Americans' Travel Demand Softening in 2025

New report from Longwoods International shows that although 88% of American travelers say they plan to travel in the next 6 months. That represents demand 5% lower than a year ago.

Other key findings:

• Americans view domestic tourism as an opportunity to explore culture:
  • History
  • Food
  • Music
  • Traditions
  • Arts
• Top priorities in choice of a domestic cultural destination are:

1. Historical landmarks
2. Traditional cuisine

• Historical landmarks are critically important for domestic travel (84%), but for international travel experiencing other cultures becomes #1 driver (67%).
• Europe (43%) is top region for international travel, but top countries of choice are Japan, Mexico and Canada.
• Top motivators for leisure travel are:

1. Fun time (20%)
2. Rest and relaxation (20%)

• Personal financial situation is of more concern (57% mentioned) than it was in February 2024, particularly re:

1. Transportation costs 54%
2. Airfares 53%
3. Inflation 52%
4. Gas prices 47%

Data come from a survey of 1000 representative (age, gender, religion) US adults aged 18+ taken 4 February 2025. Claimed margin of error is +/- 3%.

Irish travel to US surged in 2024

New Ireland-US air routes to Denver, Cleveland, Las Vegas and other cities - plus the entry of Jet Blue into the transatlantic market and the revival of routes paused during COVID - all contributed to increased Irish visitation to the US in 2024.

In terms of per-capita travel to the US, Ireland ranked #3 globally behind only Canada and Mexico. Also in 2024, Ireland-US travel grew by 14% vs. 2023.

With the addition of Jet Blue to Aer Lingus (which serves 18 US cities), United, Delta and American, there are now 5 major carriers making more than 200 direct Ireland-US flights weekly.

And Ireland is the only country in Europe/UK with US Homeland Security pre-clearance services which enable travelers to clear US customs before entering the US.

For more information on the US market, in Ireland contact US International Trade Administration Commercial Advisor Julianne O'Leary who is located in Dublin: julianne.oleary@trade.gov .

Leah Chandler named Brand USA CMO

US national DMO Brand USA has announced the appointment of Discover Puerto Rico CMO Leah Chandler (pictured, above) as its new CMO, effective 17 March 2025.

Previously, Ms. Chandler served as CMO of Explore Branson, and earned a Certified Destination Marketing Executive (CDME) credential from Destinations International.

At Brand USA, Ms. Chandler will oversee the organization’s brand, advertising, content, digital marketing, and research efforts.

Brand USA, which was established by the Travel Promotion Act of 2010 is the nation’s destination marketing organization, is dedicated to driving international inbound travel to the US.

India was #2 US overseas tourism market in 2024

Brand USA reports that India is now the fastest-growing US tourism market, with 2.19M visits in 2024, up 24.3% from 2023 and displacing Germany as #2 overseas market - second only to the UK - and up 49% from pre-pandemic 2019.

Nonstop air capacity from India to the US was also #1 in growth between 2019 and 2024.

Traditionally, visa wait times have been the #1 obstacle to India-US travel, but in 2024 the US opened 250,000 visa appointments in India, and this month a new consulate opened in Bengaluru that will soon have visa processing available. The US issued more than 1 million non-immigrant visas in 2024.

Meet Boston CEO Martha Sheridan has reported that her city received 106,000 visitors from India in 2024, making the country Boston's #3 overseas market after the UK and China.

21% say they will travel more domestically, 8% more internationally, in 2025

In a new edition of its American Travel Sentiment Study, Longwoods International reports that 21% of respondents said they plan to travel more in the US in 2025, and 8% said they plan to travel more internationally, because of the results of the 2024 presidential election. Only 8% said they will travel less domestically, and 3% less internationally.

43% said they believe they will be better off in the next 4 years than they are now.

But 31% said they still have concerns about inflation in the next 6 months.

Survey sample consisted of 1,000 US consumers aged 18 years and older, matching census targets for age, gender and region.

Longwoods International conducts the largest ongoing survey of American travelers.