- Shift to “Hidden Gems”: International tourists, especially from Canada, Mexico, Japan, the UK, and Brazil, are increasingly choosing cities like Charleston, SC, and Asheville, NC, over traditional hotspots for more authentic and less crowded experiences.
- Overall US Tourism Growth: Despite shifts in specific destination popularity, the overall forecast for international tourist arrivals to the U.S. in 2025 remains positive, with projected growth building on previous years.
- Leading and Emerging Source Markets: Mexico, Canada, and the UK remain the largest source markets for U.S. tourism, while emerging markets like India, Italy, and several Latin American countries are showing rapid growth.
- Factors Driving Growth: Key factors contributing to U.S. tourism growth include improved air connectivity, economic growth in emerging markets, and the strong cultural and educational appeal of the U.S.
The United States is experiencing a fascinating evolution in its tourism landscape, with a notable shift in international traveler preferences. While iconic states like New York, California, and Florida continue to draw significant numbers, charming cities such as Charleston, South Carolina, and Asheville, North Carolina, are now capturing the hearts of global visitors. This exciting trend is particularly evident among tourists from key markets including Canada, Mexico, Japan, the UK, and Brazil, who are increasingly seeking out more intimate, authentic, and less crowded experiences. These “hidden gems” are truly stepping into the spotlight, offering rich history, vibrant local cultures, stunning natural landscapes, and unique adventures.
This positive pivot highlights a growing desire among international travelers for deeper engagement with American culture beyond the well-trodden paths. Charleston, with its quaint, historic streets and captivating heritage, provides a delightful step back in time. Asheville, nestled in the picturesque Blue Ridge Mountains, offers a refreshing blend of outdoor exploration and a thriving craft beer and arts scene. These destinations are proving to be irresistible for those looking for a different kind of American experience, moving beyond the traditional bustling metropolises.
Despite some initial perceptions of decline in major states, official data from the National Travel and Tourism Office (NTTO) paints a robust and positive picture for overall international tourism to the U.S. in 2025. Projections indicate continued growth in arrivals, with the U.S. maintaining its strong appeal globally. While California, New York, and Florida remain top destinations, their growth is now complemented by the exciting rise of these emerging hotspots. This diversification ensures a more resilient and dynamic tourism industry across the nation, offering a wider array of compelling experiences for every type of traveler. The growth is further supported by improved air connectivity, strong economic growth in emerging markets like India, and the enduring cultural and educational appeal of the U.S. This evolving landscape presents wonderful opportunities for both established and rising destinations to thrive, ensuring a vibrant future for American tourism.