Small businesses along popular U.S. vacation destinations, such as boardwalks and piers, report that tourist numbers have returned to pre-2020 levels. However, spending patterns show a divide: affluent visitors continue to spend freely, while lower-income tourists are sticking to carefully planned budgets. At Myrtle Beach’s SkyWheel, ticket sales have surpassed 2019 levels, with tourists increasingly opting for costlier, enhanced experiences.
The U.S. Travel Association forecasts that 2024 tourism will exceed 2019 levels, with domestic travel rebounding faster than international travel. U.S. domestic travel spending is expected to reach $975.6 billion in 2024, close to 2019 levels, while international travel spending remains lower at 83% of 2019 levels. Small business owners, like those in larger companies, are noticing a spending divide where wealthier Americans maintain their spending levels, while others are more cautious due to economic concerns.
In Chicago, Robin Harris, owner of Confidence Apparel at Navy Pier, observed an increase in foot traffic and sales compared to last year. Her customers are now more intentional with their purchases, favoring quality and versatility over quantity. Popular items include a $30 T-shirt with positive affirmations and a $75 jacket emphasizing qualities like love, kindness, and resilience.
