Wisconsin Joins California, New York, North Carolina, Tennessee as These US States Skyrocketing American Tourism Last Year and How Are They Moving in 2025, A New Report is Here

Published on August 7, 2025

By: Tuhin Sarkar

Wisconsin joins California, New York, North Carolina, Tennessee as the US states skyrocketing American tourism last year, and this upward trend is gaining even more momentum in 2025. According to a new report, these states recorded record-breaking visitor numbers, hotel bookings, and travel spending. Each state brought its own strengths to the tourism table—from Wisconsin’s nature-meets-culture charm to California’s coastal appeal, New York’s urban magnetism, North Carolina’s mountain adventures, and Tennessee’s music-driven cities.

Wisconsin joins this elite group not just with rising numbers but with a redefined travel identity. In 2024, it welcomed over 110 million visitors—making it one of the fastest-growing tourism states in the US. Now in 2025, it continues to push boundaries with new attractions, culinary expansions, and unique accommodations that bring in both domestic and international travellers.

California, New York, North Carolina, and Tennessee also showed dramatic growth, driven by targeted tourism strategies and infrastructure upgrades. But how are they moving in 2025? Early signs suggest they are not slowing down. New airports, hotel launches, and cultural festivals are keeping travellers engaged year-round.

This new report is here to reveal how Wisconsin joins these booming tourism states in shaping the future of American travel. With rich offerings and smart investments, these destinations are leading the tourism charge in 2025—and offering travellers authentic, accessible, and unforgettable experiences.

The United States travel industry saw a big boom in 2024. Several states broke tourism records for spending, visits and job growth. Cities were full of travellers. Hotels were busy. Airports were packed. It was a big win for tourism across the country. But in 2025, the story is not so simple. Some states still see strong growth. Others are facing big problems. Policies, budgets, and international tensions are changing the way people travel.

Wisconsin had a wonderful year in 2024. More tourists came to visit than ever before. People from nearby states and even faraway countries travelled to enjoy Wisconsin’s lakes, cities and countryside. The state set new records for visitor numbers, spending and economic impact. Tourism helped many people get jobs and boosted local businesses across the state. In this article, we explain what happened in Wisconsin tourism in 2024 and what it means for 2025.

California Leads with Record Spending

California had the biggest tourism spending in the US in 2024. Visitors spent $157.3 billion. This was 3% more than in 2023. The state created 1.2 million jobs in tourism. It also earned $12.6 billion in tax revenue.

But 2025 is different. While total spending may rise slightly to $158.1 billion, California may see fewer international visitors. Some forecasts say visits from outside the US could drop by over 9%. This could impact hotels, tour operators and shops.

New York City Makes a Strong Comeback

New York state also broke records in 2024. The tourism sector brought in $88 billion. New York City alone had 64.3 million visitors. That was a 3.5% increase over 2023. Tourism gave the city $6.8 billion in taxes and supported over 388,000 jobs.

In 2025, New York is likely to grow even more. Experts expect over 67 million people to visit New York City. This means hotels, restaurants and events will continue to thrive. New York is one of the few places showing steady growth into 2025.

North Carolina Ranks in Top Five

North Carolina had a great year in 2024. Visitor spending reached $36.7 billion. This was up 3.1% from 2023. Domestic travel brought in $35.6 billion. International visits added $1.2 billion, which was a 16.5% jump.

This shows North Carolina is becoming more popular, not just for Americans, but also for visitors from abroad. As of mid-2025, there are no signs of slowdown. Strong local attractions and events continue to bring people in.

Tennessee Hits All-Time High but Faces 2025 Budget Cuts

Tennessee broke its own records in 2024. The state earned $31.7 billion from tourism. A total of 147 million visits were recorded. Tourism gave $3.3 billion in tax revenue. Each international visitor spent about $1,278—six times more than a domestic tourist.

But the future has risks. In 2025, Tennessee may face a 60% budget cut in tourism funding. Without $30 million in new state support, marketing and rural travel growth could slow down. This may hurt the gains made in 2024.

Houston Sets the Bar in Texas

Houston had one of its best years ever in 2024. The city welcomed 53.9 million visitors. That was a 4.8% increase from 2023. Tourists spent $11 billion, giving the metro area a $27 billion economic boost. Airport traffic rose 5%, and hotels saw 8.2% more bookings.

The 2025 outlook for Houston is still strong, but full data is not yet released. The city’s steady rise makes it one of the fastest-growing metro destinations in the US.

International Travel: Up in Numbers, Down in Money

Across the whole country, 72.4 million international visitors came to the US in 2024. That number is expected to grow to 77.1 million in 2025. This looks good at first, but there is a problem.

In 2024, international tourists spent about $181 billion in the US. In 2025, this number may drop to $169 billion. That’s a 22.5% fall. Even with more people visiting, they may spend less.

Why Is International Spending Falling?

There are a few reasons for the drop. Many countries are unhappy with US trade policies. Canada has reduced travel to the US by up to 76% in early 2025. European bookings are down 17%.

Political tension and stricter immigration rules are also making travel harder. Travel experts say these problems could cost the US up to $29 billion in tourism losses.

Domestic Travel Still Growing

While international tourism is struggling, Americans are still travelling within the US. Domestic leisure spending is back to pre-2020 levels. The total US travel spending is expected to rise 3.9% in 2025. It may reach $1.35 trillion.

This growth helps balance the drop in international money. Road trips, national parks, small-town festivals and weekend city breaks are all growing in popularity.

State-by-State Comparison Snapshot

In 2024, many US states had record-breaking tourism years. Visitors came in big numbers. They spent more money than ever before. Cities, towns and rural areas all benefitted.

But 2025 is more complex. Some states continue to grow. Others face new problems like lower international spending or smaller tourism budgets. While local travel remains strong, global politics and funding decisions are changing the tourism map.

Tourism is still one of America’s most important industries. It creates jobs, brings money and helps communities thrive. With smart planning and better policies, more states can turn 2025 into another winning year.

Record Number of Visitors in 2024

In 2024, Wisconsin welcomed 114.4 million visitors. This was the highest number of visits in the state’s history. It was more than the 113.2 million visits recorded in 2019, which was the previous record. Tourists came for many reasons. Some came for summer lake fun. Others came for festivals, hiking, museums or just to relax.

Most visitors were from nearby states. Many took short road trips to places like Door County, the Wisconsin Dells and Milwaukee. Overnight stays reached 45.9 million, and day trips made up 68.5 million visits.

Big Growth in Tourism Spending

Tourism spending also increased. Visitors spent a total of $16.3 billion in 2024. This spending supported hotels, restaurants, shops, parks and attractions.

Here is how visitors spent their money:

• Lodging: $4.4 billion
• Food and drinks: $4.3 billion
• Retail shopping: $3.1 billion
• Transport: $2.2 billion
• Entertainment: $2.2 billion

This spending helped many people in the state. It created jobs and supported thousands of businesses.

Total Economic Impact Hit $25.8 Billion

Tourism’s full impact was even bigger. When you include extra effects like supply chains and worker spending, tourism added $25.8 billion to Wisconsin’s economy. This was a new record for the state.

This growth was 3.3% higher than in 2023. It shows that tourism is becoming more important each year.

Jobs and Tax Revenue Benefit Locals

Tourism supported about 182,000 jobs in 2024. These included full-time and part-time roles. Many jobs were in hotels, restaurants, shops and visitor attractions.

Tourism also generated $1.7 billion in state and local tax revenue. That means tourism helped pay for things like schools, roads and healthcare. Without tourism, each household in Wisconsin would need to pay more in taxes.

Top Performing Regions

Some places in Wisconsin saw bigger gains than others.

Door County

This region earned $651 million from tourism in 2024. That was a 5.1% increase from 2023. It also supported over 3,500 jobs and helped reduce household taxes. People love Door County for its lakes, cherry orchards and peaceful resorts.

Greater Milwaukee

Milwaukee brought in $6.63 billion through tourism. This area alone made up about one-fourth of the state’s tourism economy. Direct spending in Milwaukee reached $2.43 billion. The region supported over 28,000 tourism jobs and collected $242 million in taxes.

Entertainment and Events Helped Boost Numbers

Fun events also played a big role in bringing visitors. Summer concerts, food festivals and big sporting events brought in people from around the country. Television exposure helped too. A special campaign tied to a national cooking show made people more aware of Wisconsin.

The state’s tourism website also had big success. In 2024, nearly 11 million people visited TravelWisconsin.com to plan their trips.

Wisconsin: America’s Hidden Heartland Gem Where Nature Meets Culture

Where Real America Begins

In a travel world oversaturated with glossy coasts and urban spectacles, Wisconsin whispers rather than shouts. But it is precisely this understated charm that’s turning the Midwest into the next big thing for savvy travellers. Nestled between two Great Lakes and shaped by ancient glaciers, Wisconsin is no longer just the land of cheese and football. With 110 million visitors annually generating $22.2 billion in tourism revenue, this once-overlooked heartland has become a quietly powerful player on the American travel map. Why? Because Wisconsin delivers something rare—authentic experiences, rich nature, historic depth, and a culture unbothered by trends. It’s where nature meets culture in the most surprising and delightful ways.

Natural Wonders That Command Attention

Wisconsin’s landscape isn’t just scenic—it’s sculptural. The state’s natural geography is a living gallery, carved by the Ice Age into a collection of dramatic formations and lush ecosystems.

At Devil’s Lake State Park, 500-foot quartzite cliffs encircle a glacier-carved lake, offering panoramic views and world-class hiking just an hour from Madison. With 2.5 million visitors a year, it’s more than a park—it’s a pilgrimage for nature lovers.

Further north, Apostle Islands National Lakeshore unfurls like a Midwestern archipelago fantasy. Here, 21 islands float on Lake Superior, their sea caves offering dreamy kayaking in summer and mystical ice-cathedral walks in winter.

The Wisconsin Dells, shaped by ancient glacial floods, boast surreal sandstone gorges and became the unlikely foundation for the “Waterpark Capital of the World.” Rather than erasing nature, tourism here enhances it.

On the eastern edge, Door County surprises with its 300 miles of Lake Michigan shoreline, romantic lighthouses, cherry orchards, and quaint villages. It feels like Cape Cod—but with Midwestern prices and fewer crowds.

Where to Stay: Authenticity Over Excess

Forget big chains and cookie-cutter hotels. Wisconsin’s hospitality scene thrives on character, craftsmanship, and creative repurposing.

In Kohler, the legendary American Club sets the luxury benchmark. A former boarding house for immigrant factory workers, this AAA Five Diamond resort is now a temple of refined comfort. The resort’s DNA is steeped in craftsmanship—fitting, given its proximity to the Kohler factory. Nearby, Whistling Straits Golf Course, perched on Lake Michigan’s edge, has hosted PGA championships without losing its soulful, unpretentious air.

In Madison, The Edgewater offers lakeside luxury fused with university-town spirit. In winter, its famous ice bar transforms the patio into a glistening frozen lounge.

Wisconsin’s quirky side shines through in its Airbnb offerings. The USS Cobia Submarine Stay in Manitowoc invites guests to sleep aboard a real WWII submarine. Where else can you combine military history with bedtime?

A Food Scene That’s Stealing the Spotlight

Wisconsin is no longer the butt of cheese jokes—it’s the toast of culinary innovators. This transformation exploded into the national spotlight when Bravo’s Top Chef chose the state for its 21st season, a nod to Wisconsin’s rise as a food-forward destination.

Milwaukee leads the charge. Restaurants like Ardent and Sanford serve seasonal, sophisticated dishes in settings that feel intimate yet ambitious. Odd Duck, celebrated as one of America’s Top 100 restaurants, experiments boldly while staying grounded in local fare.

Then there are supper clubs—Midwestern icons that turn every meal into a warm, nostalgic ritual. Expect prime rib, all-you-can-eat fish fry, and the ever-essential brandy old fashioned, served in dining rooms that haven’t changed much since 1958—and don’t need to.

Wisconsin also brews better than most. Lakefront Brewery in Milwaukee combines cheeky tours with serious craft beer. Dozens of newer microbreweries across Madison and Green Bay continue this tradition with fresh creativity, making beer tourism a major draw.

Gaming and Entertainment with Purpose

Casinos in Wisconsin aren’t just about slots and tables—they’re destinations that blend culture, community, and entertainment.

The Ho-Chunk Nation leads the way with seven properties across the state. These resorts, especially in Wisconsin Dells and Madison, offer more than gaming—they provide concerts, cultural programmes, and spa experiences in welcoming, high-quality settings.

Potawatomi Casino Hotel in Milwaukee elevates urban gaming with its full-service resort experience. It offers everything from fine dining to event spaces and seamlessly integrates with Milwaukee’s vibrant downtown scene.

Cultural Icons That Inspire

Wisconsin punches well above its weight in cultural significance.

Start with Frank Lloyd Wright’s Taliesin in Spring Green. A newly minted UNESCO World Heritage Site, Taliesin isn’t just a building—it’s a blueprint of American architectural identity. Wright’s genius is on full display, and the guided tours deliver rich stories of ambition, tragedy, and creative legacy.

The Milwaukee Art Museum, designed by Santiago Calatrava, is a destination in itself. Its breathtaking “wings,” which open daily over Lake Michigan, create moments of wonder while framing a collection of more than 35,000 works from antiquity to today.

No visit would be complete without a ride through history at the Harley-Davidson Museum. It’s not just for bikers. It’s for anyone curious about how a Milwaukee-born idea became a global symbol of freedom and rebellion.

Getting There: Easy Yet Rewarding

Wisconsin’s travel infrastructure supports seamless journeys without sacrificing its local charm.

Milwaukee Mitchell International Airport connects to major hubs while remaining manageable and efficient. Additional airports in Madison, Appleton, and Green Bay ensure accessibility to all corners of the state.

Driving is a joy thanks to scenic byways, well-kept roads, and low congestion. Whether you’re road-tripping through fall foliage in the Driftless Area or hugging the coast along Door County, the journey is part of the experience.

Four Seasons, Infinite Adventures

Each season in Wisconsin feels like a different destination.

Summer delivers festivals, lake life, and lush hiking. Fall transforms the state into a leaf-peeper’s paradise, especially along the Mississippi River bluffs.

Winter turns the north into a snowy playground—ice fishing, snowmobiling, and skiing abound. Don’t miss the ice caves of Apostle Islands, accessible only when Lake Superior freezes solid.

Spring brings renewal—maple syrup tapping, wildflower trails, and fewer crowds. It’s the ideal time for value-seekers and solitude lovers.

Why Wisconsin Works

Wisconsin isn’t trying to be anyone else. It doesn’t copy trends or chase hype. Instead, it doubles down on what makes it special—natural beauty, genuine hospitality, historical depth, and a vibrant yet grounded culture. It offers the richness of a world-class destination while staying refreshingly real.

For travellers who value meaning over flash, intimacy over crowds, and authenticity over algorithm-chosen “must-sees,” Wisconsin delivers in spades. Whether you’re kayaking through sea caves, sipping a local lager, browsing an art museum, or stargazing on a quiet forest night, you’re not just visiting—you’re belonging.

Wisconsin isn’t a detour. It’s the destination.

More Growth Expected in 2025

Tourism officials hope to break records again in 2025. Although data is not yet available, early signs show strong bookings and interest. Hotel performance is stable. Events are increasing. And more marketing is underway to bring in families, couples and international visitors.

However, some challenges may affect growth. These include inflation, staff shortages in hospitality, and unpredictable weather. But overall, the future looks bright.

Wisconsin tourism had a record-breaking year in 2024. Visitors came in large numbers. They spent more money. And their trips helped the state’s economy grow. The tourism industry created jobs, reduced taxes and brought life to cities and small towns alike.