In an ever-evolving travel landscape, 2023 has emerged as the year of awe-inspiring U.S. travel trends, redefining the way we explore, connect, and create unforgettable memories.

This year, we’re unveiling the hottest must-visit destinations and experiences that are capturing the hearts and imaginations of wanderlust-seekers, adventure enthusiasts, and curious travelers alike.

From undiscovered gems, eco-friendly havens, and immersive cultural experiences to cutting-edge technology transforming travel and the resurgence of road trips, the American travel scene is bursting with fresh ideas and unparalleled excitement.

The Rise of Sustainable and Eco-Friendly Travel

In recent years, sustainable and eco-friendly travel has become increasingly popular, and 2023 is no exception. With the growing awareness of climate change and the importance of preserving our planet’s natural beauty, travelers are seeking out destinations and experiences that minimize their environmental impact. From choosing hotels with green certifications to participating in carbon offset programs, today’s travelers are more conscious of their ecological footprint than ever before.

This heightened awareness has given rise to a plethora of eco-friendly accommodations and activities, catering to the demands of environmentally-conscious travelers. From solar-powered hotels and zero-waste restaurants to wildlife conservation projects and eco-adventure tours, there’s no shortage of options for those looking to reduce their carbon footprint while exploring the United States. As more travelers prioritize sustainability, we can expect this trend to continue to grow and evolve in the coming years.

Furthermore, the rise of sustainable travel has also led to an increased interest in exploring lesser-known destinations, allowing travelers to escape the crowds and experience nature in its purest form. With a focus on responsible tourism, these off-the-beaten-path locales offer a unique opportunity to connect with nature and local communities while minimizing the negative impacts of mass tourism.

Top Must-Visit Destinations in 2023

As the travel landscape continues to change, so too do the destinations that capture our imaginations. In 2023, the hottest must-visit U.S. destinations cater to a wide range of interests and preferences, offering something for everyone.

First up, Asheville, North Carolina, has quickly become a sought-after destination for its vibrant arts scene, breathtaking Blue Ridge Mountain views, and thriving craft beer culture. This charming city offers a unique blend of outdoor adventure, cultural experiences, and mouthwatering cuisine, making it the perfect destination for a well-rounded getaway.

For those seeking a more off-the-grid experience, Alaska’s stunning natural beauty and vast wilderness make it an ideal destination for eco-conscious travelers and adventure enthusiasts alike. From glacier trekking and dog sledding to viewing the Northern Lights and exploring the rugged beauty of Denali National Park, there’s no shortage of awe-inspiring experiences to be had in The Last Frontier.

Finally, Palm Springs, California, has experienced a resurgence in popularity as a chic desert oasis offering a unique blend of mid-century modern architecture, world-class golf courses, and rejuvenating wellness retreats. With a focus on relaxation and self-care, this sun-drenched destination is the perfect antidote to the stresses of modern life.

Unique Travel Experiences for Adventure Seekers

In 2023, adventure seekers are on the lookout for unique and thrilling experiences that push the boundaries of their comfort zones and allow them to connect with nature in new and exciting ways. From high-octane thrills to once-in-a-lifetime wildlife encounters, these experiences are guaranteed to leave a lasting impression on even the most seasoned travelers.

Whitewater rafting down the Colorado River offers an adrenaline-pumping adventure through the heart of the Grand Canyon, providing an unforgettable perspective of this iconic natural wonder. With varying levels of difficulty available, this exhilarating experience caters to both beginners and seasoned rafters alike.

For those craving an aerial adventure, hot air ballooning over the vibrant landscapes of Albuquerque, New Mexico, or Napa Valley, California, offers a breathtaking and serene experience unlike any other. As you float high above the ground, you’ll be treated to stunning panoramic views and the peaceful tranquility of the open skies.

Finally, wildlife enthusiasts will relish the opportunity to embark on a guided tour of Yellowstone National Park, where they can witness the park’s famous geysers, hot springs, and diverse wildlife, including bison, elk, and even bears. With expert guides leading the way, this immersive experience offers a unique window into the park’s fragile ecosystem and the importance of conservation efforts.

The Growing Trend of Wellness and Self-Care Vacations

As the importance of self-care and mental well-being continues to gain traction, so too does the demand for wellness-focused vacations. In 2023, travelers are seeking out destinations and experiences that prioritize relaxation, rejuvenation, and personal growth. From luxurious spa retreats to mindfulness-focused getaways, wellness vacations offer the perfect opportunity to step back from the stresses of daily life and focus on personal well-being.

Sedona, Arizona, has become a popular destination for those seeking a spiritual and rejuvenating escape. With its world-renowned vortex sites and stunning red rock formations, Sedona offers the perfect backdrop for meditation, yoga, and other mindfulness practices. In addition, the city boasts a wealth of luxurious spas, wellness centers, and retreats, catering to a variety of wellness needs and preferences.

Hawaii, with its lush landscapes, pristine beaches, and laid-back vibe, has long been a favorite destination for wellness-minded travelers. From the healing waters of the Big Island’s natural hot springs to the serene beauty of Kauai’s lush gardens, Hawaii offers a multitude of opportunities for relaxation and rejuvenation. In addition, the islands’ rich cultural heritage and focus on living in harmony with nature provide the perfect foundation for a restorative and transformative wellness vacation.

Culinary Tourism: Food and Drink Experiences Across the U.S.

In 2023, culinary tourism continues to grow in popularity as travelers seek out authentic and immersive food and drink experiences across the United States. From regional specialties and farm-to-table dining to craft breweries and wineries, food and drink experiences offer a unique window into the culture and traditions of each destination.

New Orleans, Louisiana, is a culinary mecca, offering a mouthwatering blend of Creole, Cajun, and Southern flavors that are sure to delight any food lover. From the iconic beignets at Café du Monde to the savory gumbo and jambalaya at local eateries, there’s no shortage of delicious dishes to sample in the Crescent City. In addition, the city’s rich history and vibrant music scene make it the perfect destination for a well-rounded and immersive culinary experience.

Sonoma and Napa Valley, California, are synonymous with world-class wine, and for good reason: the region’s picturesque vineyards, award-winning wines, and innovative farm-to-table dining experiences make it a must-visit destination for wine enthusiasts and food lovers alike. From guided wine tours and tastings to intimate dinners at renowned wineries, the experiences available in California’s wine country are as diverse as they are unforgettable.

Craft beer aficionados will find their paradise in Portland, Oregon, home to one of the largest concentrations of craft breweries in the United States. With a thriving beer scene that emphasizes quality, innovation, and sustainability, Portland offers an unparalleled opportunity to sample some of the best brews the country has to offer. In addition, the city’s vibrant food truck scene and farm-to-table dining options make it an ideal destination for a well-rounded culinary adventure.

Cultural and Heritage Tourism: Exploring History and Traditions

Cultural and heritage tourism is on the rise in 2023, as travelers seek to gain a deeper understanding of the history, traditions, and customs that shape each destination. From exploring historic sites and participating in local festivals to engaging with indigenous communities and learning traditional crafts, cultural and heritage tourism offers a rich and immersive experience for those looking to truly connect with the places they visit.

Charleston, South Carolina, is a treasure trove of history, offering visitors the chance to step back in time and explore the city’s storied past. From its beautifully preserved antebellum mansions and cobblestone streets to its rich African American history and Gullah culture, Charleston offers a wealth of opportunities for cultural and heritage exploration.

Santa Fe, New Mexico, is the oldest capital city in the United States and boasts a rich cultural heritage that spans more than 400 years. With its unique blend of Native American, Hispanic, and Anglo influences, Santa Fe offers a fascinating window into the diverse history of the American Southwest. From its world-class art galleries and museums to its vibrant festivals and traditional pueblo-style architecture, Santa Fe is a must-visit destination for cultural and heritage tourism.

Finally, the Hawaiian Islands offer a unique opportunity to engage with the rich history and traditions of the native Hawaiian culture. From participating in a traditional Hawaiian luau to learning about the islands’ storied past at the Polynesian Cultural Center, there’s no shortage of opportunities to immerse oneself in the unique and fascinating culture of the Aloha State.

How Parks, Zoos, and Other Tourism Destinations Can Capitalize on Summer Travel Trends

Want to capitalize on summer visitors to your town? Summer travel offers great opportunities for museums, parks, and zoos to test new marketing strategies to attract summer travelers. Here are some ideas:

  1. Special events and promotions: Plan special events, promotions, and discounts exclusively for summer travelers. For example, offer discounted admission tickets, package deals, or limited-time exhibits that are only available during the summer months. Promote these offers through your website, social media, and local tourism websites.
  2. Collaborations with local businesses: Partner with local hotels, restaurants, and other businesses to create joint promotions. For example, offer discounts or exclusive packages for visitors who show their museum, park, or zoo ticket at partner businesses. This can encourage visitors to explore more of the local area and enhance their overall travel experience.
  3. Content marketing: Create high-quality content, such as blog posts, articles, videos, and podcasts, that highlight the educational and entertaining aspects of your museum, park, or zoo. Share this content on your website, social media, and other relevant platforms to showcase the value and appeal of your destination to summer travelers.
  4. Influencer partnerships: Collaborate with travel influencers, bloggers, and vloggers who have a large following and influence in your target audience. Invite them to visit your museum, park, or zoo and share their experience on their platforms. This can help you reach a wider audience and generate organic word-of-mouth marketing.
  5. Email newsletters: Utilize your existing email list or create a new one to send out regular newsletters to potential and past visitors. Share updates about upcoming events, promotions, new exhibits or features, and other relevant information that would be of interest to summer travelers.
  6. Search engine optimization (SEO): Optimize your website and online content for search engines to improve your visibility and reach among potential visitors. Use relevant keywords, create informative and engaging content, and ensure your website is mobile-friendly to attract organic traffic from search engines.
  7. Local partnerships and outreach: Establish partnerships with local tourism boards, hotels, visitor centers, and other relevant organizations to promote your museum, park, or zoo to summer travelers. Distribute brochures, flyers, and other promotional materials at local tourist information centers and collaborate on joint marketing initiatives.
  8. User-generated content: Encourage visitors to share their experiences and memories from your museum, park, or zoo on social media using hashtags or by tagging your official accounts. Share and repost user-generated content to showcase the unique and engaging experiences offered at your destination.
  9. Online advertising: Consider using online advertising channels, such as Google Ads, social media ads, and display ads on relevant websites, to target potential summer travelers. Use eye-catching visuals, compelling messaging, and strong calls-to-action to drive traffic to your website or ticketing platform.

By using a combination of these marketing strategies, museums, parks, and zoos can effectively promote themselves to summer travelers and attract more visitors to their destinations. Remember to tailor your marketing efforts to your target audience, highlight the unique features and experiences of your destination, and create compelling content that resonates with potential visitors.


In 2023, the U.S. travel landscape is bursting with fresh ideas and exciting trends, offering travelers a wealth of options for unforgettable experiences and adventures.

From sustainable and eco-friendly travel to wellness-focused vacations, cultural and heritage tourism, and immersive food and drink experiences, there’s no shortage of ways to explore and connect with the world around them. And there’s no reason your group can’t utilize their desires to create something memorable.

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