U.S. Market Profile

California remains the No. 1 travel destination in the country. The Golden State’s abundance and distinct laid-back culture are appealing to both in-state and out-of-state travelers, with more than three-fourths of total visitors to California hailing from domestic points of origin. While current political realities have had different effects on audiences in different states, California remains a haven for innovation and a beacon for the country, fueling strong domestic travel growth year over year.


  • Traveler optimism is strong, even with political uncertainty
  • Intent to travel us up 14 percent over 2015
  • Business and experiential travel continue to rise in importance
  • A diverse and growing group, millennial travelers are increasing in significance due to generational size and travel interest
  • Technology’s influence is predicted to increase with travel apps (e.g., Airbnb Trips) rising in intelligence
  • Culinary emphasis in travel, as well as well-being and wellness tourism, remain on the rise

Travel Profile

206.7 Million
In-Person Trips, 2016 (Total)
$74.57 Billion
Visitor Spending, 2016 (Total)

Market Conditions

GDP Annual Growth Rate

GDP annual growth rate in the United States is expected to be 2.2 percent by the end of the fourth quarter of 2016. Looking forward, it is estimated that GDP Annual Growth Rate will stand at 2.4 percent in 12 months’ time. In the long term, the GDP Annual Growth Rate is projected to trend around 2.1 percent in 2020.

Consumer Sentiment

Consumer sentiment increased to 98 in December 2016, rising from 92 in January 2016. This was the highest reading since January 2015.


Primary Western Markets

Top DMAs

  • Phoenix (29%) | Las Vegas (19%) | Seattle (10%) | Salt Lake City (6%)

Top Long-Haul Markets


  • New York (12.1%) | Chicago (6.5%) | Dallas-Ft. Worth (3.9%) | Washington DC (3.7%)

Market Barriers & Risk Factors



  • Tourism Economics
  • DKSA
  • TNS Global (domestic)
  • CIC Research
  • OTTI (international)
  • Dean Runyan
  • CIC Research (expenditures)
  • TNS TravelsAmerica, 2015
  • U.S. Bureau of Economic Analysis
  • University of Michigan
  • Forbes
  • Wall Street Journal
  • Kantar
  • Virtuoso
  • USA Today
  • Destination Analysts, Inc.
  • Expedia
  • Ipsos
  • Resonance consultancy
  • MMGY
  • Mandala research
  • GBTA US Business Travel Outlook

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