Destinations International and research consultancy firm Longwoods International have released a new study examining how United States residents view tourism in the areas where they live, including its benefits and challenges for local communities.
In good news, the United States Industry Brief: 2024 National Resident Sentiment report confirms that there is strong public support for tourism across the U.S., with 64% of Americans indicating that tourism is good for their community (up from 57% in 2020). Respondents are also largely in favor of tourism development, with 66% supporting the growth of the industry and 66% agreeing that travel to the area where they live should be encouraged (both figures have increased 10 points since 2020). Importantly, 65% of Americans feel that the positive benefits of tourism outweigh its negative impacts.
The study also found that Americans understand how inbound travel can have a positive influence on their quality of life; specifically, 49% recognize that they have more recreational opportunities in their communities as the result of tourism, and about half feel that their shopping and dining options are better for the same reason. More than half of respondents also see that tourism is important to their local economy (58%) and even that it helps to support non-travel-related industries and businesses (55%).
Areas for Improvement
That said, residents have concerns about visitation, as well. About four in 10 Americans say that housing is becoming less affordable where they live because of tourism, and that the industry’s growth is causing the cost of living to rise. In fact, concerns about affordability have increased by five to six points for 2024 compared to just one year before. These concerns are most prevalent in the Western and Southern U.S.
Many residents also feel that travelers need more guidance on how to behave while visiting local communities. Only 40% of Americans believe that tourists are respectful of natural areas, and 68% agree that visitors should be educated on how to travel responsibly.
When it comes to employment, more work is needed to educate Americans on the career opportunities available in the travel industry. Only half of respondents (51%) feel that tourism offers jobs with desirable pay and benefits, believing instead that most opportunities are low paying and seasonal (49%), or only good for entry-level employment (61%). Forty-eight percent feel that the industry offers rewarding careers, while 51% see opportunities for career advancement.