American Travel to Europe Slips as Continent Courts Indian, Chinese Visitors

Europe’s tourism growth is expected to hold steady this year, even as demand from American travellers shows early signs of cooling, according to a survey released by the European Travel Commission on Wednesday.

The report projects international arrivals to Europe will rise by 6.2%, with strong gains from Asia helping offset softer growth from the United States.

After several years of post-pandemic momentum — fuelled by a strong dollar and resilient US consumer spending — American appetite for European travel appears to be moderating. An earlier study by the Commission indicated that fewer Americans are planning trips to Europe in 2026 compared with 2025, citing economic uncertainty and geopolitical tensions as key concerns.

In contrast, arrivals from China are forecast to surge 28% year-on-year, while Indian visitor numbers are expected to climb 9%. Growth from the broader Americas region is projected at a more modest 4.2%.

Data from aviation analytics firm Cirium reinforces the shift. Bookings from Europe to the US between early October and late January declined 14.2% compared with the previous year, while US-to-Europe bookings fell 7.3% over the same period.

Despite the slowdown in American demand, overall travel spending in Europe remains robust. The survey estimates tourism expenditure will increase 9.7% in 2025, suggesting that travellers who do visit are opting for higher-value experiences.

Premium travel demand reflects that trend. Major European carriers, including Lufthansa and Air France-KLM, have reported steady growth in bookings for premium cabins, even as economy-class transatlantic demand has softened.

Miguel Sanz, head of the European Travel Commission, said Europe remains well positioned to adapt to changing travel patterns. “Europe continues to stand out as a reliable destination, capable of responding to evolving demand for more flexible and experience-led journeys,” he said in a statement.

The findings point to a broader realignment in global tourism flows, with Europe increasingly looking eastward to sustain growth as US travel demand levels off.