Texas Steps Up With California and Others to Turn Around US Tourism From Ongoing Decline With Aggressive Travel Packages and Funded Infrastructure in Later 2026

Ontario has overtaken British Columbia and all other provinces in 2026, turbocharging Canada-US cross-border tourism by recording the most same-day return trips through its strong population base, extensive border connections and easy access to major US destinations, making it the leading source of short-distance cross-border travel.

Texas, California, New York and other major US destinations are intensifying efforts to keep international travelers moving across the country in the second half of 2026, using a rare convergence of cultural anniversaries, road-trip campaigns, historic attractions and destination investment to counter a softer-than-expected inbound tourism recovery.

The strategy comes after the outlook for US international tourism was revised downward. Tourism Economics cut its 2026 international arrivals forecast from 70.6 million to 69.9 million, reducing projected growth from 3.4% to 2.4%. Of the international markets assessed, 42 were revised upward and 139 downward. Canada, South Korea, Germany, France and the United Kingdom were among the markets receiving the steepest downgrades.

The official federal forecast remains somewhat stronger. The National Travel and Tourism Office projects 70.5 million international arrivals in 2026, up 3.2% from 68.3 million in 2025, and expects arrivals to reach 85.2 million by 2030. The difference between forecasts underlines the uncertainty surrounding inbound demand rather than establishing a single definitive decline.

Against that backdrop, tourism marketers are trying to extend the momentum created by the FIFA World Cup into a second wave of travel built around the Route 66 Centennial, America 250, road trips, heritage attractions and major state events.

US Tourism Enters Late 2026 With a More Difficult International Outlook

The World Cup provided a huge international showcase, but its effect was uneven. Tourism Economics data reported after the tournament showed June arrivals from countries participating in the World Cup were 2% higher year over year, while arrivals from countries not participating were 7% lower.

That helps explain the shift in emphasis after the tournament.

Instead of depending on a single mega-event, the tourism industry is trying to convert global awareness into longer trips and repeat visits. Brand USA launched its “More to Love” campaign as the World Cup closed, encouraging international fans to return and discover destinations beyond host cities.

The broader 2026 strategy is built around several enormous travel hooks:

Tourism Driver	2026 Opportunity	Main Destinations
FIFA World Cup	International sports tourism	11 US host markets
America 250	History, culture and heritage travel	Nationwide, particularly East Coast
Route 66 Centennial	Road trips and heritage tourism	Eight Route 66 states
Brand USA global marketing	International demand generation	Nationwide
Great American Road Trip	Multi-state driving itineraries	All 50 states

Brand USA’s FY2026 strategy identifies these events as opportunities to encourage international visitors to stay longer, spend more and visit additional destinations.

Texas Turns Route 66 Into a Tourism Growth Engine

Texas has one of the clearest late-2026 opportunities because Route 66 celebrates its 100th anniversary on November 11, 2026.

The historic highway originally stretched roughly 2,400 miles from Chicago to Santa Monica, crossing eight states. Texas owns a relatively short section, but the Panhandle contains some of Route 66’s most recognizable roadside experiences.

Amarillo has positioned itself at the center of the state’s centennial strategy.

The Texas Route 66 Festival, held June 4-13, used ten days of programming across the Panhandle, including classic cars, tours, cattle drives, parades, music and events in Amarillo’s Historic Route 66 District.

The centennial does not end with the summer festival. November 11 provides Texas with another major opportunity to market Amarillo and the Panhandle to domestic and international road-trippers.

Amarillo Backs Route 66 Businesses With Enhanced Improvement Grants

Texas’ strategy is not purely promotional.

The City of Amarillo expanded its Business Improvement Grant program to include businesses along Route 66. Standard qualifying projects can receive a matching grant covering up to 50% of project costs, with a maximum city match of $20,000 for projects costing $40,000 or more.

For eligible Route 66 businesses completing improvements ahead of the centennial celebration, the matching level was increased to 75%.

That provides a concrete example of tourism preparation being linked with physical improvements.

The idea is straightforward: the centennial can attract travelers, but historic commercial districts also need attractive storefronts, restaurants, retail businesses and visitor infrastructure capable of turning traffic into local spending.

Texas Panhandle Infrastructure Is Also Receiving Major Investment

The wider Amarillo region is simultaneously undergoing substantial transportation investment, although these projects should not be described as Route 66 Centennial projects unless specifically designated as such.

The Texas Department of Transportation is progressing a $312 million expansion of Interstate 27 between Amarillo and Canyon, widening the corridor to six lanes. Other work includes intersection upgrades, accessibility improvements and measures designed to improve traffic flow and safety.

State Loop 335 around Amarillo is also being developed in phases, with sections intended to improve connections between regional and national corridors.

These investments are not simply tourism projects. But improved road capacity can support a destination whose centennial tourism proposition is fundamentally based on the American road trip.

Texas Offers Travelers a Ready-Made Route 66 Itinerary

Amarillo and the Texas Panhandle can package several recognizable stops into a multi-day road trip.

Stop	Experience	Suggested Time
Shamrock	U-Drop Inn and Route 66 heritage	Half day
McLean	Historic roadside attractions	Half day
Groom	Classic Panhandle road-trip stop	Short stop
Amarillo	Historic Route 66 District	1 day
Cadillac Ranch	Iconic roadside art	1–2 hours
Big Texan	Food and roadside Americana	2–3 hours
Vega	Historic Route 66 community	Half day
Adrian	Midpoint area of Route 66	Half day

Amarillo’s tourism inventory also includes the Route 66 Historic District, Cadillac Ranch, U-Drop Inn, Phillips 66 heritage sites, Devil’s Rope Museum and classic roadside businesses.

For international travelers, that combination provides something difficult to reproduce elsewhere: a recognizable version of the classic American road trip.

California Has the Other End of the Mother Road

If Texas represents the Panhandle heart of Route 66, California owns its legendary western finish.

The route reaches the Pacific at Santa Monica after crossing California’s desert landscapes and Greater Los Angeles.

Visit California has made the centennial a major element of its 2026 tourism promotion. Its official visitor guide includes a dedicated Route 66 road map, while the state tourism organization is promoting both traditional and EV-friendly Route 66 itineraries.

California’s centennial calendar has included Route 66 Bike Week, Pasadena events, the Main Street of America Centennial Caravan and the Great Race.

The official centennial culminates on November 11, giving California another late-year tourism hook after the summer World Cup.

California Needs International Tourism Growth

The centennial arrives at an important time.

Tourism Economics’ May baseline forecast projects California will receive 275.5 million visitors in 2026, an increase of 1.5%, while visitor spending is expected to rise 4.8% to $166.5 billion.

International travel is particularly important.

International visits were forecast to increase 2.4% in 2026, with overseas visitation growing 1.8%. International visitor spending was expected to rebound 5.8% after declining 4.4% in 2025.

The recovery is uneven.

Mexico was forecast to increase 2.8%. Canada was expected to recover 2.6% after an extraordinary 20.1% decline in 2025.

Under Tourism Economics’ downside scenario, however, international visitation to California could instead decline 0.4%, with Canadian arrivals dropping another 6.1%.

Route 66 therefore gives California another product to market beyond its traditional beaches, theme parks and major cities.

California Can Turn Route 66 Into a Multi-Day Tourism Corridor

A California Route 66 itinerary can connect dramatically different landscapes.

Stop	Main Experience	Suggested Time
Needles	Colorado River gateway	Half day
Mojave Desert	Historic highway landscapes	1 day
Barstow	Route 66 heritage and museums	Half day
San Bernardino	Inland Empire heritage	Half day
Rancho Cucamonga	Historic Route 66 sites	Half day
Pasadena	Colorado Boulevard and architecture	1 day
Los Angeles	Urban attractions	2–3 days
Santa Monica	Pacific terminus	1 day

The value of the itinerary is its ability to distribute visitors.

Instead of international travelers spending their entire California stay in Los Angeles, San Francisco or San Diego, Route 66 can pull them through smaller inland communities.

That is exactly the kind of geographic dispersal tourism marketers increasingly seek.

California Adds Free Historic Attractions to Its 2026 Tourism Offer

California is also using America’s 250th anniversary to encourage heritage travel.

In June, California State Parks offered a special Historian Passport, normally priced at $50, free for a limited period. The passport provides access during the rest of 2026 to more than 30 state historic parks.

California’s park system itself is enormous, encompassing more than 340 miles of coastline, 5,200 miles of trails and 15,000 campsites.

Separately, the state opened applications in August for approximately $188.5 million in competitive grants to create, renovate or expand parks in underserved communities, with individual projects eligible for as much as $8.5 million.

That program is broader recreation infrastructure rather than a Route 66-specific fund, but it demonstrates the scale of California’s continuing investment in visitor-accessible public spaces.

New York Uses America 250 to Keep Tourism Momentum Alive

New York’s late-2026 strategy is different.

It does not have Route 66’s western road-trip proposition. Instead, New York has used America’s 250th anniversary to position itself as one of the central destinations for travelers interested in US history and culture.

The state assembled more than 200 America 250 events across New York in 2026. Programming ranges from Revolutionary War experiences and exhibitions to historic sites and cultural events.

New York has a strong historical claim to this market. Nearly one-third of American Revolution battles were fought on New York soil, according to state tourism planning material.

The strategy allows New York to encourage travelers beyond Manhattan into Long Island, the Hudson Valley, Capital-Saratoga, the Adirondacks and other regions.

New York Put Real Tourism Funding Behind America 250

The state has also supported America 250 tourism through grants.

New York’s Market New York program received close to 110 applications requesting more than $43 million, competing for $15 million available in the funding round.

A total of 48 projects received awards, comprising 10 capital or construction projects and 38 working-capital or marketing projects.

Among them, four America 250 working-capital projects—including Sail250—received a combined $875,000. Three Erie Canal projects received another $410,000.

That is a significant distinction: New York’s strategy is not simply commemorative programming. Tourism marketing and event development have been supported with dedicated funding.

New York Still Needs International Travelers to Return

The push comes as New York City continues to face an uneven international recovery.

The city’s hotel industry remains among the strongest in the United States, with domestic visitors driving substantial room demand. But international visitation has continued to lag, leaving the sector more exposed to changes in overseas tourism.

That makes America 250 particularly useful as a tourism product.

New York can package the anniversary around:

New York City → Lower Hudson Valley → Saratoga → Albany → Revolutionary War sites → Adirondacks

Another possible itinerary is:

New York City → Long Island historic sites → Hudson Valley → Capital Region

The aim is not merely to bring tourists into New York City, but to persuade them to stay longer and travel farther across the state.

Brand USA Takes the Campaign Directly Overseas

The state campaigns are being reinforced nationally.

Brand USA selected 250 Global Travel Trade Ambassadors in 2026 to promote US destinations and strengthen relationships with international travel advisors.

It has also expanded international marketing around its America the Beautiful platform.

One initiative, American Originals, targets markets including Australia, Brazil, India, Japan, Mexico, South Korea, the United Kingdom, Argentina and Ireland through films, social media, itineraries and destination storytelling.

Brand USA is also holding Travel Week U.K. & Europe in Amsterdam from September 28 to October 1, followed by Travel Week Canada in Toronto and Montreal from October 26–29.

Those dates make the trade campaign particularly relevant to the late-2026 tourism push.

Route 66 Offers Something the World Cup Could Not

The World Cup concentrated travelers around matches and host cities.

Route 66 works differently.

It encourages movement across multiple states, smaller towns and rural communities.

The original highway connects:

Illinois → Missouri → Kansas → Oklahoma → Texas → New Mexico → Arizona → California

The Route 66 centennial creates an opportunity to drive travelers through all eight states.

That gives tourism marketers a mechanism for spreading visitor spending far beyond major gateways.

Illinois Adds a Tourism Passport to the Route 66 and America 250 Mix

Illinois provides another example of states turning national milestones into bookable travel experiences.

The Passport to Illinois connects nearly 60 monuments, museums, memorials, parks and historic markers, along with seven scenic byways.

Chicago is also Route 66’s traditional eastern starting point.

That allows Illinois to combine two powerful 2026 themes: America’s 250th anniversary and Route 66’s 100th.

For an international road-tripper, Chicago can become the starting point for an itinerary continuing through the Midwest, Texas and Southwest before ending at the Pacific in California.

The Mega-Event Strategy Is Becoming a Multi-State Tourism Strategy

The strongest opportunity for US tourism may therefore come from connecting events rather than treating them separately.

A traveler attracted by one major milestone can be encouraged to add other destinations.

Potential Late-2026 International Itineraries

Itinerary	Suggested Length	Core Tourism Hook
Chicago–Texas–California Route 66	14–21 days	Route 66 Centennial
Amarillo–Santa Fe–Flagstaff–Los Angeles	8–12 days	Southwest road trip
Los Angeles–Pasadena–Barstow–Mojave	5–7 days	California Route 66
New York City–Hudson Valley–Albany	5–8 days	America 250
NYC–Long Island–Hudson Valley	5–7 days	History, culture and food
Chicago–Springfield–St. Louis	4–6 days	Route 66 and America 250
Texas Panhandle Route 66	3–5 days	Centennial Americana

These are suggested itineraries based on tourism products and destinations being promoted; they are not fixed government packages.

The US Tourism Turnaround Is Not Guaranteed

The scale of the campaigns should not obscure the underlying challenge.

Tourism Economics’ revised forecast of 69.9 million international arrivals still represents growth, but it is weaker than previously expected. The official NTTO forecast is somewhat higher at 70.5 million.

California’s outlook similarly contains both upside and downside scenarios.

New York’s hotel industry remains strong but is still waiting for a fuller international recovery.

The evidence therefore supports describing late 2026 as an aggressive attempt to strengthen and diversify US inbound tourism, rather than declaring that the turnaround has already happened.

Texas California New York and Others Bet on the Rest of 2026

The strategy entering the final months of 2026 is increasingly clear.

Texas is using Route 66, Amarillo’s historic district, business-improvement grants and major Panhandle transportation investment to strengthen the road-trip economy.

California is turning the western end of Route 66 into a centennial itinerary while promoting heritage tourism and projecting $166.5 billion in statewide visitor spending under Tourism Economics’ May baseline.

New York has built more than 200 America 250 events and backed selected tourism projects with grant funding while trying to strengthen international demand beyond New York City.

Illinois and the other Route 66 states can use the Mother Road to connect smaller destinations with international travelers who might otherwise concentrate on major gateways.

At the national level, Brand USA is taking the message directly to overseas travel advisors and consumers, with 250 global ambassadors, international trade events and campaigns designed to convert America’s milestone year into future bookings.

The World Cup gave the United States a global audience. The challenge for late 2026 is turning that attention into another trip.

Ontario has overtaken British Columbia and all other provinces in 2026, turbocharging Canada-US cross-border tourism with the most same-day return trips due to its large population, strategic US border links and convenient access to nearby American destinations.

In conclusion, Ontario has overtaken British Columbia and all other provinces in 2026, turbocharging Canada-US cross-border tourism by generating the most same-day return trips through its population strength, extensive border connections and easy access to US destinations. The province’s leading position highlights how convenient road travel, seasonal demand and strong cross-border links continue to shape the recovery of Canada-US tourism.