Michigan, Iowa and Vermont tourism data highlight visitor spending trends in 2025‑2026
Recent tourism reports reveal visitor spending growth in Michigan, Iowa and Vermont for 2025‑2026, highlighting record visitor numbers, higher hotel revenue and stronger domestic credit‑card spending. The data cover the 2024 baseline and the latest 2025‑2026 figures, affecting travellers and businesses monitoring US regional tourism trends.
In this story
At a glance
- What changes
- Visitor spending and hotel revenue have risen in Michigan, Iowa and Vermont
- Timing
- Data cover 2024 baseline and 2025‑2026 updates
- Who is affected
- Travellers, tourism operators and local economies in the three states
The details
Michigan visitor spending and overnight market
Michigan’s 2024 tourism report recorded $30.7 billion in direct visitor spending, a 4.9 % increase from 2023. Overnight visitors, about 55.1 million, contributed $24.2 billion, representing roughly 79 % of total spending despite being 42 % of visitor volume.
- Average spend per overnight visitor was about $440, compared with $85 for day visitors.
Iowa record visitor year and accommodation revenue
Iowa’s 2025 findings show 46.3 million visitors and $7.6 billion in direct spending, supporting an $11.3 billion total economic impact. Hotel revenue rose 11.3 % between January and September 2026 versus the same period in 2025, and short‑term rental revenue increased 12.5 % year‑on‑year.
- The state reported 72,196 tourism jobs and about $1.2 billion in state and local tax revenue.
Vermont domestic spending and ski activity
Vermont’s domestic credit‑card spending grew 7.13 % through September 2026 versus the same period in 2025, with September alone up 9.7 %. Ski Vermont recorded 4.36 million alpine skier visits in the 2025‑26 season, a 4.7 % increase and the strongest since 2014‑15.
- The 2024 tourism report showed $4.2 billion in direct spending and 16 million visitors.
What this means for travellers
Trip planning
- Travellers can expect higher accommodation demand in Michigan’s Great Lakes region during peak summer months.
- Iowa’s rising hotel revenue suggests stronger pricing power for lodging in the state’s major events and road‑trip routes.
Cost and documents
- No new fees or documentation requirements are introduced by the reported tourism data.
- Travel budgets may need adjustment to reflect higher average spend per overnight visitor in Michigan.
What you need to do
- Monitor state tourism dashboards for updated visitor‑volume forecasts before finalising travel itineraries.
- Businesses should review pricing strategies in response to rising hotel and short‑term rental revenues in Iowa.
Who this affects
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Domestic travellers to Michigan
Michigan’s data show a large share of spending comes from overnight visitors.
What to do Consider longer stays to benefit from the higher per‑night spend.
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Visitors to Iowa’s major events
Iowa reported record visitor numbers and increased accommodation revenue.
What to do Plan accommodation early for events like the Iowa State Fair.
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Ski enthusiasts heading to Vermont
Vermont’s ski season recorded its strongest visitation since 2014‑15.
What to do Book ski‑related lodging and services promptly to secure availability.
Frequently asked questions
What was Michigan’s total visitor spending in 2024?
Michigan recorded $30.7 billion in direct visitor spending for 2024, a 4.9 % increase from the previous year.
How many visitors did Iowa receive in 2025?
Iowa welcomed 46.3 million visitors in 2025, generating $7.6 billion in direct spending.
Did Vermont’s hotel revenue rise in 2026?
The report highlights increased accommodation revenue in Vermont, but specific hotel revenue figures for 2026 are not provided.
What is the average spend per overnight visitor in Michigan?
The average spend per overnight visitor in Michigan was about $440, compared with $85 for day visitors.
How much did ski visits increase in Vermont for the 2025‑26 season?
Ski Vermont reported a 4.7 % increase, reaching 4.36 million alpine skier visits in the 2025‑26 season.
