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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