Wisconsin Joins New Hampshire, Ohio, Nebraska, Massachusetts, Indiana, and More in Showing a Bounce Back in Tourist Arrivals Last Month Over Successive Declines Across the US in 2025: Everything You Need to Know

Published on December 8, 2025

In 2025, states like Wisconsin, New Hampshire, Ohio, Nebraska, Massachusetts, Indiana and other states showed a bounce back in tourist arrivals over successive declines across the US, driven by seasonal and cultural appeal. After facing a dip in visitor numbers for much of the year, these states experienced a surprising surge in the final months, especially in October. This revival can be attributed to a combination of factors, including the allure of vibrant fall foliage, outdoor recreation, cultural events, and strategic marketing efforts aimed at attracting travelers. While each state has its unique charm, whether through Wisconsin’s growing craft beer scene or Massachusetts’ rich history, these destinations successfully captured the attention of tourists seeking new experiences and natural beauty. Here’s everything you need to know about how these states turned the tide and are now enjoying a resurgence in tourism.

Wisconsin: Wisconsin’s Quiet Boom – Tourism Gains Traction in Fall

Like many other states, Wisconsin’s tourism sector showed a decline in 2025, but the last months have been promising. October saw a slight increase, from 12.9K in 2024 to 13.0K in 2025. This growth can be attributed to the state’s rich natural beauty, including its lakes and forests, which continue to attract outdoor enthusiasts. Wisconsin’s growing reputation as a hub for craft breweries, cultural festivals, and agricultural tourism could have driven this growth. Additionally, the state’s focus on enhancing its winter tourism options, such as skiing and snowmobiling, likely played a role in drawing more visitors in the fall, signaling a potential for continued growth.

New Hampshire: New Hampshire’s Fall Foliage Boom – A Surge in Visitors

For much of 2025, New Hampshire’s tourism sector faced a decline in visitors, primarily due to fewer international travelers and the rise of more budget-conscious travel preferences. However, October brought a surprising recovery, with a sharp increase in visitors, from 352 in 2024 to 480. This could be attributed to the state’s natural appeal, including its popular fall foliage season, which draws tourists seeking scenic views and outdoor activities. New Hampshire’s burgeoning eco-tourism market, along with the growing interest in small-town charm and local cultural experiences, helped drive this resurgence. With its ski resorts and outdoor recreation offerings, New Hampshire remains a year-round destination.

Ohio: Ohio’s Steady Rise – Small Growth, Big Impact

Ohio saw a modest decrease in tourist arrivals during the year 2025, but October saw a slight improvement, growing from 12.6K in 2024 to 12.7K. This minor growth reflects Ohio’s diverse attractions, from the vibrant city life of Cleveland and Columbus to its beautiful state parks and historical sites. The state’s consistent promotion of its cultural and entertainment venues, such as the Rock and Roll Hall of Fame and the Cincinnati Zoo, likely played a role in this uptick. The resurgence in October could also be attributed to sports tourism, with football and other sporting events drawing large crowds to the state.

Nebraska: Nebraska’s Rise – A Quiet Tourism Revival in 2025

Nebraska experienced a slight drop in tourism during 2025, but October saw a modest increase in traveler numbers, rising from 86 in 2024 to 102. This change suggests that Nebraska’s tourism strategies are beginning to take effect. The state’s picturesque landscapes, with opportunities for hiking, agriculture tours, and nature activities, may have played a role in attracting more visitors. Nebraska’s focus on creating more family-friendly experiences, such as its growing zoo and nature parks, along with promoting its rich pioneer history, likely contributed to the growth. Additionally, events like the Nebraska State Fair could have drawn more tourists to the region.

Massachusetts: Massachusetts’ Fall Comeback – Tourism Flourishes in October

Massachusetts witnessed a sharp decline in tourism throughout most of 2025, with a notable drop from 347K in 2024 to 155K in 2025. Despite this, October saw a surprising rebound, albeit with a relatively smaller number of visitors. The state’s historical landmarks, thriving education sector, and coastal charm could explain why the downward trend was reversed. Massachusetts’ strong marketing campaigns, focused on cultural and academic tourism, as well as the popularity of seasonal events such as autumn foliage tours, may have been pivotal in attracting visitors. Enhanced accessibility to its cities and promotion of Massachusetts as a hub for American history likely played a role in the sudden growth.

Indiana: Indiana’s Hidden Charm – A Surprising Tourism Boost

Indiana’s tourism numbers in 2025 reflected a steady decline for much of the year, influenced by factors such as fluctuating travel budgets and less global awareness of the state’s attractions. However, in October 2025, there was a significant uptick, with the state reporting an increase in tourist arrivals from 630 in 2024 to 714. This positive change could be linked to Indiana’s growing appeal as a cultural hub, particularly with the rise of events such as the Indianapolis 500 and its rich arts scene. The state’s focus on promoting family-friendly destinations, like amusement parks and museums, may also have contributed to the growth.

Alaska: Wilderness Wins – Alaska’s Tourism Rebounds in October

In 2025, Alaska’s tourism faced a slight dip for most of the year, with a decrease in traveler arrivals due to factors like economic challenges and unpredictable weather patterns. However, in October 2025, there was a noticeable improvement, with the state witnessing an increase in visitor numbers, growing from 19.1K in 2024 to 19.4K. This positive shift could be attributed to the state’s ongoing efforts to enhance its tourism infrastructure, including more eco-friendly initiatives and luxury travel options. Furthermore, the state’s appeal as a prime destination for wildlife enthusiasts, adventure tourists, and those seeking remote wilderness experiences may have driven this resurgence.

In 2025, states like Wisconsin, New Hampshire, Ohio, Nebraska, Massachusetts, Indiana and more  showed a bounce back in tourist arrivals after successive declines across the US, driven by seasonal and cultural appeal.

Conclusion

Wisconsin, New Hampshire, Ohio, Nebraska, Massachusetts, Indiana, and other states have shown a significant bounce back in tourist arrivals last month over successive declines across the US in 2025. This recovery can be attributed to the growing appeal of seasonal attractions, cultural events, and outdoor activities that draw visitors, particularly during the fall. Each state leveraged its unique strengths, from Wisconsin’s natural beauty to Massachusetts’ historical charm, proving that strategic marketing and local appeal can reignite tourism even after a period of decline. These states are well-positioned for continued growth in the tourism sector.