As global challenges continue to influence travel, tourism in America demonstrates remarkable resilience and adaptability, according to the latest insights from MMGY’s 2025 Portrait of American Traveler Summer Edition. The research, conducted among four thousand five hundred US adults, reveals that despite economic and geopolitical headwinds, leisure travel remains a core priority, with significant shifts in how travelers explore destinations and plan their journeys.

One of the standout trends is the resurgence of road trips, which hit a decade high in popularity. Nearly two-thirds (sixty-four percent) of Americans undertook road trips in the past year, driven largely by Millennials and Gen Xers with children seeking flexibility, affordability, and nostalgia. The iconic Pacific Coast Highway emerged as the most popular route, underscoring regional travel’s draw for family-friendly, accessible adventures that blend scenic beauty with local culture.

AI Technology Enters Mainstream Travel Planning

The integration of artificial intelligence (AI) into travel planning marks a new chapter for tourism in the US Around forty-two percent of leisure travelers now use AI-powered tools like ChatGPT to support trip preparation, a fourteen percent rise from the prior year. While AI supplements traditional research, human recommendations remain twice as trusted, illustrating how technology enhances rather than replaces experiential insights.

Younger demographics, especially Gen Z and Millennials, are the leading adopters. This shift signifies growing demand for personalized, efficient planning mechanisms that cater to specific interests and lifestyles, reflecting broader digital transformation trends in the tourism industry.

Cannabis Tourism Expands as a New Growth Sector

An emerging facet fueling American tourism is cannabis-related travel, with thirty-nine percent of US travelers expressing interest in incorporating cannabis experiences into their vacations. The strongest demand comes from Gen Z and Millennials, including many who are not regular cannabis users, highlighting curiosity and desire for unique, alternative experiences. Popular activities such as visits to cannabis shops, tasting rooms, and farms position cannabis tourism as a novel driver unique to compliant US states, diversifying destination appeal and boosting localized economies.

Evolving Definitions of Luxury and Wellness Travel

Luxury travel in America is being redefined for 2025. More than one-third (thirty-four percent) of travelers now self-identify as luxury consumers, yet preferences are shifting significantly. Spending on traditional luxury accommodations and restaurants has declined, while premium airfare has become a nonnegotiable priority, indicating that travelers prefer to invest in quality transport that enhances the overall experience.

This trend emphasizes the growing importance of wellness, lifestyle, and flexible experiences over conspicuous consumption. Travelers now seek meaningful, personalized journeys that integrate health, well-being, and cultural immersion, signaling opportunities for destinations to innovate in wellness tourism offerings.

Family Travel and Diversity Shape Tourism Landscape

The survey also sheds light on family travel and the diversity within the American travel market. Families remain a core segment, spearheading demand for experiences that combine relaxation with adventure and cultural education. Increased diversity among travelers prompts destinations to tailor marketing and product development to varied cultural preferences and expectations.

These insights enable tourism stakeholders to craft inclusive, responsive strategies that reflect evolving demographics and lifestyle aspirations, ensuring that destinations remain relevant and attractive in a competitive global market.

Tourism Industry Outlook: Adaptability Fuels Recovery

Overall, the MMGY survey depicts a tourism sector marked by change and resilience. Though anticipated spending and trip volume may soften slightly through 2025 due to inflation and geopolitical concerns, the commitment to travel endures. Leisure travel memories are valued above material purchases by seventy-six percent of respondents, underscoring the emotional significance that tourism holds in contemporary American life.

Travel marketers are advised to anticipate fluctuating consumer behaviors and emphasize personalized, flexible experiences supported by technological innovation. Ability to pivot in response to external shocks will continue to determine success in the tourism sector for the remainder of the year and beyond.

MMGY Insights Guide a New Era of American Tourism

MMGY’s “Summer Edition” of Portrait of American Travelers offers landmark data that captures shifting values, technological adoption, and emerging trends in US leisure travel. As communities across America wrestle with economic and social change, the evolving travel behaviors reveal optimism and opportunity in equal measure.

From a surge in road trips to the ascent of AI planning tools, the rise of cannabis tourism, and the redefinition of luxury travel, these dynamics provide a blueprint for destinations, travel brands, and policymakers aiming to align offerings with modern traveler expectations and drive sustainable tourism growth.

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