Travelers from around the world are feeling priced out of Europe, a new report shows – and big-spending Americans are no exception
Feb 14, 2025
As Americans plan their summer getaways, fewer are considering Europe as their destination of choice. According to a report from the European Travel Commission and Eurail BV, only 37% of U.S. travelers intend to visit Europe in 2025, a drop from 45% in 2024 and the lowest level since 2021. The decline is driven primarily by cost concerns and a growing preference for domestic travel. This trend signals potential challenges for European tourism boards, especially as American visitors have played a key role in the post-pandemic travel recovery.
Key takeaways
- Cost is the main deterrent: Rising travel expenses are the top reason for Americans skipping Europe in 2025, followed closely by a preference for domestic destinations;
- Fewer U.S. travelers means fewer tourists overall: The decline isn’t exclusive to Americans – global interest in European travel is also slipping, with only 44% of travelers planning to visit in 2025 (down from 49% in 2024);
- Winter travel is significantly down: Only 18% of Americans plan to visit Europe in early 2025, marking the lowest figure since 2015, attributed to economic uncertainty and political changes in the U.S.;
- Luxury spending shifts: Americans are no longer the biggest spenders—only 33% plan to budget over €200 per day, compared to 40% of Brazilians. Meanwhile, Chinese travelers, once major spenders, are cutting back significantly;
- Shorter trips are becoming the norm: The popularity of extended vacations is waning, with more travelers opting for trips of less than a week, influenced by stricter workplace policies and reduced paid time off;
- Overtourism concerns aren’t a major factor: Despite growing anti-tourism protests, only 5% of travelers said overcrowding would change their travel plans. Most still prioritize visiting iconic cities and landmarks over less touristy spots.
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