Europe’s tourism boom tests the limits

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A record surge in American and intra-European travelers fuels economic gains—while reigniting overtourism tensions across the continent

Jun 30, 2025

Europe’s top travel destinations are preparing for an unprecedented influx of visitors this summer, driven by a surge in American tourists and a shift away from the US and Middle East due to safety concerns and stricter border policies. While hoteliers celebrate the boom, the growing number of visitors is intensifying overtourism tensions in cities like Venice, Barcelona, and Amsterdam, where residents are protesting the strain on housing and infrastructure. Despite the absence of major events like the Paris Olympics or Taylor Swift’s tour this year, analysts now expect Europe to have one of its busiest summer seasons ever.

Key takeaways

Record-breaking summer expected: More than 7.7 million Americans visited Europe between January and May 2025, with bookings up 45% for summer, suggesting a historic peak in travel despite no marquee events.
Americans driving price increases: U.S. travelers typically book more expensive rooms with flexible options, paying 20–25% more than average — driving up hotel prices across the continent.
Middle East tensions fuel shift to Europe: Recent instability in the Middle East has led to a spike in cancellations there and a rerouting of bookings to European destinations deemed “safer” by travelers.
European staycation trend: A growing number of Europeans are choosing to travel within Europe due to U.S. visa hurdles and political tensions. Travel within Europe rose by at least 22 million trips in early 2025.
Hotel chains expand aggressively: Marriott, Hilton, and IHG are rapidly growing their European footprint, with openings not only in classic hotspots but also emerging destinations like Bosnia and the Douro Valley.
Protests against overtourism escalate: Locals in Venice, Santorini, and other crowded destinations are pushing back against mass tourism, citing rising rents and housing shortages. A recent protest targeted Jeff Bezos’s high-profile Venice wedding.
New tourism patterns emerging: American tourists are increasingly exploring secondary destinations beyond the usual cities, spreading tourism dollars — and strain — to new areas.