The past four years have been challenging for the global tourism sector. However, in 2024, international tourist flows are expected to return to pre-pandemic levels, providing much-needed relief for the industry.
Despite these adversities, the United States has managed to stand out and secure the top position in the 2024 Travel & Tourism Development Index, compiled by the World Economic Forum. This index evaluates countries based on various aspects such as security, transportation infrastructure, sustainability, and natural and cultural resources to determine their tourism appeal.
While many countries face significant challenges such as global inflation, climate change, and geopolitical tensions, the U.S. has demonstrated an exceptional ability to mitigate risks and maximize its tourism potential. This achievement results from policies prioritizing tourism, robust investments in air and land infrastructure, and a continuous commitment to preserving natural and cultural resources.
Anna Abelson, an adjunct instructor at the SPS Tisch Center for Hospitality at New York University, highlights: “Beyond the diversity of landscapes, natural beauty, and cultural richness, the United States has a well-developed structure to support the travel and tourism sector.”
This infrastructure attracts a powerful flow of consumers. According to the biannual U.S. travel forecast by the U.S. Travel Association (USTA), international visitors spent $180 billion in 2019 before the pandemic, significantly contributing to a total revenue of approximately $2 trillion.
This achievement reinforces not only the United States’ position as a tourism leader but also its crucial role in the global travel and tourism economy, supported by a solid infrastructure that attracts visitors from around the world.
Comparatively, France—the most visited country in the world—welcomed 90 million visitors in 2019, surpassing the 79.4 million who traveled to the United States that same year. The revenue generated by international tourism in France reached approximately $61 billion in 2019.
Although the U.S. experienced a significant decline in tourism revenue during the pandemic, the U.S. Travel Association (USTA) projects a recovery by 2025, suggesting a return to pre-pandemic growth.
The U.S. federal government plays a crucial role in supporting the travel and tourism sector, particularly in maintaining and regulating the robust infrastructure of airports and airlines.
Experts emphasize that a substantial part of the United States’ continued success in tourism can be attributed to the diversity of its cities—both large and small—and the ongoing commitment to developing sustainable and long-term tourism plans.
These combined factors have contributed to the resilience and lasting appeal of the United States as one of the world’s top tourist destinations, despite the challenges faced over the years, including the global pandemic.
The largest U.S. cities are intensifying their efforts to maintain a strong presence in the minds of international tourists, supported by large budgets and dedicated teams.
“For decades, metropolises like Las Vegas and New York have taken a proactive and vigorous approach to promoting their destinations, building strong brands that resonate long-term with consumers,” observes Taryn Scher, founder of TK Public Relations.
Globally significant events hosted in the United States—such as the Coachella festival, the Super Bowl, and Mardi Gras—play a crucial role in attracting visitors from all over the world, as Scher highlights.
Additionally, the vast system of U.S. national parks, comprising 63 parks and covering about 22 million hectares (nearly the size of the United Kingdom), serves as a magnet for global tourists.
“The United States stands out for its diversity of landscapes, including mountains, deserts, tropics, and swamps, offering a broader range of experiences than most countries,” says Tim Leffel, author of The World’s Cheapest Destinations book and website. “Cities like New Orleans, New York, Santa Fe, Alaska, and Florida are distinctly diverse, rivaling entire nations in variety.”
This variety and the continuous investment in promotion and infrastructure position the United States as an unparalleled tourism destination, capable of attracting and captivating visitors worldwide with its diverse and appealing offerings.
Danielle Borja, president and CEO of Visit Conejo Valley, emphasizes that one of the primary drivers of the U.S. tourism industry’s success is the collaboration between local, regional, and state tourism organizations.
A notable example is the Ultimate Playground campaign launched by Visit California to promote outdoor, cultural, and wellness activities across the state. Borja highlights that initiatives like this not only showcase California’s unique attractions but also provide opportunities for local partners, such as Visit Conejo Valley, to promote specific activities—like the new Star Wars exhibit at the Ronald Reagan Presidential Library and Museum.
In addition to collaborating with tourism organizations, promotional entities often partner with private businesses, such as restaurants and private tourist attractions. This aspect of partnership is crucial in the U.S. tourism industry, strengthening the availability of varied and high-quality experiences for visitors.
This integrated approach—thinking globally while acting locally—not only enriches the tourism offering but also strengthens local and regional economies, solidifying the United States as a world-renowned tourism destination.
Taryn Scher, a tourism industry veteran with 20 years of experience, highlights that the United States has maintained strong tourism growth due to the strategic focus of state and municipal offices on marketing and promotion.
She points out that American cities traditionally less visited by international tourists—such as Tampa (Florida), Savannah (Georgia), Cincinnati (Ohio), Indianapolis (Indiana), and Louisville (Kentucky)—have recently expanded their promotional efforts in an aggressive yet strategic manner. These places have found effective ways to increase brand awareness and attract more visitors.
During the pandemic, lesser-known destinations gained popularity as people sought less crowded places to visit. Now, these smart destinations have realized tourism’s economic potential and are capitalizing on it.
Investments in tourism marketing and infrastructure—while long-term strategies—have been particularly successful in places like Charleston (South Carolina) and Napa Valley (California). These regions have not only seen an increase in visitor numbers but also a significant economic impact. More visitors mean more revenue for local restaurants, shops, and hotels, creating a virtuous cycle of local economic growth.
“Every dollar spent by visitors locally multiplies and stays within the community, generating an enormous direct economic impact,” Scher emphasizes. “Tourism booms not only drive the economy but also create more jobs and opportunities in communities, broadly benefiting the local economy.”
Thus, the focused strategy and collaboration between public and private entities have been fundamental in driving the continuous success of tourism in the United States, both in established destinations and emerging locations.
The ongoing success of the U.S. tourism sector is attributed to various effective practices and a dynamic approach to destination promotion and management. Tim Leffel highlights that part of this success stems from strong professional ethics, organizational efficiency, and reliable communications from U.S. tourism agencies. They not only respond promptly to journalists and monitor marketing campaigns but also actively participate in conferences to improve practices and collaborations.
The annual IPW conference is a significant example, generating billions of dollars in future sales of U.S. tourism products to international operators. This trade show is crucial for promoting accommodations, destinations, and attractions in the U.S. to a global audience.
Anna Abelson notes that U.S. tourism offices and destination management organizations are known for maintaining robust information centers and a strong digital presence, ensuring reliability for tourists.
The rapid adoption of new technologies, such as artificial intelligence and service automation, has also been an accelerated trend due to the pandemic, positioning the United States ahead in technological adaptation compared to other countries. This agility in embracing innovations contributes to a more efficient and attractive tourism experience for visitors.
Furthermore, organizations such as Brand USA and the U.S. Travel Association (USTA) play a crucial role in promoting the United States as a world-class travel destination while facilitating visa policies and entry into the country.
The United States’ ability to take risks and quickly implement new trends—whether in the food and beverage sector, cultural events, or visitor experiences—reinforces its position as a global leader in tourism. This bold and large-scale approach is a distinctive strength that continues to attract and captivate tourists worldwide.
While other countries seek to innovate and compete in the global tourism market, the United States continues to lead—not only in quantity but also in quality and diversity of tourism experiences.
