Reasons why the USA is at the top of the rankings of the best countries for tourism – KNfins

Reasons why the USA is at the top of the rankings of the best countries for tourism

The last four years have been challenging for the global tourism sector. Nevertheless, it is expected that international tourist flows will return to pre-pandemic levels in 2024, bringing much-needed relief to the industry.

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Despite the difficulties, the United States managed to stand out and secure the top spot in the World Economic Forum’s 2024 Travel and Tourism Development Index. This index evaluates countries on various aspects such as safety, transport infrastructure, sustainability, as well as natural and cultural resources, to determine their tourism appeal.

The last four years have been challenging for the global tourism sector. Nevertheless, international tourist flows are expected to return to pre-pandemic levels in 2024, bringing much-needed relief to the industry.

Despite the hardships, the United States managed to stand out and secure the top spot in the World Economic Forum’s 2024 Travel and Tourism Development Index. This index evaluates countries on various aspects such as safety, transportation infrastructure, sustainability, as well as natural and cultural resources, to determine their tourism appeal.

While many countries face significant challenges such as global inflation, climate change, and geopolitical tensions, the USA has demonstrated an exceptional ability to mitigate risks and maximize its tourism potential. This success was the result of policies that prioritize tourism, robust investments in air and ground infrastructure, and a continuous commitment to preserving natural and cultural resources.

Anna Abelson, a lecturer at the Tisch Center for Hospitality at New York University, emphasizes: “In addition to the diversity of landscapes, natural beauty, and cultural richness, the United States has a developed structure to support the travel and tourism sector.”

This infrastructure attracts a powerful stream of consumers. According to the United States Travel Association’s (USTA) biennial travel forecast, international visitors spent $180 billion in 2019, before the pandemic, significantly contributing to a total income of about $2 trillion.

This success not only strengthens the United States’ position as a leading tourism nation but also its crucial role in the global travel and tourism economy, supported by a solid and attractive infrastructure for visitors from all over the world.

By comparison, France, the most visited country in the world, received 90 million visitors in 2019, compared to 79.4 million who traveled to the USA. Revenue from international tourism in France amounted to around $61 billion in 2019.

Although the USA experienced a significant drop in tourism revenues during the pandemic, the United States Travel Association (USTA) forecasts a recovery by 2025, indicating a return to pre-pandemic growth.

The federal government of the United States plays a critical role in supporting the travel and tourism sector, particularly in maintaining and regulating the robust infrastructure of airports and airlines.

Experts highlight that a key part of the USA’s continued success in the tourism sector can be attributed to the diversity of its cities, both large and small, and the ongoing commitment to developing sustainable, long-term tourism plans.

These factors have contributed to the resilience and enduring appeal of the United States as one of the major global tourist destinations, despite the challenges faced over the years, including the global pandemic.

The largest cities in the United States are amplifying their efforts to maintain a strong presence in the minds of international tourists, supported by large budgets and dedicated teams.

“For decades, metropolises like Las Vegas and New York have taken a proactive and energetic approach to promoting their destinations and building strong brands that resonate with consumers,” notes Taryn Scher, founder of TK Public Relations.

Global events held in the USA, such as the Coachella Festival, the Super Bowl, and Mardi Gras, play a significant role in attracting visitors from around the world, says Scher.

In addition, the vast system of national parks in the USA, encompassing 63 parks and approximately 22 million hectares (almost the size of the United Kingdom), serves as a magnet for global tourists.

“The United States stands out for its diversity of landscapes, encompassing mountains, deserts, tropics, and swamps, offering a broader range of experiences than most countries,” says Tim Leffel, author of the book and portal The World’s Cheapest Destinations. “Cities like New Orleans, New York, Santa Fe, Alaska, and Florida are uniquely diverse and rival entire nations in terms of variety.”

This diversity, along with continued investments in advertising and infrastructure, positions the United States as an unparalleled tourist destination, attracting and delighting visitors from around the globe with its diverse and appealing offerings.

Danielle Borja, President and CEO of Visit Conejo Valley, stresses that one of the key drivers of the success of the tourism industry in the United States is the collaboration between local, regional, and state tourism organizations.

A notable example is the “The Ultimate Playground” campaign launched by Visit California to promote outdoor, cultural, and wellness activities across the state. Danielle Borja highlights that such initiatives not only showcase California’s unique attractions but also give local partners, like Visit Conejo Valley, the opportunity to promote specific activities, such as the new Star Wars exhibit at the Ronald Reagan Presidential Library and Museum.

In addition to collaborating with tourism organizations, tourism promotion agencies frequently work with private businesses, such as restaurants and private tourist attractions. This aspect of partnership is crucial in the U.S. tourism industry, enhancing the variety and quality of experiences offered to visitors.

This integrated approach—thinking globally and acting locally—not only enriches the tourism offering but also strengthens local and regional economies, reinforcing the United States as a world-renowned tourist destination.

Taryn Scher, a veteran in the tourism sector with 20 years of experience, highlights that the USA has maintained strong tourism growth thanks to the strategic focus of state and local offices on marketing and advertising.

She points out that American cities traditionally visited less by international tourists, such as Tampa (Florida), Savannah (Georgia), Cincinnati (Ohio), Indianapolis (Indiana), and Louisville (Kentucky), have recently expanded their promotional efforts aggressively but strategically. These places have found effective ways to increase awareness of their brands, thereby attracting more visitors.

During the pandemic, lesser-known destinations gained popularity as people sought less crowded places. Now, these smart destinations have recognized and are capitalizing on the economic potential of tourism.

Investments in marketing and tourism infrastructure, though long-term strategies, have been particularly successful in places like Charleston (South Carolina) and Napa Valley (California). These regions have not only seen an increase in visitor numbers but also a significant economic impact. More visitors mean more revenue for local restaurants, shops, and hotels, creating a positive economic cycle at the local level.

“Every dollar spent locally by visitors multiplies and stays within the community, having a tremendous direct economic impact,” stresses Scher. “Tourism booms not only drive the economy but also create more jobs and opportunities in the communities, benefiting the local economy overall.”

Thus, the focused approach and collaboration between public and private entities have been crucial to the ongoing success of tourism in the United States, in both established and emerging destinations.

The continued success of the tourism sector in the United States is attributed to various effective practices and a dynamic approach to destination promotion and management. Tim Leffel points out that part of this success stems from the solid work ethic, organizational efficiency, and reliable communication of U.S. tourism authorities. They not only respond quickly to journalists and pursue marketing campaigns but also actively participate in conferences to improve their practices and partnerships.

The annual IPW conference is a prime example, generating billions of dollars in future sales of American tourism products to international tour operators. This trade show is crucial in showcasing accommodations, destinations, and attractions in the U.S. to a global audience.

Anna Abelson highlights that tourism offices in the U.S. and Destination Management Organizations are known for maintaining robust information centers and a strong digital presence, providing tourists with reliability.

The swift adoption of new technologies, such as artificial intelligence and service automation, was also a trend accelerated by the pandemic, positioning the U.S. technologically ahead of other countries. This agility in embracing innovation contributes to a more efficient and attractive tourism experience for visitors.

Moreover, organizations like Brand USA and the United States Travel Association (USTA) play a critical role in promoting the U.S. as a world-class destination and in facilitating visa policies and entry into the country.

The United States’ ability to take risks and quickly implement new trends—whether in food and beverages, cultural events, or visitor experiences—strengthens its position as a global leader in tourism. This bold and comprehensive approach is a distinctive strength that continues to attract and captivate tourists from around the world.

Thus, the United States leads not only in the quantity but also in the quality and diversity of tourism experiences, while other countries strive to innovate and compete in the global tourism market.

Picture of Ella Bailey
Ella Bailey

an editor at KNfins since 2024.

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