How to Attract International Visitors to Your Destination

Ready to attract more international travelers? The State Department has big news!

International travel to the U.S. has lagged, with visitor numbers still at 84% of pre-pandemic levels. The lengthy visa process is largely to blame—pushing travelers to opt for other destinations due to 400+ day wait times for U.S. visa appointments. But change is coming: the State Department plans to add 1 million new visa appointments in 2025.

With easier access, let’s make sure international visitors are choosing your destination. These travelers stay longer, spend more, and often visit multiple spots on a single trip.

At Steller, we see firsthand what travelers want. Our travel-planning platform serves as a real-world testing ground for travel content, offering valuable insights into global travel trends. With 1.5 million users actively searching and planning, we gain a clear understanding of what’s popular among travelers worldwide. What do international travelers want? Road trips.

Four of the five most popular trips in our app are U.S. road trips—spanning 2-3 weeks across multiple states. Road trip itineraries are a huge hit among our German and Spanish travelers, who often save and customize these itineraries for their own US trips. Road trips allow international travelers to see more for less money and be flexible with their itinerary–if you want to stay an extra day to soak up the sun you can with out having to call an airline to change flights.

The most popular road trip in Steller covers 4 states over 3 weeks, and it’s gone viral more than once. International visitors want the full American experience! By partnering with other destinations on a “Great American Road Trip” campaign, you can tap into shared storytelling and regional highlights, creating a bucket list trip and appealing travel narrative. A collaborative campaign not only distributes the costs more effectively but amplifies the reach and impact of creator-led campaigns. The collective buzz generated across different states and regions engages travelers on a broader scale, positioning your destination as an essential part of an iconic, cross-country adventure that resonates with international audiences.

International travelers are drawn to iconic American road trips, many of which they recognize from films, books, and pop culture. The routes capture the spirit of exploration, freedom, and the diverse landscapes of the United States. Some of the most well-known routes include:

• Route 66: The Mother Road, spanning from Chicago to Santa Monica, is perhaps the most famous American road trip, known for its classic roadside attractions, small-town charm, and historical significance. We’re currently collaborating with several states along Route 66 to bring this vision to international travelers.
• Pacific Coast Highway: Highway 1, PCH, Highway 101, whatever you call it, the coastal route from Northern California down to Southern California is internationally known for its ocean views, rugged cliffs, and stops like Big Sur, Monterey, and Malibu. The route’s mention in books, songs spanning generations, and as a filming location for over 600 movies, make it an aspirational route for international travelers.
• Blue Ridge Parkway: Stretching through Virginia and North Carolina, this route is celebrated for its sweeping mountain vistas and cultural stops, drawing millions of travelers each year who want to experience the natural beauty and historic Appalachian

By joining larger regional collaborations—such as a multi-state “Great American Road Trip” initiative—destinations can become part of a broader, compelling story that appeals to international audiences.

Destinations can get involved by partnering on content campaigns that feature local highlights, hidden gems, and must-visit spots within their stretch of these routes. Social-first, creator led campaigns that capture and share authentic experiences will bring your destination’s unique offerings to life, for international travelers.

By leveraging well-known routes and collaborative campaigns, destinations can effectively position themselves as essential parts of iconic American road trips, becoming an essential piece of itineraries that travelers from around the world aspire to complete.

With the U.S. set to host the World Cup in 2026, Reddit communities are abuzz with international travelers actively mapping out their journeys, eager to experience more than just the matches. This is a golden opportunity for destinations to capture their attention early and become part of their planning process. Leveraging video-rich content can vividly showcase the experiences, attractions, and hidden gems your destination offers, enticing travelers to include your destination in their plans.

Now is the time to use your content to paint a picture of what’s possible. Create engaging, video-rich landing pages that highlight travel itineraries tailored to World Cup visitors. The pages should showcase activities and experiences that align with the interests of this international audience—think iconic sights, local festivals, unique dining, cultural experiences, and attractions that add depth to their stay. By taking proactive steps now, your destination can stand out as a must-visit stop, ensuring you’re on travelers’ itineraries well before they arrive in the U.S. for the World Cup.

Steller is actively working with destinations on co-op Road Trip campaigns across the U.S., focused on reaching international audiences. Want to get involved? Contact us here to join the adventure.