The U.S. travel and tourism industry is experiencing a significant decline in international visitors, with a reported 14% drop in March year-over-year. If this trend continues, it could result in a $21 billion loss in travel-related exports. Marketers reliant on international travel are adjusting their strategies, delaying budget increases, while those focused on domestic tourism are amplifying value-driven messaging to attract travelers. The broader economic climate and increasing consumer anxiety further complicate these marketing efforts, leading to cautious strategies across the industry.
We continue to try to position the state as an approachable and affordable place to visit... We think that really ties in very nicely with today's climate.
Marketers who are more reliant on domestic travel are leaning into messaging for that market even further and touting messages of value to appeal to travelers.
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