As Americans start planning their summer vacations, one destination is losing its appeal: Europe.
New data from the European Travel Commission (ETC) reveals a significant drop in the number of U.S. travelers planning to visit Europe. The share of Americans intending to travel there has fallen from 45% in 2024 to 37% in 2025, marking the lowest level since 2021. The report, released on February 3, is based on a survey of 7,087 long-haul travelers from the U.S., Australia, Brazil, Canada, China, Japan, and South Korea. It sought to understand where travelers from these countries plan to go and why.
Cost is the primary factor behind the decline in interest, according to the report. The second most common reason for Americans avoiding European travel is a preference for domestic destinations. If these trends hold, U.S. tourism to Europe could drop by at least half a million visits this summer, as data from the U.S. Department of Commerce shows that 2.6 million Americans traveled to Europe in July 2024 alone.
Eduardo Santander, CEO of the ETC, explained that the decrease in U.S. interest reflects broader economic challenges, political instability, and changing consumer preferences.
It’s not just Americans who are holding back. Nearly half of all survey respondents from various countries cited travel costs as their main concern. While many still plan long-haul trips in 2025, only 44% of global travelers said they intend to visit Europe, down from 49% in 2024.
However, the steepest drop in interest comes from the U.S., which is a warning sign for European hotel operators who have relied heavily on American tourists since the pandemic. Interestingly, Chinese travelers are showing increased interest, with 61% planning to visit Europe in the next year, up from 57% in 2024.
Despite these challenges, Santander noted that Europe still attracts U.S. travelers, as seen in the increase of U.S. arrivals in 2024 compared to 2019. He stressed that making Europe more affordable and improving flight connectivity will be key to maintaining growth.
The ETC’s survey suggests that 2025 will be a turning point for the global travel industry. Here are five key findings that highlight upcoming changes in the travel landscape.
Winter Travel to Europe Declines Further
In the first quarter of 2025, just 18% of U.S. travelers plan to visit Europe, a sharp drop from 28% last year. This marks the lowest level since the ETC began tracking long-haul travel sentiment in 2015. The report attributes the decline partly to economic uncertainty tied to the incoming U.S. administration, prompting travelers to become more cautious.
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