Illinois Joins California and More US States Pocketing Full Cash from Tourism Economy

Illinois is cashing in on a booming tourism economy, joining California and other US states where record visitor spending, strong demand and travel growth are fuelling billions in economic impact.

Illinois joins California and more US states pocketing full cash from a powerful tourism economy. Across the United States, travellers are spending billions on hotels, restaurants, attractions, transport and experiences. Meanwhile, states are reporting record visitor spending, rising economic impact and stronger tourism-supported employment.

Illinois stands out after visitors spent $50.2 billion in the state in 2025, pushing total tourism economic impact beyond $88 billion. California remains a major powerhouse, while Texas, Florida, Pennsylvania, Georgia, North Carolina, Virginia, Tennessee and Wisconsin are also recording substantial tourism gains. Together, these results show how travel is becoming an increasingly important economic force across America, supporting businesses, communities and jobs.

“Illinois continues to attract visitors from across the country and around the world, delivering economic benefits that reach communities in every corner of our state,” said Governor JB Pritzker. “The growth of our tourism industry supports local businesses, creates jobs, and strengthens our economy while showcasing the incredible people, places and experiences that make Illinois a world-class destination.”

“We’re in the Middle of Everything and there’s something here for everyone—from the beaches of Lake Michigan to the rolling prairies of Southern Illinois,” said Lieutenant Governor Juliana Stratton. “Illinois has a rich history, culture, and natural beauty and we’re excited to welcome people from near and far to enjoy it all.”

Illinois Tourism Surges to Record High as Visitors Generate More Than $88 Billion in Economic Impact

Illinois tourism has reached a new milestone, with approximately 115 million domestic and international travellers visiting the state last year and generating more than $88 billion in total economic impact.

Visitor Spending Crosses the $50 Billion Mark

Illinois recorded its strongest tourism performance to date, with travellers spending $50.2 billion across the state last year. The figure represents a 3.5% increase from the previous year and marks the first time visitor spending has exceeded $50 billion.

The record highlights the growing importance of tourism to Illinois’ wider economy. From Chicago’s major attractions and Lake Michigan’s waterfront to the state’s rural communities, historic destinations and outdoor recreation areas, travellers are contributing substantial spending across multiple sectors.

The state’s tourism economy also generated nearly $5 billion in direct state and local tax revenues, providing an important source of funding for communities.

Hotel taxation added another $372 million in revenue, underlining the contribution made by overnight visitors and the accommodation sector.

115 Million Travellers Fuel Illinois Tourism Growth

Around 115 million domestic and international tourists travelled through Illinois during the year, demonstrating the state’s broad appeal as a destination.

Lt. Gov. Juliana Stratton pointed to Illinois’ geographical diversity and range of experiences as major attractions. The state’s tourism proposition stretches from the beaches of Lake Michigan to the prairies of Southern Illinois, while its cities, heritage attractions and natural landscapes provide additional reasons for travellers to visit.

This diversity has enabled Illinois to compete for visitors across several tourism segments rather than relying on a single destination or travel experience.

The results also suggest that tourism growth is extending beyond traditional urban attractions, with outdoor recreation becoming increasingly important to the state’s destination strategy.

‘Middle of Everything’ Campaign Delivers Additional Trips

Illinois’ “Middle of Everything” tourism campaign also contributed to the state’s record performance.

According to the governor’s office, the campaign generated an additional 2.8 million trips and approximately $904 million in visitor spending last year.

The campaign is designed to promote Illinois as a destination with broad geographic and experiential appeal. Its reported contribution provides an indication of how destination marketing can translate into measurable visitor activity and economic spending.

For tourism businesses, increased visitor numbers can support hotels, restaurants, attractions, retailers, transport providers and local tourism operators.

State Grants Support Tourism Development

Government investment has also played a role in strengthening Illinois’ tourism sector.

The state’s tourism industry received more than $3.3 million in grants during fiscal year 2025. The funding supported tourism-related initiatives, including preparations for major programmes such as Route 66 centennial celebrations and Illinois America 250 activities.

Large-scale heritage and cultural events can create additional opportunities for communities to attract visitors, particularly when they are linked to historic sites, local businesses and regional travel itineraries.

Route 66 is particularly significant for Illinois because the state represents an important part of the historic US highway’s story. Centennial-related celebrations therefore offer communities along the route an opportunity to combine heritage tourism with local economic development.

Outdoor Recreation Gains Greater Attention

Illinois is also expanding its focus on outdoor tourism.

The Illinois Department of Commerce and Economic Opportunity is establishing a dedicated outdoor recreation unit within its tourism office. The move reflects the increasing role of nature-based travel in the state’s tourism strategy.

Southern Illinois has emerged as an important destination for outdoor enthusiasts, with visitors travelling to the region for activities including hiking, cycling, rock climbing and ziplining.

The Shawnee National Forest remains a major attraction, while the area’s vineyards and five wine trails provide another tourism draw.

This combination of adventure, nature and culinary experiences gives Southern Illinois an opportunity to attract travellers seeking alternatives to conventional city breaks.

California: America’s Tourism Powerhouse

California remains one of the strongest tourism economies in the United States. In 2025, travellers generated $158.9 billion in visitor spending, according to Visit California. The tourism sector supported approximately 1.17 million jobs and generated around $13.6 billion in state and local tax revenue.

The strength of California’s visitor economy is particularly notable because spending growth was not confined to its largest cities. Visitor spending increased across 55 of the state’s 58 counties, demonstrating the broad geographic reach of tourism. California benefits from an exceptionally diverse destination portfolio, including beaches, national parks, wine regions, theme parks, major cities and cultural attractions. Los Angeles, San Francisco and San Diego remain internationally recognised gateways, while destinations across the Central Coast, inland regions and northern California continue to attract travellers. The state’s combination of urban, coastal, nature and entertainment tourism gives it significant resilience.

Texas: Tourism Generates More Than $200 Billion

Texas recorded an enormous $201.8 billion economic impact from travel and tourism in 2025, according to the Texas state government. The industry supported approximately 1.3 million jobs, while state and local governments received around $9 billion in tax revenue linked to tourism. More than 52 million visitors travelled to Texas from outside the state, while Texans themselves generated substantial domestic travel activity through overnight trips. Texas benefits from its enormous geographic scale and diverse tourism proposition.

Major cities such as Houston, Dallas, Austin and San Antonio attract leisure and business travellers, while coastal communities, state parks, historic destinations and rural areas provide additional experiences. Sporting events, festivals, food, music, road trips and outdoor recreation further strengthen demand. The state’s performance demonstrates how a large domestic market can sustain a powerful tourism economy even while international travel patterns fluctuate. Texas is increasingly positioning travel and tourism as a major component of statewide economic development.

Florida: Record Visitor Numbers Continue

Florida remains one of the most important tourism destinations in the United States, recording another annual visitation record in 2025. The state welcomed approximately 143.3 million visitors, according to the Florida Governor’s Office.

Domestic travellers accounted for the overwhelming majority of arrivals, while international markets continued to provide significant demand. Overseas visitors reached approximately 9.3 million, while Canadian arrivals totalled around 2.9 million. Florida’s tourism strength comes from an unusually broad combination of attractions. Its beaches, theme parks, cruise ports, warm climate, golf resorts, nature experiences and major international airports allow it to serve multiple traveller segments simultaneously.

Orlando remains a global family holiday destination, while Miami attracts international leisure, business and cruise travellers. The Florida Keys, Gulf Coast and Atlantic Coast provide additional coastal tourism opportunities. The record visitor figure demonstrates the continued strength of Florida’s mass-market tourism model and its ability to attract both repeat domestic visitors and international travellers.

Pennsylvania: 201.6 Million Visitors

Pennsylvania welcomed approximately 201.6 million visitors in 2024, according to the Pennsylvania Department of Community and Economic Development. Those travellers generated $49.9 billion in visitor spending, while tourism produced an estimated $83.9 billion in total economic impact. The sector supported more than 514,000 jobs and generated approximately $5 billion in state and local tax revenue. Pennsylvania’s strength comes from its varied tourism economy.

Philadelphia attracts visitors through its historic landmarks, museums, food and cultural institutions, while Pittsburgh combines sports, culture and urban tourism. Beyond the major cities, the state offers outdoor recreation, heritage attractions, small-town experiences and seasonal travel. Recreation spending increased strongly, highlighting growing demand for nature-based experiences. Pennsylvania’s tourism performance also demonstrates the economic importance of domestic travel, with visitors arriving from neighbouring states and other parts of the country. Its combination of history, sports, recreation, food and urban experiences provides multiple reasons for travellers to visit throughout the year.

Georgia: Tourism Records Continue

Georgia recorded its third consecutive year of tourism records in 2024, highlighting sustained momentum across the state. Approximately 174.2 million visitors travelled to Georgia, generating around $45.2 billion in visitor spending. Tourism’s overall economic impact reached approximately $82 billion, supporting an estimated 470,570 jobs and generating about $5.1 billion in state and local tax revenue.

Atlanta remains the centre of Georgia’s tourism economy, supported by its international airport, conventions, entertainment, sports and business travel. However, the state’s tourism offer extends well beyond the capital. Savannah provides historic and cultural tourism, while the Georgia coast attracts leisure travellers. The Blue Ridge Mountains offer outdoor recreation, and culinary and heritage tourism add further depth. Georgia’s consecutive record performance suggests that its tourism industry is benefiting from diversification rather than relying on a single attraction. The state’s location in the Southeast also provides access to a large domestic population, strengthening road and short-break tourism.

North Carolina: Visitor Spending Reaches a New High

North Carolina recorded a record $37.2 billion in visitor spending in 2025, an increase of 1.3%, according to the North Carolina Department of Commerce. Domestic travellers accounted for approximately $36.1 billion, while international visitors contributed another $1.1 billion.

Tourism supported nearly 231,000 direct jobs and generated more than $4.7 billion in federal, state and local taxes. North Carolina’s tourism proposition stretches from the Atlantic coastline to the Blue Ridge Mountains. Beaches attract summer travellers, while mountain communities offer hiking, scenic drives and outdoor recreation. Charlotte, Raleigh and other cities provide business, sporting and cultural tourism.

The state’s performance was particularly significant because Hurricane Helene affected western communities. Nevertheless, 59 of North Carolina’s 100 counties recorded visitor-spending growth. That resilience demonstrates the depth of the state’s tourism economy. Continued investment in coastal, mountain, urban and rural destinations could further strengthen North Carolina’s position in the competitive US travel market.

Virginia: Record $36.2 Billion in Visitor Spending

Virginia recorded $36.2 billion in visitor spending in 2025, representing a 3.1% increase and another tourism milestone for the Commonwealth. The state welcomed a record 46.6 million overnight visitors, while tourism directly supported nearly 232,000 jobs. Visitor activity generated more than $2.6 billion in state and local tax revenue.

Leisure travel represented approximately 90% of overnight visitation, demonstrating the importance of holiday and recreational demand. Virginia benefits from a diverse destination portfolio. Historic sites associated with American history attract cultural travellers, while the Atlantic coastline, Blue Ridge Mountains, vineyards and outdoor attractions appeal to leisure visitors. Cities such as Richmond, Norfolk and Virginia Beach provide additional demand through culture, events and business travel. Its proximity to Washington, D.C., also supports short breaks and regional travel. The combination of history, nature, coastal tourism and urban experiences gives Virginia a broad visitor base and reduces dependence on a single tourism segment.

Tennessee: 150 Million Visits

Tennessee’s tourism economy reached another record in 2025, with $32.5 billion in direct visitor spending, up 2.7%. The state recorded approximately 150 million visits, according to the Tennessee Department of Tourist Development. Tourism generated around $3.3 billion in state and local tax revenue and supported economic activity across all 95 counties. Tennessee’s global tourism identity is closely associated with music, particularly Nashville and Memphis, but its visitor economy is considerably broader.

The Great Smoky Mountains attract enormous volumes of nature and outdoor travellers, while smaller communities benefit from heritage, food and cultural tourism. Nashville continues to draw visitors through live music, entertainment, restaurants, conventions and events. Memphis adds music history, cuisine and cultural attractions. Meanwhile, rural Tennessee benefits from scenic landscapes and recreational travel. The state’s latest performance shows how strong destination branding can work alongside outdoor recreation and regional tourism to distribute visitor spending across a wide geographic area.

Ohio: 242 Million Visits

Ohio recorded approximately 242 million visits in 2024, generating around $57 billion in visitor spending. Tourism also produced approximately $4.7 billion in state and local tax revenue. The scale of visitation demonstrates the importance of Ohio’s large domestic market. Unlike states whose tourism industries depend heavily on beaches or internationally recognised national parks, Ohio draws visitors through a mixture of family attractions, sports, cultural institutions, cities, outdoor recreation and lake tourism. Cleveland, Columbus and Cincinnati provide major urban tourism hubs, while smaller communities benefit from events, festivals and regional attractions. The state’s location within the heavily populated Midwest also gives it strong road-trip and short-break potential. Sports tourism is another important component, with professional and collegiate events bringing visitors into cities throughout the year. Ohio’s performance illustrates the value of building a diversified tourism economy around multiple attractions rather than depending on a single iconic destination.

Wisconsin: Four Consecutive Record Years

Wisconsin has become one of the strongest tourism performers in the Midwest. In 2025, tourism generated a record $27 billion in economic impact, up from $25.8 billion in 2024. The state recorded 117.9 million visits, also setting a new record. Tourism generated more than $1.7 billion in state and local revenue and supported more than 183,000 jobs.

Hotel room revenue increased by 4.5%, according to state tourism officials, significantly exceeding the national increase reported for the same period. Wisconsin’s tourism economy benefits from its lakes, forests, food culture, festivals, sporting events and outdoor recreation. Milwaukee and Madison provide urban and cultural experiences, while northern Wisconsin attracts visitors seeking fishing, boating, hiking and nature.

The state’s performance is particularly notable because it represents a sustained trend, with four consecutive record-breaking tourism years. Wisconsin demonstrates how destinations without traditional sun-and-sand tourism can generate substantial visitor spending through seasonal recreation, events, culinary experiences and regional travel.

New Jersey: $50.6 Billion in Visitor Spending

New Jersey welcomed approximately 123.7 million visitors in 2024, generating a record $50.6 billion in visitor spending. Tourism produced an estimated $80.4 billion in total economic impact, while supporting more than 507,000 jobs and generating approximately $5.4 billion in state and local taxes. The state’s geographical position provides a major tourism advantage. New Jersey sits between two enormous metropolitan markets,

New York City and Philadelphia, giving it access to millions of potential visitors. The Jersey Shore remains one of its best-known leisure destinations, while Atlantic City contributes casino and entertainment tourism.

The state also offers historic attractions, outdoor recreation, food experiences and events. A substantial share of travel is regional, with visitors able to reach destinations by car for day trips or overnight stays. New Jersey’s performance shows how proximity to major population centres can create a powerful tourism ecosystem, particularly when combined with coastal, entertainment and recreational attractions.

Colorado: Outdoor Tourism Drives Billions

Colorado generated approximately $28.5 billion in visitor spending in 2024, supporting more than 188,000 tourism-related jobs. The state has built one of America’s strongest destination brands around outdoor recreation and mountain experiences. Skiing remains a major winter attraction, while hiking, cycling, camping, rafting and scenic travel extend the tourism season into spring, summer and autumn. Rocky Mountain National Park and other natural attractions provide international recognition, while Denver functions as a major urban gateway.

Colorado’s tourism strategy increasingly reflects the need to balance visitor growth with destination management and environmental protection. This is particularly important for mountain communities that experience significant seasonal pressure. Nevertheless, the state’s performance confirms the continuing appeal of experience-led travel. Travellers increasingly seek nature, adventure and wellness alongside traditional city experiences. Colorado’s ability to combine outdoor recreation with food, culture, events and urban tourism gives it a diversified tourism economy with strong appeal to domestic and international visitors.

Hawaii: Fewer Visitors, More Spending

Hawaii provides one of the clearest examples of why tourism performance cannot be measured through visitor numbers alone. The state welcomed approximately 9.64 million visitors in 2025, slightly below the previous year’s 9.70 million. However, visitor spending increased 5.7% to $21.75 billion.

The result indicates that a destination can generate stronger economic value even when visitor volumes soften. Hawaii’s tourism economy is built around beaches, marine activities, cultural experiences, nature, luxury accommodation and resort travel. International and mainland US visitors provide the core market, while the islands offer a distinctive proposition that supports relatively high visitor expenditure.

At the same time, Hawaii faces challenges around infrastructure, environmental sustainability, housing and community concerns linked to tourism. The state’s latest figures therefore provide an important lesson for destinations worldwide: attracting more visitors is not always the only objective. Encouraging longer stays, responsible travel and higher-value visitor spending can create economic benefits while supporting more sustainable tourism management.

Massachusetts: High-Value Visitor Economy

Massachusetts recorded approximately $24.3 billion in direct visitor spending in 2025, according to state tourism data. The state welcomed around 51.9 million visitors, while tourism generated approximately $2.4 billion in state and local taxes and supported more than 156,000 jobs. Boston serves as the principal gateway and is particularly important for international travel, business tourism, conventions, education and culture.

Beyond Boston, Massachusetts offers Cape Cod, the Berkshires, historic communities and coastal destinations. Its tourism economy benefits from a combination of heritage, food, arts, higher education, business travel and leisure. International visitors are particularly valuable because they often stay longer and spend more across accommodation, restaurants, attractions and retail. Massachusetts therefore represents a high-value tourism model rather than one based exclusively on visitor volume. The state’s historic identity, cultural institutions and coastal landscapes provide a broad range of experiences capable of attracting visitors across multiple seasons.

Oregon: Nature and Road Travel Remain Important

Oregon recorded approximately $14.6 billion in travel spending in 2025, an increase of 1.3%. Direct travel employment reached around 122,900 jobs, highlighting tourism’s importance to the state’s labour market. Oregon’s visitor economy is strongly connected to nature and scenic travel. The Pacific coastline, forests, mountains, waterfalls and outdoor recreation areas attract travellers seeking hiking, cycling, camping and road-trip experiences.

Portland provides a major urban component through restaurants, culture, events and shopping, while the state’s wine regions add another important tourism segment. Scenic driving routes help connect different parts of Oregon and encourage visitors to travel beyond major cities. The state also benefits from travellers seeking less conventional destinations and nature-based experiences. Its tourism strategy increasingly reflects the need to distribute visitors geographically and seasonally while protecting natural assets. Oregon’s latest performance demonstrates how outdoor tourism, culinary travel, road trips and urban experiences can work together to create a resilient visitor economy.

Arizona: Tourism Employment Reaches a Record

Arizona’s tourism industry supported a record 326,359 jobs in 2025, including direct, indirect and induced employment. Direct tourism employment reached approximately 195,190 positions, according to state tourism officials.

Tourism also generated significant tax revenue for the state and supported spending across accommodation, food services, retail, recreation and transportation. The Grand Canyon remains Arizona’s most internationally recognisable attraction, but the state’s tourism economy extends far beyond one landmark. Phoenix and Scottsdale attract visitors for conventions, golf, wellness, dining and entertainment, while Sedona is known for its landscapes and outdoor experiences.

Indigenous heritage, desert recreation, national parks and scenic drives provide additional reasons to travel. Arizona’s warm climate also helps support year-round tourism, although extreme summer temperatures influence seasonal demand. The record employment figure demonstrates the scale of tourism’s wider economic footprint. It also shows how visitor spending can support jobs across sectors that extend well beyond traditional hotels and attractions.

Utah: Record Visitor Spending

Utah reported record visitor spending of approximately $13.7 billion in 2025. Outdoor recreation is at the centre of the state’s tourism proposition, with its national parks, mountain landscapes, ski resorts, hiking trails and scenic drives attracting travellers from across the United States and overseas. The Mighty Five national parks — Zion, Bryce Canyon, Capitol Reef, Arches and Canyonlands — provide an internationally recognised foundation for destination marketing.

Salt Lake City adds an urban gateway, convention business and access to nearby mountain resorts. Utah’s success has also created challenges, particularly around congestion, environmental pressure and infrastructure in popular natural areas. As a result, destination management is increasingly important alongside visitor marketing. The state’s experience illustrates a wider trend in American tourism: natural landscapes can generate substantial economic activity, but destinations must carefully manage visitor flows to protect the resources that attract travellers in the first place. Utah is therefore both a tourism growth story and a destination-management case study.

Kentucky: Tourism Reaches a New High

Kentucky reported 81.1 million travellers in 2025, generating approximately $10.4 billion in visitor spending and $14.6 billion in total economic impact. Tourism supported nearly 97,000 jobs, making the industry an important contributor to communities across the state. Kentucky has developed a distinctive tourism identity around bourbon, horse racing, heritage, outdoor recreation and food.

The Kentucky Bourbon Trail has become a particularly important visitor experience, linking distilleries with culinary and cultural tourism. Horse racing, including the Kentucky Derby, provides another internationally recognised attraction. Outdoor destinations and scenic landscapes broaden the visitor proposition beyond traditional heritage travel. The state’s performance demonstrates how a relatively smaller tourism market can create significant economic value by developing experiences that are strongly connected to local identity. Rather than competing directly with large beach or theme-park destinations, Kentucky has built its appeal around authentic experiences that encourage travellers to explore communities, attractions and businesses across the state.

South Dakota: Strong Growth From Outdoor Travel

South Dakota welcomed approximately 14.97 million visitors in 2025, who spent a record $5.16 billion. Tourism supported more than 59,000 jobs and generated approximately $406 million in state and local taxes. The state’s tourism economy is strongly connected to iconic landscapes and outdoor experiences.

Mount Rushmore remains a major draw, while the Black Hills and Badlands National Park provide opportunities for hiking, wildlife viewing, scenic driving and adventure travel. Events and heritage attractions also contribute to visitation. South Dakota’s relatively small population means tourism can have an outsized economic impact on local communities. Road travel is particularly important because many visitors incorporate the state into wider regional itineraries.

The state’s performance demonstrates how natural and cultural landmarks can create substantial economic activity when supported by accommodation, food, retail and recreation businesses. It also highlights the continued importance of domestic road travel in the US tourism market.

Wyoming: High-Value Nature Tourism

Wyoming recorded approximately 8.8 million visitors in 2025, generating around $5 billion in direct travel spending, an increase of 2.8%. Tourism also produced approximately $292 million in tax revenue. Yellowstone National Park and Grand Teton National Park are fundamental to the state’s international tourism profile, attracting travellers interested in wildlife, landscapes,

hiking and outdoor adventure. Scenic drives, ranch experiences, skiing and western heritage add further depth. Wyoming’s tourism model is built less around visitor volume and more around high-value nature and experience travel. The state must also manage seasonal concentration, particularly during the peak summer period. Infrastructure, conservation and visitor distribution therefore remain important considerations.

Nevertheless, the latest figures show that Wyoming continues to convert its extraordinary natural assets into significant economic activity. Its performance reflects the wider growth of nature-based tourism across the United States, particularly among travellers seeking national parks, wilderness and authentic outdoor experiences.

Alaska: Cruise and Wilderness Tourism

Alaska operates a distinctive tourism model centred on wilderness, wildlife, adventure and cruise travel. During summer 2025, the state welcomed approximately 2.71 million visitors, more than 22% above the 2019 level. Cruise visitors accounted for approximately 1.78 million arrivals, demonstrating the importance of the cruise sector to Alaska’s visitor economy. The state has also estimated billions of dollars in tourism-related economic activity, with visitors supporting hotels, restaurants, transport operators, tour companies, retailers and attractions. Alaska’s enormous geographical scale and seasonal climate mean tourism is concentrated heavily during the summer months. Cruise itineraries provide a major gateway, while independent travellers arrive for national parks, wildlife viewing, fishing, hiking and adventure experiences. The state’s performance demonstrates how a destination with a relatively small resident population can generate substantial economic activity through international and domestic leisure travel. It also highlights the growing relationship between cruise tourism and nature-based experiences.

Tourism Becomes a Bigger Economic Engine

Illinois’ latest tourism figures demonstrate that travel is generating substantial economic value across the state. More than $50 billion in visitor spending, nearly $5 billion in direct state and local tax revenue and more than $88 billion in overall economic impact point to an industry that extends well beyond hotels and attractions.

With continued destination marketing, heritage celebrations and investment in outdoor recreation, Illinois is positioning tourism as an increasingly important contributor to regional economies.

The record performance also gives communities across the state a stronger platform to attract domestic and international travellers while encouraging visitors to explore destinations beyond Chicago and discover the wider tourism offering of Illinois.

The cause behind the tourism surge is a combination of strong domestic travel, international demand, major attractions, outdoor recreation, events and aggressive destination marketing. The answer is clear: US states are converting traveller demand into billions of dollars in economic activity. Illinois demonstrates this shift particularly well, with $50.2 billion in visitor spending contributing to more than $88 billion in total economic impact.

California, Texas, Florida and other leading destinations are similarly benefiting from diverse tourism products. The reason is straightforward. Travellers are seeking experiences across cities, beaches, national parks, heritage sites, entertainment venues and rural destinations. Consequently, tourism spending reaches hotels, restaurants, retailers, transport providers and local communities.

Illinois is now firmly among the US states demonstrating how powerful tourism can become when visitor demand, destination marketing and diverse experiences work together. Its $50.2 billion in visitor spending and more than $88 billion in economic impact underline the scale of the opportunity.

California remains one of America’s biggest tourism powerhouses, while Texas, Florida, Pennsylvania, Georgia, North Carolina, Virginia, Tennessee and Wisconsin are also capturing substantial economic value from travellers. Importantly, the latest figures show that tourism success is not simply about attracting the largest number of visitors. Spending, employment, tax revenue, longer stays and regional distribution matter just as much.

From beaches and theme parks to national parks, historic attractions, food, culture and outdoor adventures, US states are building increasingly diverse tourism economies. As travellers continue exploring America, tourism is likely to remain a critical source of business activity, jobs, tax revenue and economic growth across the country.

“Illinois’ record tourism performance is a powerful reminder of how travel can transform visitor interest into meaningful economic opportunity. When travellers explore cities, heritage attractions, nature, food and regional communities, the benefits reach far beyond hotels and attractions. Illinois joining other high-performing US states demonstrates the strength and diversity of America’s tourism economy. At Travel And Tour World, we recognise that sustainable tourism growth depends on strong destinations, compelling experiences, effective promotion and responsible investment. These results are encouraging for businesses, communities and travellers alike. The continued rise in visitor spending also shows why tourism deserves a central place in economic development strategies. Illinois has created significant momentum, and its performance provides a valuable example for destinations seeking to increase visitor value while spreading tourism benefits across their wider communities.” says, Anup Kumar Keshan, Editor-in-Chief, TTW

The US Tourism Map Is Becoming More Diverse

The latest state-level evidence shows that America’s tourism growth is increasingly distributed across different regions and travel categories.

California, Texas and Florida remain enormous tourism markets, while Pennsylvania, Georgia, Illinois and New Jersey demonstrate the economic strength of large domestic visitor economies. North Carolina, Virginia, Tennessee and Wisconsin are recording particularly strong momentum, while Colorado, Utah, Wyoming, Alaska and Hawaii show how nature and experience-led tourism can produce high-value demand.

Perhaps the most important shift is that visitor spending is becoming as important as visitor volume. Hawaii’s performance demonstrates this clearly, while Illinois’ $50.2 billion in spending shows how tourism can generate enormous economic benefits across a state.

For destinations competing for travellers, the lesson is increasingly straightforward: successful tourism is not simply about attracting more people. It is about developing distinctive experiences, reaching valuable markets, extending stays, supporting local businesses and ensuring that tourism revenue reaches communities across the state.

With major events, heritage anniversaries, outdoor recreation and international travel continuing to influence demand, the US state tourism landscape is likely to remain highly competitive — and increasingly diverse — in the years ahead.

Image: Illinois Office of Tourism Image Library (https://images.enjoyillinois.com)

Sources:

1. Illinois Governor’s Office — Illinois Tourism Reaches Record Visitor Spending and Economic Impact
   https://gov.illinois.gov/
2. Visit California — California Tourism Economic Impact / 2025 Visitor Spending
   https://media.visitcalifornia.com/
3. Texas Governor’s Office — Travel and Tourism Economic Impact
   https://gov.texas.gov/travel-texas
4. Florida Governor’s Office — Record-Breaking Florida Tourism Visitation
   https://www.flgov.com/
5. Pennsylvania Department of Community and Economic Development — Tourism Economic Impact
   https://dced.pa.gov/newsroom/
6. Georgia Department of Economic Development — Georgia Tourism Economic Impact
   https://georgia.org/press-releases
7. North Carolina Department of Commerce — Tourism Economic Impact and Visitor Spending
   https://www.commerce.nc.gov/news
8. Virginia Governor’s Office — Virginia Tourism Economic Impact
   https://www.governor.virginia.gov/newsroom/
9. Tennessee Department of Tourist Development — Tennessee Tourism Economic Impact
   https://www.tn.gov/tourism/news.html
10. Travel Wisconsin — Wisconsin Tourism Economic Impact Study
    https://industry.travelwisconsin.com/media/press-releases/
11. New Jersey State Government — New Jersey Tourism Economic Impact
    https://www.nj.gov/state/press/
12. Colorado Tourism Office — Colorado Tourism Economic Impact
    https://oedit.colorado.gov/
13. Massachusetts Office of Travel & Tourism — Massachusetts Tourism Economic Impact Study
    https://www.visitma.com/media-industry-portal/
14. Hawaii Department of Business, Economic Development & Tourism — Visitor Statistics and Spending
    https://dbedt.hawaii.gov/
15. Hawaii Tourism Authority — Hawaii Visitor and Tourism Research
    https://hta.hawaii.gov/
16. Oregon Business — Economic Impact of Travel in Oregon
    https://www.oregon.gov/biz/
17. Arizona Office of Tourism — Tourism Economic Impact
    https://tourism.az.gov/
18. Utah Office of Tourism — Utah Tourism Economic Data
    https://travel.utah.gov/
19. Kentucky Department of Tourism — Kentucky Tourism Economic Impact
    https://tourism.ky.gov/
20. South Dakota Governor’s Office — South Dakota Tourism Economic Impact
    https://news.sd.gov/
21. Visit Nebraska — Nebraska Tourism Economic Impact
    https://visitnebraska.com/
22. Connecticut Governor’s Office — Connecticut Tourism Economic Impact
    https://portal.ct.gov/governor/news
23. Rhode Island Governor’s Office — Rhode Island Tourism Economic Impact
    https://governor.ri.gov/press-releases
24. Travel Alaska / State of Alaska — Alaska Tourism Economic Data
    https://www.alaska.gov/
25. Travel Wyoming — Wyoming Tourism Economic Impact
    https://industry.travelwyoming.com/
26. New York State Comptroller — Tourism, Visitor Spending and International Travel
    https://www.osc.ny.gov/press/releases