Tourism Industry Performance & Insights June 25, 2026

To get your full statistics fix with data from STR, Key Data, and the Charles M. Schulz Sonoma County Airport, check out the Monthly Tourism Destination Data Dashboard at sonomacounty.com/partners/statistics/.

Today's Takeaways

From SCT's Research and Data Systems Manager, Allie Nordby

According to the most recent Future Partners' State of the American Traveler, there is a bit of productive tension shaping travel right now.

On one hand, sentiment is clearly softening. Concerns about a potential recession are creeping back in, and across generations, with travelers becoming more cautious with their spending. Excitement for leisure travel has dipped, fewer people feel now is a good time to splurge on a trip, and nearly half of Americans say travel is starting to feel like a hard-to-afford luxury.

And yet, the story isn’t simply one of the pullbacks. Despite tighter budgets and more careful decision-making, Americans aren’t walking away from travel, they’re just recalibrating it. A majority still view travel as a worthwhile investment (55%), and many are choosing to cut back elsewhere before giving up their plans altogether (42%). In fact, actual travel activity has held steady, even as expectations have softened.

What’s emerging is a more intentional traveler. Higher-income households continue to prioritize trips, while lower-income travelers are feeling the pinch more acutely. Millennials, in particular, remain committed to travel spending, even in a tighter economic environment. Across the board, decisions are becoming more deliberate, with travelers weighing cost, value, and timing more carefully than in recent years. Read more from Future Partners here.

For the industry, and for travelers themselves, this moment is about adjustment. Travel isn’t disappearing this summer, it’s evolving into something more deliberate, more value-driven, and, in many ways, more meaningful.

And importantly, there are still clear signals of resilience, and even optimism, emerging across the landscape. International visitation is beginning to rebound in key markets like Canada, domestic travel demand remains strong, and early indicators for 2026 point to meaningful upside for U.S. hotels, driven in part by major global events like the FIFA World Cup.

In other words, while the environment may be more complex, it’s also resilient, and full of opportunity for those ready to meet travelers where they are.

Here are a few other notable insights from the travel and tourism sector:

Early numbers brighten the 2026 forecast for U.S. hotels,Travel Weekly
U.S. lodging demand is expected to edge up this year, with modest growth even as occupancy levels in top markets remain below pre-pandemic benchmarks. While the recovery isn’t fully complete, the broader travel picture tells a more positive story. Domestic air travel continues to outperform 2019 levels, signaling that Americans are still getting out and traveling in strong numbers despite economic uncertainty.

Canadian Travel to the U.S. Rebounds, But Still Below 2024 Levels, Skift

Canadian travel to the U.S. is beginning to rebound, with May marking the second consecutive month of growth following a prolonged 15-month decline. Statistics Canada reported a 9.5% year-over-year increase in return trips, driven largely by a surge in automobile travel. While overall volumes remain below pre-slump levels, the recent uptick signals renewed interest, and a potential turning point, in Canadian visitation to the U.S.

Ticketed Events and Experiences Driving Summer Travel, Travelpulse

Live ticketed events, from sports to music festivals, are driving increased summer travel among Americans, particularly among younger generations. According to Allianz Partners, nearly two-thirds of Gen Z (65%) and Millennials (63%) plan to attend live entertainment while traveling this summer, with 52% of Gen Z travelers citing a ticketed event as the primary reason for their trip. Across all American travelers, 57% say they are likely to attend a concert, festival, or performing arts event while traveling, while 38% are planning trips around sporting events or tournaments, including the upcoming 2026 World Cup. Travelers are also seeking immersive experiences such as cruises and expeditions (38%), hobby- or sport-based travel like marathons (36%), and spa or wellness retreats (32%).

Focus on LGBTQ+ travel: Redifining ‘gay destinations’, Travel Weekly by Northstar

The LGBTQ+ travel market is evolving beyond traditional “gay destinations,” as travelers increasingly prioritize both authenticity and personal safety. Emerging trends include group expeditions to more remote areas, trips centered around chosen family, and a broader emphasis on resilience amid ongoing social and political challenges. As Mike Salvadore of 58 Stars Travel notes, LGBTQ+ travelers want to experience destinations like anyone else, while also ensuring they feel safe and supported throughout their trip.

World Cup: How an England Vs. Germany Final Could Boost the U.S. Economy, Forbes

The projected economic impact of the FIFA World Cup in the U.S. relies largely on strong international attendance, as overseas visitors tend to spend more than domestic fans. FIFA estimated the tournament would generate $30.5 billion for the U.S. economy, based on the assumption that 40% of attendees would come from abroad. However, early ticket sales and bookings have been driven primarily by U.S. travelers. Industry leaders expect that as the competition continues and top international teams advance, there could be a late influx of visitors from regions like Europe and South America that helps boost overall spending.

The New Luxury is Personal, Luxury Travleler Report

Luxury travel is no longer defined by a specific destination or hotel brand; it's about creating experiences that reflect each traveler’s unique interests and lifestyle. Travelers are increasingly seeking trips that reflect their individual interests, whether that means immersive cultural experiences, wellness-focused getaways, culinary exploration, or celebrating special milestones. As a result, travel planning is shifting toward more customized itineraries that prioritize authenticity, flexibility, and personal connection.

STR Tracking for Sonoma County

Things to Note:

STR compares “Weekly Year Over Year”
Full county participation is approximately 59% of hotel properties and 78% of rooms
Total hotel supply rooms in Sonoma County as of May 2026: 8,324
The average from other destinations includes Napa, Palm Springs, Monterey, South Lake Tahoe, Vallejo/Napa Valley, and San Luis Obispo

STR is the recognized leader in hospitality industry benchmarking around the globe. Powered by the world's largest hotel data sample, they deliver confidential data, accurate and actionable insights, and comprehensive solutions to empower decisions. Discover how STR collects data, how it is calculated, and a glossary of terms by clicking here .