When it comes to tourism, the night itself can be a core attraction.
In his prophetic 1999 book “The 24 Hour Society,” Leon Kreitzman considered tourists to be the prototype of the new 24-hour citizen. They want to eat, shop, and be entertained at the hour of their own choosing, irrespective of the traditional Monday through Friday, 9–to–5.
Nighttime tourism also creates more after-dark offerings for residents.
Major U.S. cities such as Las Vegas, New York City, and Miami, which are popular nighttime destinations due to their entertainment, cultural, and dining options, report high tourism numbers overall.
Las Vegas, famous for its nightlife, draws over 40 million annual visitors, while New York City attracts around 66 million, with significant visitor activity centered on evening events and venues like Broadway shows and nightclubs.
But nighttime tourism is not exclusive to major cities.
The Albuquerque International Balloon Fiesta has a significant economic impact on the Albuquerque, New Mexico area and the state’s tourism industry.
The 2022 Balloon Fiesta generated $203.19 million in economic impact for the Albuquerque metropolitan area. This included $119.52 million in direct impact to local businesses and $83.67 million in indirect impact from travel and lodging. The event also generated around $12.4 million in tax funds.
By day, the event is awe-inspiring. By night, the Balloon Glows are now among Fiesta’s most popular events.
The economic footprint of nighttime tourists is substantial, especially as many cities’ attractions now operate well into the night.
According to the United States Department of Commerce Bureau of Economic Analysis, the U.S. travel and tourism industry surged by over 21% in 2022, reflecting growing visitor spending on nighttime activities, lodging, and services that support nighttime tourism.
Additionally, international travelers, who often explore urban areas in the evenings, contribute significantly to the economy of these cities. In some states, these visitors account for a generous portion of annual tourism revenue.
From religious celebrations and light art events to music festivals and night markets, cities of all sizes can bolster tourism, cultural value, and economic growth by stepping into the night.
Photo credit: Albuquerque Balloon Fest Insider Tours
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