Riding a rise in tourism, the heartland state is becoming a must for visitors and investors alike.
With a growing reputation as one of the top states for business, Indiana has been cultivating a frontier of opportunity for global companies to grow their US operations for quite some time. But there is so much more to this Midwestern US state than an attractive business climate, with everything from long stretches of sandy beaches to underground caves and world-class golf courses. A fact that has caught the attention of those seeking “Instagrammability” when selecting travel destinations. Last year the state bagged a spot as one of Airbnb’s trending destinations with bookings up by 256%—beating buzzy locales like Hanoi in Vietnam and the laid-back charms of Guarapari on Brazil’s east coast.
In fact, the state opened its doors to a record 79 million visitors in 2018—who in total spent a whopping $12.2 billion, according to the Indiana Office of Tourism Development. This has resulted in record airlift, with nonstop connections to 51 destinations—including a new direct Indianapolis to Paris route; a number of hotel developments, which should bring an additional 2,500 rooms to Indy’s downtown district; and a series of highly anticipated restaurant launches from the expansion of local favorite Public Greens to Beholder, the latest offering from James Beard standout chef Jonathan Brooks.
The catalyst for this rise in tourism is doubtless Indiana’s unexpected diversity and the simultaneous emergence of a series of travel trends that Indiana has tapped into. From multigenerational trips to glamping, authentic adventure and state parks, Indiana is making the most of the trends currently driving travel. As it adds hotels, restaurants and entertainment venues to keep up with the swell of visitors, the state is drawing the attention of foreign investors that want to capitalize on its popularity.
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