Nebraska joins California, the Virgin Islands, Oregon, the District of Columbia, Arizona, and others in facing a significant decline in tourist arrivals from Spain and Germany, as these shrinking European source markets help fuel the wider US travel freeze seen last year. This sharp downturn reflects a mix of reduced long-haul capacity, shifting European preferences toward closer or better-connected destinations, and fierce competition from both within and outside the United States, setting the stage for everything you need to know about how and why these once-promising states and territories are struggling to hold onto their Spanish and German visitors.
Nebraska: A Mixed Bag for European Tourists
Nebraska, with its rich prairies and iconic attractions like the Omaha Zoo and the Chimney Rock National Historic Site, has long been a hidden gem for American tourism. However, the state has faced a sharp 33.1% decline in arrivals from Spain and a 53.8% decrease from Germany in recent months. This decline can be attributed to several factors, including limited international flight connections and the state’s more niche tourism offerings compared to major U.S. destinations.
Spanish and German tourists have historically favored destinations with more internationally recognized landmarks like New York, California, and Florida. Nebraska’s tourism, largely focused on nature, history, and rural experiences, has struggled to compete with the bustling cities and beaches that attract European travelers. The economic impact of the pandemic has also caused many to focus on closer, more easily accessible destinations. Additionally, with fewer direct flights and limited European marketing campaigns, Nebraska’s tourism efforts have faced challenges in maintaining its European tourist base. As a result, the state saw a significant downturn in arrivals, with a 43.5% average decline across both Spain and Germany. Despite this, Nebraska remains a promising destination for those seeking an authentic, off-the-beaten-path American experience.
California: Sun, Sand, and Decline in European Visitors
California, a world-renowned destination for its golden beaches, iconic cities like Los Angeles and San Francisco, and vibrant culture, has experienced a decline in European tourism. Spanish arrivals decreased by 7.5%, while German tourism dropped by 16.6%. Despite its global recognition and wide appeal, the state faces increased competition from other U.S. destinations and international options, leading to a reduction in European visitors.
The reasons behind this decline are multifaceted. For one, the COVID-19 pandemic disrupted travel patterns, causing many European tourists to opt for closer destinations. The high cost of travel, along with reduced international flights, may have deterred Spanish and German tourists from choosing California as their primary U.S. destination. Additionally, as European travelers increasingly seek more immersive cultural experiences, they are looking beyond California’s traditional tourist attractions. While the state remains one of the most popular U.S. destinations for Europeans, it’s evident that California must adapt to changing preferences and intensify efforts to attract international visitors to reverse the current trend of decline, which has led to an average drop of 12.1% in tourism from Spain and Germany.
Virgin Islands: A Tropical Retreat Facing Setbacks
The Virgin Islands, a tropical paradise in the Caribbean, offers sun-kissed beaches, crystal-clear waters, and vibrant culture. Despite its allure, the Virgin Islands has experienced a notable drop in tourism from both Spain and Germany, with a 36.6% decrease in Spanish visitors and a 48.4% decrease in German arrivals. The allure of the Virgin Islands has long been undeniable, but several factors have contributed to the decline.
German and Spanish tourists, typically drawn to beach destinations, have been increasingly opting for more accessible or popular Caribbean islands like Puerto Rico or the Dominican Republic. Economic challenges, reduced flight availability, and the aftermath of natural disasters have affected travel demand, leading to fewer European vacationers making the long journey to the Virgin Islands. Furthermore, the island’s limited marketing in Spain and Germany, combined with competitive pricing from other Caribbean destinations, has led to this significant drop in arrivals. With the Virgin Islands facing a 42.5% average decline in tourism from these two countries, the territory must work on improving its international connectivity, marketing efforts, and recovery from past setbacks to restore its position as a top choice for European beach lovers.
Oregon: Nature’s Beauty Still Struggling to Attract European Tourists
Oregon, a state known for its breathtaking landscapes—from the rugged coastline to the majestic Cascade Mountains—has long been a top spot for outdoor enthusiasts. However, recent data shows that the state has faced a decline in tourism from Spain and Germany, with a 14.9% decrease in Spanish arrivals and a 16.3% drop in German visitors. Oregon’s picturesque landscapes, including Crater Lake National Park and the Oregon Coast, have failed to fully captivate European travelers, especially when compared to more iconic destinations like California and New York.
The decline in tourism from Spain and Germany can be attributed to a few factors. While the state offers incredible natural beauty, its more remote and less commercialized destinations have made it harder to compete with larger U.S. tourism hubs. German and Spanish tourists, who often prioritize major cities or destinations with significant cultural or historical appeal, may find Oregon’s offerings a bit more niche. Additionally, reduced flight routes and the long travel time to reach the state have discouraged European tourists. This has resulted in an average decline of 15.6% in European visitors, signaling that Oregon will need to enhance its international presence and appeal to rekindle interest among Spanish and German travelers.
District of Columbia: A Political and Cultural Hub Facing Decline
The District of Columbia, home to iconic landmarks such as the White House, the U.S. Capitol, and the Smithsonian museums, has long been a major draw for international tourists, especially from Spain and Germany. However, the latest figures show a 9.4% decline in Spanish visitors and a 17.5% drop in German arrivals. Despite its political and historical significance, the District has seen a dip in European tourism, reflecting broader trends in the U.S. travel market.
Several factors contribute to this decline, including a shift in travel preferences toward more diverse or coastal destinations. With a growing preference for sunny beach destinations or more immersive cultural experiences, European tourists have been bypassing Washington, D.C., in favor of places like Miami, New York, or California. Furthermore, the post-pandemic travel slump and limited direct flights from major European cities have made visiting D.C. less appealing. German tourists, in particular, are drawn to more accessible and diverse travel options in the U.S., contributing to the drop in arrivals. As a result, the city faces an average decline of 13.5%, signaling the need for improved international outreach and targeted marketing campaigns to restore its allure.
Arizona: A Desert Destination Facing Tourism Decline
Arizona, famous for its desert landscapes, national parks like the Grand Canyon, and stunning rock formations, has seen a decline in tourism from Spain and Germany. With a 5.0% drop in Spanish arrivals and a 12.7% decrease in German visitors, the state is grappling with reduced interest from these key European markets. Arizona’s natural beauty, including the Grand Canyon and Monument Valley, continues to attract tourists, but it has not been enough to keep pace with the competition from more metropolitan U.S. destinations.
The decrease in German and Spanish tourists visiting Arizona can be attributed to a variety of factors. First, limited flight routes from Europe and the state’s more remote location make it less accessible compared to major cities like New York, Miami, or Los Angeles. Moreover, European travelers tend to favor destinations with a wider array of cultural attractions and entertainment options. While Arizona boasts incredible outdoor adventures, it lacks the broader cultural appeal that some of the more tourist-centric U.S. destinations offer. With an average decline of 8.9%, Arizona will need to find new ways to entice European visitors, particularly by promoting its unique desert landscapes, outdoor activities, and Native American heritage to a wider international audience.
European Tourism Slowdown in the US
European tourism to the United States is undergoing a notable slowdown, with Nebraska, California, the Virgin Islands, Oregon, the District of Columbia, Arizona, and others all feeling the impact of falling arrivals from Spain and Germany. This trend reflects a mix of high long‑haul travel costs, tighter household budgets, and reduced direct flight connectivity, which make alternative destinations in Europe, the Mediterranean, or closer parts of the Caribbean more attractive. At the same time, Spanish and German travelers are increasingly prioritizing convenience, shorter journeys, and value-rich, all‑inclusive or culturally dense destinations, leaving many US states and territories—especially those with more niche or long‑haul appeal—struggling to maintain their share of the European market.
Nebraska joins California, Virgin Islands, Oregon, DC, Arizona and others in facing a significant decline in tourist arrivals from Spain and Germany, as high costs, weak air links and shifting preferences fuel the US travel freeze last year.
Conclusion
Nebraska joins California, the Virgin Islands, Oregon, the District of Columbia, Arizona, and others in facing a significant decline in tourist arrivals from Spain and Germany, clearly illustrating how these key markets helped fuel the broader US travel freeze last year. By combining factors such as high long‑haul travel costs, limited or reduced air connectivity, intensified competition from nearer European and Mediterranean destinations, and a shift in Spanish and German preferences toward more accessible or all‑inclusive holidays, this downturn explains why even well-known US locations have struggled—ultimately offering everything you need to know about the pressures reshaping transatlantic tourism to these states and territories.
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