Published on November 1, 2025
In 2025, California joins North Dakota, Florida, Texas, Ohio, New York, and others in facing a successive decline in US tourism for ten consecutive months, driven by rising costs and shifting travel trends. From January through September, these states collectively recorded year-over-year drops in visitor arrivals, reflecting a nationwide cooling of travel activity after years of post-pandemic recovery. While the scale of decline varied — from California’s modest −1.4% dip to North Dakota’s steep −18.8% fall — the pattern points to broader economic pressures, fluctuating airfare and lodging rates, and changing consumer preferences influencing how and where Americans and international travelers spend their vacations. Despite the downturn, destinations such as Florida and Texas maintained strong baseline numbers, highlighting tourism’s resilience even amid market headwinds. Overall, the nine-month stretch of successive decline marks a critical juncture for the U.S. tourism industry, prompting renewed focus on regional diversification, sustainable travel strategies, and economic measures to reinvigorate visitor growth across the country.
California Tourist Arrivals: A Slight Dip in 2025
California’s tourist arrivals from January to September 2025 showed a −1.4% year-over-year (YoY) decline compared to the same period in 2024. While early months like January and April experienced modest growth, mid-year months such as June and July saw noticeable decreases. Overall, the state’s tourism sector remained relatively stable, reflecting minor fluctuations likely tied to seasonal patterns and travel dynamics. Despite the slight dip, California continues to attract strong visitor numbers across key months.
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California Tourist Arrivals
| Month | 2024 | 2025 | % Change |
|---|---|---|---|
| JAN | 7.8M | 7.9M | +1.3% |
| FEB | 7.0M | 6.8M | −2.9% |
| MAR | 7.8M | 7.7M | −1.3% |
| APR | 7.7M | 7.8M | +1.3% |
| MAY | 7.9M | 7.8M | −1.3% |
| JUN | 8.0M | 7.7M | −3.8% |
| JUL | 8.5M | 8.3M | −2.4% |
| AUG | 8.3M | 8.2M | −1.2% |
| SEP | 7.7M | 7.5M | −2.6% |
| Total (JAN–SEP) | 70.7M | 69.7M | −1.4% |
North Dakota Tourist Arrivals Take a Dip in 2025
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North Dakota’s tourist arrivals saw a −18.8% year-over-year (YoY) decrease in 2025 compared to 2024. Despite steady visitor activity in early months, overall travel numbers dropped notably across the summer and fall seasons. The decline may reflect shifting travel trends, reduced event tourism, or regional economic factors impacting visitor flows. Still, North Dakota continues to attract a loyal base of visitors drawn to its scenic landscapes and outdoor experiences, maintaining a strong tourism presence despite the yearly decline.
North Dakota Tourist Arrivals
| Month | 2024 | 2025 | % Change |
|---|---|---|---|
| JAN | 95.9K | 98.9K | +3.1% |
| FEB | 102K | 89.2K | −12.5% |
| MAR | 125K | 104K | −16.8% |
| APR | 119K | 87.8K | −26.2% |
| MAY | 131K | 98.2K | −25.0% |
| JUN | 147K | 113K | −23.1% |
| JUL | 183K | 140K | −23.5% |
| AUG | 216K | 149K | −31.0% |
| SEP | 137K | 107K | −21.9% |
| Total (JAN–SEP) | 1.6M | 1.3M | −18.8% |
Florida Tourist Arrivals Hold Steady with a Slight Dip in 2025
Florida’s tourist arrivals showed a modest −2.1% year-over-year (YoY) decline in 2025 compared to 2024. The Sunshine State maintained strong visitor numbers, with steady performance through most months. Slight decreases were observed in early spring and late summer, but the overall trend indicates continued tourism strength. Despite the minor drop, Florida remains one of the most visited destinations in the U.S., underscoring its enduring appeal for domestic and international travelers alike.
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Florida Tourist Arrivals
| Month | 2024 | 2025 | % Change |
|---|---|---|---|
| JAN | 1.8M | 1.8M | 0.0% |
| FEB | 1.5M | 1.4M | −6.7% |
| MAR | 1.7M | 1.6M | −5.9% |
| APR | 1.6M | 1.5M | −6.3% |
| MAY | 1.6M | 1.6M | 0.0% |
| JUN | 1.6M | 1.5M | −6.3% |
| JUL | 1.9M | 1.8M | −5.3% |
| AUG | 1.7M | 1.7M | 0.0% |
| SEP | 1.4M | 1.3M | −7.1% |
| Total (JAN–SEP) | 19.4M | 19.0M | −2.1% |
Texas Tourist Arrivals Remain Stable in 2025
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Texas experienced a nearly flat trend in tourist arrivals, with a slight −0.6% year-over-year (YoY) decline in 2025 compared to 2024. Visitor counts stayed strong across most months, with minor dips in February and March contributing to the overall decrease. Despite this marginal drop, the Lone Star State maintained robust travel activity, reflecting consistent tourism demand driven by its cultural diversity, business travel, and major events throughout the year.
Texas Tourist Arrivals
| Month | 2024 | 2025 | % Change |
|---|---|---|---|
| JAN | 8.5M | 8.6M | +1.2% |
| FEB | 8.1M | 7.5M | −7.4% |
| MAR | 9.2M | 8.6M | −6.5% |
| APR | 8.7M | 8.7M | 0.0% |
| MAY | 8.8M | 8.8M | 0.0% |
| JUN | 8.6M | 8.3M | −3.5% |
| JUL | 9.3M | 9.0M | −3.2% |
| AUG | 9.2M | 9.1M | −1.1% |
| SEP | 8.5M | 8.4M | −1.2% |
| Total (JAN–SEP) | 104.8M | 104.2M | −0.6% |
Ohio Tourist Arrivals Face a Modest Decline in 2025
Ohio’s tourist arrivals dipped by −5.6% year-over-year (YoY) in 2025 compared to 2024. The decline reflects slightly reduced travel during the first half of the year, with smaller gains later unable to offset earlier drops. While total visits fell modestly, Ohio’s tourism remains resilient, supported by cultural attractions, seasonal festivals, and steady domestic travel interest across the Midwest.
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Ohio Tourist Arrivals
| Month | 2024 | 2025 | % Change |
|---|---|---|---|
| JAN | 19.6K | 16.9K | −13.8% |
| FEB | 15.8K | 14.7K | −7.0% |
| MAR | 27.0K | 26.2K | −3.0% |
| APR | 23.2K | 19.9K | −14.2% |
| MAY | 21.4K | 20.3K | −5.1% |
| JUN | 33.0K | 29.9K | −9.4% |
| JUL | 30.5K | 29.8K | −2.3% |
| AUG | 21.9K | 22.0K | +0.5% |
| SEP | 12.8K | 12.2K | −4.7% |
| Total (JAN–SEP) | 250K | 236K | −5.6% |
New York Tourist Arrivals Decline Slightly in 2025
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New York recorded a −7.2% year-over-year (YoY) decrease in tourist arrivals in 2025 compared to 2024. Despite continued strong tourism during the summer months, early-year slowdowns and reduced late-season activity contributed to the dip. The city’s appeal as a global travel destination remains robust, yet modest declines suggest shifting visitor patterns, possibly influenced by international travel trends or economic factors.
New York Tourist Arrivals
| Month | 2024 | 2025 | % Change |
|---|---|---|---|
| JAN | 2.3M | 2.4M | +4.3% |
| FEB | 2.2M | 2.0M | −9.1% |
| MAR | 2.8M | 2.4M | −14.3% |
| APR | 2.8M | 2.5M | −10.7% |
| MAY | 3.0M | 2.6M | −13.3% |
| JUN | 3.4M | 2.9M | −14.7% |
| JUL | 4.1M | 3.6M | −12.2% |
| AUG | 4.3M | 3.8M | −11.6% |
| SEP | 3.1M | 2.7M | −12.9% |
| Total (JAN–SEP) | 36.1M | 33.5M | −7.2% |
In 2025, California saw a 1.4% decline, joining North Dakota, Florida, Texas, Ohio, New York, and others in facing successive decline in US tourism for ten consecutive months from rising costs and shifting trends.
Conclusion
California joined North Dakota, Florida, Texas, Ohio, New York, and others in facing a successive decline in U.S. tourism for nine consecutive months, reflecting a nationwide slowdown. Despite regional strengths, the persistent dip underscores mounting challenges for major travel hubs.
In 2025, California saw a –1.4% decline in tourism, joining North Dakota, Florida, Texas, Ohio, New York, and others. rising costs and shifting trends drove this downturn.
Experts attribute this extended decline to rising travel costs, shifting tourist behavior, and evolving economic conditions. While recovery remains gradual, states are now focusing on revitalizing tourism strategies to restore steady growth and attract more visitors in the coming months.
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Tags: tourism decline, travel trends 2025, US Tourism
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