President Trump has appointed Nick Adams, a conservative influencer born in Australia, to be a special tourism envoy for the U.S.
Nick Adams
Adams' official title is special presidential envoy for American tourism, exceptionalism and values. He posted on X that he will "thrust forward into this role and never relent in spreading the message of the greatness of America."
The role is aimed at promoting America's tourism at a time when U.S. inbound travel is in decline. According to the World Travel & Tourism Council, the number of international visitors to the U.S. fell 6% in 2025, the first decline since the pandemic, which wiped out tourism across the globe. Last year, the U.S. was the only major worldwide destination to record a decline in visitors, the WTTC said.
There were declines from source markets across the board, but particularly severe was a 28% drop in Canadian visitation, according to Statistics Canada. Trump's rhetoric about making Canada the 51st state and his trade war took a toll on tourism.
Adams was previously nominated to serve as ambassador to Malaysia, despite a history of Islamophobic remarks, according to The New York Times.