European tourism to the United States has slowed down this year, but travel agencies are already announcing a summer rebound.

Transatlantic fluctuations mark the landscape of European tourism to the United States, revealing a year of uncertainty and renunciation. Political tensions, the rise of a persistent anti-American sentiment, and the impact of tariffs have disrupted the flow of travelers from Europe. Major agencies are closely monitoring the market reaction: temporary drop in bookings, unprecedented pricing adjustments, media hype around boycotts, signaling deep changes in consumption and travel habits. Aggressive pricing strategies are rekindling interest among British travelers attracted by good deals and iconic experiences. Industry players are questioning the possibility of a lasting turnaround, while spring figures indicate a rapid recovery, driven by supply and the appeal of an American summer.

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European bookings to the United States experienced a significant slowdown between January and April. This decline exceeds the usual seasonal variations observed in the travel market. Since May, travel agencies have noted a rebound in bookings thanks to a drop in prices and attractive deposits. Aggressive offers: approximately 25% reduction on hotels and very low initial deposits stimulate demand, particularly in the UK. Demand for the United States remains strong despite political tensions and the rise of anti-Americanism in Europe. Some markets, such as Africa and Asia, are seeing even faster growth in intercontinental bookings. Boycotts of American brands and high tariffs are weighing on certain sectors but do not lead to a structural collapse of tourism to the United States. Analysts predict a continuation of the rebound throughout the summer, supported by attractive pricing and the allure of popular American destinations.

Current Trend of European Tourism to the United States #

The beginning of the year was marked by a palpable slowdown in transatlantic travel, noticeable across major tourism platforms. Data collected by significant companies such as Thomas Cook and eSky Group reveal a sharper drop than usual, surpassing traditional seasonal fluctuations. From January to April, demand declined, a result of economic, political factors, and a tense international context.

Pricing Strategies and Summer Demand Recovery #

A gradual turnaround began in May. Travel agencies adjusted their positioning by adopting incisive pricing tactics: some American hotel chains are offering up to 25% discounts, and minimal deposit offers (just over one euro) are appearing. This combination has stimulated clientele, particularly from the UK, known for its keen eye for great summer deals.

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Industry analysts anticipate an influx of summer bookings, with sector companies expecting a strong recovery. Business booking figures released by TravelPerk show encouraging stabilization, with cancellation rates remaining steady, fluctuating between 7 and 9%.

Comparison with Other Intercontinental Destinations #

Nevertheless, the European market demonstrates a growing appeal for alternative horizons. According to recent analyses by Etraveli Group, travel bookings to the United States have increased by 19.5% year-on-year, despite a 7% drop in direct EU-US flights. The overall trend reveals stronger demand growth in other regions: +24.3% for all intercontinental destinations, with a gain of 29% for Africa and 25% for Asia. Interest in short intra-European getaways is also rising, showing a 29% increase.

The rise of tourism in Spain in 2025 also exemplifies this diversification of tourism flows, supported by ambitious forecasts and increased hotel sales, as evidenced by Melia Hotels and the government goals mentioned in this report.

Political Tensions and Changes in Consumption Choices #

The deterioration of the business climate between the European Union and the United States, fueled by the gradual increase in tariffs under Donald Trump’s presidency, has intensified a sense of hostility towards American brands. Several applications, such as Brandsnap in the Netherlands and Detrumpify in France, facilitate the identification of American products to boycott. This phenomenon is accompanied by notable gestures: in Norway, some oil companies have temporarily refused to serve the American fleet, while in Denmark, Salling Group is labeling European products, emphasizing the distinction between domestic and foreign origins.

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Major American brands, such as Tesla and McDonald’s, suffer from these reactions: Tesla sales dropped by 46% in Europe during the first four months of the year, and the fast-food chain reports a decline correlated with this rejection. Nearly 44% of respondents to the European Central Bank survey said they would like to substitute US brands, indicating *a potentially lasting shift in European preferences*.

Current Determinants of the Announced Rebound #

Despite this context, no structural collapse in tourism to the United States is discerned. Industry experts dismiss the hypothesis of a lasting disaffection: The passion for iconic American destinations remains intact. Price adjustments, combined with promotional ingenuity, are gradually restoring the attractiveness of the US market, as indicated by feedback from agencies and data on British travelers’ appetite.

This phenomenon is rooted in a broader context, where travel and responsible engagement are increasingly intertwining. Data from recent surveys indicate that seven out of ten Europeans wish to alternate travel and altruistic actions, redefining the contours of contemporary tourism.

Professionals also highlight the persistent apprehension regarding potential American customs hassles. Several travelers fear border inconveniences more than business or political repercussions. This concern is compounded by the emergence of local eco-responsible alternatives, such as the trend of nature-oriented festivals, illustrated by Varennes Fête Nature.

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Prospects and Summer Recovery Dynamics #

Signals of a market recovery are strengthening as summer approaches. Despite temporary negative influences, the combination of attractive offers and the desire to rediscover America’s vast landscapes is generating a resurgence in bookings. Travel agencies remain confident: the rebound of European tourism to the United States seems to have begun, dispelling any excessive doubts about a long-term discontinuity.

The sector’s adaptability, combined with a lasting attachment to American myths, thus favors a gradual return of European travelers across the Atlantic.