From Manhattan to Montana, European tourists rethink US trips

Anabelle Colaco
17 Dec 2025, 01:08 GMT+10

European tourists are reworking their American travel itineraries, increasingly opting for smaller U.S. cities and rural destinations over traditional gateways like New York and Washington
Nearly a year into President Donald Trump’s administration, visitors from Europe are showing up in places such as Tennessee, Montana, and Idaho, drawn by lower costs, expanded air links, and what many describe as more “authentic” American experiences
From January to October, travel to the United States from Western Europe declined about 3.5 percent year over year, according to the U.S. National Travel and Tourism Office, as some travelers canceled trips amid trade tensions and sharp rhetoric from Trump directed at Europe

NEW YORK/LONDON: European tourists are reworking their American travel itineraries, increasingly opting for smaller U.S. cities and rural destinations over traditional gateways like New York and Washington, even as overall travel from Western Europe to the United States has softened.

Nearly a year into President Donald Trump's administration, visitors from Europe are showing up in places such as Tennessee, Montana, and Idaho, drawn by lower costs, expanded air links, and what many describe as more "authentic" American experiences.

From January to October, travel to the United States from Western Europe declined about 3.5 percent year over year, according to the U.S. National Travel and Tourism Office, as some travelers canceled trips amid trade tensions and sharp rhetoric from Trump directed at Europe.

But the slowdown has not been evenly distributed. Big destinations, including New York, Washington, D.C., and California, have seen fewer visitors, while lesser-known locations have recorded substantial gains. Tennessee, home to Elvis Presley's Graceland estate, welcomed 24 percent more visitors from Western Europe during the same period.

"New York is my prime, let's say, destination. But as I've been there more often, I also really wanted to explore the rest of the U.S.," said Renee Oostdam, 34, from Zurich, Switzerland, who visited Nashville and Boston and took a road trip through Texas that included a rodeo.

"I just wanted to go to the iconic American places."

Price has played a significant role in the shift. Average hotel rates in New York City were about US$316 year-to-date in October, compared with $176 in Nashville and $145 in Boise over the same period, according to data from CoStar.

European travelers are typically more cost-sensitive than Americans, amid higher living costs at home and generally lower salaries. Roughly 12 million Western Europeans visit the U.S. annually, contributing about $39 billion to the economy, according to Tourism Economics, an Oxford Economics company.

"Some of the larger cities have taken more of a hit, if you will, than some of the more rural and lesser-known destinations," said Lisa Simon, CEO of the International Inbound Travel Association.

"We also hear a lot about high prices and high costs of traveling to the U.S."

Travel to Washington, D.C., from Western Europe fell by about 11 percent during the January-to-October period, while California and New York — still the most visited destinations — saw declines of roughly 9 percent and 4 percent, respectively.

At the same time, Minneapolis is expected to see a 20 percent increase in European travelers between October and December, according to Michael Yeomans, head of travel intelligence at Amadeus. Dallas and Boston are projected to see increases of 16 percent and 13 percent, while Miami and Los Angeles are expected to see 7 percent fewer travelers.

European visitors still account for 37 percent of all international arrivals to the U.S., and airlines expect demand to rebound next year with the soccer World Cup hosted across North America and celebrations marking the United States' 250th anniversary.

Airlines are adjusting routes to reflect the changing demand. British Airways has cut some U.S. services, including a route between New York's JFK airport and London's Gatwick, and reduced flights to Miami. In April, it will launch service from London to St. Louis.

"British Airways is betting big on Saint Louis as not just another great destination, but the front porch to the Midwest," said Brad Dean, CEO of Explore St. Louis.

Germany's Lufthansa also plans to boost seasonal service to St. Louis next year, increasing flights from three to five per week.

Mark Ezell, commissioner of the Tennessee Department of Tourist Development, said improved air connectivity from British Airways, Icelandair, and Aer Lingus has fueled the rise in visitors. Flights from Europe to Nashville nearly doubled year over year to 665 in 2025, according to Cirium.

Ireland-based Aer Lingus said demand for nontraditional U.S. destinations has been strong.

"Demand for flights to Nashville has been encouraging and supports Aer Lingus' broader strategy of connecting Ireland and Europe with diverse U.S. cities," said Reid Moody, the airline's chief strategy and planning officer.