North Dakota and North Carolina 2025-26 Tourism Surge: Outdoor Adventures Compete for America’s Holiday Makers
Published
Tourism across leading US states showed different growth patterns in 2025, with domestic travellers remaining the strongest market. New Jersey, New Mexico, New York, North Carolina and North Dakota attracted visitors through coastal escapes, urban attractions, outdoor adventures, cultural heritage and road-trip experiences.
New Jersey recorded 124.2 million visitors and $51.9 billion in spending, supported by beaches, food, shopping and proximity to major population centres. New Mexico welcomed 41.6 million visitors, with travellers drawn to landscapes, Native American culture and outdoor experiences, while international arrivals reached 760,000.
US State Tourism Race 2025–2026: Domestic Travellers Drive Growth as Beaches, Cities, Mountains and Heritage Experiences Attract Visitors
| State | 2025 Tourism Highlight | Main Traveller Demand |
|---|---|---|
| New Jersey | 124.2M visitors, $51.9B spending | Regional US travellers |
| New Mexico | 41.6M visitors, $8.8B spending | Road trips, culture, nature |
| New York | 65M visitors, $55.6B spending | Domestic + international city travellers |
| North Carolina | $37.2B visitor spending | Beaches, mountains, outdoor tourism |
| North Dakota | 25.6M visitors, $3.4B spending | Domestic nature travellers |
In 2026, these destinations are expected to benefit from continued domestic leisure demand, major events, outdoor travel trends and stronger international marketing. North Carolina’s tourism economy reached a record $37.2 billion visitor spending in 2025, while North Dakota saw early recovery signs through rising park visits and improved travel indicators.
New Jersey Tourism Growth 2025–2026: Domestic Travellers Lead as Coastal, Food and Event Experiences Drive Demand
New Jersey’s tourism market continued expanding in 2025, attracting mainly US domestic travellers from nearby states while international visitors also supported growth. The state benefited from beaches, outdoor attractions, culinary experiences, shopping, cultural sites and major events.
| Tourism Indicator | 2025 | 2026 Outlook |
|---|---|---|
| Total visitors | 124.2 million | Growth expected through events and campaigns |
| Visitor spending | $51.9 billion | Further growth linked to FIFA World Cup 2026 tourism demand |
| Main travellers | US domestic visitors, especially New York and Philadelphia regions | More international visitors expected |
| Popular reasons | Beaches, food, shopping, nature, entertainment | Sports events, heritage and outdoor travel |
New Jersey’s largest visitor group remains domestic travellers because of its location near major population centres. Visitors from New York and Philadelphia markets form key demand sources, with short breaks, beach holidays, dining, shopping and family trips driving arrivals. International visitors are attracted by American coastal experiences, cultural attractions and easy access to major gateways.
In 2025, tourism increased from 123.7 million visitors in 2024 to 124.2 million, while spending reached $51.9 billion. For 2026, sports tourism, especially around global events, is expected to strengthen destination visibility.
New Mexico Tourism 2025–2026: Domestic Road Travellers Lead Growth While Global Visitors Discover Culture and Nature
New Mexico’s tourism growth in 2025 was driven mainly by US domestic travellers seeking outdoor adventures, heritage, cuisine and scenic road trips. International visitors also increased, attracted by Native American culture, landscapes, Route 66 experiences and historic cities.
| Tourism Indicator | 2025 | 2026 Outlook |
|---|---|---|
| Total visitors | 41.6 million | Continued growth through Route 66 centennial and destination marketing |
| Visitor spending | $8.8 billion | Expected stronger leisure demand |
| International visitors | 760,000 | Expansion focus on global markets |
| Top domestic markets | Arizona, California, Texas, Oklahoma, Illinois | Strong road-trip demand |
| Top international markets | Canada, Mexico, Germany, UK, France | Culture and adventure travel growth |
New Mexico’s largest traveller base remains domestic visitors, especially from nearby states. Arizona ranked as the leading domestic origin market, followed by California, Texas, Oklahoma and Illinois. Travellers mainly visit for desert landscapes, national parks, Santa Fe culture, food experiences and outdoor activities.
In 2025, New Mexico welcomed 41.6 million visitors and generated $8.8 billion in direct visitor spending. International tourism reached 760,000 travellers, rising 1.1% compared with 2024. The 2026 outlook is supported by Route 66 celebrations, stronger international marketing and demand for authentic cultural travel experiences.
New York Tourism 2025–2026: Domestic Travellers Drive Growth While Global Visitors Return for Iconic City Experiences
New York remained one of the world’s most visited destinations in 2025, powered mainly by domestic travellers seeking culture, entertainment, shopping and events. International visitors continued supporting luxury, business and leisure tourism, with 2026 expected to bring further growth.
| Tourism Indicator | 2025 | 2026 Outlook |
|---|---|---|
| Total visitors (New York City) | 65 million | 66.3 million forecast |
| Domestic travellers | 52.4 million | 53.4 million expected |
| International travellers | 12.5 million | 12.9 million expected |
| Visitor spending | $55.6 billion | Growth expected |
| Main markets | US regional travellers, UK, Italy, Mexico | Global recovery and major events |
New York’s strongest tourism segment in 2025 was domestic travel, especially visitors from the New York tristate region, Philadelphia, Washington DC, Los Angeles and Boston. Travellers mainly came for Broadway, museums, food, shopping, festivals and iconic landmarks.
International travellers remained important because they generate high spending through hotels, luxury shopping, restaurants and cultural attractions. The UK, Italy and Mexico showed growth among overseas markets, while overall international arrivals faced pressure in 2025.
For 2026, New York expects stronger demand from domestic tourists and returning international visitors, supported by major events, business travel recovery and global destination marketing.
North Carolina Tourism 2025–2026: Domestic Road Trips Lead Growth as Beaches, Mountains and Culture Attract Visitors
North Carolina’s tourism sector reached record levels in 2025, with domestic travellers remaining the largest visitor group. Travellers were mainly attracted by coastal escapes, mountain adventures, outdoor activities, food, heritage and major events. International demand also supported the state’s tourism economy.
| Tourism Indicator | 2025 | 2026 Outlook |
|---|---|---|
| Total visitor spending | $37.2 billion | Continued growth expected |
| Domestic visitor spending | $36.1 billion | Strong leisure demand |
| International visitor spending | $1.1 billion | Recovery and expansion focus |
| Tourism jobs | 230,997 | Stable growth |
| Leading experiences | Beaches, mountains, nature, culture | More outdoor and event tourism |
North Carolina’s biggest tourism market remains US domestic travellers, especially visitors from nearby states who arrive for short breaks, family holidays and road trips. Popular destinations include the Outer Banks, Blue Ridge Mountains, Asheville, Charlotte and coastal towns. Travellers choose the state for beaches, hiking, skiing, wildlife, NASCAR, food and authentic Southern culture.
In 2025, domestic visitors generated most tourism revenue, while international travellers contributed $1.1 billion. Key global markets continue seeking nature, heritage and outdoor experiences. For 2026, tourism growth is expected through destination recovery, events and increased interest in mountain and coastal travel.
North Dakota Tourism 2025–2026: Domestic Road Travellers Lead Demand as Nature, Parks and Heritage Experiences Grow
North Dakota’s tourism market in 2025 remained heavily dependent on domestic travellers, with visitors choosing the state for national parks, outdoor adventures, scenic drives and cultural experiences. International arrivals declined mainly due to fewer Canadian visitors, while 2026 shows early recovery signs.
| Tourism Indicator | 2025 | 2026 Outlook |
|---|---|---|
| Total visitors | 25.6 million | Recovery momentum expected |
| Visitor spending | $3.4 billion | Growth supported by domestic demand |
| Domestic travellers | 88.4% of visitors | Remain the largest market |
| International visitors | Declined, mainly Canadian market | Canadian recovery improving |
| Key attractions | Theodore Roosevelt National Park, Badlands, heritage sites | Strong outdoor tourism demand |
North Dakota’s largest traveller segment is US domestic visitors, especially road travellers from nearby states and outdoor enthusiasts. Visitors come for Theodore Roosevelt National Park, wildlife, hiking, fishing, scenic landscapes, Native American culture and rural experiences.
In 2025, the state welcomed 25.6 million visitors, with domestic travellers accounting for 88.4% of total arrivals. Visitor spending reached $3.4 billion, although Canadian tourism declined significantly. For 2026, tourism growth is supported by rising park visits, improved Canadian border activity and stronger interest in nature-based travel.
Tourism across New Jersey, New Mexico, New York, North Carolina and North Dakota highlights a clear trend: domestic travellers continue to dominate US tourism demand. Visitors are choosing destinations based on accessibility, outdoor experiences, cultural attractions, beaches, food and major events. New Jersey achieved 124.2 million visitors and $51.9 billion spending, while North Carolina reached a record $37.2 billion visitor spending in 2025.
The comparison shows different tourism strengths. New York benefits from global city travel, New Mexico attracts adventure and heritage seekers, North Carolina combines beaches and mountains, and North Dakota focuses on nature-based tourism. In 2026, these states are expected to gain from event tourism, outdoor travel trends and stronger destination marketing.
