For years, international travel dominated the wanderlust conversation, but 2025 is shaping up to be the year domestic tourism takes the spotlight.
After years of travel restrictions, skyrocketing airfare prices, and a renewed appreciation for exploring close to home, people are shifting their focus to unique, affordable, and meaningful experiences within their own country. Many tourists in 2024 are embarking on trips abroad that were previously delayed due to the pandemic, resulting in a surge of outbound travel. This shift emphasizes a broader trend in spending towards international experiences, positioning the aftermath of the pandemic as a catalyst for increased travel interest among Americans.
But this year, local gems, often overlooked in favor of international hotspots, are finally getting the attention they deserve.
If you’re a business owner, travel enthusiast, or someone invested in your local community, this is a golden opportunity!
By the end of this article, you’ll not only understand why domestic tourism is set to explode but also how to position yourself—or your favorite local destination—at the forefront of this exciting trend.
What’s Fueling the Trend: Key Drivers Behind the Resurgence
The domestic tourism boom expected in 2025 isn’t a coincidence—it’s actually just a result of major shifts in travel behavior, economic conditions, and cultural priorities. There has been a long-term shift in travel behavior towards domestic tourism, with more Americans allocating resources towards experiential travel rather than traditional vacationing.
Let’s explore the key reasons why domestic travel is roaring back:
1. Economic Recovery and Renewed Consumer Confidence
After years of economic uncertainty, people are starting to feel more secure in their finances. As the economy stabilizes and disposable income increases, many are prioritizing travel. However, with international travel often carrying high costs—like airfare, currency exchange, and lengthy itineraries—domestic travel emerges as an accessible and budget-friendly alternative.
For families, road trips and nearby destinations are cost-effective options compared to expensive flights abroad. Similarly, solo travelers and couples are finding that exploring within their own borders allows for shorter trips without sacrificing the quality of the experience.
Additionally, the fall in the dollar's value gets foreign destinations less financially appealing, further encouraging domestic tourism.
So, it just goes without saying that travelers are looking to get the most value for their money, and domestic tourism fits the bill perfectly!
2. Evolving Travel Preferences Post-Pandemic
You've seen and heard this many times: the pandemic reshaped how we think about travel.
Many people who had to cancel international plans during lockdowns rediscovered the charm of local and regional destinations. Now, convenience and flexibility are at the top of the priority list for many travelers.
Some travel plans have been shortened due to changing preferences, with airlines like American Airlines reducing the duration of their summer flight schedules from Chicago to popular international destinations like Barcelona, Paris, and Dublin.
Domestic trips offer lower planning stress compared to international travel, where concerns about visas, health restrictions, and foreign currencies can add layers of complexity. For instance, a spontaneous weekend getaway to a state park or a cozy bed-and-breakfast is far easier to organize than a two-week overseas trip!
Moreover, safety remains a concern for many, even as the world has moved beyond the peak of the pandemic. Travelers feel more comfortable staying within familiar borders, where healthcare systems and infrastructure are easier to navigate if needed.
3. Support for Local Economies and Sustainability Goals
During the pandemic, the “support local” movement gained traction as people rallied to help their communities weather the storm. That spirit of local pride hasn’t gone away. In fact, it’s influencing travel decisions!
Many now view domestic travel not only as a personal treat but also as a way to give back to their own regions, beefing up efforts to increase local tourism.
By choosing local destinations, travelers contribute directly to small businesses like family-owned restaurants, boutique hotels, and tour operators. This keeps money circulating within the community, helping to rebuild regional economies.
At the same time, environmental awareness is driving more travelers to seek sustainable options. Domestic trips typically result in a smaller carbon footprint, as they often involve fewer flights and shorter distances. Many travelers are also drawn to destinations that offer eco-friendly experiences, such as hiking trails, wildlife sanctuaries, and agri-tourism.
4. Rising Popularity of Hidden Gems
Another major factor is the growing interest in uncovering lesser-known destinations. Many people are tired of crowded, over-commercialized tourist spots (which drove over-tourism, by the way!) and are now seeking out unique, authentic experiences closer to home.
Some popular destinations have become choked with tourists, leading travelers to seek out hidden gems. Whether it’s a small coastal town, a mountain retreat, or a vibrant cultural hub, domestic travel allows adventurers to explore places they may have overlooked in favor of international trips.
This desire for unique experiences is also fueled by social media, where people share their adventures in off-the-beaten-path locations, inspiring others to follow suit.
5. The “Workcation” Trend: A Long Term Shift in Mixing Work with Leisure
Remote work has given rise to the "workcation" trend—a blend of work and vacation. Travelers, especially digital nomads, are now choosing destinations where they can set up temporary offices, enjoy scenic surroundings, and balance productivity with relaxation.
The availability of a daily flight can make workcations more convenient by providing easy access to international destinations. Destinations with reliable internet, coworking spaces, and plenty of leisure activities are especially appealing to this crowd. Marketing a destination as “workcation-friendly” could open up new opportunities for local businesses.
6. A Focus on Family-Friendly and Multi-Generational Vacationing
After years of disrupted plans, families are prioritizing vacations that bring everyone together—from kids to grandparents. At one time, family travelers were a more common sight, and domestic travel makes these multi-generational trips more accessible, offering options that cater to all age groups.
Destinations that provide family-friendly accommodations, kid-friendly activities, and relaxing options for older travelers will see a surge in demand. Emphasizing inclusivity and accessibility will be key indeed!
7. Technology-Driven Travel Planning
Technology is revolutionizing how people plan and experience travel. Apps that help travelers find unique destinations, virtual tours to preview locations, and personalized recommendations based on preferences are making domestic trips more convenient than ever.
News releases from airlines and travel companies also play a significant role in influencing travel decisions by announcing new routes and services in their newsletters.
Contactless booking, mobile check-ins, and streamlined itineraries also make travel easier and safer. For businesses, having a strong digital presence and adopting new tech tools is essential to stay competitive.
8. Eco-Conscious and Sustainable Travel
Now more than ever, travelers are increasingly aware of their environmental impact and are seeking sustainable options.
Activities like hiking, biking, and eco-tourism are growing in popularity, as are accommodations with green practices like solar energy, water conservation, and sustainable materials. Purchasing a shinkansen train ticket is another example of a sustainable travel option.
By promoting eco-friendly experiences and sustainable tourism, destinations can attract conscientious travelers while preserving their natural and cultural assets for the future.
Examples of Domestic Tourism
Domestic tourism encompasses a wide range of activities where travelers explore destinations within their own country. Here are some examples that highlight different facets of domestic travel:
Economic factors, such as the rising value of foreign currencies hitting a high, can significantly impact travel decisions.
1. Exploring National Parks and Natural Wonders
Many people take advantage of domestic travel to visit iconic parks and landscapes, meaning these experiences hold significant value for those seeking natural beauty and adventure.
- Example: Visiting Yellowstone National Park in Wyoming to see geysers, hot springs, and wildlife.
- Example: Hiking the Great Smoky Mountains on the Tennessee-North Carolina border.
2. Weekend Getaways to Small Towns or Rural Areas
Short trips to quaint towns or rural regions offer a chance to relax and experience local charm.
- Example: Exploring the wineries and historic streets of Napa Valley, California.
- Example: Staying in a cozy cabin in Door County, Wisconsin, for a peaceful lakeside retreat.
Economic changes, such as a 'full half point' interest rate cut, can make these getaways more appealing.
3. Cultural and Historical City Tours
Urban tourism is popular for those interested in museums, historical landmarks, or vibrant city life.
- Example: Touring Washington, D.C.’s monuments and Smithsonian museums.
- Example: Walking through the historic French Quarter in New Orleans, Louisiana.
Trends in international flying can significantly influence the popularity of cultural and historical city tours, as more overseas visitors seek unique urban experiences.
4. Attending Local Festivals and Events
Domestic tourism often involves attending events that celebrate regional culture, food, or music.
- Example: Joining the Albuquerque International Balloon Fiesta in New Mexico.
- Example: Tasting local delicacies at the Charleston Wine + Food Festival in South Carolina.
The editorial board of local newspapers can play a significant role in promoting these festivals and events.
5. Visiting Family-Friendly Attractions
Many families choose domestic destinations that cater to all ages.
- Example: Spending a few days at Walt Disney World in Orlando, Florida.
- Example: Exploring the San Diego Zoo or Legoland in Southern California.
6. Road Trips Across Scenic Routes
Road trips allow travelers to enjoy the journey as much as the destination.
- Example: Driving along the Pacific Coast Highway in California, with stops at beaches and coastal towns.
- Example: Following the Blue Ridge Parkway through Virginia and North Carolina to admire the Appalachian scenery.
7. Culinary Tourism in Regional Hub
Food lovers often explore culinary hotspots within their own country.
- Example: Sampling BBQ and live music in Austin, Texas.
- Example: Tasting fresh seafood in Portland, Maine.
Preparing Local Destinations to Capitalize on the Domestic Tourism Boom
To fully benefit from the surge in domestic tourism, local destinations need to be strategic and forward-thinking. Here are key strategies to help communities and businesses maximize this opportunity:
1. Invest in Infrastructure and Accessibility
Destinations that prioritize visitor comfort and accessibility stand out. Improved infrastructure not only attracts more tourists but also creates a better experience for local residents.
- Actionable Steps: Upgrade roads, parking, and public transportation to make your location easier to reach and enhance accessibility for travelers with disabilities by offering ramps, elevators, and ADA-compliant accommodations.
- Example: A popular hiking destination could add well-maintained trails, rest areas, and clear signage to cater to a broader audience.
2. Develop and Promote Off-Season Offerings
One of the biggest challenges in tourism is seasonality. Creating unique experiences tailored to off-peak times can help sustain visitor traffic year-round.
- Actionable Steps: Host events or festivals during slower months. Also, offer discounts on lodging, dining, and activities to encourage travel during the off-season.
- Example: A ski resort might market summer activities like mountain biking or zip-lining to attract visitors outside of winter.
3. Collaborate with Local Businesses
Communities that work together to provide seamless travel experiences are more likely to attract and retain visitors. Partnerships amplify the overall appeal of a destination.
- Actionable Steps: Create bundled packages by partnering with hotels, restaurants, and local tour operators and work with local governments and tourism boards to align marketing efforts.
- Example: A coastal place could offer a “Beach Getaway Package” that includes lodging, a seafood dinner, and a sunset boat tour.
4. Build a Strong Online Presence
In today’s digital world, a destination’s online reputation is critical. Travelers rely on websites, social media, and online reviews to plan their trips.
- Actionable Steps: Maintain an updated website with attractive visuals, accurate details, and easy-to-use booking options and encourage visitors to leave positive reviews on platforms like Google, Yelp, or TripAdvisor.
- Example: A historic inn could feature a virtual tour on its website, helping potential guests preview the property before booking.
5. Tap Into Emerging Tourism Trends
Understanding and leveraging trends like workcations, eco-tourism, and experiential travel can set destinations apart. Aligning offerings with these trends keeps your location competitive.
- Actionable Steps: Provide reliable Wi-Fi and workspace-friendly accommodations for remote workers. Also, develop eco-friendly tours or activities like cultural immersion and volunteering opportunities.
- Example: A national park could launch a “Volunteer Vacation” program where guests participate in conservation efforts in exchange for discounted stays.
6. Market to Local and Regional Audiences
While attracting visitors from other states is important, don’t overlook local audiences. Nearby travelers are often eager for day trips or short weekend getaways.
- Actionable Steps: Run targeted advertising campaigns in nearby cities or regions and highlight views that make your location perfect for quick, accessible escapes.
- Example: A vineyard could market itself as the ideal day trip for wine lovers from the nearest city.
7. Use Visitor Feedback to Evolve
Understanding what visitors enjoy—and what they think could improve—is key to long-term success. Actively collecting and analyzing feedback ensures your destination evolves to meet traveler expectations.
- Actionable Steps: Send out surveys after visits and regularly monitor online reviews. Also, use feedback to refine offerings, fix pain points, or add new features.
- Example: A museum could learn from surveys that extended hours or interactive exhibits would attract more visitors.
By adopting these strategies, local destinations can position themselves to thrive during the domestic tourism boom of 2025 and beyond.
Final Thoughts
The expected surge in domestic tourism in 2025 is more than just a passing trend—it’s a significant shift in how people approach travel. Economic factors, changing traveler preferences, and a renewed appreciation for local gems are driving this movement, creating incredible opportunities for destinations across the country.
For local communities and businesses, the key to success lies in preparation. Investing in infrastructure, aligning with emerging trends, and crafting authentic, immersive experiences can make all the difference. Whether it’s a small town, a state park, or a bustling urban neighborhood, every destination has the potential to capture the hearts of domestic travelers.
Now is the time to act. By embracing collaboration, sustainability, and creative marketing strategies, your local gem can stand out in this thriving market. The domestic tourism boom isn’t just about bringing visitors in—it’s about creating lasting memories and building stronger, more resilient communities.
