Published on
August 31, 2025
By: Tuhin Sarkar
Nebraska unites South Dakota, Virginia, Minnesota, and New Jersey in driving a US tourism tsunami this Labor Day Weekend, and the secret is out. Millions of travellers are hitting the roads and skies, creating one of the most powerful surges in visitor arrivals, hotel income, and tourism tax revenue in recent memory. Nebraska unites South Dakota, Virginia, Minnesota, and New Jersey not just in numbers but in spirit, showing how diverse states across the nation can supercharge the travel economy when demand peaks.
This US tourism tsunami reflects shifting trends in how Americans choose to celebrate long weekends. Families are booking short getaways. Couples are opting for quick flights to beaches or mountain towns. Groups are filling hotels for sports, concerts, and cultural events. Nebraska unites South Dakota, Virginia, Minnesota, and New Jersey in proving that domestic tourism is not slowing down but accelerating, with hotel occupancy rising and household tax savings tied directly to visitor spending.
The secret is out, and the travel story is bigger than ever. From Nebraska’s prairies to South Dakota’s Black Hills, from Virginia’s Blue Ridge to Minnesota’s lakes and New Jersey’s shore, states are welcoming record crowds. Visitors are spending more on hotels, dining, shopping, and experiences. Tax coffers are swelling, easing burdens on local families. Nebraska unites South Dakota, Virginia, Minnesota, and New Jersey to remind America that tourism is not only leisure—it is also growth, jobs, and pride.
Nebraska Tourism 2024–2025: Record Growth, Rising Taxes, and New Visitor Trends
Nebraska tourism has grown strongly through 2024 and into 2025. Visitor arrivals, hotel income, and tax revenues have reached record highs. Omaha and Lincoln, the two largest cities, are leading this growth, but small towns and rural areas are also benefitting. Nebraska has become a hub for both heritage and modern events. The numbers show that tourism is now a key economic driver for the state.
Visitor arrivals and market mix
Nebraska welcomed around 19.6 million total visitors in 2023. Of these, 12.6 million were overnight guests and more than 7 million were day trippers. In 2024, early reports showed the state broke that record again. The majority of these visitors were domestic travellers. Around 76% of overnight visitors came from other U.S. states, with the rest being Nebraskans travelling within the state. International travel remained a small share. However, it has been growing. In 2023, international visitor spending in Nebraska rose by more than 20%. Even so, the volume of overseas visitors remains below 2019 levels.
Most visitors come from nearby regions such as Iowa, Missouri, South Dakota, and Kansas. Omaha attracts many who come for events, concerts, and family travel. Lincoln’s pull is tied to university sports and government activities. Road trips remain a dominant mode, making Nebraska a strong drive-in market.
Hotel income across Nebraska
Hotel performance has been very strong. Nebraska collected $8.25 million in state lodging tax in 2024. Because this tax is 1% of hotel revenue, it means the state’s hotels earned about $825 million in taxable sales in that year. This was up from $7.79 million in 2023 and much higher than the $5.6 million collected in 2019.
In the first half of 2025, lodging tax continued to rise. Between January and June 2025, the state collected $4.37 million, which was 5.5% more than the same period in 2024. This shows that hotel demand is still climbing.
Omaha
Douglas County, which includes Omaha, collected $11.5 million in county lodging tax in 2024. At a 4% rate, this means Omaha hotels generated almost $288 million in revenue. Omaha had 14.2 million visitors in 2023, and they spent over $1.5 billion. Hotels made up about $350 million of that total. Tourism in Omaha supported more than 15,800 local jobs. With airport expansions and new venues, Omaha is set to see more growth.
Lincoln
Lancaster County, which includes Lincoln, collected $4.54 million in lodging tax in 2024. That means hotel revenue was around $113 million. Lincoln relies heavily on football games at Memorial Stadium, university events, and state government business. On Husker game weekends, hotels sell out quickly.
Other regions
Buffalo County (Kearney) collected $1.75 million in lodging tax in 2024, equalling about $44 million in sales. Hall County (Grand Island, home of the State Fair) collected $1.37 million, about $34 million in sales. Sarpy County (Omaha suburbs) collected $2.1 million, meaning $52 million in sales. These figures show that while Omaha and Lincoln dominate, smaller cities and counties also gain large sums from hotel taxes.
Seasonal trends
Nebraska tourism is seasonal. Summer months are the busiest. July 2024 collected $1.10 million in state lodging tax, the highest of any month. In contrast, October 2024 brought in only $270,000. This shows how summer tourism can be more than four times stronger than off-season months.
Events also shape the peaks. The College World Series in Omaha every June fills hotels for two weeks. The Nebraska State Fair in Grand Island every August drives late-summer visitation. University football games in Lincoln in autumn create hotel booms on game days. Winter months see the lowest activity, though holiday lights festivals and conventions give a small lift.
Tax revenues and community benefits
Tourism is a major source of tax revenue for Nebraska. In 2023, travel generated $322 million in state and local taxes. This was the first time Nebraska passed $300 million in annual tourism taxes. It was a 9% increase over 2022.
The $322 million supported services like education, transport, and health. Without it, each Nebraska household would have had to pay about $600 more in taxes to fund the same services. State lodging taxes fund marketing campaigns, which bring even more visitors. Every $1 spent on marketing returns about $20 in visitor spending. Local lodging taxes help pay for event centres, museums, and promotion by county visitor bureaus.
Agritourism and rural travel
Agritourism is becoming an important part of Nebraska’s travel offer. Farms, ranches, and wineries are welcoming visitors. Rural bed-and-breakfasts, pumpkin patches, and bird-watching tours are part of this. The Nebraska Passport programme, which highlights small attractions, saw record engagement in 2024. More than 146,000 stamps were collected, and 1,078 travellers visited all 70 stops. On average, each stop saw 3,100 extra visitors thanks to the programme. This spreads visitor spending into small communities and supports rural jobs.
Events and sports tourism
Nebraska is known for its big events. Omaha’s College World Series is the flagship, bringing tens of thousands of fans each June. Lincoln’s Memorial Stadium hosted “Volleyball Day in Nebraska” in 2023, drawing over 90,000 fans and setting a global record for women’s sports attendance. The Nebraska State Fair, county fairs, and cultural festivals like Kool-Aid Days in Hastings also attract crowds. Meetings and conventions remain strong, especially in Omaha. About one-third of Omaha’s visitors come for conventions and meetings.
Culture and heritage tourism
Cultural and heritage tourism remains vital. Sites like Chimney Rock, Scotts Bluff, and Fort Robinson tell the story of the pioneers. Museums such as the Archway in Kearney and Buffalo Bill Ranch in North Platte attract families and school groups. Omaha’s Henry Doorly Zoo welcomes over 2 million visitors a year and has been rated the best zoo in the country. Arts districts like Omaha’s Old Market and Lincoln’s Haymarket add urban culture to the mix. Festivals celebrating Native American, Czech, and other cultural traditions bring visitors to smaller towns.
International tourism
International visitors remain a small slice of Nebraska’s market. The rebound is slow compared to domestic growth. Spending from overseas guests rose by more than 20% in 2023, but numbers are still well below 2019 levels. Key international markets are limited, and most foreign visitors are linked to friends and family or special events. Growth in international air access to Omaha could change this in future, but for now Nebraska remains focused on domestic drive markets.
Why Nebraska matters in U.S. tourism
Nebraska’s story is one of steady and record-breaking growth. Visitor spending reached $4.6 billion in 2023, up 29% from 2019. Taxes hit record highs. Hotels in Omaha and Lincoln saw booming sales. Rural areas gained from agritourism and the Passport programme. Events brought national attention. Cultural sites and attractions thrived.
The first half of 2025 continued these trends. State lodging tax collections were up 5.5% over 2024. Omaha and Lincoln prepared for more growth with new venues and campaigns. Agritourism drew more engagement. Domestic demand remained strong, even as international recovery lagged.
Risks and challenges
Challenges remain. Seasonality means long slow winters for hotels and attractions. Crowds at major events strain capacity. International growth is limited. Rural communities need support to manage tourism while keeping character. Nebraska must also continue to invest in marketing, as many Americans overlook the state as a destination.
Nebraska tourism in 2024 and 2025 has proven resilient, profitable, and vital. It shows how a state with fewer global icons can still build a thriving travel economy through smart planning, powerful events, and rich cultural and natural assets. From record hotel income to booming tax revenue, Nebraska is pulling its weight in the U.S. tourism picture. The challenge ahead is to smooth seasonality, diversify markets, and keep the growth balanced for communities across the state.
Tourism in the United States entered 2024 on a high. Domestic demand was at record levels. Hotels held firm rates. Airports saw their busiest ever passenger flows. National parks welcomed more visitors than ever before. The year closed with strong spending, strong taxes, and high employment. Yet as 2025 unfolded, the picture grew more complex. Domestic travellers kept the industry afloat, but overseas visitors began to slow. Policies introduced in 2025 – higher visa fees, tighter entry rules, and strong rhetoric on trade and security – dented confidence. These moves, branded by many as a new “Trump War” on inbound travel, created visible friction and hit global sentiment.
Tourism by the numbers in 2024
Travel spending in 2024 reached around 1.3 trillion US dollars, making it one of the largest parts of the national economy. When indirect effects are added, travel supported 2.9 trillion dollars in output. Jobs tied to travel and hospitality accounted for millions across states, from hotel staff in New York to guides in Arizona.
International tourism improved, though it remained below 2019’s peak. Around 72.4 million international visitors entered the US in 2024, spending close to 181 billion dollars. This spending is counted as an export, as it brings foreign money into the country.
Parks were more popular than ever. The National Park Service reported 331.9 million visits in 2024, the highest in its history. Family road trips, camping, and outdoor adventure kept demand high.
Hotels performed well. Average occupancy stayed strong through the year. By December 2024, most large cities had rates equal to or higher than before the pandemic. Business meetings and conventions returned, while leisure demand remained robust.
Air travel at record scale
Airports handled record traffic. The TSA screened more passengers in 2024 than any previous year. December 2024 alone set a monthly high. Airlines sold more seats, and load factors reached global records. Yet even with airports crowded, the mix of travellers mattered. A large share of the growth came from domestic flyers. International travellers, who usually spend more per trip, did not rise as quickly.
Early 2025: domestic strength, inbound weakness
The first half of 2025 continued the domestic boom. Short flights and road trips remained popular. Families sought value but still spent on hotels, attractions, and food. Gas prices softened, supporting car travel. Major events such as concerts and sports tournaments filled mid-week and shoulder seasons.
Yet inbound tourism showed cracks. By spring 2025, overseas arrivals fell by double digits compared to a year earlier. International visitor spending was on track to slip from 181 billion dollars in 2024 to under 169 billion in 2025. In July 2025 alone, overseas arrivals dropped more than 3% year on year. The decline signalled that the US was losing ground against competitor destinations.
Hotels in 2025: rate versus occupancy
Hotels faced a choice in 2025. They could protect daily rates or chase occupancy. Many chose to hold rates. As a result, by June 2025, average occupancy slipped to 68.5%, while ADR rose slightly to 162.5 dollars. Revenue per available room fell by about 1.2%. New York remained strong, with occupancy above 88%. Sun Belt markets like Phoenix softened in the summer heat.
National parks and outdoors hold firm
Despite signs of slowing inbound travel, national parks continued to anchor demand. Overnight stays in lodges grew, and park visits held high. Rural towns near major parks benefited from visitor spending on lodging, food, and petrol. Outdoor tourism remained one of the strongest segments of the US travel industry.
The Trump War effect
In 2025, new measures reshaped global demand. A 250 dollar visa integrity fee came into effect for travellers from non-Visa Waiver countries. This raised the total visa fee to 442 dollars, among the highest in the world. Travellers from India, China, Brazil, and much of Africa faced steeper costs. Industry groups warned this would discourage families and could spark reciprocal fees.
Talk of visa bonds of up to 15,000 dollars added further concern. Shorter visa durations were also floated. These changes created uncertainty, making it harder for tour operators to sell US trips abroad.
At the same time, tariffs of 15–25% on imports and heavy rhetoric in trade disputes shaped global views of the US. For many, the tone suggested the country was less welcoming. This perception matters in tourism, where feeling safe and wanted is key.
The picture in Washington, DC showed this clearly. In August 2025, the National Guard was deployed across central tourist zones. The move was meant to reassure, but instead unsettled visitors. Tour groups cut back. Hotels saw cancellations. Conference organisers pulled events from 2026. Images of troops on the National Mall were shared widely, reinforcing a sense of unease.
Why these changes bite
The impact comes through four channels. First, higher costs at the border deter middle-class travellers. Second, the perception of welcome is shaken when fees, guards, and harsh words dominate the news. Third, tariffs and economic tension make the US dollar strong and the mood abroad sour. Fourth, partners may retaliate with their own fees, pushing visitors elsewhere.
Who is most affected
Gateway cities such as New York, Miami, and Los Angeles feel the drop first. Their hotels and retailers depend on high-spending international visitors. Conventions in Washington, Chicago, and San Francisco are also at risk when sentiment turns.
University towns lose prospective student visits and family trips. Retail districts lose luxury spending from overseas shoppers. Even rural parks feel the gap, as coach tours from Europe and Asia trim schedules.
What holds up the numbers
Domestic tourism remains the cushion. Americans still travel for holidays, sports, and family visits. National parks and beaches stay busy. Festivals and state fairs attract record crowds. Events such as the Super Bowl and College World Series keep hotels full. Short-term rentals see healthy demand.
A clear view of state tourism
Tourism in South Dakota, Virginia, Minnesota, and New Jersey showed remarkable resilience and growth in 2024. Visitor arrivals hit record levels. Hotels generated billions in revenue. Tax contributions gave relief to households. By mid-2025, these states are again drawing strong numbers, helped by new airline routes and a busy U.S. Labor Day weekend. Each state’s story shows how travel is shaping local economies and communities.
South Dakota: steady arrivals and rising lodging
South Dakota welcomed around 14.9 million visitors in 2024, up slightly from 2023. Visitor spending reached $5.1 billion, an increase of nearly 3%. Hotels sold more than 5.2 million room-nights, with lodging spend above $1 billion. Taxes generated by travellers reached $399 million for state and local government. These revenues cut the average household tax burden by over $1,100.
The state’s tourism mix is diverse. The Black Hills, Mount Rushmore, Badlands, and Custer State Park remain the most popular draws. Short-term rentals and second homes added to the accommodation supply, helping to push revenue higher. Spending was spread across food, retail, lodging, transport, and recreation, showing that tourism benefits all sectors.
In 2025, new flight links are helping. Delta launched seasonal service from Rapid City to Atlanta, giving national connections into the Black Hills. Sun Country Airlines reinstated flights from Minneapolis, boosting Upper Midwest access. Sioux Falls also expanded ultra-low-cost carrier routes to southern and western hubs, which will help support autumn and winter demand.
Virginia: record visitors, record spend
Virginia achieved a record 114.5 million visitors in 2024. They spent $35.1 billion, producing a total economic impact of $53.3 billion. Travel supported 328,365 jobs. Visitor taxes reached $3.3 billion, saving each household around $990 in extra taxes.
Hotels earned $6.62 billion, about one-fifth of visitor spending. Food and beverage was the largest category at nearly $10 billion. Coastal Virginia, the Blue Ridge, Northern Virginia, and heritage corridors all contributed. International visitors were fewer in number but higher in spend per head, keeping average yields strong.
Looking ahead, Virginia is adding air access to sustain growth. Richmond International Airport gains Frontier routes to Atlanta and Denver in October 2025. Breeze Airways adds West Palm Beach in September 2025, and Spirit Airlines launched a Detroit connection in mid-2025. Washington Dulles continues to expand long-haul routes, making Virginia more accessible for both domestic and global visitors.
Minnesota: solid base and new global links
Minnesota recorded 80.2 million visits in 2023, with $14.1 billion in spending and $2.3 billion in tourism taxes. Jobs supported stood at 180,000. 2024 indicators pointed upward: passenger numbers through Minneapolis–St Paul International Airport were up more than 10% year to date, and international arrivals climbed 8%.
Hotels across the Twin Cities benefitted from conventions, sport, and events, while northern resorts drew steady summer crowds. Lakes, fall colours, and winter sports provided balance across the seasons. Even as some businesses reported slower traffic later in 2024, the state’s mix of urban and outdoor travel kept results stable.
New flights are a game-changer. In May 2025, Delta launched MSP–Rome and MSP–Copenhagen, giving Minnesota direct European reach. Delta also adds MSP–Eagle County, Colorado, for winter ski season. Sun Country Airlines extended a winter schedule with more than 55 nonstop routes, mainly to Florida, Mexico, and the Caribbean. These connections support autumn trips and keep aircraft and hotels full in the cold months.
New Jersey: visitor and spending records
New Jersey’s 2024 tourism figures broke records. The state welcomed 123.7 million visitors, up almost 3%. They spent $50.6 billion, creating a total impact of $80.4 billion. Tourism generated $5.4 billion in taxes, saving households an average of $1,545. Lodging spend reached $13.45 billion, more than a quarter of all visitor spending.
The Jersey Shore remained the crown jewel, attracting millions for summer holidays. Atlantic City casinos and hotels continued to bounce back, while New York-adjacent regions benefitted from city breaks. International arrivals also grew, supported by Newark Liberty International Airport’s expanded role.
Air access continues to improve. United Airlines added new international services from Newark in 2025, including flights to Greenland, Palermo, Faro, and Madeira. These routes strengthen inbound traffic, diversify source markets, and give residents more holiday options for autumn and winter.
Labor Day 2025: record flyers and cheaper stays
The TSA forecast 17.5 million passengers for the 2025 Labor Day weekend, the highest ever. The busiest day was set to be Friday, 29 August, with nearly 3 million flyers. AAA reported domestic airfares down 6% from 2024 levels for the holiday and domestic hotel rates down 11% on average.
This meant more Americans could afford last-minute breaks. Beaches, lakes, mountain parks, and cities all benefitted. For South Dakota, this extended the summer season at Mount Rushmore and the Black Hills. For Virginia, it meant busy coasts and full Skyline Drive in the Blue Ridge. For Minnesota, families filled lake resorts and Twin Cities hotels. For New Jersey, the shore packed out for the unofficial end of summer.
What new flights mean for autumn and winter
Connectivity drives tourism. Each of the four states benefits from new airline links in late 2025. South Dakota now connects directly to Atlanta and the Upper Midwest, which supports national and regional tourism. Virginia gains affordable access from Atlanta, Denver, Detroit, and Florida. Minnesota extends its reach into Europe and adds ski destinations. New Jersey, through Newark, anchors new transatlantic markets.
Tourism in South Dakota, Virginia, Minnesota, and New Jersey in 2024 was record-breaking. Visitors, spending, and tax generation all hit new highs. Hotels benefitted across metros, resorts, and small towns. By 2025, domestic travel remains strong, with Labor Day hitting record flyers and hotels adjusting with cheaper rates. International growth is less certain, but new airline links for autumn and winter promise to keep demand healthy.
Each state tells the same story in different ways: tourism is not just leisure. It is jobs, wages, and public revenue. It keeps communities alive. With smart planning, more flights, and strong marketing, these four states will keep their momentum and continue to play leading roles in America’s travel economy.
Outlook for late 2025 and 2026
The outlook depends on policy. If visa costs are softened and rhetoric cools, inbound recovery can resume. NTTO still projects a return to pre-pandemic volumes in 2026, with over 80 million visitors. Major events such as the FIFA World Cup in 2026 and the 250th anniversary of US independence will draw global attention.
If, however, fees stay high and restrictions grow, inbound could fall further. Industry groups warn that each 1% decline in international spending costs the US about 1.8 billion dollars in export earnings. That means billions lost in jobs, wages, and taxes across states.
Lessons and strategies
Tourism leaders can act even amid uncertainty. They can simplify refunds and entry processes to ease friction. They can protect hotel rates while targeting offers to fill gaps. They can diversify by marketing to Visa Waiver countries and near markets such as Canada and Mexico. They can tell positive stories of welcome, highlighting safety and culture. And they can leverage the strength of national parks and outdoor travel to keep demand steady.
Tourism in the United States in 2024 showed power and resilience. Spending, jobs, and taxes reached record levels. National parks set new highs. Hotels kept strong revenues. By 2025, domestic travel stayed healthy, but international arrivals slowed under new policies and global tensions. The so-called “Trump War” on inbound travel has created real costs. Yet the industry has tools to adapt. With smart strategy, clear welcome, and a focus on unique American experiences, the US can keep its place as the world’s top destination.
