Cathay Pacific’s Historic Growth in January 2026: Over Three Million Passengers from Hong Kong, UAE, Saudi Arabia, and Worldwide!

Cathay Pacific and HK Express have started 2026 on a strong note, achieving impressive growth in passenger traffic for January. The Cathay Group, which encompasses Cathay Pacific and HK Express, carried over 3.3 million passengers in the first month of 2026, marking an 11% increase compared to January 2025. This surge in passenger numbers signals the continued recovery of air travel, driven by strong demand across various markets including Hong Kong, the UAE, and Saudi Arabia.

This growth is particularly notable as it follows a robust year-end travel peak, which continued to influence travel trends into early January. Cathay’s success was further highlighted by a milestone achievement on February 14, 2026, when both Cathay Pacific and the Cathay Group set a new single-day passenger record, surpassing 100,000 passengers for the first time in Cathay Pacific’s history.

What Contributed to Cathay Group’s Strong Performance in January 2026?

The growth seen in January 2026 is attributed to a combination of factors, including the post-holiday travel demand and a strong rebound in business travel. Cathay Pacific saw an 11% increase in passengers compared to the same period in 2025, with Available Seat Kilometres (ASKs) increasing by 14%. The strong performance was largely driven by a rise in outbound student traffic and travellers returning from the year-end holiday season. This was followed by a resurgence in business travel, particularly in premium cabins, which outperformed load factors from January 2025.

Additionally, transit traffic saw a significant uptick as Cathay Pacific added more frequencies to its network, further solidifying Hong Kong’s role as a major international aviation hub. This expansion has enhanced connectivity, making it easier for passengers to transit through Hong Kong, which contributed to the overall increase in passengers.

Where Did the Growth in Traffic Come From?

The Cathay Group’s performance in January 2026 was strong across several regions, with the UAE and Saudi Arabia playing key roles in driving demand. The UAE, a major hub for both leisure and business travel, continued to contribute to the growth of Cathay Pacific and HK Express’s passenger numbers. Saudi Arabia also saw a noticeable increase in demand, with more travellers opting for international routes from the Kingdom.

The demand was particularly strong during the Lunar New Year period, which further contributed to leisure traffic across Asia. Customers took advantage of extended holiday periods, contributing to the surge in passengers for both Cathay Pacific and HK Express.

What Did HK Express Achieve in January 2026?

HK Express, Cathay Group’s low-cost carrier, reported solid growth in January 2026, carrying over 710,000 passengers, an 8% year-on-year increase. Available Seat Kilometres (ASKs) for HK Express grew by 13%, demonstrating the airline’s ability to capitalize on rising demand, particularly on routes to South Korea and Thailand. The airline has also seen healthy bookings for the coming months, with strong growth in travel demand to the Chinese Mainland and Southeast Asia.

One of the major milestones for HK Express in January was the achievement of a new single-day passenger record on February 20, 2026, surpassing 30,000 passengers for the first time. This accomplishment highlights HK Express’s growing popularity in the region and its ability to serve high-demand routes efficiently.

How Did Cathay Group’s Operations and Load Factors Perform?

Cathay Pacific’s January 2026 load factor stood at 84.9%, a slight decrease of 1.5 percentage points compared to January 2025. Despite this, the airline’s overall performance was robust, driven by strong demand in both premium and economy cabins. On the other hand, HK Express’s load factor was slightly lower at 81.1%, a decrease of 3.5 percentage points year-on-year. Nevertheless, the airline’s performance remained solid, with consistent demand from key markets.

Looking ahead, both Cathay Pacific and HK Express are expecting continued strong performance throughout the year, particularly as they head into the Easter holiday period. With the strong growth in passenger numbers and cargo capacity, the Cathay Group is well-positioned to capitalize on sustained demand in the coming months.

What’s Next for Cathay Group?

As Cathay Group moves further into 2026, the airline is set to continue its expansion with more added frequencies across its network and a focus on increasing connectivity through Hong Kong. With a solid start to the year and strong bookings for the months ahead, both Cathay Pacific and HK Express are anticipating robust travel demand through the upcoming peak seasons, including Easter and beyond.

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IAAPA Expands in MENA Region with New Office in Dubai to Strengthen Attractions Industry Across UAE, Saudi Arabia, and Beyond!

The International Association of Amusement Parks and Attractions (IAAPA) has revealed plans to significantly enhance its support for the rapidly growing attractions industry in the Middle East and North Africa (MENA) region by opening a new regional office in Dubai, UAE. This major announcement, made today, highlights the association’s commitment to strengthening its presence in one of the world’s most dynamic and fast-expanding markets for tourism, leisure, and entertainment. The new office is set to officially launch on July 1, 2026, during the IAAPA Expo Middle East event.

This strategic move aligns with IAAPA’s ongoing investment in the MENA region, which has seen tremendous growth in recent years. Countries like the United Arab Emirates (UAE) and Saudi Arabia are emerging as global leaders in the tourism and leisure sectors, fueling the development of world-class attractions such as branded theme parks, amusement parks, and innovative family entertainment centers. IAAPA’s expansion aims to further position the MENA region as a key player in the global attractions landscape.

What Is the IAAPA MENA Regional Expansion?

The announcement of IAAPA’s new regional office in Dubai marks the next phase in the association’s strategy to support the MENA attractions industry. The office will serve as the central hub for IAAPA’s operations in the region, providing resources, advocacy, education, and networking opportunities for attractions professionals across the MENA region. IAAPA has long been the global leader in representing the attractions industry, and with this new office, the association aims to cater to the unique needs of MENA-based operators, suppliers, and manufacturers.

Additionally, IAAPA will collaborate closely with the Middle East and North Africa Leisure and Attractions Council (MENALAC), a key regional organization founded in 2016. MENALAC has been a significant advocate for the MENA leisure and attractions sector, and this partnership will enable IAAPA to combine its global expertise with MENALAC’s regional knowledge. This collaboration aims to elevate industry standards, advance professional development, and foster growth in the MENA attractions market.

Where Will the New IAAPA Office Be Located?

The new IAAPA regional office will be based in Dubai, one of the most important tourism and business hubs in the MENA region. Dubai is known for its world-class infrastructure, luxury resorts, and entertainment destinations, making it the ideal location for IAAPA’s expansion into the MENA market. The office will oversee IAAPA’s operations across the MENA region, including the UAE, Saudi Arabia, Qatar, Egypt, and other key markets in North Africa and the Middle East.

Who Are the Key Stakeholders in the MENA Expansion?

The key stakeholders in IAAPA’s MENA expansion are IAAPA and MENALAC, which have come together to establish IAAPA MENA. MENALAC, a respected voice in the region, has played a vital role in advocating for the interests of MENA’s attractions industry since its formation. Through this collaboration, IAAPA aims to leverage MENALAC’s decade-long expertise in the region while offering enhanced resources, localized education, research, and networking opportunities to attractions professionals.

In addition to this partnership, IAAPA will establish a Regional Advisory Board, composed of IAAPA and MENALAC members, to guide regional priorities and strategies. This board will ensure that the specific needs of the region’s diverse attractions community are met. The board’s chair will also have a regular seat on IAAPA’s Global Board of Directors, strengthening MENA’s representation at the global level.

Why Is This Expansion Important for the MENA Region?

This expansion is crucial for the MENA region, which has seen massive investments in tourism, leisure, and entertainment over the past decade. The UAE and Saudi Arabia, in particular, have poured billions of dollars into developing world-class attractions, from large-scale branded theme parks to locally inspired experiences. This growth has led to the MENA region becoming one of the most promising markets for leisure and tourism globally. The new IAAPA MENA office will provide the region’s operators, manufacturers, and suppliers with the tools, resources, and connections they need to thrive in an increasingly competitive global market.

As IAAPA strengthens its presence in the MENA region, the collaboration with MENALAC will ensure that the region’s attractions industry is well-supported, with dedicated advocacy, education, and safety standards that align with international best practices. This partnership will also enhance networking opportunities, allowing local professionals to connect with IAAPA’s global community and benefit from the latest industry trends and innovations.

How Will IAAPA Support the MENA Region Moving Forward?

The establishment of IAAPA MENA will provide the region with a more localized approach to education, research, and advocacy. The regional office will focus on several key areas:

1. Safety: Establishing dedicated committees for safety, ensuring that attractions across the region adhere to international safety standards.
2. Education: Offering training programs, workshops, and seminars to elevate the skills of the region’s workforce and provide ongoing professional development opportunities.
3. Manufacturers and Suppliers: Strengthening ties with manufacturers and suppliers to ensure that the region has access to the latest technologies and innovations in the attractions industry.
4. Advocacy: Representing the interests of the region’s attractions industry on a global stage and ensuring that MENA’s voice is heard in the wider IAAPA community.

In addition, IAAPA will continue to host major events such as the IAAPA Expo Middle East, which will serve as an important platform for industry leaders, media, and professionals to gather, share knowledge, and foster collaboration. With the new regional office, IAAPA is committed to driving sustainable growth, fostering innovation, and ensuring the long-term success of the MENA attractions industry.

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UK Joins Canada in Visa-Free Entry to China, Along with New Flights to Beijing and Luxury Hotels in Chengdu for 2026!

China’s inbound travel sector has seen a significant boost in early 2026 with the announcement of several key developments aimed at enhancing international tourism. These changes include the expanded visa-free entry for travelers from the UK and Canada, new flight routes connecting Australia to Beijing, and the opening of luxury hotels in Chengdu. These initiatives are part of China’s broader efforts to further integrate into the global tourism economy and solidify its position as a top destination for both leisure and business travelers.

Starting February 17, 2026, ordinary passport holders from the UK and Canada are now eligible for visa-free entry into China. This policy allows travelers to stay for up to 30 days for business, tourism, visiting family, or transit purposes. This visa exemption will remain in effect until December 31, 2026, and represents a significant step in China’s ongoing efforts to open its doors to international visitors.

These new travel policies, along with strategic investments in airline routes and luxury accommodations, are expected to further strengthen China’s tourism infrastructure, driving both short-term visits and long-term growth in the sector. With increasing global interest in China’s cultural, historical, and business opportunities, 2026 looks set to be a defining year for the country’s tourism and hospitality industries.

Expanded Visa-Free Entry: UK and Canada Citizens Can Now Enter China Without a Visa

Starting February 17, 2026, the Chinese government has implemented an expanded visa-free entry policy for ordinary passport holders from the UK and Canada. This move is part of China’s strategy to stimulate both tourism and business travel, further integrating the country into the global tourism economy.

Who is Eligible for the Visa-Free Policy?

Ordinary passport holders from the UK and Canada are eligible for visa-free entry to China. Travelers can stay for up to 30 days, with the visa-free status applicable to several purposes: business, tourism, visiting family or friends, and transit. This policy has been set to remain in effect until December 31, 2026, providing ample time for travelers from these two countries to explore China’s rich culture and history.

Scope of the Visa-Free Entry

This new policy marks a significant step in China’s push to expand its visa-free programs. While China currently offers a 72/144-hour visa-free transit policy to citizens from 54 countries, the visa-free entry for the UK and Canada represents a deeper commitment to expanding access to its major cultural and business hubs. These travelers are not required to apply for a visa if their stay is within the 30-day limit.

New Flight Routes: China Eastern Airlines to Launch Sydney to Beijing Daxing Service

China Eastern Airlines has further solidified its commitment to boosting connectivity between Australia and China by announcing the launch of a new flight route from Sydney to Beijing Daxing. Set to commence on March 30, 2026, the service will operate three times a week, utilizing an Airbus A330-200 aircraft for the year-round route.

Key Features of the New Sydney to Beijing Daxing Route

• Flight Frequency: Three times a week.
• Aircraft: Airbus A330-200, a wide-body aircraft offering a comfortable travel experience.
• Layovers: Passengers will benefit from a strategic technical stop in Wuhan. With a single boarding pass and through-checked baggage, travelers will not need to re-clear their luggage during the brief stop, ensuring a seamless journey to Beijing Daxing International Airport (PKX).

This new route significantly enhances connectivity between Australia and Northern China, tapping into both the tourism and business sectors. It is part of China Eastern Airlines’ broader strategy to strengthen its network and promote travel between key global markets.

Emirates & Loong Air Interline Agreement Expands Chinese Domestic Reach

Emirates, a global leader in international aviation, has partnered with Hangzhou-based Loong Air to further expand its reach in China’s domestic market. This interline agreement, effective immediately, enables Emirates passengers to seamlessly connect to 22 additional destinations across China through Loong Air’s hubs in Hangzhou, Shenzhen, and Hong Kong.

What Does the Agreement Mean for Travelers?

Travelers flying with Emirates can now book multi-airline itineraries with a single ticket and enjoy a unified baggage policy and consistent fare conditions. This agreement significantly expands Emirates’ existing network in China, which already includes partnerships with major carriers like Air China and China Southern Airlines. The expanded connectivity covers crucial regional economic and cultural hubs such as Zhengzhou, Changchun, Haikou, Xiangyang, and Dazhou, unlocking new travel opportunities for passengers.

By strengthening its ties with Loong Air, Emirates continues to assert its presence in China’s thriving domestic market, catering to the growing demand for both leisure and business travel within the country.

Luxury Hospitality Growth: IHG Brings Palm Springs Hotel Chengdu into Vignette Collection

In tandem with the expansion of flight routes, the hospitality sector in China is also seeing substantial growth. The InterContinental Hotels Group (IHG) has officially added the Palm Springs Hotel Chengdu to its prestigious Vignette Collection, a luxury brand known for offering immersive, culturally enriched hotel experiences.

The Significance of This New Luxury Hotel in Chengdu

The Palm Springs Hotel Chengdu, located in the Hi-Tech District near the New Century Global Center, will offer a unique stay experience that reflects the region’s cultural and historical richness. This addition to IHG’s Vignette Collection underscores the growing demand for high-end, culturally immersive luxury stays. It caters to travelers seeking more than just a place to stay, offering them an opportunity to engage deeply with local culture, architecture, and art.

This new project aligns with the broader trend of China’s luxury hospitality sector, which continues to see an influx of international hotel brands investing in major cities like Chengdu. These luxury properties are designed to provide travelers with personalized experiences, tapping into the demand for unique stays rather than standardized corporate hotels.

Looking Ahead: China’s Inbound Travel Landscape in 2026

China’s inbound travel sector is clearly on the rise in 2026, driven by policy changes, new airline routes, and enhanced hospitality offerings. The expanded visa-free entry for UK and Canadian passport holders, the launch of new international flight services, and the rapid growth of luxury hotel options all contribute to the country’s evolving tourism landscape.

With the Chinese government pushing for greater international connectivity and continued investment in tourism infrastructure, 2026 is set to be a pivotal year for China’s inbound travel industry. As the world’s second-largest economy continues to open up to global visitors, these developments will likely set the stage for even greater growth in the coming years.

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The Auckland Project Appoints Stephen Reed as Director of Marketing and Communications to Drive Cultural Growth And Tourism in UK

The Auckland Project, a prominent regeneration charity dedicated to transforming Bishop Auckland into a major cultural destination, has appointed Stephen Reed as its new Director of Marketing and Communications. This strategic move is aimed at enhancing the organization’s visibility and further growing its cultural and heritage profile. Stephen’s extensive experience in both marketing and cultural institutions positions him as a key asset in supporting The Auckland Project’s mission of celebrating, preserving, and sharing the rich history of Bishop Auckland in UK.

With over two decades of experience in international advertising agencies, Stephen has worked with major brands, including the NHS, Blacks Outdoor, and Marston’s, helping to strategically develop and execute successful campaigns. For the past 10 years, he has worked as a consultant, guiding organisations across the commercial, public, and third sectors in their marketing-led growth. Notably, Stephen has also collaborated with major cultural and heritage institutions, including The Glasshouse in Gateshead and Newcastle’s Discovery Museum. This background gives him a unique insight into how cultural organisations connect people, place, and storytelling.

What Is The Auckland Project’s Mission?

The Auckland Project is a regeneration charity focused on transforming Bishop Auckland into a vibrant cultural hub by showcasing its rich history and heritage. Located in County Durham, The Auckland Project operates several cultural attractions, including Auckland Palace, the Spanish Gallery, the Mining Art Gallery, and the Faith Museum. These attractions, alongside the extensive gardens and deer park, contribute to the project’s mission of revitalising the town through art, history, and culture.

Stephen Reed’s appointment comes at a crucial time as The Auckland Project continues to expand and develop its cultural offerings, attracting visitors from across the country and beyond. His leadership in marketing and communications will play a pivotal role in amplifying the project’s message and ensuring that its cultural assets reach a wider, more diverse audience.

Why Was Stephen Reed Chosen for the Role?

Stephen Reed’s appointment is seen as a strategic move to strengthen The Auckland Project’s senior leadership team. His expertise in strategic marketing and communications will be key in promoting the organisation’s mission to regenerate Bishop Auckland as a cultural destination of national and international significance. His extensive background in working with cultural institutions, coupled with his proven track record in marketing, makes him a perfect fit to help elevate the project’s profile.

In his new role, Stephen will oversee all marketing and communications efforts across The Auckland Project’s diverse portfolio. This includes world-class art galleries, the award-winning Park Head Hotel, heritage cottages, Auckland Palace, and the 200 acres of gardens and parkland. Stephen’s leadership will help sharpen the organisation’s voice and extend its reach, ensuring that The Auckland Project’s work resonates locally, regionally, and nationally.

How Will Stephen Reed Impact The Auckland Project?

Stephen’s approach will focus on strengthening The Auckland Project’s marketing strategies and increasing its audience engagement. His primary goal will be to ensure that the powerful story of Bishop Auckland, rooted in its cultural heritage and history, is effectively communicated to a broader audience. The marketing efforts will not only focus on attracting visitors to the attractions but will also aim to build awareness of the area’s significance as a cultural and heritage destination.

As part of his strategic direction, Stephen will lead initiatives to promote the region’s historical ties, including its connection to the Prince Bishops of Durham and its surprising relationship with the Spanish Golden Age. By leveraging both traditional and digital marketing channels, Stephen will help foster greater engagement with local communities while also driving national and international tourism to the region.

What Are The Auckland Project’s Plans Moving Forward?

The Auckland Project plans to continue growing its presence as a cultural and heritage destination, with a focus on increasing engagement with visitors and residents alike. Stephen’s appointment is a key step in building on the strong foundation already in place, as he will oversee marketing efforts that not only aim to increase footfall to the existing attractions but also drive future growth through new initiatives and cultural programming.

Stephen will also work to ensure that The Auckland Project’s work is shared effectively with a wide range of stakeholders, from local communities and regional partners to international tourists and cultural enthusiasts. By improving The Auckland Project’s visibility, both online and offline, he will help position the organisation as a leading force in the UK’s cultural regeneration efforts.

What Are the Key Attractions Under The Auckland Project?

The Auckland Project’s portfolio of attractions includes some of the UK’s most remarkable cultural landmarks. Auckland Palace, a former residence of the Prince Bishops of Durham, stands at the heart of the project. The Spanish Gallery offers a unique collection of Spanish art, while the Mining Art Gallery celebrates the region’s industrial heritage. The Faith Museum highlights the role of religion in the town’s history, and the 200 acres of gardens and parkland provide visitors with a serene space to explore the natural beauty of the area.

These attractions, along with the recently renovated Park Head Hotel and heritage cottages, form the backbone of The Auckland Project’s mission to regenerate the town and attract visitors from across the globe. Stephen Reed’s marketing leadership will be key in ensuring these attractions receive the attention they deserve, helping to make Bishop Auckland a must-visit cultural destination.

With Stephen Reed’s appointment as Director of Marketing and Communications, The Auckland Project is poised for greater success in its mission to transform Bishop Auckland into a cultural and heritage powerhouse. Reed’s wealth of experience in marketing and cultural institutions will play a crucial role in advancing the organisation’s goals and amplifying its message to a wider audience.

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The UK Theme Park Awards 2026: Blackpool’s Pleasure Beach Takes Centre Stage – A Must-See Event!

The UK Theme Park Awards 2026 is set to take place at Blackpool’s renowned Pleasure Beach Resort on 10th September 2026. This prestigious event will celebrate the achievements of the UK theme park industry, recognising the hard work and innovation of both major operators and beloved independent attractions across the nation. As a highly anticipated ceremony, it promises to be one of the biggest nights in the UK theme park calendar.

The annual awards, which acknowledge excellence in theme park experiences, will be produced once again by TAG Live®, following a successful partnership in previous years. After past events held at major theme parks like Drayton Manor Resort, Chessington World of Adventures Resort, Thorpe Park, and Wicksteed Park, the upcoming awards at Pleasure Beach is expected to build upon this legacy. Blackpool, a key destination in the UK tourism landscape, will be the perfect backdrop for an event that showcases the very best in the theme park sector.

What Are the UK Theme Park Awards 2026?

The UK Theme Park Awards 2026 is an annual celebration that honours the finest achievements across UK theme parks, ranging from thrilling rides to spectacular shows and events. Hosted by Theme Park Network, the awards aim to provide a platform for industry professionals and the public to recognise the outstanding work of theme parks. This includes both the major operators and the smaller, independent attractions that contribute to the vibrant landscape of the UK’s theme park sector. The event will culminate in a glamorous ceremony at Pleasure Beach Resort in Blackpool.

Where and When Will the UK Theme Park Awards 2026 Be Held?

The event is scheduled to take place at Blackpool’s Pleasure Beach Resort, a location renowned for its thrilling rides and rich history in the UK theme park industry. On 10th September 2026, the awards ceremony will bring together over 180 industry professionals to celebrate the accomplishments of the past year. Blackpool, already a leading destination for leisure and tourism, will offer the perfect venue for this prestigious event.

Who Are the Key Organisers of the Event?

Theme Park Network, the publisher of ThemeParks-UK, an independent consumer guide to UK theme parks, is responsible for organising the awards. The event’s production partner, TAG Live®, has been an integral part of the event’s success, having worked on past ceremonies held at locations such as Drayton Manor, Chessington World of Adventures, and Thorpe Park. This year’s event promises to carry forward the success of previous editions, with an even grander showcase of talent and achievement from the UK theme park industry.

Why Blackpool’s Pleasure Beach?

Blackpool’s Pleasure Beach Resort was chosen as the location for the UK Theme Park Awards 2026 due to its rich legacy in the theme park industry, iconic rides, and commitment to innovation. The venue is home to some of the UK’s most thrilling attractions and offers a unique mix of history and cutting-edge attractions, including the newly launched ride, Aviktas. Hosting the event at this renowned location provides a stunning backdrop for an evening that celebrates everything that makes UK theme parks so special.

Pleasure Beach Resort also offers the perfect environment for both industry experts and the public to experience the latest in ride innovation, customer service, and entertainment. The resort continues to invest in new attractions, ensuring that it remains at the forefront of the UK theme park sector.

How Are the Winners Decided?

The awards will be determined through a combination of expert judging panel votes and public nominations. Last year, over 300,000 votes were cast by theme park enthusiasts, making the public vote a crucial element in the selection process. The shortlist of nominees will be compiled based on public nominations and expert panel input, ensuring a fair and industry-informed selection of finalists across a variety of categories.

In addition to recognising major operators, smaller, independent attractions will also have the opportunity to shine, showcasing the diversity and innovation of the UK’s theme park sector. With over 180 industry representatives attending last year’s ceremony, this year’s event is expected to draw an even larger crowd, with thousands watching the livestream broadcast.

The Road to 2026 – A Glimpse into the Event’s Future

As we approach the UK Theme Park Awards 2026, anticipation is building for what promises to be an unforgettable night. Industry leaders, creatives, and thrill-seekers will gather to honour the pioneers of the UK’s theme park sector. The event offers a chance for industry professionals to network, share ideas, and celebrate the creativity and hard work that make UK theme parks a global destination for tourists.

The public will also have the chance to nominate their favourite theme parks and attractions, with the final voting process set to open later this year. Categories will include Best Ride, Best Attraction, Best Family Experience, Best Theme Park Show, and more, providing a comprehensive look at the diversity and excellence within the UK’s theme park offerings.

Photo Credit: Gregg Wolstenholme

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Florida Joins New York, California, Hawaii, and Nevada to Dominate Over Fifty Per Cent of US Tourism Experiences — Why Other States Are Missing Out on the Travel Boom

A new in‑depth analysis of tourism in the US by Mabrian has revealed that just five states — Florida, California, New York, Hawaii and Nevada — account for more than half of all experiences and leisure activities offered on major travel platforms. The findings highlight both the continued concentration of attractions in traditional tourism hotspots and an opening for other states to broaden their tourism offerings to appeal to domestic and international travelers alike.

The analysis was conducted using consolidated listings from two of the world’s most prominent online tourism activity providers — Civitatis and GetYourGuide — capturing the supply of touristic experiences over the past six months and juxtaposing that with traveler demand patterns. The data underscores not just where activities are listed, but what types of experiences are most prominent and showing engagement by travelers.

What the Numbers Reveal

According to the aggregated data, Florida leads the category of tourism experiences with 14.9% of available activities sold through these platforms, followed by California (13.1%) and New York (12.9%). Hawaii’s listings account for 7.3%, while Nevada represents 4.5%, together comprising over 50% of all national tourism experiences marketed online.

The top 10 list for available tourism activities is rounded out by Texas (4%), Colorado and Virginia (3.3% each), Arizona (3%) and Utah (2.9%). The remaining 30.7% of offerings are spread across the other 40 states — a notable dispersion that highlights both current limitations and future opportunities for less represented regions.

This distribution aligns with long‑standing travel patterns tracked by the National Travel and Tourism Office (NTTO), which reports that states with well‑established global brands and major cities continue to attract disproportionate attention from international visitors, although domestic travel comprises the vast majority of tourism activity in the U.S.

Why These States Lead

The shared characteristics of these top five states point to why they account for a large share of leisure experiences:

• Florida hosts globally recognized attractions such as theme parks, coastal beaches, wildlife preserves and vibrant cultural venues.
• California combines natural diversity — from beaches to mountains to deserts — with major urban centers like Los Angeles and San Francisco.
• New York offers internationally iconic sites, including urban experiences and world‑class museums.
• Hawaii draws visitors with tropical scenery and cultural landscapes distinct from the continental U.S.
• Nevada, particularly Las Vegas, is a magnet for entertainment and experiential travel.

These destinations benefit from years of destination branding and well‑developed travel infrastructure, which has translated into a rich supply of bookable experiences on digital platforms.

What Types of Experiences Attract Travelers?

The analysis also examined the types of activities marketed and those that generate traveler interest. Data indicates that cultural experiences dominate listings, representing 40.7% of all available activities. These include heritage tours, museum visits, local tradition explorations, and arts‑related experiences that invite travelers to engage directly with regional identity and history.

Following cultural tourism, active tourism — such as adventure sports, hiking and outdoor excursions — makes up 27% of the listings, aligning with a broader shift toward experiential travel and physical engagement with destinations. Nature‑based activities account for 15.3%, reflecting traveler interest in the U.S.’s varied ecological landscapes — from national parks to coasts to mountain ranges.

Other categories include culinary experiences (10%), sunbathing (3.2%), nightlife (1.5%), and family activities (1.1%). Niche categories such as wellness, shopping and specialized tours collectively make up less than 1% of existing listings, suggesting potential growth areas for destination planners and tourism boards.

Traveler Engagement and Demand Patterns

Analysis of traveler engagement — measured by reviews and interaction metrics on activity platforms — shows strong preference patterns. Cultural experiences account for 50.9% of all visitor reviews, indicating not only broad supply but also meaningful engagement by travelers. This suggests cultural tours and heritage experiences are especially effective at capturing visitor interest and delivering memorable travel outcomes.

Nature‑based activities (20.6%) and active tourism (20%) follow closely, reinforcing the continued interest in the outdoors and adventure travel. These patterns support wider national tourism trends that emphasize both urban cultural exploration and immersive outdoor experiences.

Conditions for Passengers: Travel Requirements and Safety

For international visitors heading to the U.S., current government guidance provides clarity on essential travel conditions, including vaccination requirements and other health considerations. As of May 12, 2023, proof of COVID‑19 vaccination is no longer required for noncitizen, nonimmigrant air passengers entering the United States. Likewise, mandatory negative pre‑departure COVID‑19 testing was rescinded as of June 12, 2022, simplifying cross‑border travel for leisure tourists.

These changes have reduced procedural barriers for international tourism, making travel to the United States more accessible compared to pandemic‑era restrictions. However, other health‑related provisions such as the CDC’s Do Not Board list remain in place to protect public health by preventing passengers with certain contagious diseases from boarding flights, underscoring the continued role of health screening in aviation security.

Beyond health, travelers should remain aware of general travel advisories maintained by the U.S. Department of State for international destinations, which provide risk assessments and safety guidance. While advisories typically relate to international travel rather than domestic U.S. activity, prospective visitors should consult official government resources when planning cross‑border journeys.

Opportunities for Other States

The concentration of activities in a handful of states reveals untapped potential for tourism in less‑represented regions. States with lower current activity listings still boast compelling attractions:

• Tennessee, for example, is one of the nation’s most visited states outside the top five, anchored by the Great Smoky Mountains National Park — the most‑visited national park in the country — and cultural hubs such as Nashville and Memphis.
• Wisconsin has significant tourism economic impact with attractions like the Dells and major museums, drawing visitors with both nature and cultural experiences.
• Alabama offers historic festivals and natural attractions, contributing billions to the state economy and appealing to diverse visitor interests.

These examples illustrate that states across the country have distinct assets that could be packaged into compelling travel experiences with strategic promotion.

How States Can Expand Their Tourism Offerings

Experts emphasize that increasing tourism beyond the well‑known hotspots will require a combination of strategic marketing, improved perception of “off‑the‑beaten‑path” destinations, and real‑world enhancements to infrastructure and hospitality services. Promoting cultural itineraries, outdoor adventure products, food and beverage experiences, and seasonal festivals can support local economies while broadening the domestic and international appeal of lesser‑known destinations.

The upcoming 250th anniversary of the United States in 2026 is seen as an ideal moment for states to showcase their cultural and historic assets. This milestone offers a platform for multi‑state travel packages and heritage‑based itineraries that encourage visitors to explore beyond traditional city centers. Tourism boards could leverage this moment to highlight local stories, landscapes, traditions and events that resonate with a wide range of traveler segments.

Why This Matters to Travelers and the Economy

Tourism remains a foundational economic driver in the United States. Domestic travel alone accounts for the vast majority of trips taken within the country each year, with Americans making hundreds of millions of domestic trips annually. International arrivals also contribute significantly to economic activity, particularly in states with high concentrations of cultural and experiential offerings.

By broadening supply and diversifying activity offerings, states can capture more tourism revenue, support local job creation, and strengthen community identity. At the same time, travelers benefit from richer, more varied destination choices that extend beyond familiar cities and landmarks.

Conclusion

The latest Mabrian analysis makes it clear that while Florida, California, New York, Hawaii and Nevada remain dominant players in the U.S. tourism activity landscape, a vast portion of the country is ripe for development as a tourism destination. With cultural experiences leading traveler interest and active/nature‑based activities continuing to grow, states that successfully expand their offerings may unlock significant new opportunities in both domestic and international travel markets. At the same time, updated travel conditions and streamlined entry requirements make it easier for global visitors to explore the United States, supported by official travel guidance from government agencies.

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