U.S. President Donald Trump has sparked controversy by appointing right-wing influencer Nick Adams, who promotes a macho image, as a special envoy for U.S. tourism.
According to the U.S. State Department, Adams was appointed on the 17th (local time) as the Presidential Special Envoy for U.S. Tourism and the Values of Exceptionalism. The role's main duty is to promote America's tourism asset, including national parks and monuments, and the White House has said it created the post to boost America's global image and revitalize tourism. However, it was not disclosed whether the position is paid.
Shortly after the State Department announcement, Adams confirmed the appointment on his social media, saying, "President Trump asked me to rekindle love for our homeland and relight the sacred lamp." Davis Ingle, White House Spokesperson, also said in a statement, "Adams is a patriot who champions America First," adding, "Ahead of the 250th anniversary of American independence, we look forward to working with him on the mission of highlighting American excellence."
An Australian immigrant, Adams has previously built influence in conservative circles with an exaggerated macho persona and blunt remarks. For example, he has highlighted stereotypical masculinity by enjoying steak and visiting the chain restaurant Hooters, known for female staff wearing revealing outfits. Content showcasing such behavior drew strong responses in the young male–focused online community known as the "manosphere," and he is seen as having built a fan base within the MAGA (Trump's hardline supporters) camp as well.
Earlier, in July last year, President Trump nominated Adams as U.S. ambassador to Malaysia but later withdrew the pick. The White House did not specify the reason, but it is inferred that Adams' past Islamophobic remarks—such as disparaging Trump's political rivals online as "Islam supporters"—dragged him down.
Adams, a former politician with Australia's Liberal Party, caused controversy with risqué humor and internet posts and was reportedly expelled for "conduct that could damage the party's reputation or bring it into disrepute." He later moved to the United States, expanded his profile as an ardent supporter of President Trump, and obtained U.S. citizenship in 2021.
President Trump has also praised Adams as "a favorite author and speaker," and once showed deep affection by writing the foreword to his book "Alpha Kings."
Meanwhile, since being tapped as tourism envoy, Adams appears to be moderating his remarks to manage his image. In the past, when Hooters closed locations, he continued to make hard-edged, provocative comments, blaming the restaurant's business woes on "Bidenflation" (intensified inflation under the Biden administration) and the Democratic Party's "woke" policies. Recently, however, he has deleted related posts and is focusing on messages supporting the Trump administration.
Meanwhile, criticism is expected to continue as President Trump appoints so-called "loyalists" to key posts in quick succession. Earlier, he appointed Steve Witkoff, a former real estate developer, as Middle East envoy and Jeff Landry, the governor of Louisiana, as special envoy exclusively for Greenland, drawing criticism that he is randomly installing people without relevant experience.