is somewhat challenging.

Yet the man is enthusiastic, jovial, and possesses that sales savvy aimed at bringing in and re-attracting as many visitors as possible to the United States. On the terrace of the Cheval Blanc hotel in Paris, which earned its Palace designation this Tuesday, Nick Adams answered our questions.

TourMaG – It’s an undeniable fact that in 2025, demand for travel from Europe to the United States has fallen. This results from three factors: a sense that crossing the border is harder, the cost of living in the United States, but also — let’s be honest — a poor image of the American administration and President Trump. One of the leaders of a major French travel association recently stated:

“ We cannot say that Trump is the best ambassador for tourism to the United States. ” What is your response to these three points?

Nick Adams : Regarding the drop in demand, what we generally believe is that many people who had planned to come in 2025 realized that 2026 would be a far more interesting year in America, with the 250th anniversary, Independence Day celebrations, the FIFA World Cup and so many other events.

For us, the good news is that the data we have shows there are nearly 93,000 flights planned between Europe and the United States between June and October this year. That is a 3% increase in the number of flights from June to October 2025, which means there are more than a million additional seats to the United States.

Moreover, the World Travel & Tourism Council has forecast a 2.1% rise in tourism’s contribution to the U.S. GDP and a 12% increase in American jobs in the tourism sector.

Finally, the World Travel & Tourism Council has also forecast a 5% rise in the number of visitors to the United States in 2026. All the data I receive show an upward trend and that people are choosing to return to America.

Now, on the other points, I acknowledge there is this perception among people. However, I am here, in my role, to tell people the truth, the reality.

You spoke about the cost of living. Prices are rising; that is the reality, but it is everywhere, and I sincerely believe that America still offers good value for money.

Second, you mentioned rumors about scrubbing social media profiles of visitors, and I want to clarify this: 99.9% of tourists traveling to the United States will not have their social media checked. That is not true. It was never done. It has never happened.

I checked with the Department of Homeland Security, and they told me that the number of people whose social media have been checked since the start of the Trump administration is no different from the number under the Biden administration, nor under Trump’s first term, nor under Obama.

The figures are identical. Nothing has changed. It’s a false story that was manufactured and spread by people who do not like America, who do not like the president, and who want to damage the American economy and the American tourism industry.

And I’ll add something else for TourMaG readers: if you really want to understand what tourism in the United States is, go talk to your friends, neighbors, colleagues who have returned, and ask them. I guarantee that every person you ask will tell you they had a good time, and that’s all.

About the criticisms of the President: if there is anyone who truly understands the travel and tourism industry, it’s President Trump. Before leading this country, he built hotels, resorts. He is someone who knows what a problem at a hotel reception at 3 a.m. looks like, the issues of a bus trip with tight schedules… He has lived in this industry.

Additionally, your colleagues in the United States—the American travel industry, the Brand USA association—have, for decades, asked many presidents to create an American Minister of Tourism. “Please, create someone who represents us, who can be a spokesperson.”

That has never happened. But who made it happen? Donald Trump. That should give you an indication of why I think he is good for tourism and travel.

As for me, I have loved tourism and travel my entire life. It’s about exploration, discovery, personal growth, gastronomy, learning, meeting people, visiting relatives who live in another country, and reconnecting with friends you met in college.

And then, if you worry about going to a country depending on who is Prime Minister or President, or on government policy, in my view, that isn’t a good idea. The country doesn’t change.

TourMaG – The World Cup is the major event in the coming weeks. Are you ready?

Nick Adams : Absolutely. Ready to go. We’re looking forward to it and it will be a great success.

There will be 78 matches in the United States that we have planned and prepared for a long time. We will also maintain the highest possible level of security.

TourMaG – Will you host Iran?

Nick Adams : Iran will be based in Mexico. We will welcome people from around the world. We are very, very, very excited and very optimistic about the World Cup results.

TourMaG – A question about “Brand USA.” You work with them. I’ve read that you value their work, yet their budget has been cut. They have gone from $100 million to $20 million. Do you want them to regain their previous budget?

Nick Adams : I am not involved in that and I do not have any power on this matter. What I can say is that they are still very active. They have just launched two very nice campaigns. They are a legitimate partner. I enjoy working with Brand USA.

There are a lot of people in the federal government who work with tourism: the White House, the State Department, the Interior Department, the Department of Transportation, the Department of Homeland Security, the Department of Commerce, the NTTO (National Travel and Tourism Office). These are all incredible allies.

I couldn’t do the work I do without their support and help. But I think the best news for Brand USA, for the NTTO, hoteliers, airlines and all tourism operators, is that my role has been created.