09/25/2026
Updates 09/25/2026: Ohio's Travel Industry and Current Travel Research
TRAVEL REMAINS A PRIORITY, BUT RISING COSTS ARE PUSHING MORE AMERICANS TOWARD VALUE-ORIENTED AND CLOSE-TO-HOME TRIPS.
Longwoods International’s latest American Travel Sentiment research shows that travelers continue to place a high value on vacations even as concerns about affordability increase. For Ohio, the findings reinforce the opportunity to promote accessible experiences, regional getaways and the emotional value of travel while helping visitors see Ohio as a practical alternative to more expensive trips.
Key findings from Longwoods International’s American Travel Sentiment Wave 111, fielded Sept. 1–4 and released Sept. 22:
- 75% of travelers believe travel is becoming too expensive, up from 64% a year ago.
- Despite those concerns, 81% say vacations are one of the things they most look forward to each year.
- 55% say they are willing to cut spending in other areas to fund their trips.
- 74% say the experiences they get from travel are more important to them than acquiring material belongings.
- 84% believe traveling with friends and family brings them closer together, up from 78% a year ago.
- 87% have a trip planned within the next six months, although that is down from 93% last October.
- For Ohio, the findings support marketing around affordable experiences, family and group travel, seasonal getaways and the emotional benefits of travel, particularly as consumers become more conscious of overall trip costs.
TRAVELERS ARE SEEKING MORE IMMERSIVE AND SPECIALIZED EXPERIENCES, CREATING OPPORTUNITIES BEYOND TRADITIONAL SIGHTSEEING.
New Arival research finds that sightseeing remains the most popular type of tour, but travelers are increasingly looking for culinary, adventure, specialty, immersive and self-guided experiences. For Ohio, the findings offer opportunities for attractions, museums, communities and tour operators to build more distinctive experiences around existing assets.
Key findings from Arival’s The 2026 Day Tour Taker, based on a survey of 2,550 U.S. and European travelers and highlighted Aug. 10:
- Nearly four in five U.S. travelers took a tour during a trip in the past year.
- Sightseeing remains the most popular tour category, followed by shopping and market tours.
- Among U.S. travelers, popular categories include sightseeing (35%), shopping (30%), museums (24%), food (23%), animal experiences (22%) and adventure (20%).
- Demand is increasingly shifting toward culinary, specialty and immersive tours, adventure experiences and self-guided products.
- The research suggests travelers still want to see iconic attractions but increasingly want to experience them in different and more immersive ways.
- Arival recommends building on traditional sightseeing with culinary experiences, neighborhood walks, outdoor adventures, specialty tours and other products that encourage visitors to spend more time and money in a destination.
- For Ohio, this could translate into packaging museums, historic sites, food and beverage, outdoor recreation and local culture into more distinctive tour experiences rather than marketing individual attractions in isolation.
MAJOR EVENTS CAN PRODUCE SIGNIFICANT HOTEL AND VISITOR SPENDING GAINS, BUT THEIR IMPACT DEPENDS ON WHERE AND WHEN VISITORS TRAVEL.
New Tourism Economics research examining the 2026 FIFA World Cup demonstrates how large events can generate measurable increases in hotel revenue and international visitation. For Ohio, the findings provide a useful benchmark for considering the potential economic value of major sporting events, festivals, concerts and other events that attract visitors from outside a destination.
Key findings from Tourism Economics’ World Cup Bump to Overseas Arrivals and Hotel Performance, released Sept. 18:
- The 2026 FIFA World Cup attracted 6.8 million attendees across North America.
- On U.S. match dates, hotel room revenue in host markets increased 36.3% year over year, driven largely by higher room rates.
- Tourism Economics estimates the tournament generated approximately $633.8 million in incremental U.S. hotel room revenue in host markets.
- RevPAR increased 14.6% in host markets and 11.3% in adjacent markets, compared with 6.8% in non-host areas.
- International arrivals from countries participating in the tournament declined only 1.1% in June and July, compared with an 8.9% decline from non-participating countries.
- The research demonstrates how events can influence both hotel performance and international visitation, particularly in host and nearby markets.
- For Ohio communities, the findings reinforce the value of pursuing major sporting events, festivals, conventions and other visitor-generating events, while considering the broader hotel, restaurant and attraction benefits that can extend beyond the event itself.