Have money, will travel
How diverse demographics and economic realities shape the landscape of travel in the United States
Travel offers a tapestry of rich experiences, from bustling cityscapes to serene wildlands, from luxury resorts to low-cost campgrounds. Across the United States, just like the diversity of the United States itself, travel preferences throughout the country reveal fascinating stories about its culture, priorities, and economic behavior. Whether you’re planning your next adventure or simply curious about the travel trends shaping the U.S., understanding patterns in travel spending and the balance between international and domestic trips can offer valuable insights.
According to the U.S. Travel Association , Americans spent a staggering $1.2 trillion on travel in 2022. This figure — which represents a return to pre-pandemic levels of spending — highlights not only Americans’ love for exploring places, but also the significant economic impact of the travel industry. As we explore these trends and preferences, we’ll uncover how different regions across the nation allocate travel budgets and how varying levels of disposable income influence these decisions.
The chart below illustrates 2024 estimates to compare average household travel spending to median household income. Each dot represents a single United States county and is scaled to reflect the county's total population. The chart reveals a strong, predictable pattern: households that report higher amounts of disposable income (defined as after-tax income at the household level) tend to spend more on travel.
However, the story doesn't end there. Despite a clear correlation between income and spending, a variety of other demographic, cultural, and logistical factors may influence Americans' travel spending and preferences. The maps we’ll explore offer a nuanced view of this topic — and in some cases, they reveal geographic patterns that might even surprise you.
Here's where Americans spend the most, and least, on travel
The landscape of travel spending across the U.S. paints a vivid picture of economic diversity. This map reinforces the relationship between income and expenditures, as the highest-spending regions are also among the country's wealthiest.
This map shows average household travel spending estimates for 2024; the shorter teal spikes represent low travel expenditures relative to the national average, while the taller orange spikes represent higher relative expenditures.
Suburban communities dominate travel spending
A passing glance at the previous map might leave you with the impression that bustling urban centers lead the pack in travel spending. But a closer look at the data reveals that suburbanites are the biggest travel spenders.
This map highlights all counties whose average household travel spending is expected to exceed $5,000 in 2024. Loudoun County, Virginia, and Santa Clara County, California — both largely suburban communities — topped the list of estimated average travel expenses in 2024.
It is no coincidence that these counties also consistently rank among the wealthiest counties in the country.
City-dwellers seek adventure abroad, while rural Americans prefer U.S. travel
The previous maps do not distinguish between domestic and international travel expenditures. And while Americans spend much more money overall on travel in the U.S., their destination preferences vary considerably across the country.
This map distinguishes between counties that prefer U.S. travel and those that prefer international travel, with the brightness of each county representing the relative strength of its preference.
The map shows a strong inclination toward international travel among urban and suburban counties. Members of these communities are typically wealthier, younger, have higher levels of formal education, and are more ethnically diverse than their rural counterparts — all factors that might influence their willingness to venture beyond their comfort zones.
Airport-adjacent communities prefer international travel
Logistics may also influence Americans' travel preferences. Here, the counties with the strongest preferences for U.S. and international travel are highlighted, along with areas within an hour's drive of a major airport.
Notably, the counties most inclined toward travel abroad are all located within or adjacent to these airport zones, while counties with a strong preference for U.S. travel are often located an hour or more away from major airports. This juxtaposition suggests that practical considerations might guide our travel plans and preferences.
Passport holders also prefer foreign destinations
Passport ownership is another facet of the travel puzzle that appears closely tied to American travel behavior. This is evident when we compare travel destination preferences (left) to passport ownership rates (right).
Passport ownership rates are significantly higher in urban and suburban communities than rural ones, mirroring the trend for international travel — and perhaps illustrating how access and aspiration might combine to influence travel behaviors.
Seniors like to stick close to home
Unsurprisingly, age also appears to influence travel behavior. Older communities — as measured by the percentage of the population over 65 — tend to skew toward U.S. travel, while younger communities are more likely to prefer international travel.
Many seniors live on fixed incomes (such as Social Security benefits), and therefore may not be able to afford expensive international vacations. But comfort and mobility may be a factor as well: as frequent long-haul travelers will know, legroom doesn't come cheap!
Distance isn't everything
One might expect that Americans living in border regions prefer international travel — and in the case of Mexico, this is true to an extent.
But distance isn't everything. This map shows the percentage of people who have traveled to Mexico in the past three years — and while the rates are consistently high in border regions, Mexico is also a popular destination in areas far from the border. This map also sheds light on the cultural ties and cross-border connections that might make Mexico a more or less alluring travel destination, regardless of proximity.
Conclusion
As the maps above illustrate, geographic patterns in travel spending and behavior reflect the overall diversity of the country. Yet, a deeper look at the data reveals intriguing variations and outliers that sometimes raise as many questions as they answer — and that might challenge the notion that income is the sole determining factor of how different Americans relate to travel.
As we look to the future, it’s highly likely that travel behavior will continue to evolve. Rising living costs, an increased emphasis on sustainability, and economic uncertainty could affect demand for low-cost local travel. And conversely, increased exposure to foreign news and culture may broaden the appeal of international travel to Americans with an enduring preference for U.S. travel. Only time will tell. But by better understanding these trends, we can better anticipate and adapt to the future of travel — hopefully ensuring that every American is afforded the opportunity for adventure, whether across the pond or across the county line.
Learn more
The maps in this story are based on Esri's 2024 Consumer Spending and Market Potential datasets. Click on the links below to learn more about the collection and processing methods used to create these datasets, and to discover some guidance and tips for using them in your own work.
