Brazil Records Strong Aviation Activity

Brazil’s aviation sector continued to demonstrate resilience in September. The country recorded 8.5 million domestic air passengers during the month, maintaining the record-level performance seen in September 2025. From January to September 2026, domestic passenger traffic reached 76.8 million, an increase of 3.4% compared with the same period last year.

International passenger traffic also strengthened, rising 7.2% during the first nine months of 2026 to reach 22.7 million passengers. The figures underline the importance of air travel in supporting tourism, business activity and connections between Brazil and overseas markets.

Argentina Benefits From International Demand

Argentina also recorded growth in September, with total passenger traffic at airports operated by Corporación América Airports increasing 1.7% year over year. International passenger traffic rose 2.9%, supported by improved passenger loads and stronger long-haul activity.

Long-haul traffic increased by nearly 10%, helped by additional capacity to Europe and Miami. Buenos Aires’ international connections continued to play an important role, while Santiago de Chile, São Paulo and Madrid ranked among the leading international destinations for passengers travelling through the operator’s Argentine airports.

Stronger Air Links Connect Both Countries

Brazil and Argentina are also expanding their air links, making travel between the two countries more accessible. Official figures published in September projected 18,775 scheduled flights in 2026 between the two markets—7.5% more than in 2025—with 25 regular routes and 21 seasonal routes connecting seven Argentine cities to 15 Brazilian destinations.

The planned services represent approximately 3.7 million seats, reinforcing the importance of cross-border travel for tourism operators, airlines and hospitality businesses. Argentina remains one of Brazil’s most important international visitor markets, supporting demand for beach holidays, cultural experiences, city breaks and nature-based tourism.

Tourism Spending Supports Economic Growth

Brazil’s international tourism activity is generating substantial economic benefits. Foreign visitors spent approximately R$38.5 billion in the country between January and August 2026, while 4.47 million international arrivals were recorded by air during the same period.

These visitors support a broad range of businesses, including hotels, restaurants, transport providers, retailers and tour operators. As air connections improve and visitor demand remains strong, Brazil and Argentina have opportunities to expand tourism spending and encourage travellers to explore more destinations across South America.

Key Takeaways

• Brazil’s domestic aviation market reached 76.8 million passengers from January to September 2026, up 3.4% year over year.
• Brazilian international passenger traffic rose 7.2% during the first nine months of the year.
• Argentina’s September airport traffic increased 1.7%, with international traffic up 2.9% at airports operated by Corporación América Airports.
• Long-haul travel to and from Argentina grew by nearly 10% at the operator’s airports.
• Brazil–Argentina air connectivity is projected to reach 18,775 scheduled flights in 2026.
• Approximately 3.7 million seats are planned across the two countries’ scheduled and seasonal air routes.
• Foreign visitor spending in Brazil reached around R$38.5 billion between January and August.
• Air connectivity and regional travel demand continue to support tourism businesses across South America.

Bottom Line

Brazil and Argentina are helping sustain South America’s travel momentum through strong aviation activity, expanding cross-border connections and continued international demand. September’s figures show opportunities for airlines, hotels and tourism businesses, although growth varies by market and transport segment. Continued investment in connectivity and visitor experiences will be important in turning passenger growth into longer stays and greater tourism spending.

The momentum highlights how travellers are increasingly prioritising experiences alongside traditional sightseeing. From historic landmarks and world-famous museums to live entertainment and interactive attractions, London offers a broad mix of activities that can appeal to international tourists, domestic visitors and families.

The UK Attractions Market Gains Momentum

The UK’s attractions industry is forecast to record annual visitor-spending growth of 9.8% through 2027, compared with a projected European average of 8.6%. The figures point to a market benefiting from continued investment in new experiences, upgraded venues and entertainment concepts designed to encourage repeat visits.

The growth extends beyond traditional theme parks. Museums, heritage sites, immersive exhibitions, family entertainment centres and destination experiences all contribute to the wider attractions economy. Operators are increasingly developing activities that give visitors more reasons to spend time at a destination rather than simply passing through it.

London’s position as a major international gateway gives the city an advantage in attracting visitors who want to combine multiple experiences within a single trip.

London’s Iconic Attractions Continue To Draw Visitors

London’s established attractions remain central to its tourism appeal. The Tower of London, British Museum, Natural History Museum and Royal Botanic Gardens, Kew attract visitors interested in history, science, architecture and culture.

The latest national attractions figures show that the Natural History Museum welcomed more than 7.1 million visits in 2025, making it the UK’s most visited attraction in the Association of Leading Visitor Attractions’ reporting. Across 409 participating sites, total visits reached approximately 165 million, a 2% increase from 2024. 

These numbers illustrate the continuing strength of cultural tourism. London’s museums and heritage attractions give visitors year-round reasons to explore the city, helping balance demand across different seasons.

Investment Drives New Attractions And Experiences

The attractions industry is evolving as operators invest in more interactive and technology-led experiences. Immersive exhibitions, themed environments, upgraded rides and family entertainment concepts are creating additional reasons for visitors to return to destinations they may already know.

Across the UK, theme and amusement park spending is forecast to rise from £991 million in 2022 to more than £1.57 billion by 2027. The wider industry is also preparing for major future developments, including the planned Universal UK Resort in Bedford, which is scheduled to open in 2031.

Although this future resort is outside London, it reflects the scale of investment taking place across the UK’s visitor attractions market and could add another major destination to the country’s tourism offering.

Tourism Spending Supports London’s Wider Economy

London’s attractions contribute to an extensive network of businesses, including hotels, restaurants, public transport, retail, event organisers and tour operators. Visitors who attend exhibitions, concerts or cultural landmarks often spend money across several sectors during the same trip.

London received approximately 36 million overnight visitors in 2024, including around 21 million international visitors and 15 million visitors from elsewhere in the UK. These travellers generated approximately £20 billion in total visitor spending, according to analysis published by the Greater London Authority in July 2026.

This economic contribution explains why attractions investment matters beyond individual venues. A successful exhibition or major entertainment event can increase demand for accommodation, dining, transportation and other tourism services throughout the city.

Competition Across Europe Continues To Grow

London’s position comes amid wider competition among European destinations to attract visitors through distinctive experiences. Cities and regions are investing in cultural programming, family attractions, heritage conservation and entertainment to differentiate themselves in an increasingly competitive tourism market.

The UK’s projected attractions-sector growth exceeding the wider European average suggests that its operators could gain further ground through continued investment and innovation. However, long-term success will depend on maintaining visitor satisfaction, offering experiences at different price points and managing crowding at popular sites.

For London, the opportunity lies in combining internationally recognised landmarks with new attractions and events that encourage visitors to discover more of the city.

Key Takeaways

• The UK’s attractions sector is forecast to record 9.8% annual visitor-spending growth through 2027, compared with a European average of 8.6%.
• Theme and amusement park spending is projected to exceed £1.57 billion by 2027, reflecting continued investment in entertainment experiences.
• The Natural History Museum welcomed more than 7.1 million visits in 2025, making it the UK’s most visited attraction in the latest ALVA figures.
• London’s music industry attracted 9.1 million visitors in 2025, generating approximately £3.4 billion in revenue.
• London received around 36 million overnight visitors in 2024, generating approximately £20 billion in visitor spending.
• Immersive attractions, theatre, concerts and family entertainment are expanding the range of experiences available to visitors.
• Future projects, including the planned Universal UK Resort, demonstrate the scale of investment in the wider UK attractions market.
• Continued growth will depend on innovation, accessibility, visitor satisfaction and effective management of popular destinations.

Bottom Line

London is benefiting from a broader boom in attractions and experience-led tourism across the United Kingdom. Its internationally recognised museums, historic landmarks, theatre productions and live entertainment provide a strong foundation, while new investments are helping expand the market. With UK attractions spending forecast to grow faster than the European average, London is well positioned to benefit from travellers seeking holidays built around culture, entertainment and memorable experiences. Maintaining that momentum will require continued investment, good value for visitors and sustainable management of the city’s most popular attractions.

The new hotel will be located in Sixth Settlement, a developing district of New Cairo. Its location is intended to serve corporate travellers, business visitors, local residents and leisure guests seeking internationally recognised accommodation outside Cairo’s traditional central districts.

New Cairo Attracts International Hotel Investment

New Cairo has been developing into an important centre for business, residential communities and commercial investment. Expanding infrastructure and new mixed-use developments are creating demand for hotels that can accommodate corporate travel, conferences, social gatherings and leisure stays.

For IHG, the Crowne Plaza project represents an opportunity to strengthen its position in this expanding market. The hotel is designed around the changing needs of modern travellers, who increasingly expect accommodation that combines professional facilities with comfortable spaces for relaxation.

The partnership also highlights developers’ growing interest in internationally recognised hotel brands as Egypt continues to develop new urban destinations.

250 Rooms Designed For Business And Leisure

Crowne Plaza New Cairo will feature 250 rooms and suites, providing accommodation for individual travellers, business groups and visitors attending events in East Cairo.

The property will incorporate Crowne Plaza’s approach to combining work and relaxation within the same stay. Its planned Plaza Workspace concept will transform parts of the lobby into flexible areas for working, meetings and social interaction.

The hotel will also introduce WorkLife Rooms, designed with separate spaces for working, resting and sleeping. These layouts aim to provide greater flexibility for guests balancing professional commitments with personal downtime.

Four Dining Venues And Six Event Spaces

Food, meetings and social events will form a major part of the hotel’s offering. The development is planned to include four food and beverage outlets, including an all-day dining restaurant, a lobby lounge and a bar.

The property will also feature six meeting and event venues, including flexible meeting rooms and a ballroom suitable for conferences, corporate functions and private celebrations.

These facilities could help the hotel attract demand beyond overnight accommodation, positioning it as a venue for business meetings, professional events and social occasions in New Cairo.

Wellness And Lifestyle Facilities Add To The Experience

Alongside its business facilities, the hotel is expected to provide a swimming pool, fitness centre, spa and retail outlets. These amenities are intended to make the property suitable for travellers who want both professional convenience and opportunities to relax during their stay.

The combination of accommodation, dining, meetings and wellness facilities reflects a broader hospitality trend in which hotels are developed as multipurpose destinations rather than simply places to sleep.

For New Cairo, this could provide additional options for residents and businesses seeking high-quality venues for meetings, celebrations and leisure activities.

Kleek Development Partners With IHG

The agreement brings together IHG’s international hotel management experience and Kleek Development’s local real estate ambitions. Kleek Development is a joint venture between Emaar Al Delta for Contracting and Real Estate Investment and Modern Style Home Real Estate Company.

The partnership is intended to create a hotel that responds to New Cairo’s expanding commercial and residential communities while meeting international hospitality expectations.

For the developer, working with an established international brand can help position the property within a competitive market. For IHG, the agreement supports its strategy of expanding in districts where new businesses, housing and infrastructure are generating demand for accommodation.

IHG Strengthens Its Egyptian Portfolio

Crowne Plaza New Cairo will contribute to IHG’s wider expansion across Egypt. According to the company’s announcement, IHG currently operates 10 hotels in the country and has another 28 properties in its development pipeline.

The planned addition will strengthen the group’s presence in the Egyptian capital while supporting its premium hotel portfolio. It also demonstrates the importance of emerging urban districts alongside established tourism centres such as Cairo’s historic core and Egypt’s Red Sea resorts.

As new commercial communities develop, internationally branded hotels can play an important role in accommodating business travel, events and growing leisure demand.

Key Takeaways

• IHG Hotels & Resorts has signed a management agreement with Kleek Development for Crowne Plaza New Cairo.
• The planned property will feature 250 rooms and suites in Sixth Settlement, New Cairo.
• The hotel is scheduled to open in the first quarter of 2031.
• Facilities are expected to include four dining outlets, six meeting and event venues, a ballroom, a swimming pool, a fitness centre and a spa.
• Plaza Workspace and WorkLife Rooms will support guests combining business commitments with leisure and relaxation.
• The project reflects growing investment in East Cairo’s commercial and residential districts.
• IHG currently operates 10 hotels in Egypt, with another 28 properties in its development pipeline.

Bottom Line

Crowne Plaza New Cairo represents another significant step in IHG’s expansion across Egypt. With 250 rooms, dedicated meeting facilities, multiple dining options and wellness amenities, the planned hotel is designed to serve the changing needs of business and leisure travellers. Its expected opening in 2031 will add an internationally recognised hospitality option to Sixth Settlement and reinforce New Cairo’s emergence as an important destination for commercial activity, accommodation and events

These records cover January to July only, not the full year, and they are not uniform across every channel. DataTur figures show that foreign tourist arrivals by air fell about 5.7% to 12.41 million in January–July 2026, with July air arrivals down about 9.2%, meaning much of the headline growth came from border crossings and cruise passengers.

The growth is strengthening Mexico’s position as one of the world’s major tourism destinations. Rising visitor numbers are being accompanied by expanded air connectivity, stronger cruise activity and growing demand from several international markets, giving destinations across the country another significant year of tourism momentum.

International Tourism Reaches New Highs

Mexico’s tourism performance has been setting records since the beginning of the year. In January 2026 alone, 8.84 million international visitors arrived in the country, the highest figure ever recorded for a January and 10% above January 2025. International tourists reached 4.29 million during the month, while visitor spending reached approximately US$3.48 billion.

By the end of June, Mexico had recorded 51.1 million international travellers, 7.7% more than in the first half of 2025. The first six months also produced a record 24.5 million international tourists and US$18.78 billion in tourism-related foreign-exchange revenue.

Tourism Spending Continues to Support the Economy

Visitor spending remains an important part of Mexico’s tourism story. From January through July, international travellers generated approximately US$21.74 billion, only 0.3% more than the US$21.68 billion recorded in the same period of 2025, according to Sectur and INEGI. With traveller numbers up 7% but spending almost flat, average spend per visitor has declined.

The figures show that Mexico’s tourism expansion is not being measured only by the number of people entering the country. Hotels, restaurants, transportation providers, attractions, tour operators and local businesses are all benefiting from the continued flow of visitors, although the relationship between visitor growth and spending can vary by market and destination.

Air Arrivals Soften at Major Resort Gateways

For hotels, the channel mix matters. Air arrivals of foreign tourists from the United States, Mexico’s largest source market, fell about 10% in January–July 2026, and international air arrivals declined at key resort gateways including Cancún (-5.7%), Los Cabos (-7.8%) and Puerto Vallarta (-21.1%), according to DataTur. Border and cruise visitors grew strongly but typically spend less per trip, so fly-in resort destinations may not be experiencing the same record conditions suggested by the headline totals.

Cruise Tourism Records Strong Growth

Cruise tourism has also emerged as a major contributor to Mexico’s record-breaking year. The country welcomed 7.4 million cruise passengers during the first seven months of 2026, an increase of 13.6% from the previous year. Cruise visitors generated approximately US$649 million in spending, up 17.3%.

The first-half figures had already shown strong momentum, with 6.6 million cruise passengers arriving between January and June, 15.2% more than the same period in 2025. Cruise-related spending reached US$575 million during those six months.

International Markets Are Becoming More Diverse

Mexico is also seeing growth from a wider range of source markets. During 2026, particularly strong increases were recorded from Brazil, Colombia, Japan and Canada, while other international markets also contributed to the expansion.

DataTur figures for January–July 2026 show that air arrivals from Brazil increased by around 23%, while Colombia grew by 29%, Japan by 15% and Canada by 7%. Mexico is also strengthening connections with markets including Colombia, Switzerland, Australia and South Korea.

This diversification is significant because it reduces the country’s dependence on a single international market and gives destinations opportunities to develop new visitor segments, travel products and flight connections.

Air Connectivity Supports the Tourism Boom

Improved connectivity is playing an important role in supporting Mexico’s growth. Between January and July, the country recorded 71.6 million passengers on scheduled domestic and international flights, according to DataTur.

Mexico’s tourism authorities have also highlighted the introduction of 140 new air routes as part of efforts to expand connectivity and diversify visitor markets. Better connections make it easier for international travellers to reach established destinations while opening opportunities for tourism growth in less internationally connected regions.

Beyond Beaches and Resort Tourism

Mexico’s tourism growth is increasingly extending beyond its traditional beach destinations. Cultural tourism, gastronomy, heritage, sports tourism and community-based experiences are becoming increasingly important parts of the country’s tourism offering.

The Maya Train is also contributing to the development of tourism across the Mundo Maya region. International passengers on the train increased significantly during the first half of 2026, while tourism authorities have continued promoting hotels and tourism products connected with the wider Maya region.

This broader approach allows Mexico to distribute tourism activity across more communities while giving repeat visitors additional reasons to explore destinations beyond the country’s most established resorts.

Tourism Employment Reaches New Levels

The expanding tourism sector is also supporting employment. Mexico reported approximately 5.07 million tourism-related jobs in the second quarter of 2026, representing 9.3% of national employment. Women accounted for 54% of tourism employment, the highest share recorded in the country’s available series.

The scale of employment highlights the importance of tourism beyond hotels and airlines. Restaurants, transportation, attractions, travel agencies, guides, cultural businesses and local suppliers all form part of the wider tourism economy.

Mexico Prepares for Continued International Attention

The strong 2026 performance comes as Mexico prepares for continued international exposure through major sporting and tourism events. The country’s tourism authorities are using these opportunities to promote destinations, strengthen connectivity and diversify visitor markets.

At the same time, the government has emphasized community tourism, professional training and sustainable destination development, with thousands of tourism certifications and training initiatives introduced during the latest reporting period.

Key Takeaways

• 59.7 million international visitors arrived in Mexico from January through July 2026, up 7% from the same period in 2025.
• 28.9 million international tourists stayed overnight during the first seven months, an increase of 4.5%.
• International visitor spending reached approximately US$21.74 billion through July, up only 0.3%.
• Foreign tourist arrivals by air fell about 5.7%, so growth was driven mainly by border and cruise visitors.
• Mexico welcomed 7.4 million cruise passengers, up 13.6%, generating about US$649 million in spending.
• Brazil, Colombia, Japan and Canada are among the markets showing notable growth.
• Mexico added 140 new air routes, supporting broader international connectivity.
• Tourism employment reached approximately 5.07 million people, representing 9.3% of national employment.
• The country’s tourism strategy increasingly combines international arrivals, cultural tourism, community experiences, connectivity and destination diversification.

Bottom Line

Mexico’s tourism performance through July 2026 is being defined by record visitor numbers, strong cruise growth and broader international demand. With 59.7 million international visitors already recorded through July and tourism spending of about US$21.7 billion, the country is entering the final part of the year with considerable momentum, although flat spending and falling air arrivals mean the gains are uneven for fly-in resort hotels. Continued investment in connectivity, cultural and community-based tourism, employment and destination development could help Mexico build on this record-setting performance while spreading tourism benefits across more regions and communities.

The European Travel Commission’s (ETC) Wave 25 sentiment survey, published in July, found that 81% of Europeans planned to travel between June and November 2026, four percentage points higher than the same period a year earlier. Separately, ETC’s quarterly Trends & Prospects report showed international tourist arrivals to Europe up 5% year to date, while overnight stays increased 4.8%, while Eurostat recorded a record 1.3 billion nights in EU tourist accommodation in the first half of 2026, up 1.7% year on year. The growth has been resilient rather than explosive, and performance varied considerably by market.

July Becomes a Strong Summer Travel Month

According to RateGain and Sojern, hotel and flight bookings in Europe were higher than in the previous two summers across June, July and August. August recorded the highest booking volume, while July posted the strongest year-on-year increase, with bookings up about 5% compared with July 2025. The data also indicates that travellers continued to prioritise holidays, but increasingly compared prices and adjusted destinations, trip lengths and travel dates.

This resilience is particularly notable because European travellers faced a combination of higher accommodation prices, airline disruption and economic uncertainty. Rather than disappearing, demand shifted toward destinations and experiences that offered a stronger balance between cost, accessibility and perceived value.

Spain Remains a Major Tourism Magnet

Spain continued to play a central role in Europe’s summer tourism market, benefiting from its beaches, cities, cultural attractions and extensive international air connectivity. It accounted for around 11% of flight bookings on RateGain’s platforms between June and August, more than any other European destination market. However, recent accommodation data shows that Spain also experienced some softness in short-term rental demand during parts of the summer.

The broader European picture remains more stable when Spain and Germany are excluded, with AirDNA reporting that those two markets accounted for most of the continent’s summer short-term rental demand decline. This illustrates how overall European tourism performance can vary considerably from one country and accommodation segment to another.

Mediterranean Destinations Continue to Lead

The Southern and Mediterranean regions remained among the most sought-after parts of Europe during the summer. The ETC reported that interest in Southern and Mediterranean Europe for travel between June and November reached 61%, supported by demand for beaches, food, cultural experiences and warm-weather holidays.

At the same time, travellers are becoming more selective about when and where they visit. Concerns about extreme heat and overcrowding are encouraging some visitors to consider September and other shoulder-season periods, rather than concentrating their holidays exclusively in July and August.

The Rise of Shorter European Getaways

One of the clearest changes in traveller behaviour is the growing popularity of shorter trips. Trip.com data released ahead of the season showed that average summer trip durations ranged from approximately 2.9 to 3.8 days, while short-haul flight bookings in Europe increased 73% year on year.

Long weekends and quick city breaks allow travellers to experience destinations without committing to the cost of a lengthy holiday. They also make it easier for people to travel several times during the year, rather than spending their entire annual travel budget on one major trip.

Cooler Destinations Gain Attention

Europe’s summer heat also influenced destination choices. Searches for “coolcations” increased 74% year on year in the first half of 2026, according to Trip.com, with travellers showing greater interest in places such as Iceland, Norway, Slovenia, Switzerland and Wales.

The trend demonstrates that climate is increasingly becoming part of the destination decision. Travellers who might traditionally have chosen a hot Mediterranean beach holiday are also considering mountains, northern European cities, coastal areas and destinations where temperatures are more comfortable during the peak summer months.

Value Becomes More Important

Strong demand does not mean travellers are spending without limits. Affordability and value for money have become increasingly important considerations when Europeans choose destinations.

In ETC’s Travel Industry Monitor survey, 48% of European respondents identified affordability and value for money as a key opportunity for Europe in Q2, up from 32% in Q1. This suggests that destinations offering competitive accommodation, convenient transportation and a strong range of experiences may have an advantage as travellers become more careful with holiday budgets.

Hotel Prices Rise While Demand Holds Up

Higher hotel prices did not prevent European tourism from maintaining momentum. Industry data from RateGain and Sojern indicated that European hotel average daily rates increased approximately 4–6% during summer 2026, while hotel and flight bookings continued to show growth across the season.

However, other accommodation data shows a more mixed picture. AirDNA reported that European short-term rental demand nights declined 2% across summer 2026, while average daily rates increased 7.8%. This suggests that the broader travel market remained active even as individual accommodation segments experienced different demand patterns.
Geopolitics also redirected demand. RateGain data shows European flight volumes to Turkey rose 25% year on year as the conflict in the Middle East continued, while volumes to the rest of the Middle East fell about 13%. Booking windows also shortened, with average flight lead times falling to 33 days in June from 37.5 days in 2025.

Shoulder Season Could Become the Next Growth Opportunity

The changing travel pattern could make September and October increasingly important for European tourism. Travellers are seeking milder temperatures, potentially better value and fewer crowds, while destinations are looking for ways to extend tourism beyond the traditional July-August peak.

Current booking data already points in that direction. AirDNA reported that European demand nights for September through December were 2.3% ahead of the previous year, with September up 2.4% and October up 4.9%.

Key Takeaways

• 81% of Europeans planned to travel between June and November 2026, four percentage points higher than the previous year.
• International tourist arrivals to Europe increased 5% year to date, while overnight stays rose 4.8%.
• Eurostat recorded a record 1.3 billion EU tourist nights in H1 2026, up 1.7%.
• Southern and Mediterranean Europe remained a major focus of travel demand, with interest reaching 61% for the June-November period.
• European short-haul flight bookings increased 73% year on year, reflecting growing demand for shorter breaks.
• Searches for cooler-weather “coolcations” rose 74%, highlighting the growing influence of summer temperatures on destination choices.
• Value for money is becoming more important, with 48% of respondents to ETC’s Travel Industry Monitor identifying affordability and value for money as a key opportunity.
• European hotel ADR rose 4–6% year on year (RateGain/Sojern), while travellers remained active and increasingly adjusted their destination, timing and trip length to manage costs.
• September and October are gaining importance as travellers seek cooler weather, flexibility and potentially better value.

Bottom Line

European travel demand remained resilient through summer 2026, but the way people travelled continued to change. Higher prices and uncertainty encouraged travellers to become more selective, favouring shorter trips, nearby destinations, good value and experiences that matched their budgets and comfort levels. At the same time, the growing popularity of cooler destinations and shoulder-season travel is reshaping Europe’s tourism calendar. The result is a resilient travel market that is not simply growing in volume, but becoming more flexible and responsive to changing traveller priorities.

The recognition places Mountain Maryland among the country’s most notable seasonal destinations and highlights the region’s combination of Appalachian scenery, outdoor recreation, historic communities and autumn experiences. It also strengthens Maryland’s wider tourism profile as travellers increasingly look beyond major cities for scenic and experience-driven holidays.

Mountain Maryland Captures National Attention

Allegany County’s latest recognition follows another strong showing in the same competition. The destination previously placed No. 3 in 2024 and has now secured the No. 2 position in the 2026 competition. The annual USA TODAY 10Best process begins with nominations from travel experts and editors before destinations are put before readers for public voting.

For visitors, the appeal is strongly connected to the area’s changing autumn landscape. Mountain roads, forests and elevated viewpoints create opportunities for leaf-peeping, scenic drives, hiking and outdoor exploration, while historic communities add a cultural dimension to the experience.

Railways, Trails and Scenic Drives Drive Demand

One of the region’s distinctive tourism experiences is the Western Maryland Scenic Railroad, which gives visitors an alternative way to experience the Appalachian landscape. The nearby C&O Canal National Historical Park and Towpath also provides opportunities for cycling, walking and exploring Maryland’s historic transportation corridors.

These attractions allow travellers to experience the region at a slower pace, combining outdoor recreation with heritage tourism. For autumn visitors, the combination of colourful forests, historic rail travel and mountain scenery creates a tourism product that differs from Maryland’s better-known Chesapeake Bay and Baltimore experiences.

Autumn Events Add Another Layer

The recognition arrives during a busy period for Mountain Maryland’s tourism calendar. Events such as the Appalachian Festival and Maryland RailFest bring visitors into the region for music, food, cultural activities and railway experiences.

Maryland RailFest 2026, held in downtown Cumberland, also features special excursions involving the historic steam locomotive No. 1309, alongside other rail-focused experiences. These events give visitors additional reasons to extend their stays rather than treating the area as a quick scenic stop.

A Broader Tourism Story for Maryland

The new recognition adds to a wider tourism story for Maryland. The state’s tourism industry has been building demand around a mix of coastal destinations, outdoor recreation, food, history, culture and major urban attractions.

Maryland’s tourism authorities reported $20.5 billion in visitor spending in 2023, while tourism directly supported approximately 190,660 jobs and generated $2.4 billion in state and local taxes.

The state’s geographic diversity gives it several different tourism identities. Visitors can move from Baltimore’s waterfront and culinary scene to the Chesapeake Bay, Atlantic beaches and the mountains of Western Maryland without leaving the state.

Recognition Could Strengthen Fall Tourism

For Allegany County, the timing of the recognition is particularly significant. Autumn is one of the region’s strongest opportunities to attract visitors seeking cooler weather, colourful landscapes and outdoor experiences.

National recognition can also provide additional visibility for local hotels, restaurants, attractions, retailers and tour operators. As travellers increasingly search for seasonal destinations and shorter domestic getaways, Mountain Maryland can benefit from being positioned as an accessible alternative to more established fall destinations.

Maryland’s Tourism Appeal Goes Beyond One Season

Although the latest recognition focuses specifically on autumn, the attractions behind it operate throughout much of the year. Hiking trails, historic towns, cycling routes, scenic rail journeys and cultural attractions give Western Maryland opportunities to develop demand beyond the peak foliage period.

This diversification is important for destinations that want to increase overnight stays and visitor spending rather than relying exclusively on a short seasonal window. Maryland’s tourism strategy has similarly emphasized expanding markets and encouraging visitors to stay longer and spend more across the state.

Key Takeaways

• Allegany County, Maryland, has been named the No. 2 Best Place to Visit for Fall in the United States for 2026 by USA TODAY 10Best.
• The recognition follows the destination’s No. 3 finish in 2024, giving Mountain Maryland another strong national showing.
• Western Maryland Scenic Railroad and the C&O Canal National Historical Park and Towpath are among the region’s major visitor attractions.
• Autumn tourism is supported by mountain scenery, hiking, cycling, scenic drives and fall foliage experiences.
• Events including Maryland RailFest and the Appalachian Festival add cultural and entertainment experiences during the autumn season.
• Maryland’s wider tourism economy generated $20.5 billion in visitor spending in 2023, demonstrating the importance of travel to the state’s economy.
• The recognition could increase visibility for local accommodation providers, restaurants, attractions and outdoor tourism businesses.

Bottom Line

Maryland’s latest tourism recognition puts Mountain Maryland and Allegany County firmly in the spotlight as autumn travel gains momentum. The combination of Appalachian scenery, historic railways, outdoor recreation and seasonal events gives the region a distinctive visitor proposition. While the recognition specifically celebrates Allegany County rather than the entire state, it also strengthens Maryland’s broader reputation as a destination where nature, history, culture and seasonal travel experiences come together.

France recorded €40 billion in international tourism receipts during the first half of 2026, up 7% from the same period in 2025, according to Atout France. The country’s tourism balance also strengthened, with the travel surplus reaching €14.4 billion, an increase of 23% year over year.

France Targets €80 Billion In Tourism Revenue

The latest figures put France on track to reach around €80 billion in international tourism receipts in 2026, according to reporting based on government figures. That would establish another annual record after France generated €77.5 billion in international tourism revenue in 2025.

The 2025 result was already a major milestone. France welcomed 102 million international visitors, compared with 100 million in 2024, while international tourism receipts climbed 9%.

The government has an even larger long-term target: €100 billion in international tourism revenue by 2030.

Italy And Germany Remain Important European Markets

European visitors continue to form the backbone of French tourism. In 2025, European markets including Italy, Spain, Belgium, the Netherlands and Germany accounted for a large share of overnight stays, with European overnight stays increasing 5%.

Germany was particularly strong, with German overnight stays in France increasing 9% in 2025. Italy also remained one of France’s important European visitor markets.

These neighbouring and relatively accessible markets are especially valuable because visitors can reach France by air, rail and road, making short breaks as well as longer holidays possible.

Germany’s Own Tourism Growth Adds To Cross-Border Demand

Germany’s tourism industry is also experiencing international growth in 2026, creating an interesting two-way European travel market.

Foreign visitors recorded 47.1 million overnight stays in Germany between January and July 2026, up 1% from the same period in 2025. July alone recorded 10.8 million international overnight stays, a 3.2% year-over-year increase.

The continued strength of intra-European travel is important for destinations such as France. European travellers can increasingly choose between multiple nearby destinations, and France’s accessibility gives it a strong position in this competitive market.

Italy Adds A Valuable Short-Haul Visitor Base

Italy is another important market for France because of the strength of cultural and leisure travel between the two countries.

The proximity of major Italian cities to France makes Paris, the French Riviera, the Alps, Provence and other French regions accessible for both short city breaks and longer holidays.

The French tourism industry is therefore benefiting not only from long-haul travellers but also from visitors who can make relatively easy cross-border trips. This creates resilience when demand from individual overseas markets becomes more volatile.

Long-Haul Markets Are Providing Additional Momentum

While Italy and Germany remain important, France’s 2026 tourism growth is not dependent entirely on European visitors.

Atout France reported strong increases in air arrivals from several long-haul markets during the first half of the year. Mexico was up 14%, Canada 10% and the United States 2% compared with the corresponding period.

The first-quarter outlook was also encouraging, with air bookings from Mexico up 19%, China 17% and Canada 7% compared with 2025.

This diversification is important because it gives France multiple sources of international tourism demand rather than relying on one region.

Paris And Île-de-France Deliver Strong Summer Results

The Paris region remains central to France’s tourism performance.

Between June and August 2026, Paris Île-de-France welcomed approximately 13.3 million tourists, an increase of 3% compared with summer 2025. Tourist spending reached around €7 billion, growing twice as fast as visitor numbers at 7%.

The region benefited from major sporting, cultural and international events, while tourism growth also spread across all eight departments of Île-de-France.

The figures demonstrate the importance of spending rather than visitor volume alone. A 3% increase in tourists generated a 7% increase in spending, indicating stronger economic value per visitor during the summer period.

Tourism Spending Is Outpacing Visitor Growth

One of the most significant features of France’s current tourism performance is the relationship between visitor numbers and visitor spending.

France’s 2025 international visitor count increased by around 2%, from 100 million to 102 million. Yet international tourism revenue increased by 9%, reaching €77.5 billion.

The same pattern is appearing in 2026. International tourism receipts rose 7% during the first half, while Paris Île-de-France recorded spending growth more than twice its visitor growth during the summer.

For French tourism businesses, this means attracting visitors who spend more can be just as important as increasing total arrivals.

France Faces A More Uneven Domestic Market

The international picture is strong, but domestic travel has been more mixed.

Recent analysis reported that the number of French travellers taking summer trips declined 5.2% during July and August, while average trip duration also shortened. Domestic travellers have increasingly been choosing destinations within France, but overall summer travel activity was weaker than expected.

International visitors have therefore become increasingly important to maintaining tourism revenue growth.

The contrast also highlights why France is focusing on the shoulder seasons, when destinations can attract visitors outside the traditional July and August peak.

Shoulder Seasons Could Strengthen The Record

French tourism authorities and industry groups are looking toward autumn and winter to maintain momentum.

Reservations for November 2026 through April 2027 were described as encouraging, with already-booked business reaching €640 million, up 1.7% year over year. France itself was showing an 8% increase in this booking volume.

This could help reduce the industry’s dependence on the intense summer period while spreading tourism revenue more evenly throughout the year.

Mountain destinations are also becoming increasingly important outside the traditional summer season, giving France another opportunity to diversify visitor demand.

France’s Tourism Strategy Extends Beyond Visitor Numbers

France’s long-term tourism strategy is increasingly focused on economic value, sustainability and geographic distribution.

The country is targeting €100 billion in international tourism receipts by 2030 while also seeking to strengthen its position as a leading sustainable tourism destination.

That strategy requires more than simply attracting millions of additional visitors. It involves encouraging longer stays, increasing visitor spending, expanding tourism beyond Paris and major coastal destinations and strengthening demand during quieter periods.

European markets such as Italy and Germany can play an important role because their geographic proximity makes repeat visits and shorter trips more practical.

A Diverse Market Base Gives France Resilience

France’s current tourism performance demonstrates the value of having a broad international visitor base.

Germany and Italy contribute strong European demand, while the United States, Canada, Mexico and Asian markets provide additional long-haul opportunities. At the same time, Paris and other French regions continue to attract domestic and international visitors.

That diversity gives the French tourism industry multiple sources of demand even when geopolitical conditions, airline capacity or economic pressures affect individual markets.

Key Takeaways

• France recorded €40 billion in international tourism receipts in the first half of 2026, up 7% year over year.
• The country is targeting approximately €80 billion in international tourism revenue for 2026, following a record €77.5 billion in 2025.
• France welcomed 102 million international visitors in 2025, maintaining its position as the world’s most visited country.
• German overnight stays in France increased 9% in 2025, while Italy remained one of the country’s important European visitor markets.
• Long-haul demand is also strengthening, with first-half 2026 air arrivals from Mexico up 14%, Canada 10% and the United States 2%.
• Paris Île-de-France welcomed 13.3 million tourists between June and August 2026, with spending reaching €7 billion.
• Paris-region tourism spending increased 7%, compared with 3% growth in visitor numbers, showing the importance of higher visitor spending.
• France’s government has set a longer-term target of €100 billion in international tourism revenue by 2030.
• The country is increasingly looking to autumn, winter and shoulder-season travel to maintain tourism momentum beyond the summer peak.

Bottom Line

France’s tourism economy is moving toward another record year, with Italy and Germany among the European markets helping sustain demand. Strong international spending, rising long-haul arrivals and solid performance in Paris are offsetting a softer domestic summer and supporting the country’s ambition to reach €80 billion in tourism receipts in 2026. With a longer-term goal of €100 billion by 2030, France is increasingly focusing not only on attracting more visitors, but on encouraging higher spending, longer stays and year-round travel.

The changing pattern is significant because the three countries form one of the world’s most interconnected travel markets. Millions of travellers regularly cross their shared borders, meaning changes in consumer behaviour can quickly affect hotels, airlines, restaurants, attractions, retailers and local tourism economies.

Mexico Emerges As North America’s Growth Leader

According to WTTC’s 2026 Economic Impact Research, Mexico’s Travel & Tourism GDP grew 1.8% in 2025, compared with 0.9% for the United States and 1.2% for Canada.

Mexico also recorded the strongest growth in international visitor spending, increasing 3.5% in 2025. By comparison, international visitor spending declined 4.6% in the United States and 3.5% in Canada.

The figures highlight an important difference between tourism scale and tourism growth. The United States remains the world’s largest Travel & Tourism economy, but Mexico is currently showing stronger growth across several key international tourism indicators.

Canada Sees Travellers Redirect Their Spending

Canada’s tourism picture is more complicated because domestic and international travel are moving in different directions.

In 2025, Canadian residents made 342 million domestic visits, up 1.5% from 2024, while domestic tourism spending reached C$81.3 billion, an increase of 8.7%.

At the same time, travel to the United States declined sharply. Canadian-resident trips that included a visit to the US fell to 23.1 million in 2025, down 23.5% from the previous year, while spending on those trips declined 15.1% to C$18.8 billion.

The contrast suggests that Canadian travel demand has not disappeared. Instead, a larger share of that spending is being directed toward Canada itself and overseas destinations.

Overseas Travel Is Taking A Bigger Share

Canadian travellers increasingly looked beyond the United States in 2025.

Trips to overseas countries reached 14.3 million, an increase of 10.2% from 2024. Spending on overseas visits climbed even faster, rising 17.5% to C$31.3 billion.

The trend continued into early 2026. During the first quarter, Canadians made 4.6 million overseas trips, up 6.2% year over year, and spent approximately C$10.1 billion overseas, an increase of 16.7%.

That spending difference is particularly important for tourism destinations because overseas trips tend to be longer. Canadian travellers averaged 13.3 nights and C$2,210 per overseas visit during the first quarter of 2026.

The United States Faces A Different Tourism Environment

The United States remains by far the largest tourism economy in North America and globally, but its international visitor market has faced a more challenging growth environment.

WTTC’s 2025 figures show international visitor spending in the US declined 4.6%, while Canada’s declined 3.5%. Mexico, by contrast, recorded a 3.5% increase.

At the same time, the US continues to generate enormous outbound travel demand. In March 2026 alone, 9.31 million US citizens departed internationally, an increase of 5.2% from March 2025. Mexico accounted for more than 3.73 million of those departures, representing 40.1% of the month’s total.

This creates an interesting imbalance: Americans continue travelling internationally in very large numbers, while some traditional inbound markets are behaving differently.

Canada Still Attracts More US Visitors

Despite the changing relationship between Canadian and US travellers, Canada continues to attract substantial American demand.

During the first quarter of 2026, 3.6 million US residents travelled to Canada, an increase of 3.4% compared with the same period in 2025. Their spending reached C$3 billion, up 16.5%.

US visitors also spent considerably more on overnight Canadian trips than on same-day visits. The average expenditure for an overnight visit was C$1,323, compared with C$170 for a same-day visit.

This illustrates why Canadian destinations increasingly focus not only on visitor volume but also on attracting travellers who stay longer and spend more locally.

Mexico Benefits From Canadian Demand

Mexico is also benefiting from the shift in Canadian travel patterns.

Statistics Canada recorded 1.3 million Canadian visits to Mexico during the first quarter of 2026, making it the most visited overseas country by Canadian residents during the period. That represented an increase of approximately 51,000 visits from the same quarter of 2025.

Mexico’s combination of direct air connectivity, established resort destinations, warm-weather tourism and diverse cultural attractions gives it a strong position in the Canadian long-haul holiday market.

The country’s growth is therefore occurring at a time when Canadian travellers are actively reallocating international travel spending.

Travel Spending Is Becoming More Important Than Visitor Numbers

The North American figures demonstrate why visitor arrivals alone do not tell the complete tourism story.

A destination can receive fewer travellers but still generate significant economic activity if visitors stay longer and spend more. Conversely, a large number of short trips can produce substantial arrival statistics without generating the same level of accommodation, restaurant and attraction spending.

Canada’s first-quarter 2026 data provides a clear example. Overseas visitors made only 990,000 trips to Canada, compared with 3.6 million US trips, but overseas visitors spent C$2.1 billion and averaged C$2,085 per trip.

That makes traveller quality, length of stay and spending patterns increasingly important measures for destination planners.

Tourism Businesses Must Adapt To Changing Markets

Hotels, airlines and tourism operators across North America are responding to an increasingly fragmented travel market.

Canadian businesses can benefit from stronger domestic tourism and growing overseas demand, while destinations in Mexico have an opportunity to capture travellers looking for longer international holidays.

For US destinations, maintaining strong connections with both domestic travellers and international visitors remains important as cross-border travel patterns evolve.

The changes also create opportunities for destinations to diversify their source markets rather than depending heavily on one neighbouring country.

A Three-Country Tourism Market In Transition

The United States, Canada and Mexico remain deeply connected through tourism, but the latest figures show that travel money is moving differently across the three economies.

Mexico is recording stronger international tourism growth. Canada is seeing domestic tourism and overseas travel gain momentum while Canadian trips to the United States decline. The United States remains the region’s largest tourism economy and continues to generate enormous outbound demand.

Together, these trends suggest that North American tourism is entering a period in which where travellers go, how long they stay and how much they spend may be more important than simply counting arrivals.

Key Takeaways

• Mexico’s Travel & Tourism GDP grew 1.8% in 2025, compared with 0.9% in the United States and 1.2% in Canada.
• Mexico’s international visitor spending increased 3.5%, while spending declined 4.6% in the US and 3.5% in Canada.
• Canadians made 342 million domestic visits in 2025, spending C$81.3 billion, up 8.7% year over year.
• Canadian trips to the United States fell 23.5% in 2025, while spending declined 15.1% to C$18.8 billion.
• Canadian overseas travel increased 10.2%, with overseas spending rising 17.5% to C$31.3 billion in 2025.
• In Q1 2026, Canadians spent C$10.1 billion overseas, compared with C$5 billion on trips to the US.
• Mexico received 1.3 million Canadian visits in Q1 2026, making it Canada’s most visited overseas destination during the period.
• US residents made 3.6 million trips to Canada in Q1 2026, spending C$3 billion, up 16.5%.
• The data shows that length of stay and visitor spending are becoming increasingly important alongside arrival volumes.

Bottom Line

The tourism relationship between the US, Canada and Mexico is entering a period of significant change. Mexico is recording stronger international tourism growth, Canada is benefiting from rising domestic and overseas travel, while Canadian travel to the United States has declined substantially. The United States remains the region’s largest tourism economy, but the latest spending patterns show that North American travellers are becoming more selective about where they spend their holiday budgets. For tourism businesses across the three countries, diversifying markets and attracting longer-stay, higher-spending visitors are becoming increasingly important.

The weekend of September 12–13, 2026, is particularly busy, with events ranging from the Great River Race and CelebrASIA to creative festivals, exhibitions and West End entertainment. Visit London describes September as a major festival month, with celebrations taking place across the capital and many events available free of charge.

September Turns London Into a Cultural Playground

Unlike the quieter perception sometimes associated with the transition from summer to autumn, September is proving to be a strong period for London tourism. The city is moving from the peak summer season into an equally attractive calendar of cultural experiences.

The month-long Totally Thames programme is bringing exhibitions, performances, art installations, walks, talks and river-based activities to locations along the Thames. The programme stretches across 42 miles and 20 London boroughs, giving visitors opportunities to explore parts of the city beyond the traditional central attractions.

For travellers, this creates a different way to experience London — through neighbourhoods, creative spaces and local communities rather than simply visiting the city’s most famous landmarks.

London Design Festival Brings Global Creativity

One of the biggest attractions of the September calendar is the London Design Festival, running from September 12 to 20.

The 2026 edition is turning London into a giant showcase for design, craftsmanship and innovation, with activities spread across 11 design districts. Exhibitions, installations, talks and creative showcases are taking place in areas including Soho, Shoreditch, Brompton, Chelsea and Mayfair.

Major highlights include an audiovisual installation at St Paul’s Cathedral, international craft collaborations at the V&A and experimental installations exploring new materials and technology. Many of the headline experiences are free, helping make the festival accessible to tourists as well as local residents.

Great River Race Adds Spectacle Along the Thames

The Great River Race on September 12 is another major attraction for visitors spending the weekend in London.

Around 300 boats and more than 2,500 competitors are expected to take part in the annual race, travelling from Millwall in east London towards Ham in Richmond and passing beneath all 28 London bridges along the route.

The event gives visitors an opportunity to experience the Thames as an active part of London’s culture rather than simply a scenic backdrop. Spectators can follow the race from different points along the river while exploring neighbourhoods on both sides of the capital.

CelebrASIA Expands London’s Multicultural Appeal

At Battersea Power Station, CelebrASIA is bringing Southeast Asian culture, food and entertainment to London from September 11 to 13.

The free festival includes live music, national-dress parades, street food, arts and crafts workshops and an artisan market. The 2026 programme also introduces cooking classes, panel discussions, comedy, film screenings and more than 35 food and drink vendors.

Events such as CelebrASIA reinforce London’s reputation as one of the world’s most multicultural cities. For international visitors, they also provide opportunities to experience global cultures without leaving the capital.

Open House Reveals London’s Hidden Architecture

The Open House Festival, running from September 12 to 20, is providing another reason for architecture and history enthusiasts to visit.

Buildings, homes, heritage sites and unusual spaces that are normally inaccessible to the public will open their doors across all 33 London boroughs. Visitors can also take part in guided tours, walks and workshops exploring how the city has developed.

The festival adds depth to a London trip because it shifts attention away from conventional tourist attractions and towards the city’s hidden architectural and social history.

Creative Tourism Is Becoming a Bigger Part of London’s Appeal

London’s creative economy is increasingly becoming part of the city’s tourism proposition. Visitors are not only coming to see museums and historic buildings; they are increasingly interested in design studios, craft, contemporary art, independent galleries, fashion and immersive experiences.

The growth of London Craft Week illustrates this trend. The event has expanded dramatically since its launch, reaching an estimated 250,000 visitors in 2026, compared with around 20,000 in its first year. London’s craft scene now encompasses everything from traditional tailoring and shoemaking to glassblowing, ceramics, perfumery and contemporary installation art.

This creates a tourism experience that is more personal and discovery-driven, allowing travellers to explore the people and creative communities behind the city.

Museums And Major Exhibitions Strengthen Autumn Demand

London’s cultural calendar is also being reinforced by major exhibitions and performances.

The Bayeux Tapestry is making its long-awaited return to England at the British Museum from September 10, while the South London Gallery is hosting work by Polish artist Monika Sosnowska. At Trafalgar Square, a new sculpture by Tschabalala Self is also joining the capital’s public-art landscape from September 10.

These attractions give international travellers another reason to plan a September visit, particularly those interested in history, contemporary art and British culture.

London Tourism Benefits From Year-Round Events

The growing September programme highlights a major strength of London’s tourism economy: the city does not depend on a single attraction or season.

Theatre, museums, galleries, food festivals, architecture, music, design and sporting events continue to provide reasons to visit throughout the year. This broad cultural offering helps London appeal to different visitor segments, from families and first-time tourists to repeat travellers looking for experiences away from the usual sightseeing circuit.

The result is a tourism model in which major attractions bring visitors into the city, while neighbourhood events and creative experiences encourage them to explore further and stay longer.

A Strong Start to London’s Autumn Tourism Season

With the London Design Festival, Open House Festival, Great River Race, CelebrASIA and Totally Thames all contributing to the September calendar, the capital is entering autumn with considerable cultural momentum.

For visitors, September offers a particularly varied combination of experiences: historic architecture in the morning, a riverside event in the afternoon, an international food festival in the evening and theatre or live music at night.

That diversity is increasingly central to London’s appeal as a global tourism destination.

Key Takeaways

• September 2026 is one of London’s busiest cultural months, with festivals, exhibitions, performances and creative events taking place across the capital.
• The London Design Festival runs September 12–20, bringing design installations, exhibitions and creative events across 11 districts.
• The Great River Race brings around 300 boats and more than 2,500 competitors to the Thames on September 12.
• CelebrASIA at Battersea Power Station combines Southeast Asian food, music, arts, crafts and cultural performances from September 11–13.
• Open House Festival gives visitors access to buildings and architectural spaces across London’s 33 boroughs.
• Totally Thames is filling September with river-focused art, performances, walks, exhibitions and community activities across 20 boroughs.
• London’s creative tourism appeal is expanding, with London Craft Week attracting around 250,000 visitors in 2026, compared with about 20,000 when it began.
• Major cultural attractions including the Bayeux Tapestry exhibition are adding further international interest to London’s autumn tourism calendar.

Bottom Line

London’s September 2026 tourism season is being driven by culture as much as conventional sightseeing. The combination of design festivals, riverside events, multicultural celebrations, historic architecture, museums and creative experiences is giving visitors more reasons to explore the capital this autumn. With major events concentrated across September, London is reinforcing its position as a year-round global destination where tourism, culture and creativity increasingly work together.

Visitor spending also crossed a major milestone. Travelers spent $50.2 billion in Illinois during 2025, an increase of 3.5% from the previous year and the first time the state has exceeded the $50 billion mark in visitor spending.

115 Million Visitors Put Illinois in a New Tourism Era

The scale of Illinois’ tourism economy is becoming increasingly difficult to overlook. More than 115 million people visited the state in 2025, creating demand for hotels, restaurants, attractions, transportation, entertainment, retail and outdoor experiences.

The economic effect extends far beyond Chicago. While the state’s largest city remains a major international gateway, tourism growth is reaching destinations throughout Illinois, helping smaller communities benefit from travelers looking for historic sites, scenic landscapes, outdoor recreation, festivals and road-trip experiences.

State officials say the record performance demonstrates how tourism can serve as an economic-development strategy rather than simply a marketing activity.

$50.2 Billion in Visitor Spending Drives $88 Billion Impact

The $50.2 billion in direct visitor spending represents only part of tourism’s economic contribution. Once the wider effects of visitor activity are included, Illinois’ total tourism-related economic impact reached approximately $88 billion in 2025.

Tourism spending also generated nearly $5 billion in direct state and local tax revenue, while the state’s lodging sector produced a record $372 million in hotel tax revenue. These revenues provide communities with additional resources while demonstrating the financial importance of maintaining a strong visitor economy.

The numbers also show why destinations are increasingly competing for longer stays and higher visitor spending. Every additional hotel night, restaurant visit, attraction ticket or shopping trip can contribute to a much wider network of local businesses.

Middle of Everything” Campaign Delivers More Travelers

Illinois’ “Middle of Everything” tourism campaign has played an important role in promoting the state beyond its traditional attractions.

According to state figures, the campaign generated an additional 2.78 million trips and $904 million in visitor spending during 2025. The strategy emphasizes Illinois’ combination of food, culture, architecture, history, entertainment, natural landscapes and outdoor recreation.

The campaign is particularly useful for encouraging visitors to explore beyond Chicago. By presenting Illinois as a collection of diverse destinations rather than a single-city vacation, tourism officials are attempting to distribute visitor spending across more communities.

Chicago Remains a Major Gateway, But the Story Is Getting Bigger

Chicago continues to provide Illinois with one of its strongest tourism advantages. The city’s international connections, architecture, museums, restaurants, sports, entertainment and waterfront attractions give travelers a powerful reason to visit the state.

However, the record statewide numbers reveal a much broader tourism story. From Lake Michigan beaches to Southern Illinois forests and scenic byways, the state offers experiences that appeal to different types of travelers throughout the year.

Southern Illinois, for example, has been attracting visitors through Shawnee National Forest, hiking, cycling, rock climbing, ziplining and wine trails. This growing interest in outdoor experiences is encouraging the state to place greater emphasis on nature-based tourism.

Outdoor Tourism Gets a Bigger Role

Illinois is now expanding its focus on outdoor recreation through a dedicated unit within the Illinois Department of Commerce and Economic Opportunity’s tourism office.

The initiative is designed to help communities make better use of their natural assets and develop tourism products capable of attracting visitors for longer stays. That could include hiking destinations, cycling routes, waterways, scenic areas, adventure activities and rural tourism.

The strategy is significant because outdoor tourism can spread visitor spending into areas that may not have the same large-scale attractions or convention infrastructure as Chicago.

Route 66 Centennial Adds Another Tourism Opportunity

The record tourism performance arrives during an especially important period for Illinois. 2026 marks the 100th anniversary of Route 66, creating another major opportunity to attract domestic and international travelers.

Illinois is one of the states most closely associated with the historic Mother Road, and communities along the route are using the centennial to promote roadside attractions, historic towns, restaurants, museums and cultural experiences.

State tourism investments are helping communities prepare for the Route 66 Centennial as well as America’s 250th anniversary celebrations. Illinois awarded more than $3.3 million in tourism grants during fiscal year 2025 to support attractions, community projects and efforts designed to encourage overnight stays.

Tourism Growth Is Supporting Communities Across Illinois

The importance of the tourism boom is especially visible outside the state’s largest metropolitan areas.

Recent figures from southwest Illinois, for example, show that tourism generated approximately $1.48 billion in economic impact across six counties in 2025, supporting nearly 9,800 jobs and generating hundreds of millions of dollars in labor income.

That regional performance illustrates how statewide tourism can create a multiplier effect. Visitors may arrive for a major attraction or road trip, but their spending can flow into hotels, restaurants, gas stations, retailers, entertainment venues and local service businesses across surrounding communities.

Illinois Prepares for the Next Stage of Tourism Growth

The challenge now is maintaining momentum after a record year. Illinois tourism officials are continuing to invest in destination development, international tourism, major events and outdoor recreation while preparing communities for the increased attention surrounding Route 66.

The state’s tourism industry also has an opportunity to turn first-time visitors into repeat travelers by encouraging them to explore more destinations and stay longer.

With 115 million visitors already recorded in 2025, even modest increases in average trip duration or visitor spending could create substantial additional economic value for communities throughout Illinois.

Key Takeaways

• Illinois welcomed approximately 115 million domestic and international visitors in 2025, setting a new tourism record.
• Travelers spent a record $50.2 billion, marking the first year Illinois surpassed $50 billion in visitor spending.
• Tourism generated approximately $88 billion in total economic impact across the state.
• Visitor activity produced nearly $5 billion in direct state and local tax revenue, while hotel taxes reached a record $372 million.
• The “Middle of Everything” campaign generated 2.78 million additional trips and $904 million in visitor spending during 2025.
• Illinois is increasing its focus on outdoor recreation, particularly in destinations such as Southern Illinois and the Shawnee National Forest.
• The Route 66 Centennial in 2026 is providing another major opportunity to attract domestic and international travelers.
• More than $3.3 million in tourism grants were awarded in fiscal year 2025 to strengthen attractions, communities and overnight tourism.

Bottom Line

Illinois has entered a new era of tourism growth. With 115 million visitors, $50.2 billion in visitor spending and an $88 billion economic impact in 2025, tourism is proving to be one of the state’s most important economic engines. Chicago remains a powerful international gateway, but the expanding focus on outdoor recreation, Route 66, cultural attractions and destinations across Southern Illinois is helping spread the benefits far beyond the state’s largest city. As Illinois moves through the Route 66 Centennial year, the record-breaking 2025