Published on February 26, 2026
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In 2026, Pennsylvania joins Florida, California, Texas, New York, Washington, Hawaii, and many more states in taking bold steps to recover US tourism from the 2025 travel freeze. After a challenging year marked by a significant downturn in international arrivals, these states are leveraging innovative strategies to reinvigorate the tourism sector. With efforts ranging from marketing campaigns and major event hosting to targeted outreach to international markets, each state is working tirelessly to boost tourism revenues. Pennsylvania, in particular, is tapping into its historical significance through America’s 250th anniversary celebrations, while other states like Florida and California continue to drive growth with large-scale events such as the FIFA World Cup and targeted international campaigns. As these states work together to overcome obstacles, their strategies aim to bring the tourism industry back to life, attract international visitors, and enhance the overall travel experience across the US.
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The United States faced a significant decline in inbound tourism in 2025, with international visitors dropping by 6%, even as global tourism continued to grow. Early data from January 2026 suggests the decline may persist, as the US saw a 4.8% drop in inbound visitors year-over-year. However, there is hope for recovery as the FIFA World Cup in 2026 and the US 250th anniversary celebrations are expected to provide a partial boost. According to Oxford Economics, a modest 3.9% growth in international inbound travel is forecast for 2026, but this would still not fully recover the losses from 2025. Key challenges to US tourism include political uncertainties, rising travel costs due to the strong US dollar, and significant declines in international arrivals from Canada and Europe. As the US navigates these hurdles, there are hopes that upcoming global events and national marketing campaigns can help reverse the trend.
The US tourism sector experienced a major downturn in 2025, primarily due to a combination of factors that included economic policies, political rhetoric, and the strength of the US dollar. International overnight visits to the US fell by 5.4%–6%, dropping from 77.7 million visitors in 2024 to an estimated 67.9–68 million in 2025. Originally, a 9.4% decline was projected due to trade tensions, but the final outcome was somewhat less severe. Despite global tourism growing robustly, the US was the only major destination to experience a decrease in visitor spending. International tourist spending in 2025 dropped to $169 billion, a 22.5% decline from the pre-pandemic peak.
The key factors that contributed to the decline in US tourism are summarized below:
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Canada was the hardest-hit country in terms of inbound tourism to the US in 2025. Canadian trips to the US plummeted by approximately 22%–30%, with four million fewer visitors compared to the previous year. This decline was largely attributed to trade disputes, including the imposition of tariffs on Canadian goods and controversial remarks about Canada’s status. Air arrivals from Canada fell by 24%, and land border crossings, which traditionally account for a significant portion of Canadian visits, dropped by 30%. The Canadian boycott of US tourism is expected to continue into 2026, with 62% of Canadians reporting they are less likely to visit the US. This pullback in visitation from Canada is estimated to have cost the US around $4.5 billion in lost tourism revenue.Country Estimated Decline in Visitor Numbers Economic Loss Canada -22% to -30% $4.5 billion
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Western Europe experienced a drop in tourist arrivals to the US in 2025, with seven out of the top ten European markets seeing declines. Notably, Germany sent 225,000 fewer visitors to the US, and other countries such as the Netherlands saw similar trends. In January 2026, European bookings continued to fall, with declines of up to 12% year-over-year. The overall forward-looking data is concerning, as airline bookings from Europe to the US for July 2026 were down 14.2% compared to the previous year, signaling a sustained weakness in demand.
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While Latin American countries such as Mexico and Colombia experienced some reduction in visits to the US, they were less affected than other regions. However, Latin American visitors who did travel tended to make shorter trips. Visitors from Asia also fell by 7.5%, with notable declines from South Korea and Ecuador. The only areas showing growth were Argentina and Italy, where outbound tourism to the US saw some recovery. These regions are expected to contribute modestly to recovery efforts, but the declines from key Asian and Latin American markets remain a challenge for the US tourism sector.
While international tourism to the US faced challenges, domestic travel continued to be a stabilizing force in 2025. Americans took approximately 720 million domestic trips, contributing nearly 90% of all tourism spending in the country. However, even within the domestic market, there are signs of caution entering 2026. According to Deloitte’s travel outlook, more than half of Americans planned to travel during the 2025–2026 holiday season, but many opted for shorter trips, more affordable accommodations, and less expensive activities. This shift in behavior, especially among higher-income households, could impact the growth of premium travel and limit overall tourism revenue recovery.
Looking ahead, Oxford Economics projects a 3.9% growth in international inbound travel for 2026, marking a modest rebound from the declines of 2025. While this growth is welcome, it will not fully recover the losses experienced in 2025. The report also cautions that the US is likely to underperform compared to other global destinations, which are expected to see stronger growth in tourism in 2026.
Despite the World Cup offering a potential boost in visitor numbers, the US tourism recovery remains constrained by the ongoing policy uncertainty, a strong dollar, and declining bookings from traditional European markets.
One of the emerging risks to US tourism is the proposed social media screening requirement for travelers under the ESTA program. If implemented, this change could significantly dampen international demand. A high-impact scenario could see a 23.7% reduction in international arrivals, amounting to a $15.7 billion loss in visitor spending. According to a survey, one-third of international travelers said they would be less likely to visit the US if these changes were enacted.
This policy change could exacerbate existing challenges in the US tourism sector, limiting the effectiveness of recovery efforts even as the country prepares for major events like the FIFA World Cup.
Tourism is a major contributor to the US economy, generating an estimated $2.9 trillion in economic activity and supporting 15 million jobs. Every 1% drop in international visitor spending translates to approximately $1.8 billion in lost export revenue. With the global tourism sector projected to grow in 2026, the US risks losing market share unless it can address the challenges that have caused the recent downturn.
The path to recovery will require sustained efforts, including overcoming policy-driven challenges and creating a more welcoming environment for international visitors. The success of these initiatives will play a pivotal role in determining the US’s position as a global tourism leader in the coming years.
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Pennsylvania is seeing above-average tourism growth, driven largely by its significant investments tied to the US Semiquincentennial (250th Anniversary) celebrations. Philadelphia, the birthplace of American independence, is at the heart of this effort, capitalizing on its historical importance. The Philadelphia250 initiative is channeling investments across 20 neighborhoods to support local businesses, enhance public spaces, and promote community pride. One of the key events will be the “Red, White, & Blue To-Do” celebration on July 2, 2026, bringing together museums, historic sites, and local businesses for a spectacular commemoration of America’s founding. Pennsylvania is also investing $65 million to promote heritage tourism, including historical routes and themed tours like “26 Tours in 2026”, focusing on Northwest Philadelphia’s rich history. With a mix of cultural tourism, historical attractions, and state-wide celebrations, Pennsylvania is becoming a key player in America’s tourism recovery, offering visitors a chance to connect with the country’s origins in a meaningful way.
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Florida has ramped up its tourism marketing efforts with an $80 million investment in Visit Florida’s advertising campaign, ensuring that the state remains a top destination for travelers. In 2025, Florida attracted a record 34.4 million visitors during the second quarter, bolstered by the opening of Universal’s Epic Universe. To maintain this momentum, Florida has continued its aggressive marketing push, including a new TV and digital ad campaign launched in September 2025. The ads focus on the state’s outdoor attractions, from beaches to theme parks, which are major draws for tourists. Additionally, Florida’s tourism recovery is being propelled by events such as Florida Huddle and Encounter 2026, which will connect Florida destinations with global tour operators. The state is also focusing heavily on domestic travelers, especially as international arrivals remain below pre-pandemic levels. Despite a dip in Canadian visitation, Florida’s tourism economy is forecasted to contribute $126.1 billion in domestic travel spending in 2025, with a total of 143.3 million visitors. These efforts are part of Florida’s broader strategy to recover from international tourism slumps and capitalize on its status as a year-round destination for families and leisure travelers.
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California remains the top contributor to the US tourism sector, with a staggering $158.6 billion in domestic travel spending in 2025. Visit California is proactively participating in Brand USA’s international trade events, including co-hosting the New Year Trade Partner Celebration in Seoul, South Korea, to maintain its strong presence in global markets. As the state’s tourism economy continues to thrive, California has ramped up its outreach to Asia and Europe, regions that have historically fueled the state’s growth. California’s diverse attractions, from its national parks to tech hubs like Silicon Valley and its iconic wine country, are integral to its recovery strategy. Sustainability policies also play a significant role in California’s tourism recovery, with the state focusing on wildfire management and coastal preservation to ensure long-term environmental sustainability. The state is leveraging its domestic appeal, attracting travelers from across the US, while also targeting international markets to fill the gaps left by declining Canadian and European arrivals. With an estimated 271.6 million visitors in 2025, California’s tourism strategy is one of diversification and resilience, allowing it to remain a leader in the US tourism sector.
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Texas, with an estimated $97.5 billion in domestic travel spending in 2025, is focusing on large-scale events and conventions as its primary recovery strategy. The state’s tourism economy was heavily driven by business and leisure events in 2025, and with cities like Dallas and Houston hosting FIFA World Cup matches in 2026, tourism is expected to surge. Texas has built its tourism infrastructure to cater to sports, music, and culinary events, all of which are key drivers for tourism recovery. Large festivals, such as Austin’s South by Southwest, along with a thriving convention sector in cities like Dallas, contribute significantly to visitor spending. Texas’s strong highway and regional aviation networks, particularly in major urban centers like Houston, Dallas, Austin, and San Antonio, make it a hub for drive tourism. With a combination of sports tourism, conventions, and events like the World Cup, Texas is poised to see a significant rise in tourism in 2026, ensuring a steady recovery from the slump experienced in the previous year.
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New York is strategically positioning itself as the centerpiece of the 2026 tourism recovery, leveraging its prominent role in the FIFA World Cup and aggressive marketing campaigns. The state is set to host eight World Cup matches, including the coveted final on July 19, 2026, a key draw for international visitors. New York City Tourism + Conventions launched “Where the World Comes to Play” in October 2025, targeting global markets to attract diverse tourists in the lead-up to the World Cup. The campaign aims to increase visitors to 66 million by 2026, surpassing the 64.7 million projected for 2025. India, with its rapidly growing outbound travel market, is a key target, with New York aiming for 428,000 Indian visitors in 2026, a 2% increase from 2025. The state’s tourism strategy also includes a $963 million expected annual spending boost from Indian travelers, who are known for high spending and extended stays. Governor Kathy Hochul’s “I LOVE NY” campaign focuses on both domestic and international markets, particularly the Asia-Pacific region, highlighting the state’s cultural offerings and landmarks. Despite facing economic challenges, New York is harnessing its global appeal and hosting opportunities to drive tourism recovery.
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Washington State, home to one of the FIFA World Cup host cities, Seattle, is leveraging substantial private-sector investments to stimulate tourism. Airbnb’s “World to Washington” initiative, which involves $360,000 in grants to support FIFA World Cup fan zones, is just one example of the state’s targeted efforts. With Seattle expected to host 23,000 guests during the World Cup, the economic impact is projected to reach $260 million, creating a significant boost to local businesses. Airbnb’s investment is part of a broader $5 million Host City Impact Program, aimed at strengthening the tourism sector across all US host cities. Washington State’s focus on leveraging global events like the World Cup highlights its efforts to position Seattle as a top destination for international visitors. The projected $138 million boost to Washington’s GDP and the increased demand for accommodations are expected to provide a long-lasting positive impact on the state’s tourism economy, helping it recover from the decline in international visitors.
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Hawaii’s tourism recovery strategy is unique, focusing on sustainability and regenerative tourism as the state works to recover from wildfire-related challenges, particularly in Maui. The Hawaii Tourism Authority has launched a $6 million marketing campaign targeting the island’s recovery and highlighting its commitment to cultural preservation and environmental sustainability. Hawaii’s tourism growth in the first quarter of 2026 has already seen a 6.81% increase, with a notable 8.92% surge in December 2025. The state is promoting regenerative tourism, emphasizing balance between tourism numbers and the preservation of the islands’ natural beauty and cultural heritage. This approach is supported by new visitor laws and a 2026 travel planning guide to ensure responsible tourism practices. Hawaii’s focus on sustainable travel experiences aligns with the global trend toward eco-conscious tourism, and the state’s efforts to integrate environmental considerations into its recovery plan are expected to attract a growing number of responsible tourists in the coming years.
In addition to the states above, several other regions are implementing innovative strategies to recover from the slump in tourism:
The 2026 FIFA World Cup is expected to be a significant tourism driver, with 11 US cities hosting the event. These cities—Atlanta, Boston, Dallas, Houston, Kansas City, Los Angeles, Miami, New York, Philadelphia, San Francisco Bay Area, and Seattle—are investing heavily in infrastructure and hospitality to accommodate the influx of visitors. Despite challenges such as declining European bookings and Canadian boycotts, the US is preparing for a tourism boom driven by the World Cup. Federal agencies and state governments are working together to ensure that security, transportation, and visa facilitation run smoothly during the event.
Despite these efforts, several challenges could hinder the full recovery of US tourism:
Pennsylvania joins Florida, California, Texas, New York, Washington, Hawaii, and other states in taking bold steps to recover US tourism from the 2025 travel freeze, implementing strategies to revive the sector after a challenging year.
Pennsylvania, alongside Florida, California, Texas, New York, Washington, Hawaii, and other states, is playing a pivotal role in recovering US tourism from the 2025 travel freeze. These states have implemented a variety of innovative strategies, from major event hosting to targeted marketing campaigns, to drive tourism growth and bring international visitors back to the US. While challenges remain, such as rising travel costs and ongoing political tensions, these bold steps reflect the collective effort to rejuvenate the tourism industry. As US tourism continues to rebound, these efforts will prove crucial in restoring the sector to its pre-2025 levels, ensuring that the US remains an attractive destination for travelers worldwide.
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