Colorado has joined a troubling trend among U.S. states in 2025, facing a notable decline in tourism.
Similar declines are evident across popular destinations, including California, New York, Las Vegas, and Florida.
The downturn is affecting every corner of the United States, with international visitors pulling back and domestic travelers cutting back on spending.
In response to these challenges, tourism boards from hard-hit states are launching robust campaigns aimed at promoting local travel and adjusting hotel pricing strategies.
Despite the slump, these states are not giving up.
They are deploying unified strategies to reinforce tourism economies against the pressures of the current climate.
As 2025 unfolds, the repercussions of the tourism slowdown are becoming increasingly clear.
Many major U.S. states are witnessing significant drops in tourism, with estimates suggesting a loss of approximately $12.5 billion in international spending this year alone.
This decline stems largely from a lack of international travelers who previously flocked to U.S. destinations.
New visa restrictions and political concerns are creating barriers, leading tourists to Canada, Europe, Japan, and Tunisia instead.
In particular, California is experiencing severe impacts on its tourism-dependent economy.
Cities like Los Angeles and San Francisco are grappling with nearly a 9.4% drop in international tourists this year.
This decline translates to more vacant hotel rooms, struggling local businesses, and a noticeable decrease in visitor spending at famous attractions.
Tourism cuts are affecting jobs and local culture, proving detrimental to California’s economy.
New York City is also bearing the brunt of this downturn, with a staggering 12% drop in international visitors.
Iconic landmarks such as Times Square and the Statue of Liberty are witnessing fewer tourists, resulting in lost revenue for hotels, restaurants, and retail shops.
Tourism losses in New York state could lead to a decrease of about 3 million foreign visitors this year, exerting pressure on both small and large businesses.
Meanwhile, Las Vegas, renowned for its casinos and entertainment, has observed an 11.3% drop in visitors, correlating with a decline in hotel occupancy and average room prices.
The shift in traveler preferences toward nature, adventure, and cultural experiences is posing a challenge for Las Vegas to retain its appeal.
Florida is similarly impacted, with a 5% drop in international tourists this year.
Even the state’s famous attractions, like Disney World and Miami, are struggling to maintain visitor numbers.
Tourism in Hawaii is not immune, either, with a reported 6% drop in arrivals, largely due to reduced travel from Asia, notably Japan.
This decline hinders Hawaii’s economy, which significantly depends on tourism for income and employment.
In states like Michigan and Washington, the figures are even more alarming, with Michigan anticipating a staggering 17.3% decrease in international visitors, and Washington experiencing a nearly 27% drop in overnight stays.
Smaller states across the country, such as Vermont, Maine, Georgia, Louisiana, and Oklahoma, are sharing similar fortunes, indicating a widespread issue affecting both large cities and rural regions alike.
The tourism slump has roots in multiple factors.
Notably, recent changes in visa regulations and immigration rules are complicating the entry process for foreign visitors.
In addition to encountering new fees and scrutiny, potential tourists are also influenced by cautionary advisories from foreign governments regarding travel to the U.S., resulting in decreased confidence and interest.
Moreover, economic slowdown globally is causing people to reconsider their travel budgets, with many travelers viewing the U.S. as an expensive, less appealing option nowadays.
Although domestic tourism has seen an uptick as Americans opt for local vacations, it has not been sufficient to offset the significant loss from international visitors.
Tourism boards across various states are intensifying efforts to encourage local travel through promotions and discounts.
Despite these initiatives, the financial gap left by international tourists remains challenging to fill, as domestic tourists typically spend significantly less during their trips compared to their international counterparts.
Looking to the future, tourism experts predict that recovery may be prolonged, potentially extending to 2029 before international travel fully rebounds to its pre-pandemic levels.
Several states must reevaluate their tourism strategies, with an increased focus potentially placed on eco-tourism, cultural experiences, and enticing long-term visitors.
Some cities are investing in improved digital tools and enhanced local experiences to better cater to traveler needs, while others are working to simplify visa processes.
Yet, the overarching challenge remains: fostering a sense of safety and welcoming atmosphere is essential to restoring interest in U.S. travel.
In Colorado, the tourism decline is reflected in a slight downturn for 2025, with a noted 2% drop in hotel occupancy and significantly reduced interest from international tourists.
Further exacerbated by recent wildfires, this situation has left both officials and industry players concerned about future tourism prospects.
Despite the downturn, areas such as Grand Junction are experiencing slightly better outcomes, highlighting variability in tourism performance across the state.
In 2024, Colorado welcomed a remarkable 95.4 million visitors, drawing in a substantial $28.5 billion for the economy.
Yet experts are starting to become wary about a slowdown entering 2025.
While tourism remains a key economic driver, the slight overall decline signals emerging challenges, especially in hotel bookings and rental properties.
Tim Wolfe, Director of Colorado Tourism, has noted the importance of addressing these shifts proactively, despite the more favorable performance of larger destinations.
The absence of international visitors represents a critical issue, with these tourists generally spending five times more than domestic guests.
Restoring international travel will be crucial for revitalizing Colorado’s tourism economy.
Efforts are already underway to attract back overseas tourists, but persistent issues with flights, visa complications, and ongoing global anxieties will likely slow recovery.
As states like Florida and New York face unique difficulties, Colorado must act quickly to capture domestic travelers seeking vacation destinations within the U.S.
Campaigns like “Do Colorado Right” aim to inspire residents and nearby travelers to explore Colorado more thoroughly.
The overarching goal is to portray Colorado as more than just a destination for skiing or summer excursions, but rather a year-round option rich with attractions from fall foliage to spring celebrations.
Additionally, the lingering effects of wildfires pose a risk for visitor confidence, leading to potential avoidance of certain areas even after the crises are resolved.
Safety, air quality, and infrastructure concerns must be addressed comprehensively to reassure both residents and visitors of Colorado’s safety.
To combat these challenges, the state is employing its “Do Colorado Right” campaign, emphasizing responsible tourism and teaching visitors the importance of respecting local environments and communities.
The Stewardship program also plays a crucial role by focusing on the preservation of natural sites and helping smaller towns manage tourist flows sustainably.
Throughout Colorado, the push for responsible and sustainable tourism remains a priority, especially in light of the changing travel landscape.
The slight downturn of 2% may not be catastrophic, but it still serves as a critical warning that requires attention from tourism leaders.
Colorado’s needs and goals must remain aligned, fostering collaboration among communities to thrive despite external pressures.
The upcoming 150th birthday of Colorado in 2026 presents a unique opportunity for the state to foster local tourism.
Officials plan to harness this milestone to encourage state residents to rediscover and explore hidden gems throughout Colorado.
Beyond marketing budgets, the focus will be on creating personal connections and experiences that inspire local travelers.
Emphasis will be placed on promoting visits to lesser-known towns, scenic trails, and cultural landmarks, thereby enhancing regional pride and engagement.
Despite current hurdles, Colorado is taking decisive action through innovative promotional campaigns, community-driven initiatives, and conscious sustainability efforts to retain its stature as a prized destination.
Through coordination and creativity, Colorado’s tourism future holds potential, provided that the state acts to build trust and foster an environment that welcomes all travelers.
Tourism officials are optimistic that with unity and strategic advancement, Colorado can thrive in the coming years, even in the face of adversity.
image source from：travelandtourworld
