2025 U.S. & Canada Resident Sentiment Report & Key Findings
Since 2018, Longwoods International has partnered with Destinations International to conduct Resident Sentiment research. The purpose of this long-standing research is to understand residents’ sentiments towards tourism and its impacts in the United States and Canada. In addition, the research study measures residents’ perceptions of tourism employment, destination stewardship efforts and our industry’s contributions to community vitality.
The United States Resident Sentiment study was fielded in July 2025 and included a representative sample of 4,000 Americans. The Canada Resident Sentiment study was fielded in August 2025 and included a representative sample of 1,000 Canadians.
See the report's key findings below. Destinations International members can access the full report here:
