The real question is how does one define "unfriendly." If it is the visa process, that can (and should) be fixed. If it is the people who are unfriendly, that may be a little harder to work on...I have a feeling that it may be the perception of the US that causes it to lag in the polls (caused by ongoing wars in Iraq/Afghanistan). When people don't like an Administration's policy, the impact can be felt all around, including travel patterns.
"The answer, perhaps, can be found in another statistic that currency traders ignore as they deal with the dollar's ongoing slide. By a greater than 2-1 ration, in worlwide surveys, international travelers consistently cite the US as the world's single most unfriendly destination."
Have Money, Won't Travel
by Andrew Glass
http://www.politico.com/news/stories/1007/6127.html
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