Connecticut’s tourism industry generated an estimated $20.1 billion in economic activity in 2025 as visitation increased 3.1% from a year earlier, more than double the national growth rate, according to a report released Thursday.
The Annual Tourism Economics Report from the Connecticut Office of Statewide Marketing and Tourism found the state welcomed 72.2 million visitors last year, compared to 70 million in 2024. National visitation increased 1.5% during the same period.
Direct visitor spending totaled $12.3 billion, while the tourism industry supported 125,167 jobs, or about 5% of all employment in Connecticut. The report also found tourism generated about $1.6 billion in state and local tax revenue.
The state said tourism momentum has continued into 2026. Through June, statewide hotel occupancy increased 4.3%, compared with 1.3% nationally, while occupancy across New England declined 0.8%, according to STR data.
Separately, the state’s annual Brand Perception and Health Study found consumers exposed to Connecticut tourism marketing viewed the state more favorably and were more likely to plan a visit. The study found those consumers were 23% more likely to intend to visit Connecticut within the next year, and 61% took some action toward planning a trip.
Gov. Ned Lamont said the results show travelers increasingly recognize Connecticut’s mix of attractions, including its food, culture, history, coastline and cities.
