Louisiana Takes Its Place Among Florida, New York, California, Texas, Colorado and Hawaii as the New King of U.S. Tourism—2025 Will Never Be the Same!

Published on December 1, 2025

Louisiana takes its place alongside powerhouse states like Florida, New York, California, Texas, Colorado, and Hawaii as the new king of U.S. tourism. This unprecedented rise in Louisiana’s tourism profile is set to revolutionize the travel landscape. Once overshadowed, Louisiana now stands proudly among these tourism giants, boasting an international appeal that draws millions of visitors from across the globe.

With a rich blend of culture, history, and world-renowned cuisine, the state has positioned itself as a must-visit destination for travelers seeking authentic experiences. The tourism boom in Louisiana signals a shift in the U.S. travel market, as it joins forces with Florida, New York, California, Texas, Colorado, and Hawaii, making 2025 a year of remarkable transformation. This dynamic shift is not just about numbers—it’s about a new era in U.S. tourism that will never be the same.

Louisiana: A Rising Star in International Tourism

Louisiana has been making waves in the tourism sector by doubling down on international markets. Despite the challenges posed by the pandemic, the Louisiana Office of Tourism (LOT) kept its focus on promoting the state overseas, especially in the UK, one of its largest international markets. As a result, Louisiana emerged victorious in the 2025 JRNY America awards, winning the coveted “State of the Year” title. This recognition is a testament to the state’s rich culture, cuisine, and history, all of which continue to draw travelers from across the globe.

International Visitors Bring Big Spends

According to a January 2025 report on international tourism in Louisiana, overseas visitors tend to spend far more than domestic tourists—around $4,000 per person compared to just $1,163. This large expenditure plays a key role in bolstering the state’s tourism economy, with international visitors staying longer and helping to fill hotel rooms that might otherwise remain empty. This is particularly important for Louisiana’s tourism strategy, as international tourists are less affected by local weather conditions, making them a stable and reliable source of income.

Economic Impact: Billions in Revenue

The importance of international tourism in Louisiana cannot be overstated. In 2024, the state welcomed 44.5 million visitors, generating an astounding $18.5 billion in visitor spending. This influx of money contributed $2 billion in state and local tax revenue. The tourism industry also plays a significant role in employment, with the leisure and hospitality sector being the fourth-largest employer in the state. These numbers demonstrate why Louisiana’s tourism initiatives, especially in international markets, are paying off and helping the state thrive.

Florida: America’s Top Travel Destination

Florida remains the most visited state in the United States, welcoming a record 143 million visitors in 2024. Governor Ron DeSantis proudly announced that Florida had hit new heights in tourism, attracting nearly 9 million overseas visitors and over 3.4 million Canadians. This strong performance is a direct result of Florida’s consistent focus on its core strengths—world-class attractions, beautiful weather, and a commitment to public safety.

A Global Destination: Increasing Overseas Visits

In the first quarter of 2025, Florida saw over 41 million visitors, with 2.1 million coming from overseas markets. The state’s overseas visitation continued to grow by 11.4%, reaching 2.3 million international visitors by the second quarter of 2025. This growth comes despite the dominance of domestic travelers, who made up 91.5% of Florida’s visitor numbers. Florida’s international market is not just growing; it’s evolving, showing strong year-on-year increases.

Florida’s Marketing Strategy

Florida’s tourism officials credit the state’s continued success to its robust marketing strategies and commitment to maintaining public safety. VISIT FLORIDA, the state’s tourism marketing organization, has made substantial investments in reaching international audiences, ensuring that Florida stays top of mind for overseas travelers. Governor DeSantis also highlighted how the state’s attractions, coupled with strong leadership, contributed to this record-breaking success.

Economic Contributions and Record Visitor Spending

In 2024, Florida’s tourism industry generated $88 billion in direct visitor spending. This enormous sum is a crucial driver of Florida’s economy, supporting thousands of jobs in the hospitality, travel, and tourism sectors. Additionally, international visitors continue to drive a disproportionate amount of the state’s spending, proving just how important these markets are to Florida’s tourism success.

New York: The International Travel Giant

New York is another state that has seen an incredible surge in international visitors. In 2024, New York was the top U.S. state for overseas travelers, welcoming 9.8 million international visitors. This impressive figure underscores the city’s position as a global travel hub, attracting tourists not only from around the U.S. but from all corners of the world.

Strong Recovery Post-Pandemic

New York City, the crown jewel of the state, saw a 9.6% increase in total visitation in 2023, welcoming 62.2 million visitors. This includes 11.6 million international tourists, a 23% increase from the previous year. The state’s tourism agency, New York City Tourism + Conventions, expects continued growth in 2024, with projections showing that 2025 visitation will surpass pre-pandemic levels, reaching more than 68 million.

Economic Impact of International Tourism

New York’s tourism industry remains one of the most significant contributors to the state’s economy. In 2023, tourism generated $88 billion in direct spending and $137 billion in total economic impact. International visitors are especially important, as they tend to stay longer and spend more than domestic tourists. The state continues to invest in marketing programs like the “I LOVE NY” initiative, which targets diverse markets, including Black travelers and international audiences.

Events and Major Initiatives

The state’s global appeal is also enhanced by its targeted marketing campaigns promoting major events such as the FIFA World Cup 2026 and the America250 celebrations. These events are expected to bring in millions of additional international visitors, further solidifying New York’s place as the top U.S. destination for overseas tourists.

California: The Nation’s Top Tourism Spender

California has long been the leader in tourism spending, with visitor spending reaching an all-time high of $157.3 billion in 2024. The state boasts a diverse array of attractions that draw both domestic and international visitors, but it’s facing some challenges in maintaining international growth.

Record Spending But International Softness

While California continues to lead the nation in visitor spending, the state is grappling with a slight decline in international visitors. The 2025 forecast predicts that while overall visitation will increase by 0.8%, overseas visits are expected to fall by 0.7%, with a more significant decline in Canadian visits. The state has responded with a $5.2 million international marketing campaign aimed at targeting Canadian travelers and mitigating the decline caused by federal policies.

The Economic Importance of Tourism

Despite the forecasted drop in international visitors, California’s tourism industry remains a powerhouse. The state’s economy continues to benefit from the $157.3 billion in visitor spending, which supports over 1.2 million jobs. California is committed to maintaining its position as a global tourism leader, focusing on strategic marketing campaigns and reinforcing its ties with neighboring countries like Canada.

Colorado: A Sustainable Tourism Model

Colorado has been building its international profile through a combination of targeted marketing and a focus on sustainable tourism. The Colorado Tourism Office (CTO) operates an international program that helps local destinations market to international travelers, offering familiarization tours and cooperative advertising. The state’s tourism efforts have paid off, with Colorado seeing $28.2 billion in visitor spending in 2023.

Sustainable Growth Through Destination Stewardship

In addition to promoting international travel, Colorado places a strong emphasis on sustainable tourism. Through the Destination Blueprint initiative, the state is helping local communities create sustainable tourism plans that balance economic growth with resource preservation. This approach aims to attract high-value visitors while ensuring that the state’s natural beauty is preserved for future generations.

Texas: International Marketing and Record Visitor Numbers

Texas has become a major player in the U.S. tourism market, welcoming a record 62 million visitors in 2024. The state continues to expand its global tourism profile through strategic marketing efforts and international partnerships.

Record Visitors and Strong Economic Impact

Texas’s tourism industry generated $97.5 billion in visitor spending in 2024, contributing to an overall economic impact of $199.5 billion. The state’s Travel Texas campaign focuses on attracting international travelers, further enhancing its status as a global tourism destination.

Marketing to International Markets

Texas has made significant investments in marketing to international markets, with a particular focus on attracting travelers from across the globe. The state’s tourism officials continue to promote Texas’s rich cultural heritage, diverse attractions, and strong economic opportunities to international visitors.

Hawaii: Balancing Capacity with Growth

Hawaii has traditionally been an international gateway, but recent data shows a decline in international arrivals, particularly from non-U.S. markets. Despite this, Hawaii remains a high-value destination, with visitors spending significantly more than the average.

Challenges in International Growth

In October 2025, Hawaii saw a 15.7% decline in visitors from non-U.S. international markets. This decline, coupled with the challenges of managing capacity, has led the state to focus on attracting high-spending visitors while balancing the needs of local communities. Despite these challenges, Hawaii’s tourism industry remains strong, thanks to its ability to attract long-staying, high-value tourists.

The U.S. States Competing for International Tourists

As the tourism industry in the U.S. continues to evolve, states are competing aggressively to attract international visitors. Louisiana’s recognition as “State of the Year” highlights the power of cultural authenticity and strategic marketing. Florida, New York, and California continue to dominate the tourism landscape, while states like Colorado, Texas, and Hawaii are strengthening their global profiles through targeted marketing and sustainable tourism strategies.

In 2025, it’s clear that states that invest in international markets, embrace cultural richness, and implement sustainable tourism initiatives are best positioned to succeed in an increasingly competitive global tourism market. With growing international demand, the U.S. is set to remain a top destination for travelers from around the world.