Governor Lamont Announces Connecticut Tourism Growth More Than Doubled the National Rate in 2025
Connecticut Welcomed 72.2 Million Visitors, Generated $20.1 Billion in Economic Impact, and Is Outpacing Both New England and the Nation in 2026 Hotel Occupancy Growth
(HARTFORD, CT) – Governor Ned Lamont and the Connecticut Office of Statewide Marketing and Tourism today are highlighting the release of the Annual Tourism and Economics report, which finds that tourism growth in Connecticut more than doubled the national rate in 2025, and the state welcomed 72.2 million visitors during the year. Additionally, visits to Connecticut increased 3.1% over the previous year, compared with national growth of 1.5%.
“Connecticut’s strength is not one attraction or one season—it is the extraordinary range of experiences we offer in a small state,” Governor Lamont said. “What distinguishes Connecticut is how much of the very best of New England is concentrated here. Our size is an advantage—visitors can experience exceptional food, culture, history, coastline, countryside, and city life without having to choose among them. That is a compelling proposition, and these results show that travelers increasingly recognize just how much Connecticut delivers.”
According to the report, Connecticut tourism in 2025 generated $20.1 billion in total economic impact, an increase of 3.4% year-over-year, fueled by $12.3 billion in direct visitor spending. The industry supported 125,167 jobs—approximately 5% of all jobs in the state—and generated $1.6 billion in Connecticut state and local tax revenue.
Connecticut’s tourism momentum has continued into 2026. Through June, statewide hotel occupancy increased 4.3%, compared to growth of only 1.3% nationally and a 0.8% decline across New England. Connecticut recorded the strongest occupancy growth among the states in its defined competitive set.
Additionally, Connecticut’s latest annual Brand Perception and Health Study finds that consumers exposed to Connecticut tourism marketing, including advertising and public relations, viewed the state more favorably and were more likely to consider visiting than those who had not seen the marketing.
Compared with consumers who had not seen Connecticut tourism marketing, those who had been exposed to it:
- Rated Connecticut’s brand attributes an average of 42% higher;
- Rated Connecticut 32% higher as a place to visit or play;
- Rated Connecticut 22% higher as a place to live;
- Reported 23% greater intent to visit within the next 12 months; and
- 61% took action toward visiting Connecticut.
The research also reflects the impact of Connecticut’s nationally recognized Pizza Capital of the U.S. campaign. Among the target audience, 60% recalled seeing, hearing or reading coverage about Connecticut pizza in 2025, while 62% agreed that Connecticut has great pizza.
“Taken together, these findings show how strategic marketing and earned media are helping strengthen Connecticut’s position as a destination and support continued tourism growth,” Morgan Nyerick, director of the Connecticut Office of Statewide Marketing and Tourism, said. “We have worked to introduce Connecticut in unexpected and highly memorable ways—creating cultural moments around the people, places, and experiences that make this state distinctive. The result is a destination that feels more relevant, more compelling, and more present in the travel conversation.”
Connecticut’s recent tourism initiatives have earned national attention through marketing campaigns and earned media experiences, including the Connecticut Pizza Trail, Connecticut Christmas Movie Trail, Connecticut Oyster Trail, and the CT Perks program. The state will continue that momentum this fall with new earned media experiences designed to showcase Connecticut’s history, food, culture and seasonal appeal.
The visitor and economic-impact findings are from the Annual Tourism Economics Report. Hotel occupancy findings are based on STR data through June 2026. Marketing and brand-perception findings are from the Annual H2R Brand Perception and Health Study.
For all things Connecticut tourism, check out ctvisit.com.
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