Home » America Travel News » Louisiana Joins New York, Colorado, Florida, Massachusetts, California, and More in US Push for Tourism Recovery with New Campaigns Following Major Visitor Decline Last Year: Everything You Need to Know
Published on
January 20, 2026
By: Rana Pratap
Louisiana is joining New York, Colorado, Florida, Massachusetts, California, and other states in beginning new programs to increase tourist numbers in 2026 as the country’s states ramp up efforts to recover from a difficult year in tourism. Tourism suffered a significant drop last year, especially in light of delays to international travel and shifting travel preferences. These states are now concentrating on strategic projects meant to rekindle interest and attract both domestic and foreign tourists. This national effort aims to revive the U.S. tourism industry to its previous vibrancy with initiatives designed to emphasise each state’s distinctive qualities, from Louisiana’s emphasis on nature tourism to New York’s utilisation of the FIFA World Cup 2026.
US Tourism Recovery Efforts in 2026: States Lead the Charge After 6% Drop in 2025
In 2025, the United States recorded a 6% decline in foreign visitors, despite global tourism continuing to expand. This decline came even as international travel spending surged by 6.7%, driven by strong demand in Europe and Asia, according to data from the World Travel and Tourism Council (WTTC). The U.S. was part of a broader trend in the tourism industry, where global tourism spending reached a total of $11.7 trillion, with tourism accounting for 10.3% of global GDP, and growing at twice the pace of overall economic growth.
While global tourism flourished in 2025, the U.S. tourism sector faced challenges. To reverse this trend, U.S. states are launching targeted recovery campaigns aimed at boosting tourism and drawing both international and domestic visitors back in 2026. States such as Louisiana, New York, and California are leveraging major global events and unique regional attractions to attract visitors, offering a diverse mix of outdoor experiences, cultural landmarks, and heritage tourism.
Despite the decline in international visitors, domestic travel remained strong, with Americans continuing to explore their own country. The recovery efforts in 2026 focus on increasing both international tourism and domestic exploration, capitalizing on shifting travel preferences that highlight nature tourism, cultural heritage, and adventure tourism.
With the U.S. tourism industry focused on recovery, this article looks at how individual states are responding to the 2025 decline and the campaigns they are launching to draw visitors in 2026.
Louisiana’s “Year of Outdoors” Campaign Targets 2026 Tourism Recovery
After experiencing a significant drop in visitor numbers in 2025, Louisiana is strategically shifting its focus toward outdoor tourism with the launch of its “Year of Outdoors” campaign. This initiative, which officially began in January 2026, is a joint effort by the Louisiana Office of Tourism to reignite interest in the state’s natural beauty and diverse outdoor experiences. The campaign invites visitors to explore Louisiana’s hiking trails, fishing spots, swamp tours, and agribusinesses in a bid to attract domestic and international tourists who are increasingly seeking nature-based travel experiences.
The “Year of Outdoors” initiative was kicked off with the reopening of the Walter B. Jacobs Nature Center in Caddo Parish, a key location that showcases Louisiana’s unique flora and fauna. The campaign focuses on building new visitor engagement by spotlighting Louisiana’s vast and varied landscapes that are often overshadowed by the state’s more well-known cultural and festival offerings.
Tourism Decline in 2025 and Campaign Goals
Although precise statewide visitor figures for 2025 are not yet fully available, multiple reports suggest that Louisiana faced a slowdown in tourism, largely due to broader national trends. International arrivals to the U.S. in 2025 saw a general decline, and the state’s traditional tourism hotspots also felt the impact, particularly in peak travel months. As a result, Louisiana’s tourism sector has been looking to diversify and recover through focused campaigns like “Year of Outdoors”.
The campaign aims to:
Increase visitation to Louisiana’s outdoor destinations by tapping into the growing interest in eco‑tourism and adventure travel.Rebuild tourism spending, which was hit hard by the decline in 2025, especially in the cultural and event-based tourism sector.Appeal to eco‑tourists and outdoor enthusiasts by promoting Louisiana as a destination where nature, culture, and adventure come together in unique ways.Rebuilding Through Nature-Based Experiences
The “Year of Outdoors” campaign is designed not just to highlight Louisiana’s famous cultural festivals but to showcase the natural wonders of the state, making it competitive in the nature tourism market. From the bayous and wetlands of the southern regions to the forests and lakes in the northern parts, Louisiana offers diverse outdoor experiences that are increasingly popular among today’s travellers seeking active, sustainable, and immersive holidays.
The state’s outdoor tourism infrastructure is receiving a fresh focus, with new marketing efforts aimed at connecting travellers to the state parks, wildlife reserves, and agritourism farms that make Louisiana a standout destination for visitors interested in environmental sustainability and nature. By doing so, Louisiana hopes to attract a new segment of travellers who prefer slower, more immersive experiences rather than traditional sightseeing.
The Walter B. Jacobs Nature Center, a focal point of this campaign, represents Louisiana’s commitment to developing and showcasing its natural resources to attract nature‑based tourists. The center’s reopening, along with several other key outdoor attractions, underscores the state’s new vision of tourism that integrates outdoor adventures with environmental conservation.
New York’s “Where the World Comes to Play” Campaign Leverages FIFA 2026 for Global Reach
In 2026, New York City and New York State are taking bold steps to recover from a tough 2025 by launching their “Where the World Comes to Play” tourism campaign. This initiative capitalizes on New York’s global appeal and is strategically tied to the FIFA World Cup 2026, which will host several matches in New York City and the surrounding areas. The campaign aims to attract both international and domestic visitors, showcasing the state’s dynamic mix of sports, culture, and leisure experiences.
Tourism Challenges in 2025 and the “Where the World Comes to Play” Campaign
New York, much like the rest of the U.S., saw a decline in tourism numbers in 2025, particularly from international visitors. With fewer people travelling to the U.S. from abroad, the state experienced reduced tourism revenue, particularly from sectors like international business travel and leisure tourism. Despite these challenges, New York State’s tourism board remains optimistic and sees the FIFA World Cup 2026 as the perfect opportunity to reinvigorate the tourism sector.
The “Where the World Comes to Play” campaign is expected to serve as a major marketing tool leading up to the World Cup and beyond, targeting global audiences through digital marketing and out-of-home advertising across 20 international markets. By positioning New York City as the ultimate destination for football fans, culture seekers, and leisure travellers alike, the state aims to regain the visitor numbers lost in 2025.
Campaign Objectives and Strategic Focus
The “Where the World Comes to Play” campaign has clear objectives:
Increase global visitation, specifically targeting football fans coming for the FIFA World Cup in 2026.Highlight New York’s diversity, not just in sports, but also in cultural events, world-class entertainment, and culinary tourism.Strengthen its tourism brand as a city and state where visitors can experience unmatched excitement, culture, and adventure.
By tapping into the global appeal of the FIFA World Cup, New York hopes to draw millions of international tourists who will not only attend the matches but also take in the city’s world-renowned attractions, including Times Square, Broadway shows, and the Empire State Building.
Strategic Focus on Sports Tourism and Global Connectivity
New York’s “Where the World Comes to Play” campaign aligns with a broader strategy to leverage major sporting events and global connectivity. As the official host for several high-profile matches during the 2026 FIFA World Cup, New York is set to attract millions of football fans from around the globe. This presents a unique opportunity for the state to increase visibility and bolster its tourism infrastructure by showcasing not only its sports culture but also its arts, entertainment, and hospitality sectors.
The campaign will run across 20 international markets, including key regions in Europe, Asia, and Latin America, ensuring that New York City remains in the global spotlight as a top destination for international tourists. This marks a strategic shift in how New York is positioning itself — focusing not only on general tourism but also heavily promoting sports tourism as a key driver of growth in 2026.
Colorado Leverages America’s 250th Anniversary for 2026 Tourism Push
In 2026, Colorado is capitalizing on the America 250 celebrations, marking the 250th anniversary of the United States, and the Colorado 150 anniversary to boost tourism and attract visitors. The state’s new campaign, part of the broader America 250 initiative, is designed to highlight Colorado’s historic significance, cultural heritage, and natural beauty. As the state gears up for this monumental milestone, Colorado aims to recover from the visitor decline of 2025 by showcasing its diverse landscapes, world-class outdoor activities, and historic sites.
Tourism Decline in 2025 and Colorado’s Focus on Heritage and Natural Attractions
Like many states, Colorado faced a slowdown in tourism during 2025, with international and domestic travel numbers dipping due to a combination of factors including global economic uncertainty and shifting travel trends. While 2025 saw a decline in overall tourism numbers, the state is using the anniversaries of America 250 and Colorado 150 to reignite interest and bring in history buffs, outdoor enthusiasts, and cultural tourists from around the globe.
America 250 and Colorado 150 Campaign Goals
The America 250 and Colorado 150 initiatives will highlight Colorado’s rich history, from its role in the founding of the U.S. to its distinct cultural identity and natural wonders. Key objectives for the 2026 campaign include:
Attracting heritage and cultural tourists interested in learning about Colorado’s pivotal role in American history.Boosting visitation to Colorado’s national parks, scenic byways, and historical landmarks.Increasing international tourism through targeted marketing campaigns focused on the state’s outdoor adventures and heritage tourism.
With major events tied to both the America 250 celebrations and Colorado’s 150th anniversary, Colorado is positioning itself as the perfect place for history-driven travel experiences combined with world-class outdoor activities.
Leveraging Colorado’s Outdoor Appeal and Historic Sites
The campaign not only emphasizes Colorado’s natural beauty — from Rocky Mountain National Park to Mesa Verde National Park — but also its historic landmarks and cultural heritage. Events and festivals throughout 2026 will focus on telling the story of Colorado’s contribution to American history, while also encouraging visitors to explore its famous outdoor destinations.
By tying tourism recovery to the anniversary of both America 250 and Colorado’s 150th, the state is engaging in a dual-pronged recovery strategy that appeals to history enthusiasts, nature lovers, and those looking for immersive cultural experiences. Colorado is using this momentous year to rebuild its tourism sector and position itself as a leader in both heritage and adventure tourism.
Florida’s Ongoing Marketing Efforts Drive Tourism Recovery in 2026
As one of the top tourism destinations in the U.S., Florida is continuing its strong push for tourism recovery into 2026. While Visit Florida, the state’s tourism marketing arm, did not launch a specific 2026 campaign, its ongoing promotional initiatives have helped the state maintain its position as a global leader in tourism. After facing a decline in international arrivals in 2025, Florida has focused on brand positioning, public relations outreach, and strategic travel trade partnerships to reignite tourism and grow its visitor numbers in 2026.
Tourism Slowdown in 2025 and Florida’s Resilient Marketing Approach
Florida experienced a significant decline in tourism in 2025, following national and global trends, with international arrivals showing a notable dip. The state’s tourism industry, which relies heavily on international and domestic visitors, was impacted by global economic challenges and fluctuating travel trends. Despite these setbacks, Visit Florida has worked tirelessly to maintain the state’s global presence, ensuring that Florida remains a top destination for travellers from both near and far.
With nearly 143 million visitors in 2025, Florida continues to attract a strong number of domestic and international tourists, though it seeks to boost these numbers further in 2026 through its diversified marketing strategies.
Ongoing Marketing and Strategic Tourism Efforts for 2026
While Florida did not introduce a specific branded campaign for 2026, its tourism marketing efforts have been consistent and effective in keeping the state at the forefront of international and domestic travel markets. Florida’s main tourism strategies for 2026 include:
Promoting Florida’s diverse offerings, from theme parks and beaches to cultural and heritage tourism.Increasing global awareness by leveraging Florida’s strong presence in international markets such as Europe, Latin America, and Canada.Supporting new attractions, including upcoming resort openings and special events in the state’s vibrant cultural and arts scene.
Florida’s all-year-round appeal, bolstered by its warm climate, family-friendly destinations, and renowned theme parks like Walt Disney World and Universal Studios, will continue to draw millions of tourists in 2026. Moreover, Visit Florida’s continued partnerships with travel agencies and airlines will help drive both domestic and international visitor numbers.
Focusing on Year-Round Tourism
One of the keys to Florida’s tourism recovery is its year-round appeal, offering not only winter sun but also diverse seasonal experiences. From Spring Break tourism to summer vacations, holiday travel, and even off-season visits to Florida’s national parks and coastal areas, Florida positions itself as a destination with something for every kind of traveller.
The state is also embracing eco-tourism, showcasing its many natural parks, wildlife reserves, and adventure activities, aligning with the broader tourism trends of sustainable travel and nature-based experiences that continue to grow in popularity.
Massachusetts Leverages Rich History and Culture for 2026 Tourism Recovery
In 2026, Massachusetts is strategically focusing on its cultural heritage, historical landmarks, and outdoor adventures to drive tourism recovery. While the state didn’t launch a specific new campaign in 2026, Visit Massachusetts has been leveraging its well-established tourism programs and partnerships to capitalize on post-pandemic travel demand and heritage tourism. After experiencing a decline in visitation in 2025, the state aims to regain momentum by focusing on what makes Massachusetts a standout destination — its iconic historical sites, vibrant arts and cultural scene, and access to outdoor adventures.
Tourism Decline in 2025 and Massachusetts’ Strategic Focus
Massachusetts, much like other major U.S. states, saw a decline in international and domestic tourism in 2025, with fewer visitors traveling to the state due to ongoing global uncertainties and shifting travel preferences. However, Massachusetts remains a prime tourism hub in the Northeast, attracting visitors with its mix of history, culture, and natural beauty.
Despite these challenges, Visit Massachusetts continues to showcase the state’s rich heritage, with a focus on historic cities like Boston, American Revolution landmarks, art museums, and lakeside and coastal destinations. By promoting these attractions, the state aims to recover lost visitor numbers and increase its share of domestic tourism in 2026.
Key Campaign Strategies and 2026 Objectives
Massachusetts’ tourism efforts in 2026 center around reclaiming market share and increasing international awareness of its historical and cultural offerings. Key strategies for the year include:
Reinforcing Massachusetts’ reputation as a historic and cultural hub, especially for American history enthusiasts.Promoting outdoor tourism by highlighting attractions like Cape Cod, the Berkshires, and Martha’s Vineyard, which draw visitors for nature-based experiences.Expanding regional and international marketing efforts, targeting key inbound markets such as Canada and Europe to boost international arrivals.
The state is also working closely with the travel trade and airlines to restore its pre-pandemic tourism numbers, positioning Massachusetts as a must-visit destination for those interested in American history and coastal relaxation.
Massachusetts’ Continued Emphasis on Heritage and Outdoor Tourism
In addition to historical landmarks such as Lexington and Concord, Salem, and Plimoth Plantation, Massachusetts is leveraging its abundant natural parks, beaches, and outdoor adventure activities to attract visitors looking for more than just urban attractions. With a strong emphasis on eco-tourism and sustainable travel, Massachusetts offers a range of hiking trails, biking routes, and opportunities for beach vacations that resonate with the growing demand for nature-based and active tourism.
Moreover, as more people opt for road trips and destination vacations, Massachusetts is positioning its historic cities, coastal towns, and mountain escapes as the perfect destinations for multi-day itineraries in 2026.
California’s Bold Tourism Push for 2026 Focuses on Heritage and Outdoor Adventures
As the leading tourism destination in the U.S., California is poised for a strong recovery in 2026, following a dip in visitor numbers in 2025. The state’s tourism strategy focuses on celebrating its diverse landscapes, from beaches to mountains and deserts, while also promoting its heritage tourism through California 150, a commemoration of the state’s 150th anniversary. California’s tourism marketing continues to highlight its outdoor activities, world-class cities, and iconic landmarks, while aiming to attract both domestic and international visitors in the post-pandemic era.
Tourism Slowdown in 2025 and California’s Recovery Strategy
Despite being the most-visited state in the U.S., California saw a slight decline in tourism in 2025, mirroring national trends and reflecting the broader international tourism slump. The state’s vibrant cities like Los Angeles, San Francisco, and San Diego faced lower-than-expected visitor numbers, particularly from international markets that had historically been key sources of tourism revenue. However, California’s tourism sector has remained resilient, with continued strong demand for outdoor tourism, particularly in destinations like Yosemite National Park, Lake Tahoe, and Big Sur.
In 2026, the state is doubling down on promoting its natural beauty, heritage sites, and new tourism initiatives as part of a statewide recovery strategy. The California 150 campaign is expected to attract significant attention, highlighting the state’s role in shaping the nation’s history and promoting a diverse range of visitor experiences.
California’s Key Tourism Strategies for 2026
The state’s recovery campaign focuses on the following strategies to drive tourism in 2026:
Celebrating California’s 150th anniversary, with special events, exhibits, and commemorations that highlight its historical and cultural contributions.Promoting the state’s outdoor tourism, from national parks and beaches to mountain ranges and desert landscapes.Enhancing international appeal by showcasing California’s iconic cities, Hollywood, and its wine regions, alongside its outdoor offerings.
California’s vast outdoor spaces, including national parks, coastal trails, and wine country, continue to attract visitors seeking a mix of adventure, relaxation, and natural beauty. This diverse appeal makes the state an attractive year-round destination.
Leveraging California’s Natural and Cultural Assets
The California 150 campaign plays a key role in highlighting the state’s historic and cultural sites, such as Old Town San Diego, San Francisco’s historic landmarks, and the California Gold Rush Trail. In addition, the state is emphasizing its outdoor activities, like hiking, skiing, biking, and beach vacations, which are growing in demand as more people seek nature-based travel experiences.
By capitalizing on its iconic landscapes, rich history, and vibrant cities, California is well-positioned to lead the U.S. tourism recovery in 2026 and attract both domestic and international visitors.
Louisiana, alongside New York, Colorado, Florida, Massachusetts, California, and more, is launching new tourism campaigns in 2026 to recover from a significant visitor decline last year, focusing on diverse attractions.
In conclusion, Louisiana’s new tourist initiative is an essential component of the American attempt to revive tourism in 2026, along with initiatives from New York, Colorado, Florida, Massachusetts, California, and other states. These states are deliberately concentrating on their distinctive assets in an effort to increase tourism after a significant drop in tourists last year. Each state is poised to rebound and solidify its place in the global tourism market by utilizing international events, nature, cultural history, and outdoor activities. This will guarantee a strong and dynamic recovery for the U.S. tourism industry in 2026.
