Published on January 24, 2026
In 2025, tourism in various destinations across the U.S. faced significant challenges, with many regions experiencing a sharp decline in arrivals for the first three quarters of the year. Florida, alongside states like Illinois, Ohio, Missouri, Oregon, and territories such as the Virgin Islands, saw a marked decrease in tourist numbers during the nine successive months of 2025. These declines were attributed to a combination of unpredictable weather events, rising travel costs, and global economic factors that affected travelers’ decision-making.
However, as the year moved into the final quarter, a distinct shift occurred. Florida, a state known for its vibrant beaches, theme parks, and natural wonders, was among those that witnessed a remarkable recovery. The trend was echoed by other key tourism destinations like Illinois and Ohio, which also saw substantial growth in the last quarter, driven by events, seasonal tourism, and the return of holiday travelers. Similarly, Missouri, Oregon, and the Virgin Islands also benefited from a late surge in arrivals, showcasing how, despite a rough year, strategic tourism pushes and the resilience of these locations led to a positive turn in the final months of 2025. This recovery marks a promising outlook for these destinations as they head into 2026, proving that even in the face of a challenging year, growth is possible with the right momentum.

Florida: Resilience in the Face of Decline

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Florida’s tourist arrivals suffered noticeable declines across much of 2025. The months from January to September reflected widespread reductions, including key months like February and May, which both saw drops in the 6-7% range. While the state’s legendary beaches, theme parks, and natural beauty typically attract a steady flow of tourists, these declines could be attributed to unpredictable weather events, economic factors, and the ongoing impacts of global travel shifts. However, Florida found a way to bounce back in the final quarter, proving the power of its appeal even amidst challenging times.

Yet, the final quarter of 2025 delivered a bright spot for Florida, especially with an encouraging +7.1% increase in November. While October remained steady, the state experienced a slight uptick overall, pointing to strong recovery prospects moving into 2026. The attractions of Florida are clearly not going anywhere, and with strategic events and tourism pushes, Florida’s tourism should continue to thrive.

Illinois: A Tale of Mixed Results with a Hopeful Ending

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Illinois faced a mixed tourism year, where steady declines marked much of the first three quarters. Despite growth in January, the early months of the year saw drops in February and March, with severe reductions in both June and July. With Chicago as a major draw for business and leisure travelers alike, the fluctuating trends seemed to signal both domestic and international visitors pulling back. Contributing factors could include high travel costs, shifts in global demand, and the seasonal nature of the attractions Illinois offers. Yet, Illinois was able to turn things around in the final quarter, likely due to fall events and the return of travelers for the holiday season.

Despite a rough start, Illinois’ tourism sector turned a corner in the fourth quarter. While October saw a slight decrease, November and December brought strong growth, with December reaching a notable +4.24% increase. These improvements, driven by Chicago’s holiday events and winter tourism, suggest that Illinois is well-positioned for further recovery as the new year begins.

Ohio’s Tough Year Turned Around: A Flicker of Optimism

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Ohio’s tourism story in 2025 was dominated by struggles through most of the year, with major dips in arrivals starting in January and continuing through most of the summer. The numbers for the first three quarters were largely down, led by dramatic reductions in April and January, where Ohio saw some of the steepest declines. Factors such as unpredictable weather patterns and economic uncertainty may have deterred travelers, particularly in a state that relies heavily on both business and leisure travel. However, the state’s rich historical sites, thriving urban culture, and beautiful parks set the stage for an encouraging rebound, especially in the fourth quarter. The upward trend in the last three months offers hope that Ohio’s tourism could gain momentum again, with new attractions and events attracting fresh attention.

In October, the numbers were slightly better, and the trend continued into November with +8.00% growth, signaling a reversal of the prior year’s declines. Ohio’s ability to attract seasonal tourists, festivals, and sporting events helped reverse the trend, with travelers returning in significant numbers. December was no exception, adding a more modest, but still positive, bump. The holiday season’s influence, combined with growing business events, has restored Ohio’s tourism prospects, setting up a more promising outlook as 2026 progresses.

Missouri’s Slow Recovery: Ending the Year on a Positive Note

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Missouri’s tourist arrivals in 2025 took a substantial hit in the first half of the year, with particularly large declines in the spring and early summer months. January to September data revealed overall reductions, with significant drops in April and June. Factors like regional weather disruptions, rising fuel prices, and perhaps competition from neighboring states made Missouri less appealing during these months. Yet, with the fall months offering cooler weather and major events like the St. Louis Art Fair and harvest festivals, the state saw a recovery. Despite a modest improvement in the final quarter, Missouri’s tourism was showing that with the right momentum, recovery is very much achievable.

The final quarter of 2025 brought about some welcome relief for the state, with small but significant increases in visitor numbers. October and November experienced slight gains, and even December managed to turn around the earlier year’s trend with a minor dip. This shift may indicate a positive end to the year for Missouri’s tourism, making it clear that with the right adjustments, Missouri can capitalize on the seasonal nature of its attractions to boost future growth.

Virgin Islands: A Year of Stability with Positive Growth

The Virgin Islands experienced a year of relative stability in 2025, with fluctuations in tourist arrivals that balanced out over time. Despite some months showing declines, such as in August and September, the first three quarters saw a marginal decrease of -0.39% overall. The Virgin Islands’ charm, beautiful beaches, and idyllic atmosphere remained steady draws, but external factors like global economic trends and natural events impacted travel patterns. Nonetheless, the final quarter saw significant recovery, particularly in November, which grew by over 5%. These trends suggest that the Virgin Islands’ tourism sector is well-positioned to continue growing with slight adjustments.

A late recovery in the fourth quarter suggests an optimistic future for the Virgin Islands’ tourism industry. The uptick in November and December brought a refreshing sign of growth, with November’s +5.05% and December’s +1.70% growth. This indicates that with proper marketing and a focus on its natural beauty, the Virgin Islands are set for a bright tourism season ahead.

Oregon’s Resilient Tourism: Bouncing Back from a Difficult Year

Oregon’s tourism sector faced significant challenges through the first three quarters of 2025, as a noticeable decline in visitor numbers seemed to point toward a rough year. The state saw drops in nearly every month from January to September, with the most notable reductions in the summer months. The state’s reputation for outdoor activities, beautiful landscapes, and wine regions seemed to be overshadowed by the impact of global travel trends, economic uncertainties, and perhaps local factors such as weather disruptions. The numbers in February and March took a particularly harsh dip, with visitor numbers down by nearly 12% each month. This downturn, however, could also have been fueled by broader economic issues and concerns over inflation affecting travel habits. Despite these challenges, a rebound in the fourth quarter signaled a potential for Oregon’s tourism to recover.

Despite this, Oregon rebounded strongly in the fourth quarter, where the state experienced significant growth. November alone saw an impressive +21.61% increase in visitor numbers, a clear sign of recovery and renewed interest in the state’s attractions. The state’s robust fall foliage, events like the Oregon Shakespeare Festival, and expanding food and beverage scene likely played a key role in this surge. While October brought a slight dip, Oregon’s tourism sector is showing promising signs of strength heading into 2026, as it continues to capitalize on its rich natural and cultural offerings.

US Tourism: A Year of Resilience and Recovery

2025 was a challenging year for US tourism, with many regions experiencing significant declines in visitor numbers due to economic uncertainties, unpredictable weather events, and shifting global travel patterns. However, according to Cbp.gov, despite these setbacks, several key destinations, including Florida, Illinois, Ohio, Missouri, the Virgin Islands, and Oregon, demonstrated remarkable resilience. As the year progressed, these areas saw a resurgence in tourist arrivals, particularly in the last quarter, driven by seasonal events, strategic marketing, and the return of holiday travelers. The final quarter’s growth across these destinations serves as a testament to the enduring appeal of the US as a tourism hotspot, highlighting that with the right measures, recovery is not only possible but achievable. The trend is expected to continue into 2026, with these destinations poised for a strong year ahead.
In 2025, after nine months of decline, Florida joined Illinois, Ohio, Missouri, the Virgin Islands, Oregon, and other destinations in experiencing a strong tourism rebound. This growth was fueled by seasonal events, strategic efforts, and improved travel conditions.

Conclusion

Florida’s recovery in tourism, alongside states like Illinois, Ohio, Missouri, the Virgin Islands, and Oregon, underscores the resilience of these destinations after the decline of the first nine months of 2025. Despite challenges, strategic events, improved travel conditions, and seasonal factors sparked a positive turn in the final quarter. As these regions experienced growth in tourism, it highlights their continued appeal and potential for further recovery, ensuring a strong start to 2026.

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Tags: florida tourism, tourism recovery, Travel Growth, US Tourism

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