Rascasse Audience Intelligence

Tourism Audience in United States

A data profile of the people who buy, follow and care about Tourism in United States — modelled from more than twelve digital signal sources. Tourism has an estimated audience of 10,894,372 people in United States.

#122among Field of study in United States#2131among Topic in United States#327in Business & Career

The average Tourism fan in United States is 42.3 years old, balanced, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include Travel Adventures, Party dress, Free People, with strongest over-indexing on Travel Adventures (1.61× the country average).

Demographically, the Tourism audience skews balanced with an average age of 42.3, and over-indexes on personality traits such as Design Affinity, Luxury Orientation.

Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

The typical Tourism fan in United States is balanced, around 42.3 years old, with strong Design Affinity tendencies and a notable affinity for Travel Adventures.

Category: Business & Career · Type: Topic · Subtype: Field of study

The data on this page comes from the Rascasse audience panel and is refreshed monthly from search, social and browsing signals. As of 2026-08-10.

Section 01

At a glance

The key figures that characterise the Tourism profile in United States.

Audience size
10.9M
in United States
Gender
54.9%♀
45.1% male
Age
42.3
average years
Country rank
#3289
Topic in United States
Fig. 01

Search interest · 12-month trend

-18%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Tourism fans

54.9% are female, 45.1% are male, average age 42.3.

Fig. 02

Gender split

54.9%
Female
45.1%
Male
Demographic split for Tourism audience in United States
MetricValue
Female54.9%
Male45.1%
Average age42.3
Estimated audience size10,894,372
Fig. 03

Age distribution

Ø 42.3
average years
Age distribution of the Tourism audience in United States
Age bracketShare%
16-1914%
20-2917%
30-3919%
40-4923%
50+28%
Fig. 04

Worldwide distribution

14.1%

of the worldwide Tourism audience comes from United States.

Worldwide audience distribution share by country for Tourism
CountryShare
United States14.1%
Italy3.9%
Japan3.8%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the United States average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Where the Tourism audience in United States is strongest.

Fig. 05

Top regions by affinity

Tourism fans by region: top regions in United States
#RegionReachAffinity×
01New Mexico~100K2.13×
02Massachusetts~400K2.08×
03Hawaii~90K1.90×
04Vermont~30K1.41×
05Washington, District of Columbia~40K1.23×
06Alaska~30K1.22×
07New York~700K1.21×
08Washington~200K1.14×
09California~1.5M1.13×
10Florida~800K1.10×
11Maine~40K1.09×
12Nevada~100K1.05×
13Oregon~100K1.04×
14Texas~900K1.00×
15North Carolina~300K0.99×
16New Hampshire~40K0.97×
17Rhode Island~30K0.97×
18Montana~30K0.97×
19South Dakota~20K0.96×
20Virginia~300K0.95×
21Arizona~200K0.95×
22Utah~90K0.95×
23Connecticut~100K0.94×
24New Jersey~300K0.92×
25Idaho~50K0.92×
26Georgia~300K0.91×
27Oklahoma~100K0.90×
28Mississippi~80K0.90×
29Maryland~200K0.89×
30West Virginia~50K0.89×
31Louisiana~100K0.88×
32Kansas~80K0.88×
33North Dakota~20K0.88×
34Colorado~100K0.87×
35South Carolina~100K0.87×
36Alabama~100K0.86×
37Kentucky~100K0.86×
38Tennessee~200K0.85×
39Minnesota~100K0.84×
40Michigan~200K0.83×
41Missouri~100K0.81×
42Arkansas~70K0.81×
43Delaware~20K0.81×
44Pennsylvania~300K0.80×
45Illinois~300K0.80×
46Indiana~200K0.80×
47Wisconsin~100K0.80×
48Nebraska~40K0.80×
49Iowa~70K0.77×
50Ohio~200K0.71×
Fig. 06

Affinity by region

Affinity by region — Tourism, United States
0.71×1.00×2.13×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Tourism audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Tourism audience
#·InterestCategoryAffinity×
01Package tourTravel & Leisure2.00×
02Party dressFashion & Accessoires1.98×
03Rural tourismTravel & Leisure1.71×
04Tour operatorTravel & Leisure1.70×
05Kayak.comTravel & Leisure1.69×
06Singapore AirlinesTravel & Leisure1.67×
07GoyardFashion & Accessoires1.64×
08Cathay PacificTravel & Leisure1.62×
09Travel AdventuresTravel & Leisure1.61×
10BodrumTravel & Leisure1.59×
11Hiking equipmentSports1.57×
12Natural BeautyBeauty & Wellness1.56×
13Ski mountaineeringSports1.55×
14Sierra Trading PostFashion & Accessoires1.55×
15Ski touringSports1.54×
16CrimeaTravel & Leisure1.54×
17Gel nailsBeauty & Wellness1.53×
18One-piece swimsuitFashion & Accessoires1.52×
19Free PeopleFashion & Accessoires1.51×
20Bicycle touringSports1.51×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Tourism audience

Values above 1.00× are above the country average, values below 1.00× below it.

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Top personality traits over-indexed by Tourism audience · What stands out
TraitClusterDeviationScore
Design AffinityPREMIUM1.16×
Luxury OrientationPREMIUM1.14×
TravellingTHRILL1.11×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Tourism audience · Rather not
TraitClusterDeviationScore
Need for SecurityCONSERVATISM0.81×
PatriotismCONSERVATISM0.82×
Career OrientationPOWER0.89×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Tourism have in United States?

Tourism has an estimated audience of 10,894,372 people in United States, concentrated in California and Texas.

02

What is the gender split and age of Tourism fans?

54.9% of Tourism fans are female, 45.1% are male, with an average age of 42.3 years.

03

Which brands do Tourism fans like most?

Tourism fans show strongest brand affinity for Travel Adventures (1.61×), Party dress (1.98×), and Free People (1.51×) over the country average.

04

Where do Tourism fans live in United States?

Tourism fans in United States are most concentrated in California (reach ~1.5M), Texas (reach ~900K), and Florida (reach ~800K). These three regions account for the largest share of the active audience.

05

What other brands do Tourism fans also like?

Beyond Tourism itself, the audience over-indexes on Party dress (1.98×), Free People (1.51×), One-piece swimsuit (1.52×), and Ski mountaineering (1.55×) compared to the United States average.

Appendix

Explore more audiences

Related profiles, rankings and the same audience in other markets.

More Field of study audiences in United States

See Tourism audiences in other countries

How to read this data

Audience size is the estimated number of people in United States who actively search for Tourism. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.

About this audience profile

This audience profile is generated by Rascasse from anonymized search-behavior signals across United States. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.

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