What the funding pays for

The package backs initiatives that span heritage, nature, and digital connectivity, including:

• Indigenous‑led and mine‑tunnel‑related interpretive programs that highlight Sudbury’s mining‑and‑environmental‑reclamation story, turning industrial‑past themes into compelling cultural‑tourism attractions.
• New and upgraded trail systems, wayfinding, and visitor‑experience infrastructure that connect existing parks, lakes, and forests, encouraging hiking, mountain biking, and snow‑sport activities across different seasons.
• Digital‑marketing and visitor‑information tools that will help local operators and the Greater Sudbury Tourism agency reach travelers earlier in the planning cycle, both online and through targeted campaigns in key feeder markets.

Why this matters for Northern Ontario

Greater Sudbury sits at the heart of Northern Ontario’s tourism corridor, and authorities see the 2026–27 funding window as a chance to shift from a summer‑and‑fall‑focused playbook to a balanced, four‑season model that keeps hotels, restaurants, and guides busy beyond just the camping and leaf‑peeping seasons. By promoting winter sports, Indigenous‑culture experiences, and immersive nature‑based itineraries, the region wants to compete with popular southern‑Ontario and western‑Canadian hubs while preserving its small‑city authenticity and lower‑cost vibe.

For Canada’s broader tourism strategy, the Sudbury investment illustrates a push to decentralize the visitor economy, injecting capital into mid‑sized, resource‑region destinations that can offer distinct experiences—lakes, boreal forest, mining‑heritage, and Indigenous‑culture narratives—without the congestion of major metropolitan tourism magnets.

Key Points

• Canada is investing over $1.5 million (CAN$2.2 million) in eight new Greater Sudbury tourism projects to strengthen the local visitor economy and build all‑season appeal.
• Initiatives focus on Indigenous‑and‑mining‑heritage storytelling, trail expansion, and digital‑marketing tools to attract travelers throughout the year.
• The project supports a Northern Ontario goal of four‑season tourism, leveraging lakes, forests, and cultural‑heritage assets to diversify beyond summer‑peak demand.

Bottom Line: By backing Sudbury’s cultural and outdoor‑recreation projects, Canada is not just upgrading one city’s tourism infrastructure—it is testing a model for how medium‑sized, resource‑region destinations can use heritage and nature to become durable, year‑round players in the national and international visitor map.

Spending and visitation trends

Visitor spending growth in 2025 was driven mainly by domestic travelers, who accounted for about 82% of total travel expenditure, underscoring how in‑state and inter‑state leisure and business trips are now the core engine of California’s tourism economy. International visitors, by contrast, spent about $25 billion, roughly $1 billion less than in 2024, dampened by a stronger‑dollar environment, softer airlift from some key markets, and lingering travel‑policy uncertainty.

Even with slightly lower international arrivals, California still recorded strong hotel and short‑term‑rental‑related spending, with guests staying in accommodations generating about $83 billion in 2025, up 2.7% year‑on‑year, signaling robust demand for overnight trips and longer‑stay experiences across urban, coastal, and wine‑country destinations. Some major cities such as San Francisco also reported visitor‑spending highs, with the city’s tourism revenue reaching $14.2 billion in 2025, surpassing its pre‑pandemic record in nominal terms though lagging slightly once inflation is factored in.

Job growth and industry resilience

The travel sector’s strength translated into job gains, with tourism adding roughly 4,350 travel‑related jobs in 2025, pushing total tourism employment in the state to about 1.2 million workers, a modest but stable 0.4% increase on the prior year’s figure. While this is still below the pre‑pandemic employment peak of around 1.2 million in 2019, it shows that the industry is on a steady‑recovery path, anchored by a mix of lodging, food service, transportation, and attractions, much of which cannot be outsourced and therefore helps support local‑payroll stability.

At the same time, analysts note that the sector entered 2025 with challenges, including a projected 1% year‑on‑year drop in total visitation to about 268 million trips, reflecting both a forecasted 9.2% reduction in international arrivals and a shift toward higher‑value, fewer‑but‑longer stays rather than sheer volume growth. Despite this, the combination of rising spending per trip and solid domestic‑travel demand has allowed California to maintain record‑high tourism revenue and employment levels, reinforcing its status as the U.S.’s travel‑economy leader.

Key Points

• California generated $158.9 billion in travel spending in 2025, the largest tourism‑industry revenue of any U.S. state and a 1.7% increase over 2024.
• Domestic travelers drove the majority of spending (about 82%), while international spending declined by about $1 billion to $25 billion, dragged down by a strong dollar and reduced airlift from some markets.
• The state added roughly 4,350 tourism‑related jobs in 2025, bringing total tourism employment to about 1.2 million, with much of the hiring concentrated in lodging, food service, and attractions.
• Hotel and short‑term‑rental guests alone contributed around $83 billion in spending, signaling strong demand for overnight stays across urban, coastal, and regional destinations.

Bottom Line: California’s record‑breaking 2025 travel year shows that U.S. tourism leadership is increasingly less about sheer international visitor count and more about high‑value domestic demand, long‑stay utilization, and a deeply embedded hospitality‑workforce base, with California acting as a blueprint for how large‑scale, diversified destination economies can sustain growth even when global arrivals softens.

Scale and visitor numbers

The 2024 result was driven by 114.4 million visits, a new record that surpasses even the pre‑pandemic high of 113.2 million set in 2019. Day‑trippers and overnight guests both contributed, with the state welcoming about 49.5 million overnight stays in 2023 alone, an increase over the prior year and a strong base for the 2024 surge. Overnight visitors, who spend roughly three times more per trip than day‑tripper visitors, are key to the jump in economic impact, driving revenue for hotels, restaurants, local attractions, and Main‑Street‑level spending.

Underlying drivers of the “boom”

The Wisconsin Department of Tourism attributes the surge to broad‑based demand for outdoor and community‑led experiences, including lakeside recreation, hiking, fishing, fall‑leaf‑viewing, winter‑sports destinations, city‑food‑and‑culture districts, and smaller‑town festivals. The state’s relatively affordable lodging and dining costs compared with many coastal and snow‑belt destinations have also helped keep Wisconsin attractive even as prices rose elsewhere, while year‑round itineraries and a “value‑packed” messaging campaign have encouraged visitors to stay longer and return more often. Marketing efforts under the “Travel Wisconsin” banner—emphasizing authentic local culture, craft‑beer routes, farm‑to‑table food, and community‑owned events—have further pushed the state into the top tier of “road‑trip‑friendly” Midwest destinations.

Fiscal and community benefits

Beyond headline numbers, the tourism surge is generating a record $1.7 billion in state and local revenue, money that flows back into public services and infrastructure as well as into local businesses and jobs. The Wisconsin Department of Tourism and its partners argue that tourism’s economic ripple effect is felt far beyond the hotel and restaurant cash register, supporting everything from retail, transportation, and event‑services jobs to town‑center revitalization and rural‑small‑business resilience.

Key Points

• Wisconsin tourism generated a record‑high $25.8 billion in economic impact in 2024, the third straight record year, up from about $25 billion in 2023.
• The state hosted a record 114.4 million visits, exceeding 2019 levels, with over 49.5 million overnight stays helping to push per‑trip spending higher.
• The “Badger Boom” is fueled by outdoor‑recreation demand, affordable travel value, and a strong local‑experience narrative promoted under the Travel Wisconsin brand.
• The sector also contributed a record $1.7 billion in state and local revenue, underscoring tourism’s role as a central pillar of Wisconsin’s broader economy.

Bottom Line: Wisconsin’s tourism “Badger Boom” reflects a combination of pent‑up leisure demand, value‑driven pricing, and a hyper‑local‑experience marketing strategy, turning the state into a high‑return, high‑volume destination that punches above its weight in the national tourism landscape.

The city is now home to a growing roster of companies that touch nearly every layer of the travel stack, from distribution platforms and metasearch tools to AI‑driven revenue‑management systems, customer‑service automation, and data‑driven marketplace models. Many of these startups are deliberately positioned as “quiet” innovators, focusing on B2B infrastructure and backend tools rather than flashy consumer brands, which is why Montreal’s global influence in travel tech has grown under the radar while still shaping how airlines, hotels, OTAs, and tour operators make decisions. The concentration of companies working on AI‑driven personalization, frictionless booking, and real‑time revenue optimization is turning Montreal into a de facto R&D center for the global travel industry.

Beyond startups, larger players and corporate travel‑tech arms have also set up innovation labs and regional hubs in Montreal, drawn by the same combination of AI talent, multilingual workforces, and proximity to North American and European markets. The city’s bilingual culture and strong ties to both Canada and France add a unique advantage for companies building cross‑border travel products, while local universities and incubators systematically feed graduates into the travel‑tech pipeline. As AI and automation reshape pricing, customer‑service, and distribution, Montreal’s quiet consolidation as a second‑tier global travel‑tech powerhouse is giving it outsized influence over how the industry operates in the age of intelligent algorithms.

Key Points

• Montreal is now widely seen as the world’s second‑most important travel‑tech hub after San Francisco, fuelled by a strong AI and research ecosystem.
• The city hosts a dense cluster of startups and established companies working on AI‑driven pricing, personalization, distribution, and operations tools.
• Factors such as low operating costs, supportive policies, bilingual talent, and proximity to major markets have helped Montreal grow its influence quietly but deeply.

Bottom Line: Montreal’s understated ascent to travel‑tech prominence reflects how a city can become a global powerhouse not through branding alone but through a steady, talent‑driven build‑out of AI‑first infrastructure that now quietly underpins much of the travel industry’s digital backbone.

The Kuala Lumpur outpost will offer 272–279 spacious suites, many starting from around 80 square meters, with custom interiors, marble‑bath enclaves, and views over the city’s skyline and surrounds. Public spaces include more than 4,250 sq m of meeting and event facilities, highlighted by a pillarless grand ballroom designed for large‑scale galas, expos, and lavish weddings. The property’s Golden Triangle location also keeps guests steps from shopping malls, dining clusters, and iconic landmarks such as KL Tower and the Islamic Arts Museum, while remaining well‑connected to Kuala Lumpur International Airport and main transport hubs.

Culinary credentials are a core pillar of the debut, with a high‑profile lineup anchored by two Michelin‑starred chef Garima Arora’s “Yaari” and a trio of outlets from Jean‑Georges Vongerichten: JG KL, abc kitchens KL, and The Bar by JG. The brand’s signature Peacock Alley lounge and bar will also feature prominently, serving as a stylish all‑day space for cocktails, afternoon tea, and people‑watching in the Golden Triangle. By combining heritage‑driven hospitality, contemporary design, and a star‑chef‑driven food‑and‑beverage program, Waldorf Astoria Kuala Lumpur aims to compete with the city’s top luxury hotels and tap growing demand from regional business travelers, weddings‑focused groups, and well‑traveled leisure guests.

Key Points

• Waldorf Astoria Kuala Lumpur will open in late 2026, marking the brand’s first entry into Malaysia.
• The hotel offers 272–279 suites and over 4,250 sq m of event space, including a pillarless grand ballroom.
• It sits in the Golden Triangle (Bukit Bintang) with walkable access to Pavilion Mall, Suria KLCC, Petronas Twin Towers, and KL Tower.
• The F&B lineup features Garima Arora’s “Yaari” and three Jean‑Georges Vongerichten concepts, plus the signature Peacock Alley.

Bottom Line: Waldorf Astoria Kuala Lumpur’s late‑2026 debut injects a new ultra‑luxury alternative into Malaysia’s capital, leveraging the Golden Triangle’s prime location, a large‑capacity events program, and a star‑driven culinary platform to attract high‑net‑worth travelers, business delegates, and wedding‑focused groups.

This sprawling Southwest hub—where saguaro cacti frame fiery sunsets, Scottsdale resorts glow with poolside glamour, and downtown streets pulse with craft breweries and Southwestern spice—transforms from winter escape to global playground, blending Native heritage markets with sleek convention halls amid red-rock horizons.

The momentum spotlights Phoenix’s rivalry edge: expanded Sky Harbor flights connect seamlessly, luxury hotels rise near Camelback Mountain trails, major events fill arenas, and cruise day-trippers explore Sonoran vibes—sustaining hospitality booms while spotlighting sustainable desert trails and cultural festivals for diverse travelers from leisure seekers to business crowds.

Key Points

• Airlines ramp up nonstop desert routes.
• Hospitality jobs surge in resorts, hotels.
• Cruise lines boost day-trip adventures.
• Major events pack convention centers.
• Year-round sun draws global crowds.

Bottom Line: Phoenix’s tourism charge blends cactus sunrises, spicy taco trails, and mountain thrills—inviting city explorers and nature lovers to vibrant energy and endless horizons, securing its spot as America’s sizzling desert tourism contender.

Airlines respond: British Airways adds regional routes (Manchester/Edinburgh), Lufthansa ramps Frankfurt/Munich flights, Emirates/Qatar Airways boost GCC directs to London/Birmingham for premium cabins. VisitBritain forecasts 44.3M inbound visits spending £34.6B (+ growth vs 2024), with GCC alone hitting 1M visits/£2.2B spend in 2024. Ryanair/EasyJet add budget feeders from Paris/Berlin; Heathrow/Gatwick see 8% intl surge. Luxury operators report 20% booking jumps from these markets.

Key Points

• Markets: France (proximity), Germany (culture), GCC (luxury).​
• Forecast: 44.3M visits, £34.6B spend.​
• Airlines: BA/Lufthansa/Emirates add routes/capacity.​
• Gems: Cotswolds, Highlands, Lake District, Bath.​
• GCC 2024: 1M visits, £2.2B.

Azerbaijan showcased its Old City (UNESCO site), Caucasus adventures, Shahdag resorts, and Baku’s modern vibe at a national pavilion with partners like AZAL airlines and Azerbaijan Tourism Bureau, positioning itself beyond Western hotspots for China’s outbound market amid Aliyev-Xi strategic partnerships. The earlier Baku China Tourism Summit reinforced B2B links, eyeing high-value Chinese travelers for economic gains.​

This cooperation promises easier flights, targeted ads in Chinese cities, and enhanced hospitality, drawing eco/adventure seekers to Azerbaijan’s heritage and nature.​

Key Initiatives

• Visa waivers drive Chinese influx; tourism office opening in China.
• “China Ready”: Service training for Mandarin-speaking staff, group tours.
• Marketing: Campaigns highlighting Baku, Gobustan, Sheki.

Visitor Benefits

• Seamless access; diverse options from wellness to mountains.
• Boosted flights via AZAL; cultural events for Chinese groups.​

Key Points:

• CITM 2025 meetings yield visa/marketing/tourism office pacts.
• Targets China’s booming outbound market post-visa abolition.
• “China Ready” preps Azerbaijan for luxury/eco Chinese travelers.
• Baku summit success; AZAL/Shahdag promo at pavilion.
• Economic lift via 230k+ 2025 visitors (Jan-Sep); infrastructure push.​

The hotel features 120 rooms designed to offer comfort, value, and genuine hospitality, along with amenities such as free Wi-Fi, a wellness area with a jacuzzi, a 24/7 market, and a meeting room accommodating up to 60 guests. This setup makes it ideal for both leisure visitors and the growing segment of business tourists attending conferences or meetings in the region. Hampton by Hilton Cusco enhances the city’s accommodation capacity, supporting Peru’s tourism infrastructure while contributing to job creation and local supplier engagement.​

Hilton’s investment aligns with Peru’s strategic goals of promoting sustainable and eco-friendly tourism practices. The hotel incorporates environmentally responsible initiatives aimed at reducing its carbon footprint, ensuring a positive impact on the local ecosystem and tourism experience. This development highlights Hilton’s commitment to sustainable tourism growth in Latin America and underlines Cusco’s emergence as a globally competitive destination.​

Key Points:

• Hampton by Hilton opened its first hotel in Cusco with a $20 million investment, Hilton’s third Peru property.
• Located near key cultural sites, the hotel offers 120 rooms and amenities for leisure and business travelers.
• The hotel supports Peru’s sustainable tourism goals with eco-friendly operations to reduce environmental impact.
• The opening boosts Cusco’s accommodation capacity, tourism infrastructure, and local economic development.
• Hilton continues to expand in Latin America, reinforcing its role in shaping the region’s tourism future.

Nevada, traditionally associated with Las Vegas, has successfully diversified its tourism offerings to include outdoor recreation, cultural events, and conventions, attracting a broader, increasingly international audience. This diversification has resulted in a 23% increase in overseas visits, supporting sustained economic growth and positioning Nevada as a multifaceted tourism destination beyond its casino legacy.​

Hawaii has experienced steady growth, with visitor spending rising from $16 billion in 2017 to an estimated $20.7 billion by 2023. As a premier luxury travel destination, Hawaii offers a mix of lush landscapes, pristine beaches, and upscale resorts, drawing affluent travelers seeking both relaxation and adventure. Concurrently, Georgia has emerged as an exciting tourism contender in the U.S. South, boasting a blend of urban vibrancy in Atlanta and historical charm in Savannah—factors contributing to its rising popularity and tourism revenue.​

New York remains a global tourism powerhouse, known for iconic landmarks such as Times Square, the Statue of Liberty, and Central Park. Despite post-pandemic challenges, the state is making a robust recovery with millions returning to experience its vibrant cultural and entertainment offerings. Overall, these five states exemplify the dynamism of the U.S. tourism sector as it sets new records, driven by strategic investments in infrastructure, sustainability, and international connectivity.​

Key Points:

• Florida leads with 118 million domestic visitors in 2021, benefiting from beaches, theme parks, and resorts.
• Nevada diversifies beyond casinos into outdoor activities and cultural tourism, with a 23% rise in international visitors.
• Hawaii’s luxury tourism sector grows visitor spending to over $20 billion by 2023.
• Georgia gains popularity through urban and cultural attractions in Atlanta and Savannah.
• New York recovers strongly post-pandemic, maintaining its status as a global tourism icon.
• Collectively, these states drive unprecedented growth, innovation, and international appeal in U.S. tourism.