🗽Exploring the US Domestic Travel Boom

A big change is happening in US travel and tourism — a shift to domestic travel destinations and vacation experiences. Such a trend is good for the economy and good for Americans by encouraging them to explore their own country by plane, train or automobile and thus support tourism across thousands of towns and cities.

What’s causing this travel trend?  In previous travel market forecast posts we learned how political and economic trends in the world have begun to weaken international travel.  For US travel agencies, tour companies, hotels, resorts, and destination marketing organizations, it’s mostly a politics-induced change in customer demographics and expenditures.

Overtourism in Europe, and decaying relations with Asia, the Middle East and South America have left Americans feeling unsafe when in those regions. While the UK, Mexico and Canada are still on the travel menu, international travel and crossing the US border seems too much of a hassle, thus many Americans are staying put on American soil. The trend will have a healthy effect on the economies of the cities and states where travelers decide to visit.

Most Popular Domestic Destinations in the US

Looking to create itineraries for high-volume US destinations?  Here’s an expanded list of 25 of the most visited U.S. parks, resorts, and outdoor destinations in 2024, including annual visitor numbers and key attractions:

🏞️ National Parks

Great Smoky Mountains (TN/NC)

• Visitors: 14.1 million
• Attractions: Cades Cove, Clingmans Dome, fall foliage, synchronous fireflies.

Grand Canyon (AZ)

• Visitors: 5.9 million
• Attractions: South Rim viewpoints, Havasu Falls, rafting the Colorado River.

Zion (UT)

• Visitors: 4.6 million
• Attractions: Angels Landing, The Narrows, Emerald Pools.

Yellowstone (WY/MT/ID)

• Visitors: 4.5 million
• Attractions: Old Faithful, Grand Prismatic Spring, wildlife (bison, wolves).

Yosemite (CA)

• Visitors: 3.8 million
• Attractions: Half Dome, El Capitan, Yosemite Falls, Mariposa Grove.

Rocky Mountain (CO)

• Visitors: 3.5 million
• Attractions: Trail Ridge Road, Bear Lake, elk sightings.

Acadia (ME)

• Visitors: 3.3 million
• Attractions: Cadillac Mountain sunrise, Jordan Pond, Ocean Path.

Grand Teton (WY)

• Visitors: 3.1 million
• Attractions: Jenny Lake, Snake River overlook, moose spotting.

Joshua Tree (CA)

• Visitors: 2.8 million
• Attractions: Hidden Valley, Keys View, stargazing.

Bryce Canyon (UT)

• Visitors: 2.6 million
• Attractions: Hoodoos, Navajo Loop Trail, astronomy festivals.

Arches (UT)

• Visitors: 2.1 million
• Attractions: Delicate Arch, Fiery Furnace, Balanced Rock.

Glacier (MT)

• Visitors: 2.0 million
• Attractions: Going-to-the-Sun Road, Grinnell Glacier, Lake McDonald.

Shenandoah (VA)

• Visitors: 1.8 million
• Attractions: Skyline Drive, Dark Hollow Falls, fall colors.

Olympic (WA)

• Visitors: 1.7 million
• Attractions: Hoh Rainforest, Hurricane Ridge, Ruby Beach.

Sequoia & Kings Canyon (CA)

• Visitors: 1.6 million
• Attractions: General Sherman Tree, Moro Rock, Crystal Cave.

🎢 Theme Parks & Resorts

Walt Disney World (FL)

• Visitors: 58 million (all parks)
• Attractions: Magic Kingdom, Epcot’s Cosmic Rewind, Star Wars: Galaxy’s Edge.

Disneyland Resort (CA)

• Visitors: 26 million
• Attractions: Avengers Campus, Haunted Mansion, Fantasmic!

Universal Orlando (FL)

• Visitors: 20 million
• Attractions: Hagrid’s Magical Creatures Motorbike Adventure, VelociCoaster.

Universal Hollywood (CA)

• Visitors: 10 million
• Attractions: Super Nintendo World, Studio Tour.

Great Wolf Lodge (Multiple Locations)

• Visitors: 8 million (all locations)
• Attractions: Indoor waterparks, MagiQuest.

🏕️ Iconic Outdoor Destinations (Non-National Parks)

Niagara Falls (NY)

• Visitors: 12 million
• Attractions: Maid of the Mist, Cave of the Winds.

Blue Ridge Parkway (VA/NC)

• Visitors: 10 million
• Attractions: Scenic drives, Linn Cove Viaduct, Mabry Mill.

Lake Tahoe (CA/NV)

• Visitors: 9 million
• Attractions: Emerald Bay, skiing, crystal-clear waters.

Sedona (AZ)

• Visitors: 7 million
• Attractions: Red Rock State Park, vortex sites, Devil’s Bridge.

Outer Banks (NC)

• Visitors: 6 million
• Attractions: Cape Hatteras Lighthouse, wild horses, Kitty Hawk.

Deep Dive: What’s Driving the Boom & How the Industry is Responding

Americans traveled domestically at near-record levels last year, driven by economic factors, shifting priorities, and a redefined sense of adventure.

Why Are Americans Choosing Domestic Travel?

Key Drivers of the Trend:

✅ Economic Uncertainty – Inflation, high international airfares, and weak exchange rates make overseas trips less appealing.
✅ Ease & Convenience – No passport hassles, shorter flights, and flexible cancellations.
✅ “Revenge Travel” Cooling Off – Post-pandemic international demand is stabilizing; now travelers seek comfort and familiarity.
✅ Discovery of Home – Many Americans are realizing they haven’t explored their own country deeply (e.g., national parks, small towns, regional cuisine).
✅ Political & Safety Concerns – Some travelers avoid international destinations due to geopolitical tensions or health advisories.

Where Are They Going? (2025 Hotspots)

National Parks & Outdoor Adventures

• Trend: Parks like Yellowstone, Grand Canyon, and Great Smoky Mountains remain packed, but travelers are also seeking lesser-known parks (e.g., North Cascades, Congaree, Isle Royale).
• Industry Response:
  • More Permits & Timed Entry (e.g., Rocky Mountain NP now requires summer reservations).
  • Private Lodges Expanding – Under Canvas, AutoCamp, and Collective Retreats opening near parks.
  • Guided Tour Demand Up – Companies like REI Adventures offering domestic hiking trips.

Secondary Cities & Small Towns

• Trend: Travelers skip NYC, LA, Miami for Asheville, Santa Fe, Bozeman, Greenville (SC), and Traverse City (MI).
• Industry Response:
  • Hotels Investing in “Tier 2” Markets – Hyatt, Marriott adding boutique properties in smaller cities.
  • Local Partnerships – Expedia promoting “Stay Near a National Park” packages with regional B&Bs.

Nostalgic & Retro Road Trips

• Trend: Millennials/Gen Z are embracing Route 66, vintage motels, and Americana kitsch.
• Industry Response:
  • Revamped Motels – Properties like The Drifter (New Orleans), The Dive Motel (Nashville) gaining traction.
  • RV & Campervan Rentals Surging – Companies like Outdoorsy, Cruise America reporting record bookings.

“Bleisure” Hubs (Work + Play Destinations)

• Trend: Remote workers are doing “workations” in mountain towns (Aspen, Park City) or coastal spots (San Diego, Outer Banks).
• Industry Response:
  Hotels Offering Day Passes – Pay-per-use coworking pools, spas, and lounges.
  Extended-Stay Discounts – Airbnb promoting monthly rentals with “remote work essentials.”

How Are Travel Companies Adapting?

Airlines: Shifting Capacity to Domestic Routes

• Delta, Southwest, JetBlue adding more short-haul flights (e.g., NYC to Asheville, LA to Bozeman).
• Smaller Airports Growing – Places like Bozeman (MT), Savannah (GA), and Pensacola (FL) seeing more routes.

Hotels: Hyper-Local Experiences & Longer Stays

• “Live Like a Local” Packages – Kimpton, Graduate Hotels partner with local chefs, artists.
• Subscription Models – Inspirato, Selina offer flat-rate domestic stays.
• Car Rentals & Road Trip Tech
• EV Rentals Expanding – Hertz, Avis adding more Teslas and Rivians for eco-conscious road trips.
• Apps for Scenic Drives – Roadtrippers, GyPSy Guide curate offbeat routes.

OTAs (Online Travel Agencies) & Personalization

• Google Travel’s “Hidden Gems” – AI suggests underrated spots.
• Airbnb’s “Categories” Feature – Pushes “Cabins,” “Tiny Homes,” and “Lakefront” stays.

What’s Next? Predictions for 2025

• 🔮 “Skip-the-Flight” Travel – More travelers opting for trains (Amtrak’s upgrades), sleeper buses (The Jet), and even domestic cruises.
  🔮 AI-Powered Trip Planning – ChatGPT plugins booking entire U.S. road trips.
  🔮 Dynamic Pricing Surge – Airlines/hotels adjusting prices in real-time based on domestic demand spikes.
  🔮 Sustainability Push – More hotels going carbon-neutral, parks limiting visitors.

Further insights: Check the trends driving the travel market forecast and the 5 year travel market outlook.

Destination	Why It’s Hot	Growth vs. 2023
Great Smoky Mountains (TN/NC)	#1 most visited NP, easy drive from major cities	+12%
Asheville, NC	Craft beer, Blue Ridge access, digital nomad hub	+18%
Bozeman, MT	Gateway to Yellowstone, luxury ranch boom	+25%
Sedona, AZ	Wellness retreats, “energy vortex” tourism	+20%
Outer Banks, NC	Affordable beach alternative to Florida	+15%

Source: Tripadvisor, Expedia, U.S. Travel Association

Demographics Driving Demand

• Millennials (30-44) – Biggest spenders on “bleisure” and outdoor trips.
• Gen Z (18-29) – Leading the retro road trip revival (vintage motels, Route 66).
• Baby Boomers (60+) – “Skip-gen” trips with grandkids to national parks.

How Travel Brands Are Marketing to Domestic Travelers

“Anti-Tourist-Trap” Campaigns

• Tactic: Promote underrated alternatives to crowded spots.
  • Example: Travel Oregon’s “Skip Portland” campaign highlighting Eastern Oregon’s deserts.
  • Wyoming Tourism’s “Not Yellowstone” – Pushes Wind River Range and Hot Springs.

Nostalgia & Americana Marketing

• Tactic: Tap into throwback wanderlust.
  • Southwest Airlines’ “Remember Why You Fly” – Highlights road trip nostalgia.
  • KOA’s “Camp Like You Did as a Kid” – Targets Gen X/Millennial parents.

AI-Powered Personalization

• Tactic: Use AI to predict and suggest trips based on past behavior.
  • Expedia’s ChatGPT Plugin – Builds custom itineraries (e.g., “3-day dog-friendly Asheville trip”).
  • Google’s “Hidden Gems” Alerts – Pushes lesser-known spots when users search for Miami/NYC.

Local Influencer & Micro-Influencer Collabs

• Tactic: Partner with regionally famous (not global) influencers.
  • Tennessee Tourism x Dolly Parton – “Dollywood for Adults” campaign.
  • RV Brands x Van Life TikTokers – #RemoteWorkRoadTrip challenges.

Dynamic Discounting & Urgency Messaging

• Tactic: Leverage last-minute deals and FOMO.
  • HotelTonight’s “Going, Going, Gone” – Deep discounts on unsold rooms.
  • Amtrak’s “Flash Sale” Emails – $29 regional train deals.

Which States Are Winning? (Economic Impact)

State	Key Advantage	2024 Tourism Revenue Growth
Montana	Luxury ranches, Yellowstone spillover	+22% YOY
North Carolina	Smokies + Outer Banks double appeal	+17% YOY
Maine	“Quiet luxury” coastal escapes	+14% YOY
Utah	Mighty 5 NPs + Sundance Film Festival	+19% YOY
Texas	Big Bend NP, Austin/Marfa cool factor	+12% YOY

Source: U.S. Travel Association, state tourism boards

Losing States (Where Demand is Flat or Falling)

• Florida – Overcrowding, high prices, extreme weather fears.
• California – Wildfire concerns, high hotel costs in cities.
• Nevada (Vegas) – Younger travelers favoring “authentic” over glitz.

The Next Big Moves: Predictions for 2025

“Train Travel Will Boom”

• Amtrak’s new routes (e.g., Nashville-Atlanta) and luxury sleepers (Brightline’s Vegas-LA line) will attract road-weary travelers.
• Marketing Angle: “Ditch the traffic, sip wine in a observation car.”

“Dynamic Pricing Gets Smarter”

• Hotels/rental cars will use real-time weather, events, and gas prices to adjust rates.
  • Example: Hiking gear discounts in-app when rain cancels a park visit.
• “Resort Fees Become a Battleground”
• Consumers hate hidden fees—transparent brands (Hyatt, Hilton) will win.
• Airbnb’s “All-In Pricing” is forcing hotels to follow.

Key Takeaway for US Domestic Travel Brands

Tips on capturing the domestic travel boom:

✔ Market “secret spots” – Position your destination as the uncrowded alternative.
✔ Leverage AI + urgency – Hyper-personalize deals and tap into last-minute demand.
✔ Partner with micro-influencers – Authenticity beats celebrity endorsements.
✔ Highlight road trips and trains – Gas prices and flight delays make alternatives appealing.

Get more insights into the 2025 US travel market and the 5 year travel market report.  And for insights into innovative, creative travel marketing strategies, that fuse content impact, engagement and advanced SEO techniques, visit the travel blog.

 * Title Photo by Stephen Leonardi