Now Hawaii, California, Tennessee, Connecticut, Oregon, Georgia and Texas Plan to Battle Against Tourism Decline with New Strategies and Local Innovation to Attract More Tourists from Canada, Mexico, Brazil, Argentina

Now Hawaii, California, Tennessee, Connecticut, Oregon, Georgia, and Texas are gearing up for a fight against the looming threat of tourism decline, and they’re armed with fresh strategies and bold local innovation to attract more tourists from Canada, Mexico, Brazil, and Argentina.

These U.S. states refuse to watch their beaches, cities, and trails fall silent. Instead, they’re crafting new campaigns, forging partnerships, and reinventing experiences that speak directly to travelers from Canada’s urban hubs, Mexico’s vibrant markets, Brazil’s sunseekers, and Argentina’s culture lovers.

The stakes are high. Tourism dollars fuel jobs, small businesses, and entire communities. While global trends pose challenges, these states believe they can turn the tide. What innovative steps are these states taking? How will they reshape the travel map? The answers might surprise you.

U.S. States Battle Tourism Decline with Bold Moves, Local Innovation, and Strategic Spending

Across airports, highways, and city streets, America’s tourism industry is grappling with a reality few predicted even a year ago. Despite a world eager to travel, the United States stands out in 2025 as the only nation among nearly two hundred to watch its international tourism numbers slide instead of rise. From California’s towering redwoods to Florida’s sunlit beaches, destinations that once pulsed with visitors from every continent now face a new challenge: convincing the world to come back.

While national policies have played a role in deterring some travelers, it’s the states themselves—each with its own identity, attractions, and tourism economies—that are rolling up their sleeves and fighting back. From multi-million-dollar recovery funds to creative marketing campaigns, these states are refusing to surrender to declining numbers. This is the story of how American destinations are fighting to reclaim their place on the global tourism stage.

A Perfect Storm Behind the Tourism Slide

Before diving into state-level responses, it’s crucial to understand why tourism numbers have dipped in the first place. The U.S. Travel Association and Tourism Economics both report that international visitors to America dropped by nearly 9–11% in 2025 compared to the previous year. This translates into an estimated $12.5 billion in lost revenue—a staggering figure for an industry that fuels jobs, local economies, and tax revenues.

Multiple forces converged to produce this downturn. Stricter U.S. immigration policies have made visa approvals slower and more complex for visitors from several nations. Travel advisories, political rhetoric, and heightened security screenings have also dampened enthusiasm among would-be travelers. At the same time, fluctuating foreign currencies have made a U.S. vacation significantly more expensive for many overseas visitors.

All of this has created a climate where destinations must work harder—and smarter—to attract travelers who might otherwise take their tourism dollars to Europe, Asia, or closer to home.

California Fights Decline with Targeted Districts and International Reach

No state has as much at stake in the tourism economy as California. From Hollywood to the Golden Gate Bridge, California has long been one of the most visited places on earth. Yet even the Golden State has seen its international numbers shrink in 2025, with a reported 9.2% drop in visitors from major overseas markets.

To counter this trend, California has leaned heavily into an innovative tool: Tourism Improvement Districts (TIDs). These districts, funded by small fees collected from hotels and tourism-related businesses, create dedicated marketing budgets specifically for local tourism promotion. The result is a more stable and targeted funding stream than relying solely on state appropriations.

Places like San Diego and Napa Valley have utilized these funds to promote their destinations aggressively. Meanwhile, Visit California has pivoted its marketing to highlight lesser-known gems, hoping to attract repeat visitors looking for new adventures. In addition, California has turned its gaze firmly toward Asia-Pacific travelers, betting that long-haul visitors from China, Japan, and South Korea will return once travel barriers ease.

Hawaii Invests Big to Rebuild Maui’s Visitor Numbers

Few places in the U.S. embody paradise like Hawaii. Yet, the islands have struggled with a significant tourism downturn, particularly on Maui. Wildfires in 2023 left lasting scars—not just physically but also psychologically—deterring visitors who once flocked to the island’s pristine shores.

Maui’s visitor counts remain about 23% below pre-2019 levels, hurting local businesses and hospitality workers who depend on tourism dollars. Recognizing the stakes, Governor Josh Green allocated $6.3 million specifically to boost tourism recovery in Maui. These funds support marketing efforts targeted at California travelers—a vital feeder market—and assist local businesses working to rebuild trust in the island’s safety and allure.

This funding reflects a broader strategy in Hawaii: showing potential visitors that not only is Maui open for business, but that their presence is vital to the island’s economic and social recovery.

Tennessee Wrestles With Budget Cuts—and Fights Back

While beach destinations dominate headlines, landlocked states like Tennessee are also grappling with tourism declines. Known for Nashville’s music scene and the Great Smoky Mountains, Tennessee relies heavily on both domestic and international tourism revenue.

Earlier this year, Tennessee faced the threat of losing $35 million in tourism funding due to the expiration of federal pandemic relief. Such a cut would have slashed marketing budgets, undermined efforts to secure new international flights, and weakened the state’s competitive position.

Refusing to accept this loss, state leaders have pushed to restore nearly $30 million to the tourism budget, arguing that every dollar invested in tourism returns several times over in economic benefits. They’re not just preserving ad campaigns—they’re protecting jobs and regional economies that depend on steady visitor spending.

Connecticut Looks to Catch Up With Neighbors

Connecticut has long struggled to attract the same tourism volumes as its New England neighbors like Massachusetts and Rhode Island. Yet with tourism in decline nationwide, Connecticut sees a window of opportunity to redefine itself as a serious destination.

State officials are lobbying for increased marketing funds to better compete in a tight Northeast market. More importantly, they’re tying tourism development directly to workforce expansion and local partnerships, hoping to create a sustainable ecosystem where tourism fuels broader economic health.

For Connecticut, it’s not just about luring more visitors—it’s about using tourism as a catalyst for community development, job creation, and regional pride.

Oregon’s Creative Spin on City Promotion

Portland, Oregon, has always danced to its own beat—and its tourism strategy is no different. After pandemic-era cuts slashed Travel Portland’s budget, the agency now boasts a restored $30 million funding level in 2025. That money is fueling clever campaigns designed to remind visitors why Portland remains an unforgettable destination.

From installing a giant cuckoo clock at Portland International Airport to launching summer “Ticket to Dine” deals, Oregon is leaning into creativity. These promotions aim to capture domestic travelers who might otherwise stick closer to home. By focusing on unique local experiences, Portland hopes to drive tourism numbers upward even amid international headwinds.

Georgia and Alabama Turn to Heritage and Outdoors

Not every state fights declining tourism with flashy ad buys. In Georgia and Alabama, heritage tourism and outdoor recreation are proving surprisingly powerful tools.

Georgia’s “GO Georgia” initiative highlights the state’s vast public lands, promoting wellness tourism tied to hiking, camping, and outdoor adventures. Meanwhile, the Historic Chattahoochee Commission, spanning parts of Georgia and Alabama, has poured resources into heritage trails, historical markers, and cultural storytelling to lure travelers seeking authentic experiences.

Such strategies appeal to domestic tourists who crave substance over spectacle—and who may be more willing to explore regional destinations while international trips feel uncertain or costly.

Texas Leverages Heritage Trails to Boost Local Economies

Texas has dusted off one of its most effective tourism tools: heritage trails. Programs like the Texas Plains Trail connect visitors to historical sites, cultural landmarks, and small-town charms that often fly under the radar of mainstream tourism marketing.

These trails don’t just preserve Texas history—they channel visitors into rural communities, sparking economic activity in places where tourism dollars can have an outsized impact. It’s a reminder that tourism recovery isn’t just about big cities and major attractions. Sometimes, saving tourism means looking to small towns and telling the stories that make a place unique.

A Broader Strategy: Diversifying the Visitor Experience

One unifying thread ties these diverse efforts together: diversification. States aren’t just pouring money into generic marketing. Instead, they’re betting on unique experiences, personalized storytelling, and locally rooted attractions to entice travelers.

This reflects a broader trend in global tourism. Post-pandemic travelers are less interested in cookie-cutter vacations and more interested in meaningful experiences, personal connections, and destinations with authentic character. From California’s hidden gems to Alabama’s heritage trails, states are tailoring their offerings to match these new priorities.

Public–Private Partnerships Fuel the Comeback

Another powerful factor driving state-level recovery is public–private partnerships. California’s TIDs, Portland’s business alliances, and Georgia’s heritage commissions all demonstrate how local stakeholders can pool resources for collective benefit.

These partnerships ensure that tourism promotion doesn’t vanish the moment public budgets tighten. Instead, they create sustainable funding streams that can weather downturns and invest in long-term growth. It’s an approach other states are watching closely as they look for ways to shield tourism from political and economic volatility.

Domestic Travelers: America’s Secret Weapon

While international numbers remain stubbornly low, domestic travel has provided a crucial lifeline. Many states, recognizing this, have pivoted resources toward attracting American visitors.

Oregon’s summer dining deals, Hawaii’s focus on West Coast markets, and Georgia’s outdoor campaigns are all designed to keep domestic travelers engaged. This is a smart move. Domestic tourists tend to spend generously, stay longer than day-trippers, and often return year after year if they fall in love with a destination.

For now, domestic travel may be the bridge that helps states survive until international flows return in full.

The Road Ahead: Challenges and Hope

Despite their best efforts, U.S. states still face significant challenges. The federal landscape remains unpredictable, with visa policies, geopolitical tensions, and economic shifts shaping who feels welcome to travel here. Even as states pour millions into marketing and innovation, some travelers hesitate, wary of long waits at airports, new security hurdles, or the perception of an unwelcoming environment.

Yet there’s hope. Many states report positive results from their campaigns. Hawaii has seen tentative rebounds in Maui bookings. California’s outreach to Asian markets is slowly rebuilding trust. Even Tennessee and Connecticut, once overlooked, are finding new footing with strategic investments.

Industry analysts remain cautiously optimistic. Oxford Economics predicts U.S. international arrivals may fully recover by 2029, though that timeline could shift based on policy and global economic health.

A Lesson in Adaptation and Resilience

In many ways, the story of U.S. tourism in 2025 is one of resilience. States have refused to sit idle while visitor numbers slip. Instead, they’re innovating, collaborating, and doubling down on what makes them unique.

Their message to the world is clear: America is still here, still beautiful, and still ready to welcome travelers—no matter the obstacles. And while the path to full recovery may be long, the determination shining from every corner of the country offers reason for hope.

From California’s towering sequoias to Alabama’s quiet heritage trails, America’s destinations are writing a new chapter in the tourism story—one built on creativity, grit, and an unshakable belief that travel remains one of life’s greatest adventures.

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