Connecticut's tourism sector significantly outpaced national growth in 2025, with the state welcoming 72.2 million visitors, more than doubling the national rate of increase. This surge represents a 3.1% rise in visits over the previous year, compared to a 1.5% national growth, according to the Annual Tourism and Economics report highlighted by Governor Ned Lamont and the Connecticut Office of Statewide Marketing and Tourism.
The report reveals that Connecticut tourism generated a substantial $20.1 billion in total economic impact in 2025, marking a 3.4% year-over-year increase. This was primarily driven by $12.3 billion in direct visitor spending. The industry also supported 125,167 jobs, accounting for approximately 5% of all jobs statewide, and contributed $1.6 billion in state and local tax revenue. Governor Lamont emphasized the state's diverse appeal, saying, "Connecticut’s strength is not one attraction or one season—it is the extraordinary range of experiences we offer in a small state."
Momentum has continued into 2026, with statewide hotel occupancy increasing by 4.3% through June, significantly outperforming the national growth of 1.3% and a 0.8% decline across New England. Furthermore, the latest Brand Perception and Health Study indicates that consumers exposed to Connecticut's tourism marketing rated the state's brand attributes 42% higher and showed 23% greater intent to visit.
Morgan Nyerick, director of the Connecticut Office of Statewide Marketing and Tourism, noted that strategic marketing, including the nationally recognized "Pizza Capital of the U.S." campaign, is strengthening Connecticut's position as a compelling destination. The state plans to continue this with new earned media experiences showcasing its history, food, culture, and seasonal appeal.