American tourists can't quite quit Europe

Business Insider

4 hours ago

The American dream may be struggling, but for many, the Euro summer dream is alive and well.
Jimin Shim, a millennial copywriter who lives in Denver, has plenty of concerns about the economy, from stock market volatility that she feels has been brought on by the current administration to a tough job market.
Still, she's vacationing in Portugal later this month, and treating her mom to the trip too.
"Traveling is very important to me. I try to do at least one international trip a year and then maybe a couple of domestic trips," she told Business Insider. "And because I know that that is a priority for me, it's something that I budget for and am saving up for all year round."
While there's been some softening in leisure travel demand this year, data and surveys suggest Shim is one of many Americans who are weighing their international travel plans against their worries about the economy and saying, "book it."
The extent to which Americans are pulling back on international trips this summer is not fully clear. An analysis from Cirium, an aviation analytics company, found summer bookings from the US to Europe were down nearly 10% from January to May compared to last year. Meanwhile, a summer travel survey from Deloitte, released in May, found more Americans were traveling internationally this summer compared to 2024, with most headed to Europe. And a recent data analysis by Allianz Partners, a travel insurance and assistance company, found summer travel from the US to Europe would increase by 10% in 2025.
The economy isn't the only reason Americans might rethink travel to Europe this summer. The weakening US dollar doesn't go as far as it used to, and some Americans are worried about their safety or not feeling welcomed abroad due to the current administration's approach to foreign policy.
Americans are also waiting longer to book their trips, which could complicate the picture.
Still, it's clear that many Americans are traveling abroad despite the downturn in consumer sentiment.
"I think you're seeing a hesitancy," Amir Eylon, president and CEO of Longwoods International, a market research consultancy that specializes in the travel tourism industry, told BI. "I still believe a majority of American travelers who were planning to go abroad are still going to go abroad."
The enduring appeal of Euro summer
Eylon said that while there are indications of a slowdown, it does not look like a "game-changing" shift. His firm's monthly consumer sentiment survey of 1,000 travelers found the number of American travelers who said they were very likely to take an international trip in the next 12 months declined from 25% in January to 19% in May.
He noted travelers seemed to be in a "wait and see" mode this spring, echoing what other industry experts have said and previously told BI — that travelers are booking closer to travel dates, in part as they search for good deals.
Eylon said it is possible there will be an overall decline in Americans visiting Europe this year, but it's too soon to tell the full picture. He thinks those canceling or ditching trip plans will be in the minority.
"American travelers view it as a need more than a want," he said of travel, adding that many see it as a "right."
Meredith Pierce, a travel content creator based in Atlanta, said that's exactly how she and many other millennials and Gen Zers view travel, including to Europe. Pierce posts a lot of popular "Euro summer" content and sees it as a persistent and lasting travel trend, even when folks have financial concerns.
"Everyone loves the idea of sipping an Aperol spritz and looking at the Mediterranean," Pierce said, "especially if maybe you are stressed in your day-to-day life because of politics or the economy or budgets, or anything like that. A bit of escapism I think comes into play there as well."
The hesitancy fueled by economic uncertainty could also make it a bit more affordable to travel to Europe this summer. Eylon noted the slowdown in leisure travel led to some declines in airfare prices, which may have pushed some hesitant Americans to take the plunge.
When economic concerns, largely fueled by Trump's tariff policy, intensified in March and April, some airlines suspended their forecasts for the year, and flight prices declined.
Rather than get spooked by the economic uncertainty, Pierce believes plenty of people pounced. Her "Euro summer" content from last year started going viral, and she was getting flooded with DMs and questions from people who found a cheap flight to Europe and were suddenly planning their trips.
Pierce said some budget-conscious travelers are opting for more affordable and under-the-radar destinations in Europe, such as Albania or Poland, which feature similarly picturesque scenes but at a lower cost than Italy or Paris.
More frugal spending once they get to their destination
Deloitte's summer travel survey noted that many American travelers already had their big summer trips partially or even fully booked by April, when concerns around tariffs and the economy intensified. The survey also found that while consumers' sense of financial well-being was down year-over-year in April, slightly more Americans planned to take leisure vacations this summer compared to 2024.
Deloitte found travelers looking to save were cutting back on in-destination spending as well as opting for more affordable lodging and flight classes.
The survey also found that while some are being more frugal, many Americans are prioritizing bucket list trips and international travel, or trips that are otherwise special in some way.
Deloitte found 42% of air travelers were flying internationally on their longest summer trip, compared to 38% in 2024. Those traveling internationally were also more likely to increase their travel budget compared to last year.
Shim, the copywriter from Denver, also has a special reason for making her Portugal trip work this year, despite her financial concerns. Her family has been going through a tough time after her grandfather's death last year. This vacation is a way to spend quality time with and treat her mom, who has never been to Europe, and take the first trip that's just the two of them.
"I also think that sometimes in these times of uncertainty and tumultuousness and a lot of tension and division, traveling and spending quality time with family who loves you is a great way to just take care of your mental and emotional health too," she said, "which I think is also very important to do."