Destinations International and Longwoods International Release Study on 2024 U.S. Resident Sentiment Towards Tourism
Widespread support for tourism can be further enhanced with more information on economic and other community benefits
Washington, DC (February 6, 2025) — Destinations International (DI), the world’s leading and most respected association representing destination organizations and convention and visitors bureaus (CVBs), in collaboration with Longwoods International, a market research consultancy that specializes in the travel and tourism industry, today announced the release of the United States Industry Brief: 2024 National Resident Sentiment. This annual report provides a comprehensive look at how U.S. residents view tourism, its benefits and its challenges, including concerns around overcrowding and rising costs of living.
Building on the partnership between Longwoods International and Destinations International that began in 2018, the report highlights how Americans feel about tourism’s impact on their local economies, employment, quality of life and environmental sustainability. The findings are critical for U.S. destination marketing organizations as they continue working with local communities to ensure tourism growth is sustainable and beneficial for all.
“As destination organizations, we have an important responsibility to engage residents in meaningful ways, share our tourism development plans and ensure that we are building tourism strategies that benefit both visitors and the communities we serve,” said Don Welsh, President and CEO of Destinations International. “The tourism industry is a vital driver of the U.S. economy, and this study provides key insights to help ensure its continued growth in a way that is both sustainable and beneficial to local communities.”
The 2024 study confirms strong public support for tourism across the United States, with the perception among Americans that tourism is good for their community increasing from 57% in 2020 to 64% in 2024. However, the study also underscores the importance of addressing community concerns related to overcrowding, cost of living and environmental sustainability. To enhance community engagement, the following strategies are recommended:
• Highlight Destination Stewardship Efforts: The study emphasizes the importance of communicating destination stewardship initiatives that balance tourism growth with residents’ quality of life.
• Promote Sustainable Tourism: There is strong public support for environmental education, with more than two-thirds (68%) of Americans agreeing that tourists should be educated on responsible travel.
• Share Career Stories: The study reveals that there is a significant opportunity to educate residents about the diverse career opportunities available within the tourism industry, from entry-level jobs to long-term careers with competitive pay and benefits.
“Americans are increasingly supportive of tourism and the positive contributions it brings to their communities,” said Amir Eylon, President and CEO of Longwoods International. “However, this research also highlights areas where further efforts can be made, particularly in keeping residents informed about the economic benefits of tourism, strengthening messaging about sustainability, and actively promoting career opportunities in the tourism industry.”
More information and the full study is available online.
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About Destinations International
Destinations International is the world’s largest and most respected association for destination organizations, convention and visitors bureaus (CVBs), and tourism boards. With more than 8,000 members and partners from over 750 destinations in 34 countries and territories, the association represents a powerful forward-thinking and collaborative community around the world. For more information, visit www.destinationsinternational.org.
About Longwoods International
Longwoods International is a leading travel and tourism research consultancy with headquarters in Columbus, Ohio, and Toronto, Canada, and offices in Idaho, Illinois, Indiana, Michigan, New York, North Carolina, Tennessee and Wisconsin. It conducts Longwoods Travel USA®, the largest ongoing survey of American travelers, as well as image, advertising effectiveness, advertising return on investment, sentiment and other custom research in 12 countries around the globe. https://longwoods-intl.com/.
Tim Smith has 20+ years of strategic communications experience spanning roles in government, industry, agency and association settings. Most recently, he led corporate communications for Delaware North, a global leader in travel, hospitality and entertainment. Previously, he was Managing Director – West Coast at APCO Worldwide and Executive Vice President, Corporate Communications and Public Affairs at Edelman, providing clients with senior communications and public affairs counsel. He has lived and worked outside the United States for more than a decade, including as a U.S.