Charleston Dethroned As America’s Top Travel Destination — Santa Fe Rises to No. 1 in 2024
After reigning supreme as America’s favorite city for over a decade, Charleston, South Carolina, has yielded its top spot. According to Travel + Leisure’s much-anticipated 2024 “World’s Best Awards” reader survey, Santa Fe, New Mexico, is now officially the nation’s leading travel destination — an accolade that reflects shifting priorities among American travelers and ongoing changes within the nation’s travel and hospitality sectors.
Santa Fe: The New American Favorite
Nestled at 7,000 feet in the foothills of the Sangre de Cristo Mountains, Santa Fe has enchanted visitors for centuries with its distinctive adobe architecture, vibrant arts scene, and multicultural heritage. Founded in 1610, the city is the oldest state capital in the U.S., blending Native American, Spanish Colonial, and Anglo influences in almost every facet of life — from cuisine and festivals to art and architecture.
The results of Travel + Leisure’s survey hinge on reader evaluations of cities’ sights, culture, food, friendliness, shopping, and value. Santa Fe stood out for its “tangible sense of history, particularly in the city’s architectural identity,” as the magazine editors note. The city is home to more than 250 art galleries and several renowned museums, including the Georgia O’Keeffe Museum and the Museum of International Folk Art. Culinary innovation also defines Santa Fe’s reputation, with its signature chile-based dishes and a growing selection of farm-to-table restaurants.
Tourism statistics reflect Santa Fe’s appeal: despite the nationwide challenges facing travel during the COVID-19 pandemic, the city’s visitor numbers rebounded sharply in 2023, with over 2 million tourists contributing more than $900 million to the local economy, according to the New Mexico Tourism Department. Major annual events like the Santa Fe Indian Market, International Folk Art Market, and the Santa Fe Opera continue to attract visitors globally.
The New Top Five American Destinations
Santa Fe’s rise signifies a broader appreciation among travelers for distinctive, culturally rich experiences. This is reflected in the rest of the 2024 ‘World’s Best Awards’ top five, which are:
- Santa Fe, New Mexico
- New Orleans, Louisiana
- Charleston, South Carolina
- Savannah, Georgia
- Alexandria, Virginia
New Orleans surged to second place, celebrated for its lively music culture, iconic cuisine, and the French Quarter’s architectural marvels. Charleston, South Carolina, after a 12-year tenure as No. 1, remains beloved for its antebellum mansions, historic sites, and acclaimed dining scene. Savannah, Georgia, with its oak-shaded squares and riverfront vibrancy, secured fourth, while Alexandria, Virginia, just outside Washington, D.C., rounded out the top five, praised for its waterfront charm and historic Old Town.
Each city shares a commitment to preserving historic architecture and fostering a dynamic arts and dining scene, qualities that Travel + Leisure readers consistently reward.
Why Santa Fe Stands Out in 2024
Santa Fe’s ascent aligns with the growing travel trend favoring smaller, character-rich destinations over larger, commercially driven cities. The city’s manageable size makes it walkable and accessible, a trait increasingly valued post-pandemic as travelers seek less crowded, more authentic experiences. Santa Fe also benefits from nearly 300 sunny days per year, making it a year-round destination for nature and culture enthusiasts alike.
The rebirth of its hospitality sector post-pandemic has brought a wave of boutique hotels and world-class wellness resorts, further boosting its visitor appeal. The Four Seasons Resort Rancho Encantado and La Fonda on the Plaza, as well as new luxury properties, have drawn travelers who value a blend of local authenticity with upscale amenities.
Additionally, with 2024 seeing record attendance at events like the Santa Fe Indian Market and the Santa Fe International Literary Festival, the city continues to anchor itself as a global arts hub while preserving an intimate, small-town feel.
Implications for Business and Leisure Travelers
Santa Fe’s victory in 2024’s travel rankings has implications beyond tourism marketing. With the increasing popularity of remote and hybrid work models, cities like Santa Fe — boasting scenic beauty, vibrant local culture, and access to high-end accommodations — are emerging as attractive locations for “bleisure” (business and leisure) travelers. The city’s meeting and conference facilities, culinary offerings, and access to outdoor activities position it as a distinctive choice for professionals seeking a unique working destination or corporate retreat.
For investment and hospitality industry stakeholders, these rankings signal shifting consumer preferences toward destinations that offer a blend of historical authenticity, strong community identity, and experiential travel opportunities. Hoteliers, restaurateurs, and tour operators in Santa Fe and similar cities are poised to benefit from these evolving trends.
Looking Ahead: Travel Trends and Takeaways
The 2024 ‘World’s Best Awards’ underscores a new era in American travel, where cultural resonance, sense of place, and genuine hospitality trump traditional tourist hotspots. As Santa Fe claims America’s No. 1 destination title for the first time, travel planners and industry leaders alike should note the rising demand for destinations blending deep history with contemporary creativity.
In conclusion, as American travel continues its rebound from recent years’ disruptions, cities that offer authentic experiences rooted in their past — while welcoming innovation — are shaping the future of domestic tourism. Santa Fe exemplifies this shift, standing as both a historical landmark and a vibrant, modern community ready to welcome the next generation of travelers.
For the full list and additional rankings, see the complete Travel + Leisure “World’s Best Awards”.
