New England Tourism Update – August 2025

There is no denying that policy decisions at the federal level may be affecting the competitiveness of the United States in attracting international travelers. According to the UNWTO, global tourism reached record levels by the end of 2024 with total international tourism exports valued at $2 trillion—representing a 6% year-over-year increase. Despite this global growth, the United States is currently the only country forecasting a decline in international arrivals by the end of 2025.

Exacerbating this trend, the U.S. Senate recently voted to reduce BrandUSA’s funding from $100 million to $20 million. BrandUSA has long played a vital role in international market development for regions like New England that rely on targeted overseas marketing to remain competitive.

The potential loss in long-haul international visitors is a concern for New England’s economy. Revised 2024 figures show that overseas visitors spent an average of $2,796 per person per trip in New England, contributing $250 billion to the New England economy in 2024 – compared to only $289 spent per domestic traveler per trip. These international travelers tend to book further in advance, have lower cancellation rates, and stimulate broader economic engagement between nations.

Still, there are bright spots. I-94 FIA federal arrival data (First Intended Address) for the first half of 2025 show that all 12 of New England’s top long-haul markets—except Germany and Spain—have seen growth for New England. Arrivals from Japan and Italy are each up more than 10%, with notable increases also reported from Mexico and the UK.

While overall long-haul international arrivals to New England are down only 3.1%, the decline is primarily among travelers entering the U.S. through other gateway cities such as NYC, New Jersey, Pennsylvania, and Washington, D.C., which are collectively down 4.5% (excluding Canada – Canadian arrivals to New England are down 26% YOY as of June 2025). In contrast, New England has seen growth in direct long-haul international arrivals—particularly those flying directly into Boston Logan International Airport. The airport’s new international terminal and expanded routes from cities like Barcelona, Madrid, Edinburgh, Porto, Vienna, Abu Dhabi, and Milan have significantly boosted inbound demand.

Discover New England continues to maintain a strong international presence, investing in established markets and expanding into new Latin American markets that support year-round, off-peak travel. Recent efforts include the development of themed content like Film & Literature and Glamping, refreshed itineraries and imagery, and successful 2025 marketing campaigns generating nearly 60 million impressions and, to date, $4 million in earned media from FAM tours.

2025 is shaping up to be a year of resilience—and few regions embody that spirit more than New England. With a strong brand, a premier gateway airport, and increasing global demand for unique fly/drive destinations, New England is well-positioned to grow its share of international tourism despite the national headwinds.