10/30/2026

Updates 10/30/2026: Ohio's Travel Industry and Current Travel Research

CANADIAN INTEREST IN U.S. TRAVEL IS SHOWING SOME RESILIENCE, BUT POLITICS, SAFETY AND PERCEPTIONS OF WELCOME REMAIN SIGNIFICANT BARRIERS.

Longwoods International’s latest Canadian Travel Sentiment Study shows a complicated picture for U.S. destinations. Nearly half of Canadian travelers intend to visit the United States within the next year, but political concerns continue to suppress demand. For Ohio, the findings suggest opportunity remains, particularly because of the state’s proximity to Canada, but welcoming messages, value and reassurance may matter as much as attractions themselves.

Key findings from Longwoods International’s Canadian Travel Sentiment Study, Wave 7, surveyed Oct. 5–8 and released Oct. 27:

• 47% of Canadian travelers intend to visit the U.S. during the next 12 months, including 13% who have already booked and 34% who intend to travel but have not yet booked.

• 31% traveled to the U.S. during the previous six months, relatively stable compared with 29% a year earlier. The share canceling a U.S. trip fell from 23% to 18%.

• Border states remain important. Among Canadians who recently visited the U.S., 45% visited destinations near the Canada-U.S. border, second only to major cities at 54%.

• 55% say current U.S. government policies, trade practices or political statements make them less likely to visit the United States. Among travelers changing their plans because of U.S. policies, 69% cite tariffs and economic policies, 66% political statements by U.S. leaders and 38% the U.S.-Canadian exchange rate.

• Among Canadians who do not currently plan to visit the U.S., 70% say an improved political relationship would make them more likely to come. Other factors include a more favorable exchange rate (40%), greater confidence in personal safety (34%) and easier border crossings (30%).

• For Ohio, this reinforces the value of targeting Canadian visitors with close-to-home road trips, strong value propositions and welcoming, people-centered messaging rather than relying solely on attraction promotion.

FOR TRAVELERS AGE 50-PLUS, HOLIDAY TRAVEL IS ABOUT FAMILY AND CONNECTION, AND MANY ARE WILLING TO SPEND TO MAKE IT HAPPEN.

AARP research finds that holiday travel among adults 50 and older is driven much more by relationships and traditions than by escape or adventure. Even with significant cost concerns, many older travelers are prioritizing trips that bring generations together. For Ohio destinations and attractions, that creates opportunities to position holiday experiences around family connection, traditions, shared memories and experiences that can replace physical gifts.

Key findings from AARP’s 2026 Holiday Travel Survey, based on 1,023 U.S. adults age 50-plus surveyed Sept. 17–21:

• 24% of adults age 50-plus expect to travel during the holiday season.

• Among holiday travelers, 67% say spending time with family is a primary motivation, compared with 27% who want to get away from everyday life and 25% who want to relax.

• More than half, 52%, say holiday travel is worthwhile when loved ones can be together in one place. Other valued outcomes include making memories across generations (35%), reconnecting with people they do not often see (32%), maintaining family traditions (29%) and giving experiences rather than gifts (25%).

• Cost remains the biggest concern for 52% of travelers age 50-plus. Flight delays concern 36%, traffic 30% and safety 22%.

• Despite cost concerns, 37% expect to spend more on holiday travel than last year, 43% anticipate spending at least $2,000 and 18% expect to spend $5,000 or more.

• 38% expect to spend more on travel than they spend on holiday gifts.

• AI has not yet become a dominant holiday-planning tool for this audience. Most older holiday travelers are not using it, while those who do most commonly use it to find savings, create itineraries or compare hotels and flights.

• For Ohio, the findings support marketing holiday events, attractions, lodging and getaways around togetherness and memory-making, while making costs, logistics and multigenerational options easy to understand.

TRAVELERS INCREASINGLY WANT DESTINATIONS THAT MATCH THEIR INTERESTS, WHILE SOCIAL MEDIA AND AI ARE RESHAPING HOW THOSE DESTINATIONS GET DISCOVERED.

New global research from TOURISE and LIONS Advisory finds that travel demand is strong, but the way people choose destinations is changing quickly. Travelers are increasingly drawn to distinctive places that align with their passions and identities, and discovery is shifting toward social media, creators and AI-assisted planning. For Ohio, this strengthens the case for promoting specific experiences and passions rather than relying on generic destination messages.

Key findings from IDEAS that travel: How tourism brands win the race for tomorrow’s customers, drawing on a December 2025 survey of 8,374 international travelers across 13 markets:

• 39% of travelers expect to travel more during the coming year, while only 8% expect to travel less. 46% expect to spend more on travel.

• Younger travelers show particularly strong demand, with 51% of Gen Z and 47% of Millennials planning to travel more.

• 72% expect travel brands to recommend experiences based on their interests, including culture, adventure, wellness, sports and entertainment.

• 71% are considering visiting an emerging or less-traveled destination, signaling greater openness to places with distinctive character, culture and experiences.

• Social media and video platforms are now the leading source of travel inspiration at 33% overall and 45% among Gen Z. Recommendations from friends and family remain close behind at 31%.

• Travel inspiration increasingly forms before active trip planning begins, meaning destinations may need to influence travelers while they are browsing entertainment, creator content and stories rather than waiting until they begin a traditional destination search.

• Trust is becoming fragmented. 55% say it is difficult to identify trustworthy travel information, and travelers increasingly validate decisions using multiple sources including friends, official tourism sites, reviews, creators and AI.

• AI is already part of travel planning for 55% of travelers, while 62% expect to use it more often during the next year and 67% expect brands to personalize recommendations.

• Tourism marketing also has a sameness problem. 60% say many travel ads look similar, 43% find it difficult to distinguish between travel brands and 50% cannot remember the last tourism ad they saw.

• For Ohio, the research supports leading with specific passions, stories, people and experiences, building distinctive brands and ensuring information is consistent across websites, reviews, media, partners and other sources that both travelers and AI systems use.

MEETINGS PROFESSIONALS ARE OPTIMISTIC ABOUT 2027, BUT RISING COSTS MAY PUSH MORE EVENTS TOWARD VALUE, DISTINCTIVE VENUES AND CLOSER-TO-HOME DESTINATIONS.

The 2027 meetings outlook is strong, but meeting planners are preparing for higher costs by reconsidering where and how events are held. For Ohio destinations, hotels, attractions and nontraditional venues, that could create an opening to compete on affordability, accessibility and distinctive attendee experiences.

Key findings highlighted from American Express Global Business Travel’s 2027 Global Meetings and Events Forecast, published Oct. 14:

• 93% of global meetings and events professionals are optimistic about the health of the sector in 2027.

• North American planners are among the most optimistic, and 51% describe themselves as “very optimistic” about the year ahead.

• Despite the positive outlook, planners expect costs per attendee to rise across every meeting type. Cost control, attendee experience and risk management are becoming major priorities.

• 39% of meeting professionals say they could change the destination of a meeting because of rising costs, while 37% say they may host more virtual events.

• 24% say they would change hotels or accommodations to manage cost increases.

• Planners are showing greater interest in nontraditional venues, including restaurants, cultural sites and boutique spaces that can provide distinctiveness while still meeting event requirements.

• In North America, planners expect to hold more meetings closer to home and work with longer lead times as they manage cost and hotel staffing concerns.

• For Ohio, the findings point to an opportunity for destinations to emphasize drive accessibility, overall meeting value and memorable off-site or nontraditional venues, particularly for regional meetings that might otherwise go to higher-cost destinations.