New England Tourism Update – February 2026
After the federal government delayed releasing travel date after last August, the December data is now available, and we can look at the full year. Reports revealed that the year ended with a more consistent pattern compared to what we’ve seen earlier in the year. The arrivals by overseas visitors to New England held steady at about 2.8% behind 2024 arrivals and with spending at about 3% lower, which is still 4% greater than 2019 spending by overseas visitors in New England. New England continues to perform stronger compared to the national average of a decline of 5.7% (Source: Tourism Economics)
The year ended with Canadian arrivals to New England having the greatest negative impact of -26.1% below 2024. When compared to 2019, U.S. Department of Commerce data shows nationally, land crossings into the United States are down are down 34.1% while air travel is down 3.9%.
The other American market, Mexico, has defied forecasters and yielded an 8.5% YOY increase in tourism arrivals to the United States in 2025. These travelers have growing economic wealth with their currency rising 16% against the USD in 2025. Their GDP increased for the fourth consecutive year. New England continues to work to develop this market for the long-term benefit of stable diversification of source markets and for its multinational influence throughout Latin American countries. With awareness of New England low but interest in learning high, we are seeing a continued modest increase in First-Intended Address data to our region of +2.7% YOY.
Research experts are forecasting that this summer’s FIFA World Cup could yield a 3.7% boost nationally to overseas arrivals. Those travelers coming for the games and matches are encountering very high ticket prices and rates, enticing those with the means to pay. Higher end travelers continue to prop the domestic market and international inbound markets with the continued rise in premium airline cabin sales and luxury hotel demand seeing a 2.8% rise; whereas economy hotels saw a 3% decline (Source: Tourism Economics).
Anecdotally, Discover New England’s offices in the UK and Ireland have been busy attending consumer travel shows during the month of January and have brought back optimism. They explained that all the major tour companies for these markets were prominent at the shows, and when asked, the companies responded that 2026 is starting out busier than ever for United States destinations with inquiries having long lead times with clients planning nine months or more ahead.
In January, Discover New England returned from leading a successful sales mission to Italy with delegates representing organizations from Maine, Massachusetts, Rhode Island and Connecticut. The schedule included a mix of planning with operator product teams, trainings for sales teams, a workshop training in collaboration with Visit USA Italy and hosting events including a lobster luncheon for approximately 40 tour operators and media, co-sponsored by Delta Air Lines. The feedback was overwhelmingly positive.
Looking ahead, Discover New England is in good shape for a “full house” at the upcoming 28th Annual Discover New England Summit & International Marketplace to take place from April 13 – 15, 2026 in Burlington Vermont. The Marketplace, the pre-schedule appointment sessions for international operators and New England tourism organizations, is sold out. However, registration is still open for the one-day Summit speaker sessions on April 13, and for non-appointment full conference attendees.
Discover New England is always expanding content to inspire travel. The next galleries to be released will be, How to Visit Cultural Main Streets by RV and Unique and Historic Sports Bars in All Six States. Additionally, the Southern Quebec and New England Dark Skies and Pristine Nature collaboration is nearly fully drafted. The program’s channel partner, Jonview, is already taking their first bookings for the program.
More to come as Discover New England and its six state partners continue to keep New England fresh, exciting and in the forefront.
