Nine straight months of softer traffic tell a clear story, though each state lives it differently. Budget-conscious travelers favor shorter, closer trips, and bookings shift later. Operators adjust prices yet still face thinner peaks. Amid this national slowdown, Vermont shows the sharpest strain, with summer unable to erase spring losses. The stakes feel local, from inns to trail towns. Leaders reassess value, access, and messaging. They aim to win back momentum without sacrificing the character that draws people in the first place.
2025 monthly picture for Vermont confirms a broad, sharp slide
Vermont totals show 1.345M visitors from January to August 2025 versus 1.886M in 2024, a –28.69% fall. September is also expected lower. Pressure lands on lodging, attractions, and restaurants. The pattern is persistent rather than a one-off, which complicates staffing and planning, especially in rural hubs reliant on peak months.
Jan 148K vs 136K (+8.82%); Feb 133K vs 143K (–6.99%); Mar 140K vs 199K (–29.65%); Apr 126K vs 179K (–29.61%). These early declines set the tone. Operators cut promotions later, yet demand stayed soft. Rate sensitivity rose while travelers weighed closer, cheaper trips.
May 137K vs 210K (–34.76%); Jun 174K vs 264K (–34.09%); Jul 234K vs 374K (–37.43%); Aug 253K vs 381K (–33.60%). Total: 1.345M vs 1.886M (–28.69%). With summer underperforming, cash buffers thinned. Forward visibility narrowed as guests booked late and shortened stays.
Vermont — Monthly Visitors (Jan–Aug)
| Month | 2025 (current fiscal year) | 2024 | Annual change (%) |
| January | 148K | 136K | +8.82 |
| February | 133K | 143K | −6.99 |
| March | 140K | 199K | −29.65 |
| April | 126K | 179K | −29.61 |
| May | 137K | 210K | −34.76 |
| June | 174K | 264K | −34.09 |
| July | 234K | 374K | −37.43 |
| August | 253K | 381K | −33.60 |
| Total | 1.345M | 1.886M | −28.69 |
California’s mixed months reveal a modest, persistent downswing
Relative to Vermont, California’s pullback is smaller, yet broad. January was flat at 7.9M vs 7.9M (0.00%). Through August, the state totals 62.2M vs 63.1M (–1.43%), with September projected down again. Core gateways stayed busy, though conversion lagged where prices stayed high.
Feb 6.8M vs 7.0M (–2.86%); Mar 7.7M vs 7.8M (–1.28%); Apr 7.8M vs 7.7M (+1.30%); May 7.8M vs 7.9M (–1.27%). The lift in April did not change the arc. Travelers compared value, trimmed extras, and favored flexible bookings that kept occupancies volatile.
Jun 7.7M vs 8.0M (–3.75%); Jul 8.3M vs 8.5M (–2.35%); Aug 8.2M vs 8.3M (–1.20%). Theme-park and coastal draws remained resilient, yet longer itineraries softened. Operators leaned on bundles and targeted discounts to protect shoulder-season pace.
California — Monthly Visitors (Jan–Aug)
| Month | 2025 (current fiscal year) | 2024 | Annual change (%) |
| January | 7.9M | 7.9M | 0.00 |
| February | 6.8M | 7.0M | −2.86 |
| March | 7.7M | 7.8M | −1.28 |
| April | 7.8M | 7.7M | +1.30 |
| May | 7.8M | 7.9M | −1.27 |
| June | 7.7M | 8.0M | −3.75 |
| July | 8.3M | 8.5M | −2.35 |
| August | 8.2M | 8.3M | −1.20 |
| Total | 62.2M | 63.1M | −1.43 |
Washington’s steeper fall contrasts with a brief January rise
Washington opened stronger than 2024 in January at 1.0M vs 833K (+20.05%), yet the trend turned down. Total visitors reached 8.025M vs 9.587M (–16.29%) by August, with September expected lower. Compared with Vermont, the percentage drop is smaller than July’s peak gap but still material.
Feb 826K vs 954K (–13.42%); Mar 928K vs 1.2M (–22.67%); Apr 870K vs 1.1M (–20.91%); May 922K vs 1.2M (–23.17%). Spring break traffic underperformed. Airfares and car-rental costs weighed on multi-stop trips, pushing visitors toward shorter stays.
Jun 979K vs 1.2M (–18.42%); Jul 1.2M vs 1.5M (–20.00%); Aug 1.3M vs 1.6M (–18.75%). Iconic outdoor draws remained popular, though spend per party slipped. Advance lead times shrank, making revenue management tougher across city and gateway markets.
Washington — Monthly Visitors (Jan–Aug)
| Month | 2025 (current fiscal year) | 2024 | Annual change (%) |
| January | 1.0M | 833K | +20.05 |
| February | 826K | 954K | −13.42 |
| March | 928K | 1.2M | −22.67 |
| April | 870K | 1.1M | −20.91 |
| May | 922K | 1.2M | −23.17 |
| June | 979K | 1.2M | −18.42 |
| July | 1.2M | 1.5M | −20.00 |
| August | 1.3M | 1.6M | −18.75 |
| Total | 8.025M | 9.587M | −16.29 |
Idaho, Montana, and Missouri: regional stress points and totals
Idaho totals show 242.0K vs 261.0K (–7.28%). Jan 23.2K vs 19.4K (+19.59%); Feb 19.3K vs 19.4K (–0.52%); Mar 22.7K vs 22.0K (+3.18%); Apr 21.3K vs 26.7K (–20.22%). Compared with Vermont, early gains did not hold through peak-price weeks.
May 25.5K vs 27.5K (–7.27%); Jun 34.3K vs 34.1K (+0.59%); Jul 48.9K vs 44.2K (+10.63%); Aug 46.8K vs 67.7K (–30.87%). Late-summer softness offset July’s lift, leaving operators cautious on fall.
Idaho — Monthly Visitors (Jan–Aug)
| Month | 2025 (current fiscal year) | 2024 | Annual change (%) |
| January | 23.2K | 19.4K | +19.59 |
| February | 19.3K | 19.4K | −0.52 |
| March | 22.7K | 22.0K | +3.18 |
| April | 21.3K | 26.7K | −20.22 |
| May | 25.5K | 27.5K | −7.27 |
| June | 34.3K | 34.1K | +0.59 |
| July | 48.9K | 44.2K | +10.63 |
| August | 46.8K | 67.7K | −30.87 |
| Total | 242.0K | 261.0K | −7.28 |
Missouri totals hit 209.0K vs 229.2K (–8.81%). Jan 25.0K vs 26.2K (–4.58%); Feb 26.7K vs 27.0K (–1.11%); Mar 34.1K vs 34.6K (–1.45%); Apr 22.0K vs 26.0K (–15.38%); May 22.7K vs 25.1K (–9.56%); Jun 29.3K vs 37.0K (–20.81%); Jul 30.8K vs 34.5K (–10.72%); Aug 18.4K vs 18.8K (–2.13%).
Missouri — Monthly Visitors (Jan–Aug)
| Month | 2025 (current fiscal year) | 2024 | Annual change (%) |
| January | 25.0K | 26.2K | −4.58 |
| February | 26.7K | 27.0K | −1.11 |
| March | 34.1K | 34.6K | −1.45 |
| April | 22.0K | 26.0K | −15.38 |
| May | 22.7K | 25.1K | −9.56 |
| June | 29.3K | 37.0K | −20.81 |
| July | 30.8K | 34.5K | −10.72 |
| August | 18.4K | 18.8K | −2.13 |
| Total | 209.0K | 229.2K | −8.81 |
Montana, comparisons, and wide national ripples involving Vermont
Montana totals reached 1.07M vs 1.12M (–4.56%). Jan 67K vs 63.4K (+5.68%); Feb 61K vs 63.9K (–4.54%); Mar 66.5K vs 81.3K (–18.20%); Apr 60.2K vs 75.8K (–20.58%). The run-up to summer signaled weaker momentum than operators expected.
May 75.3K vs 96.9K (–22.29%); Jun 110K vs 134K (–17.91%); Jul 166K vs 196K (–15.31%); Aug 156K vs 199K (–21.61%). Against Vermont, the percentage losses are smaller, yet the direction is the same, with summer unable to close the year-to-date gap.
Montana — Monthly Visitors (Jan–Aug)
| Month | 2025 (current fiscal year) | 2024 | Annual change (%) |
| January | 67K | 63.4K | +5.68 |
| February | 61K | 63.9K | −4.54 |
| March | 66.5K | 81.3K | −18.20 |
| April | 60.2K | 75.8K | −20.58 |
| May | 75.3K | 96.9K | −22.29 |
| June | 110K | 134K | −17.91 |
| July | 166K | 196K | −15.31 |
| August | 156K | 199K | −21.61 |
| Total | 1.07M | 1.12M | −4.56 |
Broader signals: Michigan (–6.32%, 9.5M to 8.9M); Ohio (–8.46%, 197.4K to 180.7K; April –14.22%; September rebound +71.88%); New Mexico (–18.92%, 2.33M to 1.89M); Wisconsin mixed (–3.01% claimed, yet 2.13M to 2.18M); Mississippi (–17.9%); Florida (–8.8%, 19.4M to 17.7M); New Jersey (–8.57%, 7.0M to 6.4M; February and October weaker); New York (–10.53%, 24.7M to 22.1M; August –11.63%); Texas (–2.56%, 70.4M to 68.6M); Hawaii (–5.56%, 1.8M to 1.7M); Virginia (–8.63%, 93.8M to 85.7M); Nevada (–11.3%, Las Vegas down by June 2025); Colorado (visits down >40% in Tremble and Breckenridge).
Other States — Overall Change (no monthly breakdown in the source)
| State | 2024 Visitors | 2025 Visitors | Change (%) | Notes |
| Michigan | 9.5M | 8.9M | −6.32 | Several months over −10%. |
| Ohio | 197.4K | 180.7K | −8.46 | April −14.22%; September projection +71.88%. |
| New Mexico | 2.33M | 1.89M | −18.92 | Largest declines in March and February. |
| Wisconsin | 2.13M | 2.18M | −3.01 | Decline stated in source; totals shown would indicate an increase. |
| Mississippi | N/A | N/A | −17.9 | Year marked by fluctuating monthly visitors. |
| Florida | 19.4M | 17.7M | −8.8 | Slight gains in some months; overall down. |
| New Jersey | 7.0M | 6.4M | −8.57 | February and October down; August slightly up. |
| New York | 24.7M | 22.1M | −10.53 | August −11.63%. |
| Texas | 70.4M | 68.6M | −2.56 | Overall relatively stable with gradual decline. |
| Hawaii | 1.8M | 1.7M | −5.56 | Continuous reduction aligns with national trend. |
| Virginia | 93.8M | 85.7M | −8.63 | Pressure on local businesses and hospitality. |
| Nevada | N/A | N/A | −11.3 | Especially Las Vegas; sharp reductions by June 2025. |
| Colorado | N/A | N/A | >−40 (select areas) | Visits down >40% in “Tremble” and Breckenridge (as stated). |
Paths to regain momentum in a tougher, price-sensitive market for Vermont
Cost and access sit at the core. A strong dollar and higher trip budgets dampen long-haul plans. Visa complexity, especially for visitors from the UK, France, and South Korea, adds friction. Travelers, looking for fewer hurdles, choose Canada and Mexico, where access feels easier and packages remain competitive.
Global habits also shift. People favor nearby, shorter breaks, aided by flexible work and careful budgeting. That shift reduces average stay and spend in many U.S. markets, including Vermont. To counter, destinations test targeted pricing, bundled passes, seasonal events, and easier booking paths to steady late-year pace.
Campaigns now highlight value, not only scenery. Data-led offers tie lodging, activities, and dining. Wayfinding improves; digital passes add perks. Clearer communications around visas and timing help international guests plan. Where operators move in sync, recovery widens and rate pressure eases without sacrificing demand.
How states can pivot now to stabilize visitor demand
Recovery hinges on clarity, access, and value that travelers feel right away. Simplify visas where possible. Communicate timing better, and package stays with transport and attractions to cut friction. Use shoulder seasons to spread demand. Keep pricing predictable and fair. Data-led offers help small towns and big gateways alike. As campaigns align around credible value, Vermont and its peers can shorten the slump. They can protect jobs and rebuild confidence without diluting the sense of place.