Hi, let me tell you what’s going on.
California has never been anything less than an amazing vacation destination—beaches, mountains, vineyard country, and the big cities of L.A. and San Francisco. Now, something is different. California stands to lose about $900 million in tourist dollars in 2025. That’s the largest drop-off since COVID.
Why? It’s a culmination of it all. Political feuds, fires, cruise ship bans, and heatwaves have driven tourists away. Foreigners, especially those from the UK and Canada, are choosing to stay away. Some don’t feel welcome anymore.
Hotels have empty rooms. Restaurants aren’t as full. And cities like San Francisco and Los Angeles are hardest hit.
But one place refuses to give up: Fresno County
While the rest of California stumbles, Fresno County stays standing. You don’t read much about Fresno anymore, but today it’s California’s best-kept secret.
Fresno sits in the center of California. You have convenient access there from Yosemite, Kings Canyon, and Sequoia National Parks—all big attractions. But Fresno is not just an attraction. It has something better: local charm.
Fresno draws local tourists
Fresno does not rely on international tourists. Rather, it gets visitors from other cities in California—San Francisco, L.A., San Diego, and Sacramento, to mention a few. These are road-trippers and families who want to have an entertaining and inexpensive holiday without flying across the nation.
Housing, food, and entertainment in Fresno are all cheaper than in coastal cities. That is vital to frugal families.
The airport is booming
Fresno’s airport—Fresno Yosemite International—is getting in on the action, too. It’s building a brand new international terminal. Soon, tourists will have it easier to fly into here from cities like Atlanta, Chicago, New York, Dallas, etc.
This gives Fresno something most small towns don’t have: national reach.
Sports and food are a home run
But hold on—it’s not all airports and wide open spaces.
Fresno is becoming a sports hub. Mega school tournaments and college games bring thousands of families to Fresno every year. They fill hotels, eat out, and spend money around the city.
And then there’s the food. Fresno is known for fresh, local meals. The region grows tons of fruits and vegetables, and restaurants serve them up right. One local spot, Saizon, was even named one of California’s best restaurants by the L.A. Times.
Locals are proud of their food—and they’re not shy about saying it’s better (and cheaper) than what you’ll get in bigger cities.
The rest of California is still hurting
The rest of California is not so lucky. Southern California was devastated by the January fires. Political unrest forced out foreign tourists. And even cities like Monterey closed down cruise ships, further damaging coastal tourism.
Millions of hotel reservations were lost by Los Angeles when they were cancelled. San Francisco saw a huge drop-off in foreign tourists. Even cities like New York and Las Vegas are hurting.
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What’s next?
That’s the million-dollar question.
California is still beautiful. It still has much to show. But with a pending $900 million drop in tourism hanging over its head, the state’s got its work to do.
In the meantime, Fresno is paving the way by highlighting local tourism, making it personal, and providing a good time on the cheap. That’s where it’s headed.
So plan your trip and avoid the big cities and visit the only California county that refuses to give up. Fresno’s waiting—and they’ll save you a seat.
