How Americans Travel: The Hottest Destinations and Experiences by US Region
As summer travel begins to wind down, it’s the perfect time to reflect on how Americans have explored the world so far in 2025. As the leading travel experiences marketplace, Viator analyzed thousands of bookings to uncover where US travelers are going and what they’re doing more than anyone else.
This year’s travel habits are revealing distinct regional flavors across the country, along with a few surprising standouts. From tropical trends in the Northeast to a love for after-dark experiences in the South, here’s a region-by-region look at how Americans travel:
Trends in the Northeast
Water experiences make a splash: Travelers from the Northeast are booking water-based activities at notably higher rates than other parts of the country. From kayaking and canoeing (Connecticut) to sailing trips (Maine), sunset cruises (Massachusetts and Rhode Island), and dinner cruises (New Hampshire), Northeasterners are clearly drawn to the water.
Tropical escapes are hot: When heading farther from home, Northeasterners are chasing the sun. Travelers from New Hampshire, New Jersey, and Pennsylvania are booking trips to Aruba at higher rates than travelers in other states, while those from Connecticut are flocking to Fajardo, Puerto Rico more than others. With white-sand beaches and warm waters, these island destinations seem to perfectly suit a region ready for a sunny reset.
Beantown beats the rest (at least in the Northeast): Among Northeastern travelers, Boston stands out as a top destination. The country’s highest booking rates to Beantown come from Massachusetts, Rhode Island, and Maine. It’s no wonder the city is thriving as a regional anchor: its blend of history, culture, and coastline makes it perfect for easy weekend getaways from neighboring states.
Trends in the Midwest
DIY travel is trending: Travelers from Indiana, Michigan, and Ohio are booking self-guided tours and rentals more than any other states. The trend speaks to a regional love of flexibility and autonomy, with travelers designing their own adventures across cities, countrysides, and coastlines.
Making waves far from home: Despite being landlocked, Midwesterners are diving into water-based experiences at notably high rates. From dolphin and whale watching (Iowa, Missouri) to water tours (Kansas) and cruises—daytime for Illinois and nighttime for Minnesota—these travelers are embracing aquatic adventures well beyond their borders.
Chicago reigns supreme: In the Midwest, Chicago stands out as a major magnet—especially for travelers from Illinois, Indiana, Michigan, and Missouri, who are booking trips to the Windy City more often than other parts of the country. This comes as no surprise: Chicago is close enough for a long weekend but offers all the energy of a big city, with world-class food, architecture, and entertainment.
Dublin emerges as an international favorite: Midwestern travelers are also heading to Ireland more than most. Those from Ohio, Iowa, Kansas, and Minnesota are booking trips to Dublin at the highest rates nationwide. This may reflect a growing interest in heritage travel, as the region’s large Irish-American population seeks deeper cultural connections. Whatever the reason, the Emerald Isle is calling and Midwesterners are answering.
Trends in the South
Southerners shine after dark: Among travelers from Virginia, North Carolina, South Carolina, and Maryland, night tours are booming. Travelers from Georgia and Louisiana are taking it a step further, showing a stronger preference for after-dark ghost and vampire tours than the rest of the country. Lantern-lit strolls, haunted tales, and immersive storytelling are making nighttime the prime time for Southern explorers.
Culture and curiosity lead the way: Southern travelers are also showing strong interest in cultural and sightseeing experiences. Kentucky stands out for booking more museum tickets and passes than any other state, while Delaware, Tennessee, Mississippi, and Arkansas are booking sightseeing passes at higher rates than most. These choices highlight a desire for flexible, enriching ways to explore history, landmarks, and local attractions.
Exploring close to home: Travelers in the South are booking in-state trips at higher rates than other regions. Charleston tops the list for those coming from South Carolina, North Carolina, and Virginia, while New Orleans leads for travelers from Louisiana and Alabama. Meanwhile, Floridians are heading to Miami more than others. These cities combine rich culture with short drive times: perfect for quick, immersive escapes.
Cozumel is a Southern favorite: Travelers from Tennessee, Mississippi, Arkansas, Oklahoma, and Texas are booking trips to Cozumel more than any other region. The draw? Turquoise waters, resort ease, and cruise convenience. It’s a quick route to warm weather and total relaxation.
Trends in the West
Hawaii draws the West: Travelers from Utah, Oregon, New Mexico, and Idaho are booking trips to Kauai at higher rates than other states, while Alaskans favor the Big Island of Hawaii. These Hawaiian escapes offer a striking blend of lush scenery, outdoor adventure, and island calm, tailor-made for Western travelers seeking active relaxation.
From hometown icons to global discoveries: Standout destinations for Western travelers reflect a mix of local landmarks and international curiosity. Arizonans are over-indexing on trips to Page (home to natural wonders such as the Antelope Canyon), while Californians favor laid-back San Diego for coastal getaways. Meanwhile, Colorado travelers are looking farther afield: they’re booking trips to Istanbul at higher rates than any other state.
Outdoor adventures are a Western default: Across the region, travelers are choosing outdoor and adrenaline-fueled activities at higher rates than anywhere else in the country. Ziplines are hot among those from Alaska, Idaho, and Utah, while bike and mountain biking tours top the list for Coloradans. Meanwhile, Californians prefer boat rentals, Hawaiians love snorkeling, and Nevadans are reaching new highs (literally) with helicopter tours. Whether paddling, pedaling, or flying above the cliffs, adventure is the West’s signature travel style.
Methodology: Regional US travel trends are based on Viator booking and traveler origin data from points of sale between January and July 2025. The analysis focused on the top 50 destinations and experience categories booked by US travelers. Viator compared the total number of bookings per destination and category, total bookings from each US state, and the volume of bookings from each state to specific destinations and/or experience categories to identify the relative most booked destinations and experiences by state and region.
