You might think some of America’s most popular destinations don’t even need to remind us how great they are.
Like a restaurant with a line out the door, the visual alone does all the marketing for them.
But the truth is, even the most renowned destinations find themselves in slumps for one reason or another.
Maybe not New York City, which could stop advertising tomorrow and still have the entire world lining up to visit, but there are still a handful of household names pouring boatloads of money into tourism campaigns hoping travelers like you take the bait.
Ranging from instantly recognizable neon lights to some of America's most beloved beach getaways, these 4 popular U.S. destinations are practically begging for more tourists.
San Diego, California
Sunny San Diego?
Ehh, not so much right now…
“June Gloom”, as locals like me call it, is in full force with dreary skies and hoodie weather.
Come July, San Diego becomes a much easier sell, but the city recently rolled out a major new tourism campaign to lure even more visitors despite already being a household name.
As LA rides the struggle bus, San Diego isn’t exactly desperate for more beachgoers. The city is desperate for revenue; however, after a massive budget shortfall, officials doubled parking-meter rates and introduced controversial paid parking at Balboa Park despite fierce local pushback.
There are already plenty of Nevada and Arizona plates on SoCal roadways, but San Diego still wants to show off its world-famous attractions, highly anticipated airport glow-up, and grand openings like the Element by Marriott, which is breathing new life into an otherwise sleepy Mission Valley — all while helping shore up the city’s budget.
If there's one thing San Diego has going for it, it's safety. Well, maybe with the exception of the zombie-land of East Village and the fact you have to check for extreme bacteria levels at popular beaches…
Travelers (including myself) currently rank San Diego's safety levels with a score of 84/100 on our Safety Index.
Be sure to check the latest Travel Alerts before your trip.
Las Vegas, Nevada
Are we ready to say an icon has fallen?
Not quite. Maybe when people stop filling up seats at The Sphere, then we can have an intervention.
‘Til then, Vegas still sees a fair share of tourists, but nothing like it used to.
Piggybacking off widespread complaints about sky-high prices, I’ve personally sworn off visiting Vegas again because even if you win big on the slots, you still somehow lose in the end once the final bill arrives.
Sin City isn’t quite in “crisis mode,” but the once-unbeatable getaway has become more off-putting than inviting, with tack-on fees seemingly everywhere and a growing sense that travelers are paying more for less.
As such, tourism officials have launched a much-needed image refresh, hoping to remind travelers why Vegas became ‘fabulous' in the first place — and convince them it’s still worth the gamble.
Even with less fanfare, the city has some work to do regarding safety too. The current safety score is 78/100:
Virginia Beach, Virginia
Everybody knows where Virginia Beach is — I mean, it’s right there in the name…
But its appeal goes beyond prime oceanfront real estate. It’s one of the East Coast’s most sought-after beach escapes outside of Florida.
Unfortunately, Virginia Beach has dealt with a string of violent incidents lately, including two Oceanfront shootings that prompted officials to impose a temporary curfew in part of the resort district.
Yeah, that’s not exactly the warmest welcome mat for outsiders looking for a relaxing beach vacation, now is it?
As a result, the city is pouring $1 million into a new tourism campaign aimed at reassuring travelers that Virginia Beach remains a safe, family-friendly getaway — and keeping unsettling headlines from drowning out everything else the city has to offer.
Has the damage been done? Maybe.
But there’s no denying Virginia Beach still checks all the right boxes for a summer escape: soft sand, warm Atlantic waters, oceanfront restaurants, and enough space to make the crowds feel manageable, even though its a very popular getaway.
Despite some unfortunate headline-turning incidents, Virginia Beach is still in the green, earning a current score of 80/100:
Hawaii
The only thing standing in the way of Hawaii's year-after-year dominance has been Mother Nature, after the Maui fires made travelers question if Hawaii was not only ready to visit, but also ethical.
Take it straight from the horse's mouth, as my southern roots show, that Hawaii is indeed ready to become a powerhouse destination once again, no matter if you're scoping out Waikiki, Maui, or a remote black sand cove as your beach paradise of choice.
You may still picture Maui’s devastation, but tourism is the lifeblood of Hawaii’s economy. Visiting responsibly means supporting locally owned restaurants, booking local tours, respecting off-limits areas, and helping communities move forward rather than leaving them behind, which is what Hawaii's latest tourism initiative is all about.
