Airline industry and travel trends evolve over time. Coming out of the pandemic, there are few words airline executives have used more than “premium” and “Europe” when it comes to describing where demand is strongest. In recent years, summer travel to Europe has been all the rage, and the growth opportunities almost seem endless. However, is that really the case, or how will this aspect of the industry evolve over the coming years?
In this post:
Americans are traveling to Europe at an unprecedented rate
I don’t want to suggest that Europe was some uncharted continent for Americans before the pandemic (of course it wasn’t). However, there’s no denying that the number of Americans traveling to Europe, plus the frequency with which they travel to Europe, has increased considerably over the years.
People who may have traveled internationally very little before the pandemic are largely now making an annual trip to Europe. And even beyond that, you have the trend of people taking multiple summer trips to Europe. Americans are going to Europe in summer like New Yorkers go to the Hamptons (if they even go there anymore… or do they just meet in Saint-Tropez now?).
What’s driving this growth in demand for travel to Europe? The way I view it, there are a few primary factors:
- Coming out of the pandemic, a lot of people had more flexibility with where they could work from, and also started valuing travel and experiences more than before, realizing how easily that “freedom” can be taken away
- Social media sort of gives people the ultimate FOMO, and people feel like they need to be seen in Europe to even keep up anymore
- Generationally, a lot of younger people are struggling to save meaningfully, given how expensive life has become, so enjoying nice and memorable experiences has become one way for people to “treat themselves”
Look, I understand the interest in Europe, as it’s an incredible continent with a lot to offer, from endless history, to amazing food, to gorgeous landscape. But there’s no denying that the current reality of traveling to Europe in July isn’t quite the dream it’s made out to me. So much of Europe has become outrageously expensive over peak months, and is uncomfortably crowded. Furthermore, many of the most popular places are also super hot (temperature wise). And that says nothing of the number of places that are trying to increasingly restrict tourism (through anti-tourism protests, entry fees, etc.).
But I think this is also where social media comes into play. You see these beautiful pictures and videos of Santorini, which are conveniently framed to leave out the 10,000 people walking through Oia at any given point. People see that online and then want to go, not realizing what the experience is really like. And those posting the content of course have an incentive to make it look as dreamy as possible.
Let me of course acknowledge that I’m painting with a very broad brush here. But that’s ultimately because Americans are really concentrated with where in Europe they go — we’re talking places like France, Greece, Italy, and Spain. There are of course lots of better value and less crowded places to go in Europe (ranging from Albania to Germany), but that doesn’t mean that tourists are flocking there… yet.
How will European travel trends evolve?
The above brings me to my question — is the amount of demand among Americans for traveling to Europe here to stay forever, or will we slowly start to see a decline over time, at least in the peak of summer? For the past several years, it has seemed like airlines can do absolutely no wrong when it comes to adding flights to Europe.
However, recently we learned that Delta’s worst performing region in the third quarter (overlapping with the traditional summer) was Europe, with July and August not being the peak months they once were. This comes down to a variety of factors, with the primary one being that the European travel season for Americans has become much longer — those with kids in school are increasingly traveling in June, while those without kids are increasingly traveling in the spring and fall (April through May, and September through October).
I could be wrong, but I do think we’re eventually going to a slowing in the growth to the current regions in Europe that are so popular with Americans. To be clear, I’m not suggesting they’ll suddenly not be popular anymore, but between crowding, heat, and affordability issues, I think something has to eventually give.
What could that look like?
- I think over the next decade, the single biggest European travel trend we’ll see among Americans is Europe travel shifting further north, where the weather is much better in summer; however, the luxury tourism infrastructure could use a bit of help there
- Domestic travel in the United States has been weak in summer in recent years, and I do think we’ll see that make more of a comeback, including to Hawaii (which was super hot right after the pandemic, but has cooled a bit)
- I think the challenge is that there are limited regions outside of Europe (with the exception of places like Japan) where the average American is super comfortable traveling; I don’t think we’re going to see widespread China tourism anytime soon, and I think much of South America (largely wrongly) has the reputation of being too dangerous
- It’s interesting to me how Eastern Europe hasn’t proven as popular as some airlines were hoping for; you’d think there would be a lot more demand for places like Budapest and Prague, but it hasn’t really turned out that way
Bottom line
Americans have always enjoyed traveling to Europe in summer, but this trend has been taken to the next level in recent years, post-pandemic. It does seem like this demand may finally start to plateau, and I wouldn’t be surprised to see it shift a bit.
Personally, I don’t see the whole trend of everyone always traveling to southern Europe being permanent, and I think we’ll start to see some summer shifts. Some people may travel further north, some further east, and some may vacation closer to home.
Regardless, the current Europe demand patterns are certainly a major part of the airline route planning puzzle, so it’s something to watch.
How do you see American travel to Europe evolving in the coming years?
The situation is generational & technology driven:
- Many Baby Boomers made their first trip to Europe with Mom & Dad to visit the cousins who stayed behind. Or they went with their high school or church group. As they became affluent, other parts of Europe made sense to visit. The mind set is a trip to Europe is a "reward" for the many years of work and an opportunity to fill in the...
The situation is generational & technology driven:
- Many Baby Boomers made their first trip to Europe with Mom & Dad to visit the cousins who stayed behind. Or they went with their high school or church group. As they became affluent, other parts of Europe made sense to visit. The mind set is a trip to Europe is a "reward" for the many years of work and an opportunity to fill in the blanks.
- Now, Gen X (age 45 to 60 years old as of 2025) have built their own wealth They also made trips to Europe with Mom & Dad or organized group. They feel they are "entitled" to a trip to Europe with the kids out on their own and free time available.
Another factor is the maturing of connections across the Atlantic:
- My first trip to England with my family was via a train to NYC and ocean liner across the Atlantic to Southampton with the assistance of a travel agency. My second was via a Delta Pan Am interchange flight MSY >ATL >JFK > LHR which could only be arranged via a travel agency as well. On my most recent trip this summer, it was MSY > JFK > BER via online reservations. For the last few years, BA has non stops to LHR on wide body jets from my home town.
- Non-stops from smaller US cities to smaller Euro cities is becoming more common via the A321 XLR and the Open Skies agreement. The European will learn that America is more than Chicago or NYC and I hope they appreciate the difference in BBQ served in Memphis, TN versus Austin, TX.
Rolaids are available at the local CVS. Enjoy the trip!!
Now that I am retired and still have a bucket full of various mileage and credit card currencies at my disposal, I have shifted most of my leisure travel budget to take two 11-15 day trips a year to Europe in the shoulder seasons (usually late March or April and then again in late September or October).
With the airfare covered by award tickets in either Premium Economy or Business class, it's just a better...
Now that I am retired and still have a bucket full of various mileage and credit card currencies at my disposal, I have shifted most of my leisure travel budget to take two 11-15 day trips a year to Europe in the shoulder seasons (usually late March or April and then again in late September or October).
With the airfare covered by award tickets in either Premium Economy or Business class, it's just a better value than staying domestic or visiting Canada. I am primarily an urban traveler who also likes smaller cities, and rental car and hotel prices in the US have gotten out of hand. A Fairfield Inn near an airport or attraction and a full size rental car is now at least $200/day combined, and anywhere near a national park is often double that.
By comparison my upcoming trip has 14 Benelux hotel nights for $1800, including four nights in Amsterdam, with cheaper ground transportation. I like the shoulder season; the weather is cooler and I can wear a light jacket, and the crowds are much smaller.
I am hoping to do this for another five or six years until my miles and credit card points run out.
One factor is also cruises which is filling up multiple ships in barcelona, rome, ravenna and athens to name a few. plus more ships are starting in Malta which aligns with new United flights. I paid more for last minute cruise (cheaper booked earlier) but 10 days Greek Islands and Turkey for $2000 solo inside includes food. $200 a day in summer (yes i was insane for athens july 4th) was a deal! a weekend...
One factor is also cruises which is filling up multiple ships in barcelona, rome, ravenna and athens to name a few. plus more ships are starting in Malta which aligns with new United flights. I paid more for last minute cruise (cheaper booked earlier) but 10 days Greek Islands and Turkey for $2000 solo inside includes food. $200 a day in summer (yes i was insane for athens july 4th) was a deal! a weekend in nyc with broadway tickets for me can be over $1000 now so Europe can be better option with lots of possibilities including train travel and low cost flights.
I agree social media feeds demand but am seeing many places struggle with overtourism or lack of infrastructure or pushback from locals.
American taste has evolved dramatically over the past 25 years, which is very welcome for a European like me living here who used to struggle to even find prosciutto (and it was misspelled, mislabeled and mis-cut when i found it back in the days
Americans are finally having less guilt of taking time off for themselves and are realizing that international travel does not have to be planned years in advance but can be...
American taste has evolved dramatically over the past 25 years, which is very welcome for a European like me living here who used to struggle to even find prosciutto (and it was misspelled, mislabeled and mis-cut when i found it back in the days
Americans are finally having less guilt of taking time off for themselves and are realizing that international travel does not have to be planned years in advance but can be briefer in duration and more last minute in organization
Americans have also realized that their money goes much farther in Europe when it comes to food and lifestyle, irrespective of a currently less favorable exchange rate
So unless something cataclysmic occurs, this trend isn't reversing anytime soon
Too Much hotel prices you also cover middle range hotel prices.
From our experience, this is not recent. Over the last 10-15 years we have met many Americans, many retired but not all.
How are they coming? By ships.
Inner Europe there is the Rhine river cruise.
The Mediterraean brings them to many countries.
Hotel prices are high.
The most bizarre thing about this phenomenon is that Muricans tend to flock into southern Europe, which is by far the least interesting and least developed part of the continent (almost on par with the US itself), and that they choose to do it in summer, the absolute worst time of the year to visit southern Europe because of the weather. Spain in winter I can understand. Sweden in summer I can understand. But choosing to go to Athens in July is outright masochism.
@Samo
That’s not necessarily due to choice; in large part it is due to summer being the only season that many Americans can take an extended trip anywhere (because of school holidays). So if Spain/Italy/Greece is on their must-see list, that’s when it’s going to happen…sweltering heat or not.
Also “least developed”? What is that slight against Southern Europe even supposed to mean? There’s most intriguing history, food and architecture in a single city...
@Samo
That’s not necessarily due to choice; in large part it is due to summer being the only season that many Americans can take an extended trip anywhere (because of school holidays). So if Spain/Italy/Greece is on their must-see list, that’s when it’s going to happen…sweltering heat or not.
Also “least developed”? What is that slight against Southern Europe even supposed to mean? There’s most intriguing history, food and architecture in a single city in Italy than all of Scandinavia and the Low Countries combined.
Americans have been traveling to Europe for decades. Now with cheap economy tickets and air bnb, it’s more affordable than ever before. For majority of the people, understandably, they want to check off Paris, London, Madrid and Rome. I think going forward, people will be checking off places like Vienna, Prague, Stockholm, Copenhagen, etc. It is after check off these major cities, people will start to dive into smaller ones like Salzburg, Leon, Florence, Edinburgh....
Americans have been traveling to Europe for decades. Now with cheap economy tickets and air bnb, it’s more affordable than ever before. For majority of the people, understandably, they want to check off Paris, London, Madrid and Rome. I think going forward, people will be checking off places like Vienna, Prague, Stockholm, Copenhagen, etc. It is after check off these major cities, people will start to dive into smaller ones like Salzburg, Leon, Florence, Edinburgh. There are many places of interest in Europe thus I don’t think the trend of Americans heading off to Europe will slowdown anytime soon unless S&P starts to crack or prices in Europe start to elevate in a big way like Vegas in the past ten years or so (with crazy resort fees plus high parking fees etc.).
I could write a PhD thesis on this issue. A number of things are at play - but it is clear that unless the US takes action, it won’t really regain its share of leisure travel, even after the current growth trends slow.
1) A wider group of Americans spend more of their time and money on travel. Social media and popular culture drive this.
2) Demographics - Americans are having fewer children, and later....
I could write a PhD thesis on this issue. A number of things are at play - but it is clear that unless the US takes action, it won’t really regain its share of leisure travel, even after the current growth trends slow.
1) A wider group of Americans spend more of their time and money on travel. Social media and popular culture drive this.
2) Demographics - Americans are having fewer children, and later. Instead of 30 year olds taking their 5 year old children to local leisure destinations or Disneyworld, they can take girls or boys trips to Europe at the same age.
3) Airbnb. Airbnb has made it much easier to find accommodation internationally. Hotel owners used to think Airbnb completion was apartments and homes in their local cities. It is really the Airbnb capacity broadly that has hurt them.
4) Cost. The cost of doing business in the US is high, and local governments see tourists as a population to be fleeced. When you are on the ground, hotels, meals, and activities just cost less in Europe. Currency plays a part here too (Euro has been low for years).
5) Promotion. Especially at the federal level, there is no domestic travel or tourism agenda from either party. Trump, despite his hotel background, has been terrible for leisure travel. Biden, despite his support from hotel and restaurant unions, didn’t do much for the industry. State and local governments are inconsistent. Hawaii, one of the most beautiful places on earth with a unique and authentic local culture, should have two or three times the visitation it does.
Put simply, despite huge advantages, the US has done little or nothing to cultivate its domestic tourism industry and is actively hostile to international travel. Until this country takes it seriously, it will leave billions (trillions?) of tourism revenue to be had by the Europeans (and increasingly the Central/South Americans and Asians).
Euro actually got much stronger compared to dollar in recent years. There were days when one dollar would get you one euro, or even more. Nowadays it gets you 85 cents.
And that poor rate didn't stop Americans one bit
I’ll gladly spend my hard earned money in any country but this one.
I’m an American and feel the same way. Since protesting-by-filling-up-the-streets is quite ineffective in the USA, I choose to protest with my hard earned bucks. I spend them (except on true necessities like food at the grocery store) out of the country. Other than that, no restaurants. No new clothes. No domestic trips.
As a European, I don’t mind if more Americans come. I just wish they weren’t bringing their stupid tipping culture with them (people don’t need tips to survive, here) and I wish they weren’t so gullible with prices. A granita for €9.- in Taormina might be cheap for a New Yorker, but it’s worth a slap in the face for anyone who’s charging for it.
Go to Portugal and go in June or September instead. Fantastic weather and great food, particularly if you like fresh fish
The pork and lamb are also amazing if you go inland. It's an incredible country, the only issue is that you can't really swim in the ocean because it's too cold pretty much year round.
It was great visiting Europe in the past. This year after a couple of months during summer, I don’t know whether I want to return back.
Over the years I’ve seen tourists being incrementally gouged in various different ways. Plus the cities have become more crowded, dirtier, with side streets smelling of urine and much less safer. Saw a women being harassed by a guy because her attire did not conform to his religion.
...It was great visiting Europe in the past. This year after a couple of months during summer, I don’t know whether I want to return back.
Over the years I’ve seen tourists being incrementally gouged in various different ways. Plus the cities have become more crowded, dirtier, with side streets smelling of urine and much less safer. Saw a women being harassed by a guy because her attire did not conform to his religion.
Plus a lot of cities are openly disdainful of tourists. So at times you feel a few people are hostile. I would rather go around the country and spend my dollars back in our economy.
My take is that mamy people are pursuing walkable cities, with great public transportation and green spaces everywhere. Go from any city in North America where there is endless miles of concrete and compare that to any city in Europe where you can easily find green space around every corner, despite the population. Look at how several YouTube channels that highlight this have blown up (Not Just Bikes, Evan Edinger, etc.)
It always amazes me...
My take is that mamy people are pursuing walkable cities, with great public transportation and green spaces everywhere. Go from any city in North America where there is endless miles of concrete and compare that to any city in Europe where you can easily find green space around every corner, despite the population. Look at how several YouTube channels that highlight this have blown up (Not Just Bikes, Evan Edinger, etc.)
It always amazes me when I land in a major city like Munich and see streets without potholes, efficient transportation, and countless other things that just make life better.
Europe in December and January is where it’s at. There is award availability, airfare and hotels are cheap, trains and local airlines are cheap once you get there. Destinations are less crowded. You can live around and sightsee without feeling exhausted from the heat.
I just booked BOS Ams for $147 one way. While I’m over there I booked LIS-BCN for $22 and BCN-CMN for $18. Returning home in Business class for 57,500 AAdvantage points...
Europe in December and January is where it’s at. There is award availability, airfare and hotels are cheap, trains and local airlines are cheap once you get there. Destinations are less crowded. You can live around and sightsee without feeling exhausted from the heat.
I just booked BOS Ams for $147 one way. While I’m over there I booked LIS-BCN for $22 and BCN-CMN for $18. Returning home in Business class for 57,500 AAdvantage points plus $97.
Not paying more than $100/night for nice hotels.
It’s also great to have something to look forward to in the cold and dark winter months.
The only issue with northern Europe (+ the UK, Belgium and the Netherlands) is that the days will be much shorter than you're used to. The best part of summer in these regions is the extremely long days with the sun rising and 4am and falling at 10pm. In the winter you'll get the reverse and it can be a shock, even to those living in the northern parts of the US.
Amsterdam in...
The only issue with northern Europe (+ the UK, Belgium and the Netherlands) is that the days will be much shorter than you're used to. The best part of summer in these regions is the extremely long days with the sun rising and 4am and falling at 10pm. In the winter you'll get the reverse and it can be a shock, even to those living in the northern parts of the US.
Amsterdam in January is great though, it tends to have no tourists of any kind so you almost get a feeling of what it's like to live there!
I agree. We are now heading to Europe and spending time at Christmas markets and the like. October is also a beautiful time to be there. We were in Italy for most of July 2024 and just went around from one place to the next sweating. I love exploring Europe, but the volume of people, the cost and the heat are not a great combination.
The simple explanation is that there are more people with more money every year. I made three trips to Europe this summer (July, Aug and Sept) and Iceland, UK and Italy were full of Americans. I think those who have saved well during their lives are realizing they can't take it with them and are spending it now. That's true for me and many of my friends. I don't see the trend slowing down.
People need to stop this. Every American tourist in Europe is 1 less room and job in Hawaii, Alaska or Florida. And can anyone honestly say that anywhere in Europe compares to these places? Young relations have told me that they don’t even have AC in Europe, and when they do it is set to 78 degrees. It is a liberal snob thing, but it is bad for homegrown American domestic tourism, associated industries and jobs.
I am usually the one to defend Americans (as a European), but comparing Hawaii, Alaska or Florida to France, Italy or Greece, let alone saying that the US states in question are superior tourist destinations, betrays massive levels of ignorance.
I suppose if one’s idea of refinement is an all-you-can-eat buffet in Florida, Europe might feel a touch… intimidating.
This is a joke comment, right? Florida is the armpit of America. Comparing it to anywhere in Europe is just laughable. Also, I go to Hawaii for very different reasons than I go to Europe.
It used to be an armpit. Off late it compares better to another orifice further down.
It’s simple:
“Value for money”
Culture which is widely unknown by US Americans, except what was forced to learn at school and see on TV, but seeing the REAL thing is most often the best argument to understand things in your own way.
Not to forget, the volume of NONSTOP flights has never been bigger to many destinations in Europe.
Lucky, if you think S Europe is expensive you will crap yourself in the Nordics!!
Honestly, the difference isn't nearly as stark as it used to be. You will pay a similar amount of money for a lunch in the south of France nowadays that you would for a lunch in Copenhagen.
Been going to the Algarve every year since 1991. Used to never see any Americans, the last two years they've become much more noticeable - they're unavoidable now.
Some of them still thinking they're in America and run the place, can be quite frustrating.
@DKB
Same. Once I find a place I like will return to repetitively. Gosh the 20s and 30s American tourists are so loud and obnoxious in public. Respect the locals and try to blend in. I want to relax and enjoy nature. Travel to Europe will only increase over the next 10 years. It’s just off season at the moment and Ben has a cloud over his head. OMAAT will live on. /)))
My last few visits to Italy centred on southern Italy, (Puglia and Sicily) and Bologna (northern Italy) in early and late shoulder seasons.
Hardly heard an American accent in any of these places; bliss!
Contrast that to peak summer in Rome and Paris where flocks of young American women at restaurants seem oblivious of their surroundings and chatter on loudly about themselves and 'home'.
You are highly unlikely to encounter them in Bari, Lecce or Palermo.
I just returned from a 9 day trip to France. It was outrageously expensive (rented a car because train fares to the cities we wanted to visit were so expensive for 3 people), but what I didnt consider was the outrageous highway tolls (80 Euros one way from Paris to Toulouse), charges as high as 18 Euros for one hour for street parking when I could find it (even higher at parking lots). Food was...
I just returned from a 9 day trip to France. It was outrageously expensive (rented a car because train fares to the cities we wanted to visit were so expensive for 3 people), but what I didnt consider was the outrageous highway tolls (80 Euros one way from Paris to Toulouse), charges as high as 18 Euros for one hour for street parking when I could find it (even higher at parking lots). Food was so expensive we ended up eating at Turkish, Indian, Moroccan ethnic foods for better tasting food and with sufficient quantity vs the brasseries and cafes. ... although the boulangeries are the best in the world. Outrageous prices for tiny hotel rooms another big minus. Even NYC is cheaper overall. Why bother with western Europe. Haven't been to UK for 20 years because too expensive.
If you're driving a car in France (and indeed many other parts of Europe), you should consider staying in the suburbs. You can save €100+ per room per day by staying half a dozen metro stops away from the city centre, plus parking near the hotel will likely be a lot easier and cheaper (possibly even completely free). I've only ever paid over €130 per night twice- once on an expensed work trip and once...
If you're driving a car in France (and indeed many other parts of Europe), you should consider staying in the suburbs. You can save €100+ per room per day by staying half a dozen metro stops away from the city centre, plus parking near the hotel will likely be a lot easier and cheaper (possibly even completely free). I've only ever paid over €130 per night twice- once on an expensed work trip and once staying at the Pullman CDG which I was able to claim via EU261. The excellent Meliá La Defense was something like €118 per night during the weekend when I visited in 2019 (admittedly this is probably equivalent to just under €150 in today's money, but still). You just need to invest some time in planning the trip and stay well away from the US hotel chains.
@TravelinPenis
Tell us how you just loooove squawking about politics without telling us you love squawking about politics. Give it a rest. Focus on the topic. Heal. Stop being a penis.
Airline industry always lag the demand, we had seen many times in past. Europe is dead now because of poor law and order, dirty streets, friction towards tourists, declining population. Tourists are already move to new destinations like Japan, Thailand, Vietnam,Taiwan because of cost, welcoming attitude of locals and lot better safety. Airlines always lagged demand.
That's a load of nonsense. There are outstanding places to visit within Asia, but the growing middle classes in China and India aren't losing any sleep because of some unwarranted perception of Prague as a lawless place or because drivers in Italy sometimes ignore parking rules.
The examples of alternative destinations you're giving are ludicrous in the context in which you've framed them. Vietnam is literally a communist country and Thailand isn't doing too...
That's a load of nonsense. There are outstanding places to visit within Asia, but the growing middle classes in China and India aren't losing any sleep because of some unwarranted perception of Prague as a lawless place or because drivers in Italy sometimes ignore parking rules.
The examples of alternative destinations you're giving are ludicrous in the context in which you've framed them. Vietnam is literally a communist country and Thailand isn't doing too well when it comes to the rule of law*.
Tourism in Thailand is down 7.44% vs last year- that's hardly evidence of anyone moving there from other destinations, and safety is cited as one of the reasons**. Plus anyone who's ever been to Hanoi will be able to confirm that having to constantly dodge scooters wherever you walk isn't exactly the safest tourist experience in the world!
* https://www.idea.int/democracytracker/country/thailand
** https://thediplomat.com/2025/08/thailands-tourist-arrivals-down-on-competition-safety-concerns/
Not surprising. Prices in the US have become astronomical and the quality just isn’t there. “5 star” resort factories in California for example regularly go for $1k per night, but you can get many times the quality at a place that actually feels worth it in a place like Italy or France. And then in a place with actual culture and a local pride that you just don’t get in the US. And if you...
Not surprising. Prices in the US have become astronomical and the quality just isn’t there. “5 star” resort factories in California for example regularly go for $1k per night, but you can get many times the quality at a place that actually feels worth it in a place like Italy or France. And then in a place with actual culture and a local pride that you just don’t get in the US. And if you want to party, the beach clubs in Mediterranean countries blow the overpriced shitty clubs of Vegas and Miami out of the water.
In my village here in the UK this year has seen the most US tourists they have ever seen, our pubs and restaurants have reaped the rewards and honesty the locals have enjoyed the banter. Same goes for my second home in Gibraltar, huge amounts of US visitors arriving by air from London on short multi city vacations has been great for the local economy, Its going to be interesting if this trend continues in 4 years time.
This isn't restricted to Americans - Asians of all sorts (from Saudi all the way to Seoul) have been flocking to Europe , and especially the Mediterranean, since the pandemic in numbers never seen before. From my perspective, this is an amazing development for everyone involved (the tourists themselves, seasonal workers, hotel investors, finance ministers etc) and the challenge is channelling growth to less popular areas because the likes of Paris and Santorini are already...
This isn't restricted to Americans - Asians of all sorts (from Saudi all the way to Seoul) have been flocking to Europe , and especially the Mediterranean, since the pandemic in numbers never seen before. From my perspective, this is an amazing development for everyone involved (the tourists themselves, seasonal workers, hotel investors, finance ministers etc) and the challenge is channelling growth to less popular areas because the likes of Paris and Santorini are already saturated.
I may not be delighted at being unable to return to favourite upscale (not even luxury!) hotel in Madrid or visit my friend who works in the Cyclades (not even Mykonos or Santorini) in the summer, but I am hoping that this carries on and we get more Americans in Plzen and Chinese people in Vigo as opposed to everyone retreating to their neighbourhood and childhood holiday destinations.
As an American European (Portuguese), im astounded by increase in that touristic increase, for better or worse (better bc its increasingly at moment a huge driver for portugal but at same time regulation is coming and much needed to regulate str to not dilute the city of its truest asset - locals), but what I see is people doing the same old shiz which you can easily avoid. I dont go to europe as a...
As an American European (Portuguese), im astounded by increase in that touristic increase, for better or worse (better bc its increasingly at moment a huge driver for portugal but at same time regulation is coming and much needed to regulate str to not dilute the city of its truest asset - locals), but what I see is people doing the same old shiz which you can easily avoid. I dont go to europe as a tourist, but for most, it's their first time. remember up til 2020, 50% of Americans DID NOT HAVE A PASSPORT...I think it's like 45-40% now. how nuts. but lets be very objective, less European locals coming in bc they loathe trump/hear stories, opening up availability on points and cheap tickets, iif u fly coach, its never been cheaper and been for years a rt trip. like crazy cheap to when I was a kid. $250-500 one way to europe! if ur young, not so wealthy, or just cheap, how nice! 2 - the currency rate of USD/EUD has been incredibly favorable for 10 years now...to put in perspective - when I did my MBA in Paris aug 2010-2011...my avg rate was $1.42 usd/$1 eud. its been average $1.05-$1.15 the last 10 years and thats getting europe at a discount! but u have to know. when I go to lisbon I laugh at paying $14 for a glass of wine at a 5 star hotel and going to a cafe and paying $4. let Americans pay. Europeans love Americans for this. they appreciate it too. Americans tip. I pay attention and talk to staff and bar tenders and servers and hotel managers, they find Americans great and its brits they loathe the most. the value is still amazing. why go to f'ing Mexico when same price gets you to...europe! inter europe with 50 cultures within a 3 hour flight or most 1-2, what other place provides that? the safety? the fun? the value? and let the over crowded cities and tourists do their thing. r u that? am I that? nope. but im glad they get their money that way and I enjoy being my own savant. like living in nyc, we loathe Times Square, slow walking tourists but im glad they come and do their thing while locals and the cultured tourists do theirs. I support more middle America, more poor Americans, more uncultured Americans ie MAGA, discovering the world outside their small silo so they understand how things really are.
Because the grass is always greener (& Americans don’t truly understand what our own country can offer them)
For those of retirement age or nearing it, go afar while it is manageable as the US will be far easier as the body starts to fade. I'm doing the long haul places now, the long trips 2-3-4 months. Using my points for the airfare + hotels. There will come a time in not too distant future where 3 weeks will be all that I can handle vs my 4 month trip beginning in January.
For those of retirement age or nearing it, go afar while it is manageable as the US will be far easier as the body starts to fade. I'm doing the long haul places now, the long trips 2-3-4 months. Using my points for the airfare + hotels. There will come a time in not too distant future where 3 weeks will be all that I can handle vs my 4 month trip beginning in January.
I have done US trips with an older friend to see the US, and there is more for me to see. But those trips are a lot easier and can wait.
This is true. I wonder how many of these travelers have actually driven the length of the Pacific Coast Highway in California? That's truly one of the great drives of the world.
The U.S. has stunning natural wonders, for sure - especially in the West. But culture? History? Cuisine? Quality of ingredients? Lifestyle? Public Transportation? Safety?
Europe offers much, much more than the U.S. in all of those categories. The grass IS actually greener, Pam.
I think it's the cost and value. Last year for Spring Break went skiing as a family of four to Zermatt (one of the most expensive ski resorts in Europe). Even with the transatlantic flights it was less expensive than any Rockies resort. Lift tickets were 1/3 the cost. Lodging and meals were less expensive and far better quality. Airline tickets in coach were about the same cost. Only downside was the jet lag and...
I think it's the cost and value. Last year for Spring Break went skiing as a family of four to Zermatt (one of the most expensive ski resorts in Europe). Even with the transatlantic flights it was less expensive than any Rockies resort. Lift tickets were 1/3 the cost. Lodging and meals were less expensive and far better quality. Airline tickets in coach were about the same cost. Only downside was the jet lag and long travel days. Far better experience for less money = ski in Europe.
For the last 12 years I have only spent vacations in Europe. Why? It is a much better cost/benefit equation than you can get in the US. US travel is overpriced and overrated. When I leave my house to go on vacation, I don't need to go to a place where I will see the same things I see around where I live. I don't want to see the same stores, same type of food,...
For the last 12 years I have only spent vacations in Europe. Why? It is a much better cost/benefit equation than you can get in the US. US travel is overpriced and overrated. When I leave my house to go on vacation, I don't need to go to a place where I will see the same things I see around where I live. I don't want to see the same stores, same type of food, etc... Europe opens up a completely different set of options where you can move from a country to another one like we move from one state to another in the US. The difference? When you make that move in Europe, you change language, culture, habits, food, history, etc..... Another huge advantage for me is that you have way more options of small local boutique hotels so I can avoid the US big hotel chains. Also, food is much more healthy and cheaper. Most places won't add BS fees on your bill, no expected crazy tips on restaurants, no rush for you to eat and leave the table, etc... Now, having been in Europe so many times, I now avoid the big cities that will be flocked with tourists and go to small villages, hidden beaches, etc... where mostly locals go.
How do you feel about Central America?
I've only been to San José ,(de Costa Rica) and I wasn't enamoured with it, but Mexico is such a brilliant country and remains pretty good value for money, so I am not sure why anyone from North America would prefer to fly across an ocean before having explored their own continent. The archaeological stuff there basically is only second to Greece and Italy.
Have been everywhere in Central America for business but haven’t explored much for leisure. You can’t pay me enough to go to Mexico. Overpriced, overrated, dangerous and I don’t like Mexican food.
Mexico as a whole is none of these things - but it can be all of them, depending on which part you go to! The food also varies by region, Yucatán isn't the same as Nuevo León.
When I visited Acapulco for a wedding, I was extremely annoyed with basically everything other than the ceremony itself...but my experiences in Puebla, Yucatán, Malinalco, Oaxaca etc have been nothing short of amazing, prices were great, security...
Mexico as a whole is none of these things - but it can be all of them, depending on which part you go to! The food also varies by region, Yucatán isn't the same as Nuevo León.
When I visited Acapulco for a wedding, I was extremely annoyed with basically everything other than the ceremony itself...but my experiences in Puebla, Yucatán, Malinalco, Oaxaca etc have been nothing short of amazing, prices were great, security never was an issue and everyone was super friendly and welcoming. I also always enjoy my time in CDMX though I do understand that this type of megacity isn't everyone's cup of tea.
Sorry, but I don’t totally agree. It’s not a binary choice … Europe or America. True that it’s especially invigorating to go see the unknown and lose yourself in another culture. But it doesn’t happen automatically. There are plenty of McDonalds and Marriotts in Paris to avoid. There are countless interesting destinations in the U.S. that remain virtually unknown thus very special.
The US has great national parks and a diversity of experiences, which most Americans never all sampled. Plus there’s Asia, a wonderful continent with great food. Europe on the other hand is a very, very dangerous place. Dirty too. Full of Antifa folk and other extremists. So why do Americans insist coming over here and ruining our shithole continent for us? Stay away!
Seriously? Extremists? Where and what type? Like the MAGA pack? Please stay home. You're not welcome over here in Europe.
While this may be true for the Mediterranean region, places like Bristol or Frankfurt unique places for Americans to visit.
I love Bristol. Guess I'm not the only one who recognizes its appeal as a cool destination with no tourists!
Compared to other countries Americans has a low percentage of tourists who travel overseas/international for whatever reason. It's coming of a lower base so I would say, increases will continue.
I think it's because people like to live in low tax places but vacation in high tax places.
It turns out that like most things in life, you pretty much get what you pay for.
It's glorious to spend time in places where they invest in infrastructure and have nice public goods. This explains why Europe is popular and South America less so.
There's a better explanation than the TDS and snobbery here in the comments section suggest: cost. Travel to high-demand US destinations has been outrageously expensive as of late.
My family has a place on Hilton Head Island, SC. Been going down there every July. Want a hotel or rental in peak season? Be prepared for astronomical rates - if you can even find something available. Same situation in HI, FL, NYC, Rocky Mtn ski...
There's a better explanation than the TDS and snobbery here in the comments section suggest: cost. Travel to high-demand US destinations has been outrageously expensive as of late.
My family has a place on Hilton Head Island, SC. Been going down there every July. Want a hotel or rental in peak season? Be prepared for astronomical rates - if you can even find something available. Same situation in HI, FL, NYC, Rocky Mtn ski towns, other high-demand areas.
My brother and I ran the numbers last year: we could send him and his family of five to Paris for a week cheaper than we could send them to the Orlando theme parks, flights and all. Wild.
And once you get away from Paris, London, French Riviera, Mykonos, or a couple other places popular with luxury travelers, Europe becomes even cheaper.
I do think we'll see a reversal of fortunes if exchange rates shift, geopolitics worsen, or the US economy runs into major bumps. It might also just run its course. I agree with Ben that many destinations in Europe just aren't very pleasant in peak season anymore. Too many people.
Spot on. The prices everywhere in the US is out of control. I suspect it's going to get worse. Basically, self inflicted stagflation is going to cause a lot of pain except if you are the top 0.5%. It's great to be rich. You can always fly business to Europe and do some tax free, tariff free shopping! On the shoulder seasons off course.
and Hawaii hotels etc are off the chart expensive
I was in Europe for 65 days this summer and a week in April. I go 2-3 times a year. Have been to 6 continents this year. Helps being EP
A lot of Americans are making it a one-way trip due to US political turmoil.
Alternative explanation:
1) USD-EUR has been between 1 and 1.2 recently (vs as bad as 1.6 years ago) + a bit less inflation in Europe last five years = Europe is a relative bargain compared to other travel destinations.
2) US wages are very high and the economy has been strong for years. It's not "poor people who can't get by treating themselves" but literally "30 year olds in the US, for all...
Alternative explanation:
1) USD-EUR has been between 1 and 1.2 recently (vs as bad as 1.6 years ago) + a bit less inflation in Europe last five years = Europe is a relative bargain compared to other travel destinations.
2) US wages are very high and the economy has been strong for years. It's not "poor people who can't get by treating themselves" but literally "30 year olds in the US, for all the whining on Reddit, have never been richer so can afford to go to Europe".
3) Instagram, as Ben notes. In less Instagram-famous but stlil great places, I'm seeing basically no Americans (or Indians, or Chinese, or Russians...)
4) A few other popular destinations have declined in popularity: tourism to China is way off the peak, same with Hong Kong, same with Russia, same with Israel.
USD to EURO is now 1.16. Not years ago but now.
Has been declining since Trump is back and expect the USD to weaken even more. I think it will go down to 1.4 to 1.5 in years to come.
It's good that they are discovering Europe, but please don't spoil what is not spoilt yet by what you define as luxury especially northern Europe, aka Scandinavian countries, there's no need to such show of luxury and I do hope that these Scandinavian countries will not bend to these needs.. keep North Europe free from these unnecessary "social pollution"...it is just like Trump trying to take over Greenland...
Scandinavian countries have no service culture or hotel standards basically, so I'm not worried.
The appeal of Europe is undeniable. More civil than the United States. Real culture. Not pop and pulp culture. Culture wars don't dominate every slice of daily life. Better quality of life in many measures. History that is interesting and not underscored by bellicose, obnoxious patriotism. Better food. Better transportation. More humanity.
Americans will cease to flock to Europe if their economy tanks.
Bodo
Well, you can't blame Americans for wanting to see what it's like to live in a civilized place, even if it's for just a few days.
Absolutely a major factor for me
Robbie, thank you so much for the grin. I would give you a Gold Star as well as more ‘helpful’ ticks if it were possible.
The leading party in election polls in England is the Far Right (Reform). In France the far right, by a huge margin (FN). In Italy, the Far Right is in power. In Germany, leading party in polls in the far right (AfD). In Russia, dictatorship. In Turkey, dictatorship. In Hungary, dictatorship. In Poland, a gay couple can't adopt a kid and a lesbian couple can't get IVF. There's no gay marriage in Italy. French schoolkids...
The leading party in election polls in England is the Far Right (Reform). In France the far right, by a huge margin (FN). In Italy, the Far Right is in power. In Germany, leading party in polls in the far right (AfD). In Russia, dictatorship. In Turkey, dictatorship. In Hungary, dictatorship. In Poland, a gay couple can't adopt a kid and a lesbian couple can't get IVF. There's no gay marriage in Italy. French schoolkids and public employees are not allowed to wear a hijab. Finland and Croatia and Czech Republic and the Netherlands have far right parties in the current governing coalition, with positions that include "ban mosques from being built". Around 3000 migrants die in Med as their ships sink and no one tries to save them *every year*. And on and on...
The only difference is that when you visit these places, you don't know what is going on with domestic politics!
@Kevin: thank you for pointing out all the awesome things about Europe so succinctly!
It’s nice to escape and vacation in free countries
AF/KLM certainly making a considered decision to increase their ownership stake in SAS to 60%. Finnair a great oneworld partner and pivoted as best as it could given its flight routing... if a few years from now things resolve themselves with Russia (a big if, but who knows), could unlock much more for those airlines. With southern Europe feeling the heat, wouldn't be crazy for Scandinavia/Northern Europe to start seeing serious summer crowds a few years from now.
The core issue of the push to Europe is affordability.
The USA is not affordable at all. I can get a nice hotel room with an amazing breakfast in London for less than a crappy holiday inn express by the freeway in Modesto CA. Let alone in major usa city centers.
Until the USA gets real about the costs here. Even we will go overseas. For less. That’s what happened in Hawaii.
I agree with Hawaii not being worth what they charge, but London is wildly expensive. I would love to learn about the London properties that are cheaper than Modesto. When traveling with my family I struggle to find a single property for less than $950 a night in central London.
Huh? Are you seriously only looking at the most expensive properties in London? There are many dozens(hundreds?) of hotels in central London for under half that at any time of the year. And that is even with the poor exchange rate right now compared to the past 4 years.
It’s all about expectation. If u look for US chains or Luxury chains like Raffles, MO etc than u compete with rich asians, Arabs and Etc, so 950 is actually cheap for them. London is like Paris and Rome a city experienced walking out and about. Clean and centrally located is the key. When ur eyes are closed the presidential suite looks the same as the broom closet. Serviced apartments are way to go.
@Alex, you can walk out and about and also take public transport. I normally stay in Wembley or Ealing, they're just 15 minutes from the very centre of the city and midscale/upscale hotel prices are about 70% cheaper- my last Novotel stay was just £57.73! If you want to stay in a luxury hotel, you're mostly paying for the very expensive staff (the minimum wage comes to nearly £30k nowadays).
London is one of the most expensive hotel cities on the planet. You could not have picked a worse example city
I dont stay beside buckingham palace....but there are tons of properties in the 150 pound range.....
In Germany every media outlet was reporting that travel would shift to the north post pandemic as climate change would make the summer unbearable in the South and people would prefer colder climate and less crowded places. But this has not materialized and Germans are still going to the Mediterranean more often than before.
I don‘t think that northern Europe will become significantly more popular in the future. Summer is just synonymous with Italy,...
In Germany every media outlet was reporting that travel would shift to the north post pandemic as climate change would make the summer unbearable in the South and people would prefer colder climate and less crowded places. But this has not materialized and Germans are still going to the Mediterranean more often than before.
I don‘t think that northern Europe will become significantly more popular in the future. Summer is just synonymous with Italy, Greece and Ibiza. The German coast is just not reliably warm enough to enjoy a summer holiday. And even for us in Germany we rather drive to Northern italy than to Denmark if we want a beach vacation.
I could see travel shifting within the mediterranean Sea away from the hotspots to less visited places but it will certainly remain the top destination.
Dude climate change is not a thing of 2-3 years, let's talk again in 30-50y ...
Albania better value? I'd agree on cheaper price, but better value?
On another note, I live on the French Riviera and my advise to Americans would be: if you can, come in June or in September. No crowds, good weather, reasonable prices for hotels, and you're likely to get better service as there are fewer people
Europe is actually not that expensive compared to US domestic travel.
Agreed. We spend a month in the med every summer and prices are so much lower than the US. If one is able to visit these summer spots in Europe during the shoulder season, then it gets even more affordable while still being able to enjoy nice weather.
I think non-China, Asia tourism is growing tbh. If you look at 2024 numbers, Korea actually saw a significant leap over pre-pandemic numbers from the US, 2019 was only 1M, 2024 was 1.3M, and 2025 is expected to hit 1.5M, pretty significant numbers.
The same is true for Taiwan which saw nearly a 10% leap in 2024 vs 2019 numbers, and is only likely to increase further with the increase in connections and capacity, and...
I think non-China, Asia tourism is growing tbh. If you look at 2024 numbers, Korea actually saw a significant leap over pre-pandemic numbers from the US, 2019 was only 1M, 2024 was 1.3M, and 2025 is expected to hit 1.5M, pretty significant numbers.
The same is true for Taiwan which saw nearly a 10% leap in 2024 vs 2019 numbers, and is only likely to increase further with the increase in connections and capacity, and is projected to grow another 10% in 2025.
Obviously, Asia numbers pale in comparison to the volume of Europe visitors, but this is clearly a lucrative and growing market. United clearly has a first mover advantage with a robust TPAC network
part of the reason Americans prefer Europe to E. Asia is because English is pretty widely spoken in Europe and less so in non-English speaking countries of Asia.
Also, I'm not sure your numbers are reflective of local traffic as much as an increase in connecting traffic over Korea and Taiwan - both are increasing, though.
And United wasn't really the first mover to E. Asia; they replaced NW which held the title of...
part of the reason Americans prefer Europe to E. Asia is because English is pretty widely spoken in Europe and less so in non-English speaking countries of Asia.
Also, I'm not sure your numbers are reflective of local traffic as much as an increase in connecting traffic over Korea and Taiwan - both are increasing, though.
And United wasn't really the first mover to E. Asia; they replaced NW which held the title of largest TPAC airline and then DL which held the title for a few years; UA jumped in but just broke even flying the Pacific pre-covid.
and the combination of KE and OZ with the DL JV and DL's own growth as the 35Ks arrive (DL execs supposedly recently said that LAX-SIN will launch on the 35K) means that DL will likely end up closer to 75% of UA's size across the Pacific rather than the 50% it is now. Both are now profitable but DL has the fleet advantage for at least the next five years.
Because Americans go where their flag carriers go, the chances are high that DL and UA will open up and grow markets to Asia just as took place over the past 20 years esp. with the 767 over the Atlantic.
These are visitor numbers from US passport holders. Connecting wouldn't matter here.
There’s a decent amount of English spoken in Taipei, Seoul, Bangkok, and even Tokyo post pandemic. Of course Singapore, Philippines and Hong Kong all have English as official languages. Most cities in PRC are still pretty English averse, but almost everywhere else in E Asia is not difficult for slightly adventurous Americans.
A big reason for the surge in tourism is that the stock market is doing well. There is abundant data to show that middle age people with decent nest eggs are tapping into it to travel while they can; it isn't a given that people can or will want to travel later into life.
and DL did say that October is becoming one of the best months for TATL because it is after many of...
A big reason for the surge in tourism is that the stock market is doing well. There is abundant data to show that middle age people with decent nest eggs are tapping into it to travel while they can; it isn't a given that people can or will want to travel later into life.
and DL did say that October is becoming one of the best months for TATL because it is after many of the summer crowds have left and when weather is better.
DL also said that its international and domestic networks are generating comparable levels of profitability; even though an analyst asked, they would not break that down into geographies but DOT data does indicate that all of DL's global regions are holding their own with the Pacific seeing the biggest turnaround in profits post-pandemic not just for DL but also for UA.
the great thing about airplanes is that they can be pointed in different directions depending on changes in demand. If southern Europe tourism trails off, something will replace it. and international travel is still growing including to/from the US so those that are traveling for business or to visit friends and family will continue to grow faster than domestic travel
Shockingly im gonna agree with you. First the upper middle class folks that didn't spend in 2020-21 on travel suddenly had more disposable income and then as you said the US economy was way more resilient than most of the world.
I do think at some point Europe becom3s just too crowded and expensive.
As a South America lover (tourism-wise) ai hope that continent, specificalllly my personal favorites in Peru, Chile, can grow more....
Shockingly im gonna agree with you. First the upper middle class folks that didn't spend in 2020-21 on travel suddenly had more disposable income and then as you said the US economy was way more resilient than most of the world.
I do think at some point Europe becom3s just too crowded and expensive.
As a South America lover (tourism-wise) ai hope that continent, specificalllly my personal favorites in Peru, Chile, can grow more. English is generally pretty good in these areas and the lack of time zone change / jet lag is huge.
Tim you jinxed the market.
Not just an American theme. In Korea you'll see many more Koreans traveling abroad these past few years compared to decades past
There was a surreal amount of Korean and Taiwanese people doing the SAS millionaire challenge last year, I even bumped into one of them at OTP! I'm extremely happy for them, as they really do seem to be in need of a work-life balance adjustment, and watching Hollywood movies wouldn't have been very helpful with that!
The social media thing can’t be stressed enough. It rules the world now for better or worse
Europe is also just close and it’s an easy flight from eastern US. Trust me if Asia were closer from the east coast I’d go there multiple times per year
Then let the people who need to be "influenced" get influenced to go to Europe in the summer and miss out on all the amazing places on offer around the world.
Americans all run to London, Paris, Rome, and Athens. Oh, they are missing some gems in Riga, Vilnius, Krakow, Berlin, Dusseldorf, Stockholm... and the list goes on. The more "adventurous" Americans will creep over to Prague and Vienna, perhaps Barcelona and Amsterdam as one-offs......
Then let the people who need to be "influenced" get influenced to go to Europe in the summer and miss out on all the amazing places on offer around the world.
Americans all run to London, Paris, Rome, and Athens. Oh, they are missing some gems in Riga, Vilnius, Krakow, Berlin, Dusseldorf, Stockholm... and the list goes on. The more "adventurous" Americans will creep over to Prague and Vienna, perhaps Barcelona and Amsterdam as one-offs... oh well, missing out on so, so much.
The run to London, the Cotswolds, and crappy Stonehenge (biggest waste of money - view it from the motorway) — yet, too afraid to venture to Egypt and Turkey in massive numbers, to see TRUE ancient relics. Of course, stay in the USA and visit Utah, which has amazing giant melted buildings all over the national parks, that if your eyes see it, it see's it ;-)
Why would you wish to go to where everyone else has shown you, instead of researching what's on offer that may be a better fit?
Americans have had decades to be educated on international travel... I have little patience for this. The great American travelers who know, know! The rest of the world is quite aware.
Social media actually works pretty well for me. When an "influencer" posts about something, I tend to go the opposite way. :) Influencers have the ability to ruin everything. I visited Taormina in Italy before it became famous on White Lotus. It was a dream, quiet, cheap, enjoyable. I visited again last year and it was a total zoo. A bunch of Instagram followers taking selfies in places that they literally had no idea why...
Social media actually works pretty well for me. When an "influencer" posts about something, I tend to go the opposite way. :) Influencers have the ability to ruin everything. I visited Taormina in Italy before it became famous on White Lotus. It was a dream, quiet, cheap, enjoyable. I visited again last year and it was a total zoo. A bunch of Instagram followers taking selfies in places that they literally had no idea why they were there. I visited a local pastry shop that an influencer posted about it. The owner was super unhappy because tons of people would enter her place, take a selfie and not buy anything.
The Trump fascist recession we’re in has already started impacting subprime auto loans and the housing market; travel is not protected from this.