Texas Goes Hand in Hand With California and Other States in Massive Step to Reverse the US Tourism Slump With Global Travel Recovery Push in 2026

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Texas goes hand in hand with California and other states in taking a massive step to reverse the US tourism slump with a global travel recovery push in 2026, as destinations work to rebuild international demand through stronger connectivity, global marketing and improved visitor experiences. With the US targeting 100 million annual international visitors by 2030, states are focusing on attracting overseas travellers, increasing tourism spending and restoring confidence. Texas, California, New York and other major tourism markets are strengthening their strategies to recover lost arrivals and support the next phase of US travel growth.

To counter the downturn, tourism leaders are targeting 100 million annual international visitors by 2030, a goal that would represent around a 32% increase from current levels and potentially generate $81 billion in additional visitor spending while supporting more than 400,000 jobs. States including California, New York, Texas, Hawaii and Massachusetts are now focusing on global marketing, stronger connectivity and improved visitor experiences to regain lost international demand.

Texas: Aviation Hub Works to Recover International Visitors After 6.6% Decline

Texas recorded a 6.6% decline in international arrivals during January–May 2026, with visitor numbers falling from 807,150 in 2025 to 753,976 in 2026.

The decline creates pressure for a state that plays an important role in international connectivity through major airports such as Dallas Fort Worth International Airport and Houston’s George Bush Intercontinental Airport.

Texas is attempting to rebuild demand by expanding its tourism identity beyond business travel. Cities such as Dallas, Houston, Austin and San Antonio are promoting food tourism, music, sports, heritage attractions and outdoor experiences to attract international leisure travellers.

The state’s recovery measures include:

• Expanding international airline connections
• Combining business and leisure tourism
• Promoting cultural experiences
• Targeting emerging overseas markets
• Increasing global destination campaigns

Texas’ strong infrastructure gives it a major advantage in the US tourism recovery effort, but rebuilding international arrivals will require stronger global engagement.

California: Los Angeles Leads Global Travel Recovery Push Despite 3.5% Visitor Decline

California remains one of the most important states in America’s tourism recovery strategy, despite recording a 3.5% decline in international visitors between January and May 2026. The state welcomed 1,909,442 international visitors during January–May 2026, compared with 1,979,572 visitors during the same period in 2025.

The decline comes as California works to rebuild international confidence and strengthen its position as a global tourism leader. Los Angeles, San Francisco and San Diego continue attracting travellers through entertainment, beaches, national parks, luxury shopping and cultural experiences. However, changing international travel patterns, higher costs and shifting visitor preferences have created challenges.

Los Angeles’ role as a FIFA World Cup 2026 host city provides California with a major opportunity to regain momentum. The global sporting event is expected to increase international visibility and encourage more visitors to explore the state.

California’s tourism recovery strategy includes:

• Expanding international flight connectivity through major airports
• Promoting Hollywood, beaches and cultural attractions
• Targeting high-value visitors from Mexico, Asia and Europe
• Increasing global destination marketing campaigns
• Encouraging longer visitor stays

California’s recovery will be essential for the national tourism rebound, as the state remains one of America’s most recognised gateways for international travellers.

New York: Global Tourism Capital Faces 10.6% Drop as It Works to Restore International Demand

New York experienced one of the steepest declines among major US tourism states in 2026, with international arrivals falling 10.6% during January–May 2026. Visitor numbers dropped from 2,189,586 in January–May 2025 to 1,956,424 during the same period in 2026.

The decline places pressure on one of America’s most valuable tourism economies, where international visitors contribute significantly to hotels, restaurants, Broadway shows, museums, shopping districts and cultural attractions.

Despite the slowdown, New York remains a central part of the US tourism recovery plan because of its unmatched global reputation and international connectivity. Airports including JFK, Newark and LaGuardia provide direct access to travellers from major global markets.

New York is focusing on rebuilding demand through:

• Promoting cultural and entertainment tourism
• Attracting international events and conferences
• Strengthening luxury and shopping tourism
• Expanding global visitor campaigns
• Improving international traveller experiences

As the US aims for 100 million foreign visitors annually by 2030, New York’s recovery will be a major indicator of whether global confidence in American travel can be restored.

Hawaii: Stable Market Focuses on Sustainable Tourism Recovery

Hawaii recorded a stable international tourism performance in 2026 but continues focusing on rebuilding long-term visitor growth. The state welcomed 453,301 international visitors between January and May 2026, compared with 453,225 visitors during the same period in 2025, resulting in 0.0% year-on-year change.

The islands remain among America’s most attractive international destinations, with travellers drawn to beaches, marine experiences, cultural tourism and luxury resorts. However, Hawaii’s tourism strategy is increasingly focused on quality rather than simply increasing visitor numbers.

The state is promoting:

• Sustainable tourism experiences
• Higher-value international visitors
• Longer stays
• Cultural tourism
• Responsible travel practices

Hawaii’s challenge is balancing economic recovery with environmental protection while maintaining its position as a premium global destination.

Massachusetts: Heritage Tourism Market Seeks Recovery After 10.6% Decline

Massachusetts recorded a 10.6% decline in international visitors between January and May 2026, with arrivals falling from 359,410 visitors in 2025 to 321,338 visitors in 2026.

Boston remains the centre of Massachusetts tourism, attracting visitors through American history, universities, museums, cultural attractions and coastal experiences. However, changing international travel behaviour has affected demand for heritage-focused destinations.

The state is working to rebuild its tourism appeal by promoting:

• Historical attractions
• Cultural experiences
• Educational tourism
• International marketing campaigns
• Longer-stay visitor programmes

Massachusetts continues to hold strong tourism potential due to its unique history and cultural identity, but restoring international visitor confidence remains a key priority.

Declining US Tourism States Performance Overview (January–May 2026)

The US tourism recovery in 2026 depends heavily on how effectively these major destinations rebuild international demand. While some states are maintaining momentum, declining markets such as California, New York, Texas and Massachusetts are focusing on global campaigns, improved connectivity and stronger visitor experiences to help the country move closer to its 100 million international visitor goal by 2030.

Texas goes hand in hand with California and other states in reversing the US tourism slump with a global travel recovery push in 2026, as stronger connectivity, international marketing and improved visitor experiences aim to rebuild foreign arrivals and boost tourism growth.

In conclusion, Texas goes hand in hand with California and other states in taking a massive step to reverse the US tourism slump with a global travel recovery push in 2026, as major destinations work together to rebuild international demand and strengthen America’s position in global travel. While states such as Texas, California, New York and Massachusetts faced declines in foreign arrivals, their focus on stronger connectivity, international marketing, major events and improved visitor experiences is creating a pathway toward recovery. With the goal of reaching 100 million international visitors by 2030, the combined efforts of these states will be crucial in restoring traveller confidence, increasing tourism spending and driving the next era of US tourism growth.