Tennessee Joins Indiana, Missouri, Florida, Texas, New Jersey and Only Five US States in Experiencing Growth in Tourist Arrivals from Europe as They Hammer Other States Tourism with Over a Three Percent Decline Last Year

In 2025, Tennessee, along with Indiana, Missouri, Florida, Texas, New Jersey, and only five other U.S. states, saw significant growth in tourist arrivals from Europe, marking a positive trend amidst a 3% decline in overall U.S. tourism. These states have capitalized on strong cultural ties, unique regional attractions, and increased flight accessibility, attracting a rising number of European visitors. Tennessee, known for its iconic music scene in Nashville and Memphis, witnessed a 24.3% increase in tourism, while Florida remains the top performer, drawing 2.24 million European visitors, accounting for 21% of the market share. The rise in European visitors contrasts sharply with the overall downturn in U.S. tourism, where other states faced a notable decline. This growth is attributed to targeted tourism strategies, expanding tourism infrastructure, and ongoing marketing efforts tailored to European travelers, positioning these states for continued success in 2026.
European Tourism Decline: A Mixed Picture Across the Continent
In 2025, European tourism saw a mixed performance across its regions. Western Europe, which traditionally attracts the highest number of visitors, experienced a decline of 3.7%, with a net loss of 437,101 visitors compared to the previous year. This decrease reflects challenges faced by key tourism hubs in the region, possibly due to economic factors, travel restrictions, or changing consumer preferences. On the other hand, Eastern Europe recorded a 2.2% increase, gaining 22,201 more visitors. This growth in Eastern Europe could be attributed to the region’s growing appeal as a more affordable and culturally rich destination. Overall, Europe as a whole saw a 3.3% decline, with a net loss of 414,900 tourists, reflecting the tough year for many European countries in terms of inbound tourism.
Tennessee: Music and Natural Wonders Attracting Europeans

Tennessee has seen strong tourism growth, particularly from European markets, with 111,625 visitors in 2025, despite the 3.3% decline in U.S. tourism overall. Known for its iconic music scene, especially in Nashville and Memphis, Tennessee continues to attract European tourists with a love for country music and southern charm. Tourists flock to famous spots like Graceland, the home of Elvis Presley, and Nashville’s Grand Ole Opry to experience the heart of American music culture.
Beyond music, Tennessee offers rich natural landscapes like the Great Smoky Mountains National Park, which sees a surge of international visitors, particularly those from Germany and the UK. European travelers seeking a blend of cultural history and outdoor adventure find Tennessee a top choice. With direct flights from Europe to Nashville and continued investments in tourism infrastructure, Tennessee’s appeal is expected to increase in 2026 as European interest in the state continues to grow, offering both urban and rural experiences to suit a wide range of travel preferences.
| State | YTD Visitors | Share % |
|---|---|---|
| Tennessee (TN) | 111,625 | 1.0% |
Indiana: A Hidden Gem for European Tourists

In 2025, Indiana recorded 46,360 European visitors, making up 0.4% of the total tourism share despite the overall decline in U.S. tourism. Indiana’s growing appeal comes from its unique cultural offerings, sports tourism, and natural beauty. Known for hosting major events like the Indianapolis 500, the state attracts European tourists with an interest in motorsports and American sports culture. European tourists are also drawn to Indiana’s scenic countryside, national parks, and historical sites such as Conner Prairie and the Amish Country.
Indiana’s tourism growth is partly fueled by its affordable prices and proximity to major cities like Chicago and Cincinnati, making it an attractive option for budget-conscious European travelers seeking a unique, off-the-beaten-path experience. As the state continues to promote its lesser-known gems, including Indianapolis’ cultural districts and outdoor adventures, the tourism sector in Indiana is poised for steady growth, making it a rising star for European visitors.
| State | YTD Visitors | Share % |
|---|---|---|
| Indiana (IN) | 46,360 | 0.4% |
Missouri: Exploring the Heart of America

Missouri recorded 31,484 European visitors in 2025, accounting for 0.3% of the total tourism market share. Although Missouri is not always at the top of the list for international tourists, the state has made significant strides in attracting European travelers, particularly those interested in American history, outdoor adventures, and midwestern charm. Cities like St. Louis and Kansas City offer a mix of cultural landmarks, including the Gateway Arch, museums, and jazz clubs, which resonate with European travelers.
Additionally, Missouri’s natural attractions, including Lake of the Ozarks and Mark Twain National Forest, provide opportunities for outdoor activities like hiking, fishing, and boating. As the state continues to promote eco-tourism and heritage sites, Missouri is emerging as a more affordable alternative for European tourists seeking a blend of history and adventure in the heart of America. Continued marketing and infrastructure improvements are expected to increase Missouri’s appeal to international tourists, including those from Europe.
| State | YTD Visitors | Share % |
|---|---|---|
| Missouri (MO) | 31,484 | 0.3% |
Florida: The Sunshine State Leads with a Strong Surge in European Tourists

Despite the overall 3.3% decline in U.S. tourism in 2025, Florida has emerged as the standout performer, attracting 2,241,941 European visitors, claiming 21% of the total share. Florida continues to be a dominant force in the U.S. tourism market, with its sunshine, beaches, and world-renowned attractions like Walt Disney World, Miami, and the Florida Keys drawing in travelers from across Europe. The state’s focus on promoting luxury resorts, family-friendly vacations, and wildlife experiences has made it a favorite among European tourists, particularly from markets like the UK, Germany, and France.
In 2025, the state’s tourism benefited from improved air connectivity and stronger marketing efforts that emphasized the diverse experiences Florida offers, from theme parks to beaches and cultural events. Additionally, Florida’s continued dominance as a top vacation destination has been reinforced by its ability to cater to a wide range of tourists—from luxury seekers to adventure lovers. As a result, Florida not only weathered the decline in U.S. tourism but thrived, maintaining its leadership and attracting a large number of European travelers.
| State | YTD Visitors | Share % |
|---|---|---|
| Florida (FL) | 2,241,941 | 21.0% |
Texas: A Growing Hub for European Visitors

Texas, with 404,982 European visitors, has seen a remarkable growth in tourism despite the broader 3.3% decline in U.S. arrivals. The state has capitalized on its diverse offerings, including cultural experiences, natural beauty, and thriving cities like Austin, Dallas, and Houston. Texas’ rich cultural heritage, world-class museums, and live music scene have increasingly attracted European visitors, particularly those from Germany and the UK, eager to explore the state’s unique blend of Southern charm and urban sophistication.
The state’s tourism sector has benefited from growing efforts to promote off-the-beaten-path destinations, like San Antonio’s Alamo and Texas Hill Country. European tourists are drawn to the diversity of Texas, offering everything from urban escapes in Dallas and Houston to outdoor adventures like hiking, camping, and experiencing Texas’ wild west heritage. The growth in European tourists is also aided by the state’s connectivity, making it easier for international travelers to access Texas from Europe. In 2025, Texas has continued to establish itself as an essential stop for European travelers looking for a blend of culture, adventure, and southern hospitality.
| State | YTD Visitors | Share % |
|---|---|---|
| Texas (TX) | 404,982 | 3.8% |
New Jersey: Bridging the Gap with European Tourists

New Jersey has experienced a steady rise in European tourism in 2025, welcoming 306,629 visitors and securing 2.9% of the total share. This growth in arrivals comes despite the broader 3.3% U.S. tourism decline, thanks to New Jersey’s proximity to New York City and its diverse offerings. With Atlantic City’s casinos, Jersey Shore’s beaches, and the charming Princeton and Cape May, the state has positioned itself as a well-rounded destination for European travelers looking for beach vacations and city escapes.
New Jersey also benefits from its role as a transit point for travelers visiting New York, with many European tourists opting for cheaper accommodations and easy access to NYC’s attractions while staying in New Jersey. The state’s ongoing push to develop eco-tourism and heritage tourism has also helped it stand out. As more European visitors are drawn to New Jersey for its historical sites, such as Ellis Island and Liberty State Park, the state continues to be a top choice for travelers combining relaxation with exploration. With more focus on sustainable tourism and promoting lesser-known regions, New Jersey is expected to grow further as a European tourism hub.
| State | YTD Visitors | Share % |
|---|---|---|
| New Jersey (NJ) | 306,629 | 2.9% |
Top States with Significant Tourism Growth in 2025
Several U.S. states are experiencing notable growth in tourism despite the overall decline in U.S. visitors, with states like Florida and Tennessee leading the way. Florida remains a dominant player in the tourism market, with 2,241,941 visitors in 2025, reflecting a 2.3% increase from the previous year and capturing 21% of the tourism share. This continued growth highlights Florida’s strong appeal, driven by attractions like theme parks, beaches, and vibrant cities like Miami and Orlando. Florida’s blend of luxury and family-friendly experiences continues to attract both international and domestic travelers.
Tennessee experienced an impressive 24.3% increase, bringing 111,625 visitors in 2025. Known for its iconic music scene, particularly in Nashville and Memphis, Tennessee is capitalizing on its rich cultural heritage and expanding tourist offerings, making it a top choice for those seeking authentic American experiences. Other states like Texas and Indiana also saw modest increases, while Mississippi, Idaho, and Montana experienced steady growth, benefiting from their unique regional offerings like natural landscapes and cultural experiences. These states are steadily growing in importance within the broader U.S. tourism landscape.
| State | Selected Year – YTD Visitors | Comparison Year – YTD Visitors | % Change – YTD | Share % – YTD |
|---|---|---|---|---|
| Florida (FL) | 2,241,941 | 2,191,082 | 2.3% | 21.0% |
| Texas (TX) | 404,982 | 403,720 | 0.3% | 3.8% |
| Mississippi (MS) | 7,815 | 7,722 | 1.2% | 0.1% |
| Tennessee (TN) | 111,625 | 89,776 | 24.3% | 1.0% |
| Idaho (ID) | 10,747 | 10,085 | 6.6% | 0.1% |
| Montana (MT) | 11,184 | 10,087 | 10.9% | 0.1% |
| North Dakota (ND) | 2,988 | 2,924 | 2.2% | 0.0% |
| South Dakota (SD) | 3,934 | 3,863 | 1.8% | 0.0% |
| Missouri (MO) | 31,484 | 30,566 | 3.0% | 0.3% |
| Indiana (IN) | 46,360 | 43,171 | 7.4% | 0.4% |
| New Jersey (NJ) | 306,629 | 304,294 | 0.8% | 2.9% |
In 2025, Tennessee, Indiana, Missouri, Florida, Texas, New Jersey, and five other states saw growth in European tourist arrivals despite a 3% decline in overall U.S. tourism, driven by targeted marketing and strong regional appeal.
Conclusion
In conclusion, Tennessee, Indiana, Missouri, Florida, Texas, New Jersey, and only five other U.S. states experienced growth in tourist arrivals from Europe in 2025, despite a broader 3% decline in U.S. tourism. These states have successfully leveraged their unique cultural offerings, regional attractions, and enhanced air connectivity to attract more European travelers. In contrast, many other states have seen a decline in tourism, largely due to global challenges and changing travel preferences. As the U.S. continues to navigate the complexities of international travel, these states’ success in driving European tourism growth highlights their ability to adapt and capitalize on emerging trends, positioning them for continued success in the years ahead.
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