Published on August 23, 2025
By: Rana Pratap
West Virginia, joins with New York, Vermont, Maine, Michigan, and Wisconsin, has introduced initiatives like the Almost Heaven Fall Foliage Tracker, I LOVE NY Fall Foliage Report, Vermont Fall Foliage Report, Maine’s Fall Foliage Forecast, Pure Michigan Countdown to Colour, and the Travel Wisconsin Fall Color Report due to the significant decline in international arrivals and visitor spending in the United States in 2025. As US tourism is down by 3.3% in comparison to the previous year in the first quarter of 2025. These states are employing real-time trackers, maps, and cultural events to attract and retain domestic travelers. Wisconsin, Michigan, Maine, Vermont, New York, and West Virginia are all participating in the autumn tourism campaign aimed to revive the travel economy of the United States and bolster tourism revenue that has catapulted since the pandemic. The campaign promotes the local colors, culture, and outdoor charm of these destinations. Along with West Virginia’s mountain drives and heritage trails, Wisconsin offers breathtaking lakeside views and numerous fall festivals. Vermont enchants visitors with its timeless autumn traditions featuring maple foliage. Maine impresses visitors with coastal routes, lighthouses, and seafood. While Michigan combines Great Lakes and parks, New York highlights the best of Hudson Valley, Adirondacks, and city escapes.
This joint tourism campaign exemplifies an effort to enhance the appeal of travel within the region. West Virginia, along with other states, joins not only in name, but also in intent—expanding tourism meets affordability and accessibility. With US travel showing a sharp decline in numbers, these states have begun to try to reverse the trend. These states have united in launching autumn tourism campaigns to leverage peak foliage season to boost interest and spending. West Virginia joins the group with a strong message: the region is best explored in the fall.
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Additionally, states such as West Virginia, Wisconsin, Vermont, Maine, Michigan, and New York demonstrate how collaboration can transform a crisis into an opportunity. These states intertwine their scenic beauty with celebrations, culinary routes, and quaint towns. This fall tourism initiative aims to attract visitors, increase their length of stay, and stimulate the economy at the local level. Amid US travel declines and rising concerns, West Virginia is part of the states leading the revitalization effort.
Tourism in the United States is experiencing a downturn in 2025. This can be observed in both sections of the market, both internationally and domestically.
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The foreign arrivals in the United States have sharply decreased. International visits in the US fell by 3.3% in comparison to the previous year in the first quarter of 2025. March numbers were even worse, with overseas arrivals decreasing by 12% and international air arrivals by 10%. This is the steepest decline observed since the pandemic.
The key source markets are shrinking.
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These reductions are to be taken seriously because foreign tourists tend to have a longer stay and spend more as compared to domestic travelers.
The financial consequences of this are significant. The World Travel & Tourism Council (WTTC) predicts international visitor spending to fall from $181 billion in 2024 to just under $169 billion in 2025. This accounts for a loss of approximately $12.5 billion or 7% in a year. Some estimates suggest that loss in the wider economy could be as high as $29 billion when accounting for the ripple effect.
This puts the US as the only significant economy in the G20 with an unfavorable trend in international travel spending.
Domestic travel has provided an economic stabilizer, but even here cracks are showing. TSA airport checkpoint numbers in March 2025 were flat compared with 2024. By June 2025, total travel spending decreased by 0.4% year-over-year. This marked the first contraction since February 2021. Furthermore, there were small but concerning decreases in domestic air travel, hotel occupancy, and inbound tourism.
West Virginia is leveraging the slogan “Almost Heaven” for branding purposes. The state is paying special attention the message for 2025.
The West Virginia Department of Tourism is releasing a detailed fall foliage projection map. This map is a new tool which helps travelers know the best time to visit certain regions for peak foliage. It enables visitors to precisely schedule their trips to witness the splendid colors at their most vibrant.
The state is also planning to prepare weekly detailed itineraries which will be published starting mid-September. The guides feature quaint small towns, picturesque mountain trails, and breathtaking lookouts. Starting late September, a live leaf tracker will display up-to-the-minute photos taken by visitors and shared with the hashtag #AlmostHeaven.
According to Tourism Secretary Chelsea Ruby, the heavy rainfall received in the summer is expected to create brightly colored leaves that last a long time. For a state that ranks third in the U.S. for most heavily forested, this is a tremendous advantage. The campaign attempts to mix science, narrative, and social science to entice travelers who would prefer to stay home.
Updated for 2025, Wisconsin’s Fall Color Report now tracks foliage conditions by county and even offers peak color dates and photos. Travelers can view estimated peak dates and color percentages along with photos.
The tourism campaign for Wisconsin does not stop at just nature as they promote autumn festivals, farmers’ markets, and even tours of local breweries. These strategies are designed to extend visitor stays and increase local spending.
The provided example showcases the state’s understanding of the region. Midwestern travelers are known to be budget conscious. The Wisconsin Autumn Travel Promotion provides a wide array of free and low-cost activities, making fall travel accessible to all.
Vermont is often the first place that comes to mind when envisioning fall in the United States. The state is marked by quaint covered bridges, tranquil rolling hills, and old inns which are the hallmark of the perfect postcard.
As of 2025, the Department of Tourism and Marketing of Vermont continues to run the weekly foliage report which highlights the regions of the state that are at peak color. The report not only encourages but also guides visitors to travel across different regions.
The campaign also aims to connect foliage viewing with other seasonal activities in the region. Travelers are directed to apple picking, pumpkin festivals, and even artisan markets. The intention is to lengthen tourist visits and broaden the rewards to local communities.
Vermont continues to struggle the most with the fall in Canadian tourism. Hotel and park camping reservations made by Canadians slumped to nearly 45% in 2025 compared to 2024, and border crossings are down almost 39% relative to 2024. These numbers showcase the level of importance Canadian tourists hold for the economy of Vermont and especially the Canadian rural towns which depend on border traffic. In response to this decline, Vermont reinstated the Fall Foliage Report, advertisng the state’s well-known New England views and maple syrup traditions. The initiative serves as a lifeline to businesses that are suffering due to sharp declines in revenue.
Vermont’s fall tourism is vital to the state’s economy. It is paired with a significant portion of the state’s yearly visitor spending. With a decline in international visitors, Vermont is concentrating its efforts on neighboring states and Canada.
Maine stood out in 2025 by being the first state to announce foliage dates. Officials confirmed that the first weekly report would begin on 10 September 2025.
The Maine Department of Agriculture, Conservation and Forestry manages the campaign. It combines scientific forecasts with clear guidance for visitors. The reports cover both coastal towns and inland forests.
The northern border of Maine has made it susceptible to the decline of cross-border travel to Canada. As of July 2025, Canada’s travel to Maine decreased by 28% compared to the previous year, which brings the total travel to Maine down by 25% year-to-date. This decline places significant strain hotels, eateries, and communities that rely on the tourism industry. Maine’s solution to offset these losses has been to promote the Fall Foliage Forecast which aims to appeal to domestic travelers by showcasing scenic coastal drives, tours of lighthouses, and hiking on the mountains during the peak of autumn.
Maine’s early move has strategic value. By capturing attention first, the state secures a place in travellers’ minds before they make autumn plans. Its mix of rugged coastline, seafood villages, and inland trails makes it unique in the fall tourism race.
The state of Michigan is using its beloved Pure Michigan brand to promote travel during autumn. The state in August of 2025 started “Countdown to Colour.” The campaign reveals remarkable driving routes and charming towns by the lake and also includes seasonal cultural activities.
The focus of the campaign is the Upper Peninsula which receives the most vibrant fall foliage in the Midwest. The cooler temperatures provide vivid colors earlier than most places. The campaign draws in visitors by showcasing the unique combination of dense forests along with the expansive views of the Great Lakes.
Michigan has faced a noteworthy decrease in Canadian visitors in 2025. Canadian border crossings to Michigan reportedly decreased by more than 10% in the first quarter, with Detroit experiencing a 13% reduction in visitors in February and March. Given that Canadian tourists account for a substantial portion of traffic to Michigan’s Upper Peninsula and border towns, this decline is noteworthy. In response, the state is highlighting the Pure Michigan Countdown to Colour, urging domestic visitors to interstate drive to enjoy the Great Lakes, orchards, and autumn festivals to help stabilize tourism revenue.
April 2025 is the campaign’s targeted date. Michigan’s goal is quite specific. It aims to entice families in the Midwest to hit the road instead of booking expensive flights for vacations. Spending within the state is very much welcomed, and to encourage travel, Michigan provides prompt travel inspiration.
Few places in the United States have the comprehensive autumn tourism strategies New York does. The I LOVE NY campaign is now offering seasonal updates, and reports on foliage for every region of the state.
Observers from the Adirondacks, the Catskills, and Long Island submit reports. Travelers can now know which places are near-peak or past-peak and time their trips accordingly. Continuation of this practice in the 2025 edition of the report really cements its status as one of the most reliable foliage tracking resources in the US.
New York suffered one of the most severe downturns in tourism in 2025. Visitors coming into New York City are expected to decrease by 14 percent, or nearly 2 million, which translates to a projected spending loss of $4 billion. Additionally, the northern border crossings to Upstate New York have decreased over 36 percent relative to the previous year, striking a blow to the local economies of border towns. As a countermeasure, the state is promoting domestic tourism by protecting jobs in the tourism sector, spending on the I LOVE NY Fall Foliage Report which highlights the tourism potential of the Hudson Valley, Adirondacks, and Finger Lakes.
As with the I LOVE NY campaign, other festivals, winery tours, and cultural events also fall under New York state tourism. Travelers are not satisfied with mere drives through the brilliantly illuminated hills. New York state hopes to maintain domestic visitor interest and balance the drop in international arrivals.
Regardless of unique state marketing strategies, several common threads emerge.
These factors illustrate the efforts made by states in response to changes in travel patterns. Travelers prefer real-time updates and transparent narratives, combined with budget-friendly options.ps.
The risks are significant. There is a decline in international arrivals. Inbound travel from Canada has fell over 30% in some months. Western Europe is down nearly 17%. Spending is weaker. There is even a rare decline in domestic spending in June 2025.
While states cannot regulate airfare prices or international geopolitics, self-promotion is always a possibility. Autumn tourism campaigns are a strategy for stabilizing local economies. This is drastically different, for small towns in Vermont, lake resorts in Michigan or mountain cabins in West Virginia.
An example like Las Vegas illustrates the broader impact. Room revenue, revenue, and visitor count plummeted during the first half of 2025, decreasing by 7% relative to the previous year. Analysts attributed the decline to fewer long-haul international trips coupled with a pivot towards shorter, event-driven visits.
This example illustrates the persistence of volatility within the tourism sector. Even cities with a global reputation are exposed to such risks. In contrast, states that are capable of capturing local and regional visitors are better positioned to weather the storm.
The actions of these six states provide insights from which to learn:
West Virginia has joined Wisconsin, Vermont, Maine, Michigan and New York in launching autumn tourism campaigns with foliage trackers, maps and cultural events to woo back tourists, after international arrivals and visitor spending in the US plunged in 2025.
Wisconsin, Michigan, Maine, Vermont, New York, and West Virginia are countering a decline in US tourism with new autumn campaigns that feature cultural events and digital marketing. These campaigns, like the US tourism autumn marketing campaigns, are geared towards international travelers.
As we know, this year the US is anticipating a decline in international tourists, and these campaigns are very useful. This is a classic case of how nature, culture, and art work hand in hand towards restoration.
The hills and lakes of America are soon to be set ablaze with red, gold, and orange. The autumn hues offer these states the opportunity to reinforce their tourism marketing, restore local economies, and showcase the adaptability of tourism even during the toughest of times.
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Tags: Tourism news, US, West Virginia, Wisconsin
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