Massachusetts And New Jersey Clash For Overseas Tourism Growth As Global Visitors Explore Beyond America’s Major Gateways

Written By: Salini Nandi

Salini Nandi

I am a professional content writer with over three years of experience creating engaging, SEO-focused content for digital platforms. I specialize in writing blogs, website content, travel and tourism articles, visa guides, educational content, product descriptions, and business pages. My goal is to produce content that is informative, easy to understand, and optimized for search engines while meeting the needs of readers.

See Full Bio

September 7, 2026 4:26 PM

Image Credit- visitnj.org

The United States continues to attract millions of overseas visitors from global markets, with travellers exploring destinations beyond the traditional tourism giants. This research examines the growing international tourism appeal of Hawaii, Massachusetts, Illinois and New Jersey, analysing their overseas visitor performance, key travel markets, tourism strengths and the reasons global travellers choose these states.

Official tourism research from the National Travel and Tourism Office (NTTO) tracks international visitor arrivals, state destinations, traveller characteristics and market trends across the United States.

From Hawaii’s world-famous beaches and luxury resorts to Massachusetts’ historic attractions, Illinois’ global city experiences and New Jersey’s coastal escapes, this study highlights how these four states are building strong positions in the international tourism landscape.

What is overseas visitors ?

Overseas visitors are travellers who arrive from a foreign country to visit another destination for a temporary period, usually for leisure, business, education, or visiting friends and relatives. In tourism statistics, they are counted as international visitors whose country of residence is outside the destination country.

For example, a traveller from the United Kingdom visiting Hawaii in the USA is an overseas visitor. A traveller from Canada or Mexico visiting the USA may be counted separately in some US tourism reports.

Quick Tourism Comparison: Hawaii, Massachusetts, Illinois and New Jersey

These four US states represent four different tourism models: island luxury travel (Hawaii), heritage and cultural tourism (Massachusetts), urban global tourism (Illinois), and gateway/coastal tourism (New Jersey). Official US National Travel and Tourism Office (NTTO) data shows that all four states are among the leading destinations for overseas visitors.

Hawaii Tourism Strengthens Global Appeal As Overseas Visitors Drive Island Travel Demand

Hawaii remains one of the United States’ strongest international tourism destinations, with overseas travellers continuing to support the state’s visitor economy through high-value leisure trips, cultural experiences and island adventures. Official tourism data from Hawaii’s Department of Business, Economic Development and Tourism (DBEDT) shows that international markets remain important, especially Japan, Canada, Australia and South Korea.

Hawaii Overseas Visitor Market Performance

Analysis: Why Global Travellers Choose Hawaii

Hawaii’s tourism strength comes from its combination of natural landscapes, cultural identity and premium holiday experiences. Travellers are attracted by world-famous beaches, volcanic scenery, marine activities, hiking trails and traditional Hawaiian culture. The islands of Oahu, Maui, Kauai and Hawaii Island offer different experiences ranging from urban tourism in Honolulu to adventure travel around volcanoes and protected natural areas.

Japan continues to be one of Hawaii’s most important overseas markets because of strong historical connections, direct air links and demand for resort-based holidays. In October 2025, Hawaii recorded 70,991 Japanese visitors, an increase of 16% compared with October 2024, showing renewed demand from the market.

Canada also remains a key source market, supported by travellers seeking warm-weather escapes during colder months. Meanwhile, Australia and South Korea contribute to Hawaii’s long-haul tourism mix through demand for beaches, luxury accommodation and outdoor experiences.

The 2026 outlook remains positive as Hawaii continues improving air connectivity and attracting international travellers. In February 2026, the islands welcomed 787,024 visitors, with visitor spending reaching $1.91 billion, showing continued economic importance of tourism.

Overall, Hawaii’s overseas tourism strategy is increasingly focused on attracting higher-value travellers who stay longer, spend more and seek authentic island experiences rather than only traditional beach holidays. The destination’s global appeal continues to be powered by a mix of nature, culture, luxury hospitality and unique Pacific experiences.

Massachusetts Tourism Attracts Global Travellers With History Culture And Boston’s International Appeal

Massachusetts has become one of the leading US destinations for overseas visitors, driven by its historic cities, world-famous universities, coastal escapes and cultural attractions. The state welcomed 2.5 million international visitors in 2024, while total tourism generated $24.2 billion in direct visitor spending and supported 155,808 jobs. International visitor volume increased 21% year-on-year, showing strong global demand for Massachusetts travel experiences.

Massachusetts International Tourism Statistics

Main Overseas Travel Markets Visiting Massachusetts

Why Global Travellers Choose Massachusetts

Massachusetts attracts overseas visitors because it offers a rare combination of American history, modern cities, education, nature and coastal tourism. Boston remains the state’s strongest international gateway, welcoming travellers interested in landmarks such as the Freedom Trail, historic neighbourhoods, museums and world-renowned academic institutions. Boston also benefits from strong international air connectivity through Logan International Airport, which handled more than 10 million international passengers in 2025.

History is one of Massachusetts’ biggest tourism advantages. Visitors from Europe and other overseas markets are drawn to destinations such as Boston, Plymouth and Salem because they showcase America’s colonial past and cultural heritage. The state also attracts travellers seeking educational experiences through institutions such as Harvard University and the Massachusetts Institute of Technology, strengthening academic and long-stay tourism demand.

Beyond cities, Massachusetts is expanding its appeal through coastal and nature-based tourism. Cape Cod, the Islands, the Berkshires and smaller towns attract visitors looking for beaches, outdoor activities, scenic landscapes and seasonal experiences. Domestic visitor research shows popular activities include visiting friends and relatives, historic sites, shopping, beaches, museums and fine dining.

Analysis: Massachusetts Moves Towards Higher-Value International Tourism

Massachusetts’ tourism growth is increasingly supported by high-spending international travellers. Although domestic visitors represent the majority of arrivals, overseas visitors create significant economic value because they typically stay longer and spend more on accommodation, dining, shopping and attractions. International visitor spending increased 45% in 2024, highlighting the importance of global markets for the state’s tourism economy.

The state’s strongest opportunity lies in combining Boston’s global reputation with regional experiences. International travellers are no longer only visiting Boston; many are extending trips to coastal communities, heritage towns and outdoor destinations. With continued investment in destination marketing and international connectivity, Massachusetts is positioned to remain a major US tourism destination beyond traditional gateway states.

Massachusetts has built a powerful international tourism profile by combining history, culture, education, coastal experiences and urban attractions. With millions of global visitors and billions in tourism spending, the state remains one of America’s most important destinations for overseas travellers.

Illinois Tourism Surges As Chicago And Heritage Attractions Pull Global Travellers

Illinois has become one of the strongest tourism destinations in the US Midwest, powered by Chicago’s global appeal, cultural attractions, business travel, Route 66 heritage and outdoor experiences. The state welcomed 112.9 million visitors in 2024, generating a record $48.5 billion in visitor spending, according to Tourism Economics data released by the Illinois Office of Tourism.

Illinois Tourism Performance Statistics

Main Overseas Travel Markets Visiting Illinois

Why International Travellers Choose Illinois

Illinois attracts global visitors mainly because of Chicago, one of America’s most recognised international cities. Travellers come for the city’s famous skyline, architecture tours, museums, theatres, sports events, shopping districts and culinary experiences. Chicago also acts as a gateway for visitors exploring wider Illinois destinations.

Beyond Chicago, Illinois is strengthening its tourism identity through heritage and outdoor experiences. The state’s Route 66 attractions, historic towns, state parks, Lake Michigan coastline and destinations such as Starved Rock State Park and Shawnee National Forest provide travellers with experiences beyond urban tourism.

Business and events tourism remains another major driver. Chicago’s convention infrastructure, global corporate connections and international air links help attract visitors from Europe, Asia and Latin America. The city’s tourism recovery has been supported by rising overnight demand and increasing international arrivals.

Analysis: Illinois Expands Beyond Chicago To Capture Global Demand

Illinois’ tourism growth shows that international travellers are increasingly looking beyond traditional US coastal destinations. Chicago continues to be the state’s strongest global attraction, but the wider state is benefiting from growing interest in road trips, cultural tourism and nature-based experiences.

The state’s biggest opportunity is converting Chicago visitors into longer stays across Illinois. By combining a world-class city experience with historic routes, outdoor attractions and regional destinations, Illinois can increase visitor spending and strengthen its position as a leading US tourism market.

With major global events, including the Route 66 Centennial celebrations in 2026, Illinois is positioned to attract additional domestic and international travellers while expanding its reputation as a complete destination rather than only a Chicago gateway.

New Jersey Tourism Growth Accelerates As Coastal Escapes And Gateway Attractions Draw Global Travellers

New Jersey has emerged as one of the United States’ strongest tourism economies, attracting millions of visitors through its Atlantic coastline, entertainment destinations, cultural attractions and proximity to major international gateways such as New York City and Philadelphia. The Garden State welcomed 124.2 million visitors in 2025, generating $51.9 billion in visitor spending and $83.2 billion in total tourism economic impact.

New Jersey Tourism Performance Statistics

Main Travel Markets Visiting New Jersey

Why International Travellers Choose New Jersey

New Jersey benefits from its strategic location between New York City and Philadelphia, allowing international travellers to include the state in wider East Coast journeys. Many overseas visitors combine New Jersey stays with New York trips while exploring destinations such as Jersey Shore beaches, Atlantic City, historic towns and natural landscapes.

The state’s coastline remains one of its biggest tourism attractions. Destinations along the Jersey Shore attract travellers seeking beaches, family holidays, waterfront dining and summer experiences. Atlantic City continues to support leisure tourism through entertainment, resorts, events and nightlife.

Beyond coastal tourism, New Jersey is strengthening its appeal through cultural and heritage experiences. Visitors explore Revolutionary War sites, museums, gardens, small towns and agricultural tourism destinations. The state’s diverse tourism offering allows travellers to experience beaches, cities, food, nature and history within a short distance.

Analysis: New Jersey Builds A High-Value Tourism Future

New Jersey’s tourism growth shows the increasing importance of destinations located near major global gateways. While many international visitors arrive through nearby airports serving New York City, New Jersey has successfully developed its own tourism identity through beaches, entertainment, outdoor attractions and regional experiences.

The state’s tourism economy is also becoming more valuable through visitor spending. In 2025, food and beverage generated $14.9 billion, lodging reached $14 billion, recreation contributed $6.21 billion, and retail spending reached $8.81 billion.

Looking ahead, major global events are expected to strengthen New Jersey’s international profile. The state is preparing to benefit from events including the FIFA World Cup 2026, which is expected to increase global awareness and create additional visitor demand.

New Jersey’s advantage lies in its ability to offer multiple travel experiences in one destination. From beaches and casinos to history, shopping and outdoor adventures, the Garden State is positioning itself as a major US tourism destination beyond traditional gateway cities.

Future Outlook: Hawaii Massachusetts Illinois And New Jersey Set To Strengthen Their Global Tourism Appeal

The tourism outlook for Hawaii, Massachusetts, Illinois and New Jersey remains positive as international travel demand continues to recover and diversify across the United States. These four states are expected to benefit from rising overseas visitor interest, improved connectivity, major global events and growing demand for unique travel experiences. According to the US National Travel and Tourism Office (NTTO), international arrivals to the United States are forecast to grow from 68.3 million visitors in 2025 to 70.5 million in 2026, with long-term growth expected to reach 85.2 million visitors by 2030.

Hawaii is positioned to remain a leading luxury leisure destination as travellers continue seeking island escapes, nature experiences and premium resort holidays. Massachusetts is expected to benefit from heritage tourism, Boston’s global reputation and cultural travel demand. Illinois will continue using Chicago’s international appeal, business events and major attractions to attract global visitors. Meanwhile, New Jersey is likely to gain from coastal tourism, gateway travel and international attention from major events such as the 2026 FIFA World Cup.

The future growth strategy for these states will depend on attracting high-value overseas visitors, expanding regional experiences and improving visitor connectivity. With global travellers increasingly looking beyond traditional destinations, Hawaii, Massachusetts, Illinois and New Jersey have strong opportunities to increase visitor spending and strengthen their role in America’s international tourism landscape.