- Multiple US states, including New Mexico, North Dakota, Michigan, Arkansas, Indiana, and Illinois, recorded a successive decline in tourism for ten consecutive months in 2025.
- The decline is linked to broad factors such as seasonal trends, economic shifts, and changing tourist preferences, affecting both overall annual numbers and key monthly arrivals.
- New Mexico and North Dakota saw significant drops, from 1.6 million to 1.3 million visitors, while Michigan’s total arrivals declined from 1.3 million to 1.1 million in 2025.
- State tourism officials may need to reevaluate marketing and strategy to address the prolonged decline and increase year-round visitor interest.
Numerous US states, including New Mexico, North Dakota, Michigan, Arkansas, Indiana, and Illinois, have experienced a successive decline in tourism for ten consecutive months in 2025. This downturn is attributed to a combination of seasonal trends, broader economic shifts, and evolving tourist preferences. The overall drop in visitor numbers across these regions suggests deeper changes in the tourism landscape beyond the typical post-summer slowdown.
Specific states reported notable decreases in 2025 arrivals compared to 2024. New Mexico and North Dakota both saw total visitor numbers fall from approximately 1.6 million to 1.3 million. Michigan experienced a decline from 1.3 million to 1.1 million, with a noticeable hit during the first quarter. Illinois recorded a minor dip from 6.8 million to 6.7 million total visitors, despite maintaining strong numbers in certain months. Indiana and Arkansas also noted slight overall declines, though Arkansas did experience a significant spike in visitors during March.
Other states also registered varying degrees of decline, often associated with seasonal transitions. Nevada saw a 9.5% decline in September 2025 after the summer peak, and Washington experienced a sharp 20.7% drop during the same month. More gradual overall declines were observed in states like New York (7.2%), Ohio (5.6%), and Florida (2.1%) across the year’s initial months.
The consistent downward trend across these states signals potential challenges for state tourism authorities, necessitating a reevaluation of current strategies. Efforts may focus on enhancing year-round appeal, diversifying offerings, and adapting to new travel preferences to regain visitor numbers and maintain a competitive edge in the regional tourism market.
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