Skift Take

If U.S. domestic tourism businesses want to hold on to the post-pandemic gains with Americans, they better upgrade their marketing strategies and experience offerings.

U.S. tourism businesses surged after the pandemic. Now they're giving back some of those gains as Americans have been traveling abroad. Skift spoke to several tourism companies and operators to assess domestic demand. It's not a collapse, they say - but a clear softening.

“We feel like our bubble has burst and we're getting back to normal, more like 2019 levels of visitation,” said Montana's Discover Kalispell CEO Diane Medler, who pointed to international travel as one contributor.

Whidbey and Camano Islands has seen its short-term rentals bookings and lodging tax revenue drop due partly to international travel booming, said a spokesperson for Washington State's Embrace Whidbey and Camano Islands.

“We're seeing continued growth, but much slower growth than what we saw during the pandemic,” said Jon Gray, CEO of