Montana Joins Alaska, Minnesota, West Virginia, and Florida, How These States Are Redefining U.S. Tourism and Becoming Magnet Destinations for Global Travelers

Published on November 27, 2025

Montana Joins Alaska, Minnesota, West Virginia, and Florida, How These States Are Redefining U.S. Tourism and Becoming Magnet Destinations for Global Travelers. These states, often overshadowed by major tourism hubs like California or New York, are now gaining significant attention and changing the way the world views U.S. tourism. Together, they are becoming essential destinations for global travelers, offering diverse experiences that attract a wide range of interests.

Montana, with its majestic mountains and natural beauty, has long been a well-kept secret. Now, it is emerging as a top destination for those seeking outdoor adventures and breathtaking landscapes. The Yellowstone and Glacier National Park areas have made Montana a must-visit state for nature enthusiasts. This transformation has placed it alongside Alaska, which has long been celebrated for its untamed wilderness and extraordinary wildlife. Visitors to Alaska seek out a true adventure experience, from hiking in national parks to taking cruises through the state’s stunning fjords.

Minnesota, too, is catching the eye of global travelers. Known for its pristine lakes and vibrant cities like Minneapolis, Minnesota is a state on the rise in tourism. It offers a rare combination of nature, culture, and urban excitement that appeals to a diverse crowd. Meanwhile, West Virginia is carving out a niche in the tourism market with its Appalachian beauty and rich history. Its picturesque mountains, historical sites, and outdoor activities are starting to draw in visitors looking for a more relaxed and authentic American experience.

Then there is Florida, the perennial tourism giant. While already a popular destination for millions, Florida continues to innovate and expand, attracting international tourists with its world-renowned theme parks, beaches, and warm climate. Despite its established tourism status, Florida remains a leader in the industry, constantly evolving to offer more to visitors.

As Montana, Alaska, Minnesota, West Virginia, and Florida continue to shine, they are reshaping the landscape of U.S. tourism. These states are not only boosting tourism numbers but also revitalising local economies, creating jobs, and highlighting the diverse beauty and cultural richness of the United States. Together, they are showing the world that the U.S. offers much more than just its big cities, and that every corner of the country has something extraordinary to offer global travelers.

A Powerful Rebound: International Visitors Return to the USA (2024–2025)

The recovery of inbound tourism has been steady, measurable, and symbolically important. In 2024, the USA is projected to welcome 72.4 million international visitors, a significant rise from the dismal pandemic years, though still below the 79.4 million who arrived in 2019. This figure underscores both progress and the challenges still lingering in the global travel ecosystem.

Looking ahead, 2025 is expected to bring 77.1 million visitors, representing an encouraging 6.5% growth. The global travel sphere has regained momentum as borders stabilise and travellers regain confidence. By 2026, the USA is forecasted to surpass pre-pandemic visitor numbers with an estimated 85 million arrivals, and by 2027, ambitions widen further, targeting 90.1 million international tourists annually.

Each arrival represents economic value, cultural exchange, and widespread benefits to local communities. From small cafés in Montana to luxury hotels in Florida, international visitors play a vital role in sustaining America’s travel ecosystem.

The Economic Lifeline: How Tourism Fuels U.S. Prosperity

Tourism is more than sightseeing. It is one of the strongest engines driving economic activity in the USA.

In 2025, total travel spending is expected to rise 3.9%, reaching a monumental $1.35 trillion. This includes a powerful component: international visitor spending. During the first six months of 2025 alone, global travellers spent $126.9 billion on American goods, services, and experiences. This is not only a 2.2% increase from the previous year, but also a reminder of how crucial global tourism is to U.S. trade.

International tourism accounts for 7.6% of the entire nation’s trade in goods and services, highlighting its strength in the economic hierarchy.

The industry’s projected revenue for 2025 stands at $223.64 billion, reflecting domestic and international contributions combined. This spending sustains over 300,000 American jobs, spanning transport, hospitality, retail, entertainment, and more. Tourism is the unseen force supporting families and communities nationwide.

Troubled Waters: Slowdowns and Imbalances in International Arrivals

Despite its momentum, 2025 has not been free of turbulence. By May 2025, international arrivals were down 2.4% year-to-date. The most dramatic decreases came from:

• Canada: –16.8%
• South Korea: –11.3%

These dips reveal constraints still present in global mobility—economic volatility, currency fluctuations, political tensions, and uneven recovery patterns.

Yet the picture is not uniformly negative. Some markets surged:

• Argentina: +24.6%
• Israel: +16.8%

This contrast demonstrates a global tourism environment shaped by diverse economic realities. Strong incentive remains for the USA to maintain competitive visibility and robust marketing if it hopes to capture growing traveller demand across emerging markets.

Brand USA: The Driving Force Behind America’s Global Appeal

Brand USA, the nation’s official destination marketing organisation, has long played a central role in showcasing the United States to the world. Through compelling storytelling, immersive campaigns, and strategic partnerships, it has elevated the country’s global tourism profile.

Established in 2010, Brand USA operates under a public-private funding model, utilising ESTA fees and private contributions. Its influence spans continents, from producing inspirational travel films to hosting travel trade missions and powering digital campaigns that reach millions.

But its most important function is simple: keeping America visible in a fiercely competitive global tourism market.

A Major Funding Blow

A significant challenge emerged in 2025, when federal legislation slashed Brand USA’s maximum matching funds from $100 million to just $20 million for fiscal year 2026—an 80% reduction. This drastic cut threatens the country’s ability to promote itself effectively, especially ahead of major events:

• 2026 FIFA World Cup
• America 250 (250th anniversary of the nation)
• 2028 Summer Olympics

These events could bring millions of additional international visitors, but only if adequately marketed.

Lawmakers are now advocating the Brand USA Restoration Act, which seeks to restore funding using non-taxpayer ESTA fees. Historically, every $1 invested in Brand USA has generated $20 in visitor spending—a remarkable return. Without sufficient funding, America risks losing global market share to better-funded competitors.

The State-by-State Story: How Tourism Shapes Local Economies

To understand the true power of U.S. tourism, one must look beyond major gateways like New York or Los Angeles. Brand USA’s mission involves promoting all 50 states, spreading international tourism to areas that rarely appear in guidebooks.

Below is a detailed exploration of seven states that illustrate how inbound tourism enriches local destinations across America.

Florida: The Powerful Engine of American Leisure Tourism

Florida stands as the USA’s tourism juggernaut. Home to famous theme parks, endless beaches, and cultural experiences, Florida welcomes millions of global travellers each year. Tourism is woven into the state’s identity and economy.

International visitors play an irreplaceable role in sustaining Florida’s hospitality sector. From Miami’s Art Deco charm to Orlando’s family-friendly attractions and Tampa’s coastal scenery, the state thrives on global fascination.

Florida’s representatives have been outspoken in advocating for the restoration of Brand USA’s funding, pointing to the state’s massive reliance on international tourism revenue.

Montana: Experiencing the Untamed American Wilderness

Montana is one of the USA’s most breathtaking wilderness destinations, offering open skies, rugged mountains, and untouched landscapes. It appeals to travellers seeking peace, nature, and adventure.

Home to parts of Yellowstone National Park and Glacier National Park, Montana attracts millions of outdoor enthusiasts. Its tourism appeal lies not in big cities, but in wilderness exploration, hiking trails, wildlife viewing, and wide-open spaces.

Brand USA’s promotional efforts have helped international audiences discover Montana’s quieter, more contemplative side of America.

Alaska: Frontier Adventures at the Edge of the World

Alaska offers some of the world’s most dramatic landscapes—glaciers, fjords, mountains, and wildlife. Despite its remote location, Alaska’s appeal among international travellers continues to grow.

Tourism sustains many of the state’s seasonal jobs. Visitors come for:

• Northern Lights
• Cruise expeditions
• Glacier tours
• Wildlife encounters

Brand USA’s global campaigns help maintain Alaska’s visibility, connecting distant travellers to one of the most extraordinary corners of the United States.

West Virginia: The Appalachian Soul of America

West Virginia is the USA’s hidden treasure, offering mist-shrouded mountains, river valleys, and authentic Appalachian culture. Far removed from major metropolitan centres, it offers a deeply American experience—raw, welcoming, and rich in heritage.

Tourism is essential for economic diversification in West Virginia, supporting rural communities through adventure tourism, heritage routes, and cultural attractions. Brand USA’s marketing efforts have been key in bringing international attention to this under-explored region.

Minnesota: Midwestern Hospitality on the Great Lakes Frontier

Minnesota blends natural beauty with vibrant urban experiences. As a major air hub and gateway to the American Midwest, its strategic importance is immense.

Visitors are drawn to:

• The Great Lakes
• Cultural districts of Minneapolis–Saint Paul
• Scenic lake-country retreats

International tourism strengthens Minnesota’s cultural vibrancy and economic landscape. Brand USA campaigns help steer travellers beyond the coasts and into America’s inland treasures.

Tourism Statistics for the USA (2024–2025)

Traveller Essentials for Visiting the United States (2024–2025)

Travelling to the United States in 2024–2025 comes with important updates that every traveller must understand before planning a trip. Visitor numbers are rising, border procedures are stabilising, and major events are boosting demand for flights and hotels. However, ESTA changes, visa processing delays, and state-specific travel conditions mean travellers must be better prepared than ever. This table outlines the most crucial information international travellers need to know, including entry requirements, costs, safety guidance, travel seasons, transportation tips, and regional expectations. These insights help travellers plan smarter, avoid common pitfalls, and enjoy a smooth and memorable journey across America.

The United States continues to stand at a pivotal moment as its tourism industry accelerates into a remarkable surge in 2025. Through steady recovery and strategic planning, this sector demonstrates a powerful force that fuels economic confidence and cultural exchange. As the nation moves forward, this comeback unfolds across bustling cities, quiet rural towns, and iconic landscapes. With every returning visitor, communities feel renewed momentum.

Consequently, this resurgence is actively reshaping how travellers experience America’s destinations. New investments, improved infrastructure, and revived marketing efforts help guide visitors into lesser-known regions while preserving the timeless charm of world-famous attractions. As travellers rediscover the energy of New York, the sunshine of Florida, the wilderness of Montana, and the serenity of Alaska, they also witness meaningful transformations in local engagement and sustainability.

Therefore, the travel landscape evolves with clarity and purpose. States adjust their strategies. Businesses adapt with resilience. Visitors receive better services, clearer information, and more diverse experiences. Each improvement strengthens trust, encouraging more exploration across every corner of the United States.

In addition, global interest in American culture, nature, and entertainment remains strong. This interest supports long-term growth and prepares the country for major international events. These events will further amplify the tourism wave already in motion. Because of this momentum, the future of travel looks brighter, more inclusive, and more dynamic than before.

United States Gears Up for Major Global Events and Economic Growth

Ultimately, the United States tourism surge 2025 becomes more than a statistical recovery. It becomes a symbol of unity, progress, and renewal. It reflects how destinations reinvent themselves while honouring their heritage. It affirms that a resilient travel network can inspire hope, create opportunities, and strengthen global ties. With this powerful comeback, the nation steps confidently into America’s travel future, ready to welcome the world once again.

In the unfolding conversation about upcoming international celebrations, many observers have remarked that the United States Gears Up for Major Global Events and Economic Growth, preparing for a future that could transform global travel in profound ways. As the nation moves toward hosting historic gatherings such as the 2026 FIFA World Cup, the America 250 commemoration, and the 2028 Summer Olympics, analysts have suggested that the United States Gears Up for Major Global Events and Economic Growth not only as a host but as a revitalized global destination. They have explained that these events could reshape how millions of international visitors view travel, encouraging more people to explore the country’s landmarks, cultures, cities, and traditions. Through these milestones, the nation is expected to unlock new possibilities for tourism, strengthen its economy, and reaffirm its place in the world’s travel landscape. This introduction sets the stage for a broader discussion that emphasizes the international significance of these events, their potential influence on global travelers, and the strategic steps being taken to ensure that visitors worldwide can experience the very best of the United States.

 The Long-Term Benefits of Restoring Funding to Brand USA

Experts have explained that the long-term effects of restoring essential backing for Brand USA go far beyond strengthening short-term marketing strategies. They have noted that this renewed support would allow the nation to build a durable foundation for international tourism, especially as the United States prepares for an era of extraordinary global activity. Analysts have also stressed that improved visibility and outreach may lead to sustained economic gains across many states, including increased demand for hotels, restaurants, transportation providers, and local attractions.

They indicated that the emerging tourism landscape could create lasting opportunities for both well-known and lesser-known destinations. They have explained that places ranging from the iconic sights of New York and Los Angeles to more remote attractions like Alaska or the scenic expanses surrounding Yellowstone National Park may experience increased interest from travelers seeking new experiences. Furthermore, specialists believe that renewed marketing would help raise awareness of diverse cultural regions within the United States, encouraging visitors to explore locations beyond traditional tourist routes.

A few long-term impacts mentioned by analysts included:

• Expanded visitor spending, boosting local economies.
• Increased global recognition of American cultural and natural attractions.

Many have agreed that renewed support for Brand USA would help the nation meet growing traveler expectations, maintain strong international interest, and ensure that the travel sector continues to thrive for many years.

The Significance of Major Global Events

Commentators have suggested that the arrival of unprecedented global gatherings — particularly the 2026 FIFA World Cup, the America 250 celebration, and the 2028 Summer Olympics — represents a rare moment in history when the United States could secure its position as one of the world’s leading tourism destinations. Analysts have stated that each event carries its own significance and could draw international visitors in massive numbers.

They predicted that the 2026 FIFA World Cup would be especially influential due to its multinational appeal and the excitement it generates across different cultures. Matches scheduled throughout the nation are expected to place cities large and small in the global spotlight.

The America 250 celebration, marking the nation’s 250th anniversary, has been described as a major cultural and historical milestone that may attract visitors interested in exploring the country’s heritage, national landmarks, and founding narratives.

Additionally, experts have emphasized that the 2028 Summer Olympics will likely invite travelers from every continent, creating an opportunity for the United States to highlight its infrastructure, creativity, athletic achievements, and hospitality on a global stage.

Observers have agreed that together, these events could dramatically reshape the travel experience, bringing visitors closer to the culture, landscapes, and communities of the United States.

Restoring Critical Funding for Brand USA

According to analysts monitoring tourism policy, the newly proposed legislative action has been framed as an essential effort to restore critical backing for Brand USA, the organization responsible for promoting the nation abroad. Specialists have said that before this legislative activity emerged, Brand USA had faced financial obstacles that limited its capacity to carry out its promotional campaigns.

The renewed support, they explained, ensures that Brand USA can continue representing the United States as a premier global destination. They also emphasized that this restored funding would not require the use of taxpayer dollars, a detail highlighted as especially important to those concerned about public spending.

Commentators have pointed out that this approach aligns with the idea that the travel industry itself — a major driver of economic growth — should contribute to the marketing of national attractions without imposing additional burdens on the public. By securing funding through revenue streams connected to the travel sector, the reform is believed to strike a balance between effective promotion and responsible financial practice.

Many have noted that this restoration is expected to ensure strong global competition, help strengthen the national economy, and maximize benefits from upcoming world-class events.

The Role of Brand USA in Shaping the Travel Experience

Travel observers have often stated that international tourists form their perceptions of the United States based on the messages and imagery promoted by Brand USA. The organization’s marketing campaigns, they said, play a crucial role in shaping how potential visitors imagine the nation’s cities, landscapes, and cultural offerings.

They described how the portrayal of iconic locations — such as New York, Los Angeles, the Grand Canyon, the Statue of Liberty, Chicago, Yellowstone National Park, and Alaska — can encourage millions of travelers to make the journey. They added that effective promotion also draws attention to smaller towns and lesser-known destinations that deserve recognition.

Experts have suggested that this steady flow of visitors will not only broaden global understanding of American culture but also offer valuable opportunities for cultural exchange. They noted that travelers bring perspectives from around the world, meaning that interactions between visitors and residents can contribute to diplomacy, deeper understanding, and more meaningful connections.

Many analysts have emphasized that Brand USA’s role is central in bridging cultures and in ensuring that every traveler gains a memorable and authentic experience within the United States.

A Bipartisan Effort to Strengthen the U.S. Economy

Political observers have highlighted that the momentum behind the VISIT USA Act reflects rare bipartisan collaboration. They have explained that lawmakers from both major political perspectives recognized the importance of international tourism as a pillar of national economic strength.

Commentators have suggested that the cooperation surrounding this legislation demonstrates a shared understanding of how essential travel-related revenue is to communities across the United States. From bustling urban centers to rural towns, tourism has long helped support retailers, restaurants, hotels, and local service industries.

Experts have pointed out that with major global events approaching, lawmakers saw this as a pivotal moment to ensure the nation is adequately prepared to host visitors. They have emphasized that strong tourism promotion can create jobs in hospitality, transportation, event management, and countless other fields.

They also indicated that increased tourism-related tax revenues may benefit states and cities, offering resources for infrastructure improvements, cultural programs, and local services.

According to analysts, the bipartisan nature of the VISIT USA Act reflects a broad belief that international tourism strengthens national stability and unlocks widespread economic opportunity.

The Global Impact: Attracting Millions of Visitors

Travel experts have noted that the projected influence of upcoming global events on the United States is vast. Predictions suggest that nearly 40 million international visitors may arrive throughout the next decade, generating more than $100 billion in economic value.

Observers have explained that these events — the 2026 FIFA World Cup, America 250, and the 2028 Summer Olympics — are expected to elevate interest in American destinations of every type. They highlighted how iconic attractions such as the Grand Canyon, the Statue of Liberty, and metropolitan regions like Los Angeles and New York may experience heightened global attention.

Experts have pointed out that the travel industry could enter a period of extraordinary expansion, encouraging investments in lodging, transportation, local dining, and cultural experiences. They have added that many regions across the United States may see new opportunities for growth as travelers disperse across the nation.

They also indicated that marketing efforts would be essential in ensuring that these visitors explore not only major cities but also rural destinations, coastal communities, and historical sites. Specialists believe that strong promotional strategies will guide travelers toward discovering the full range of experiences the country has to offer.

The VISIT USA Act: A Legislative Move to Promote America

Policy analysts have explained that at the center of these developments is the VISIT USA Act, a legislative initiative that secured widespread support throughout Congress. They have stated that this act seeks to ensure long-term funding for Brand USA, enabling the organization to continue showcasing the United States to international audiences.

They have noted that the legislation was introduced because lawmakers believed that, with the United States preparing for globally televised events, the nation needed consistent promotional efforts to attract visitors. Experts stated that without restored funding, the country risked losing its competitive edge in the global tourism market.

According to commentators, the act responds to what many view as an urgent need to reinforce the nation’s status as a top global destination. They indicated that the legislation is intended to empower Brand USA to widen its outreach, expand its marketing campaigns, and highlight the full diversity of experiences available.

Travel experts have emphasized that the act could help ensure that global events generate benefits that last well beyond their closing ceremonies, supporting long-term economic and cultural vitality.

United States Gears Up for Major Global Events and Economic Growth

Analysts have remarked that recent efforts by U.S. Congress to restore support for Brand USA represent a major stride toward preparing the United States for a decade of unmatched global engagement. They have explained that significant international gatherings — particularly the 2026 FIFA World Cup, America 250, and the 2028 Summer Olympics — could transform the nation into one of the world’s most sought-after destinations.

They have emphasized that the renewed funding would help Brand USA fulfill its mission of promoting the nation as an attractive, accessible, and culturally rich place for global travelers. Observers said that a remarkable element of this legislation is that it achieves these goals without relying on taxpayer dollars, a detail many have regarded as critical.

Experts have also indicated that these developments could reshape global travel patterns, encourage cultural exchange, and deliver major economic benefits. They believe that as the United States gears up for this historic decade, millions of travelers worldwide may discover new reasons to visit and explore its diverse regions.

A Bright Future for U.S. Tourism

Observers have concluded that the momentum behind restoring support for Brand USA has been described as a turning point for tourism in the United States, especially with monumental events such as the 2026 FIFA World Cup, America 250, and the 2028 Summer Olympics approaching rapidly. They have emphasized that the renewed backing for this national marketing initiative would help ensure that the country remains visible, appealing, and competitive in the global travel marketplace. Analysts have suggested that this moment represents an opportunity for the nation to strengthen economic growth, create jobs, and welcome millions of travelers. According to many within the travel sector, the combination of strategic marketing and major international events could pave the way for a decade of robust visitor arrivals, deeper cultural exchanges, and expanded global recognition. By securing long-term promotional support and preparing for world-class gatherings, the nation is believed to be positioning itself to benefit immensely from renewed global engagement, making the future of tourism in the United States appear extraordinarily promising.