Germany, France, Norway, and Ireland Set to Join with Canada, Australia, China in Punishing US Tourism, Leaving to Dust, While Spain, Italy, Portugal Supercharging: New Update on How American Travel Market Becomes Weaker

By: Tuhin Sarkar

In a dramatic turn of events, Germany, France, Norway, and Ireland are now set to join Canada, Australia, and China in punishing U.S. tourism, leaving the American travel market in the dust. While these countries significantly reduce their U.S. tourism flows, destinations like Spain, Italy, and Portugal are supercharging their own tourism industries, benefiting from this massive global shift. This leaves the U.S. tourism sector weaker than ever before, as these major players in global tourism rethink their travel priorities.

The decision by Germany, France, and Norway to pull back from the U.S. marks a pivotal moment, as Canada, Australia, and China have already turned their backs on American destinations. Meanwhile, countries like Spain, Italy, and Portugal are seeing a surge of new visitors.

The growing trend is clear: the American travel market is shrinking, with tourists flocking to Europe instead. This new travel paradigm is shaking the foundations of the U.S. tourism industry. You won’t believe what’s happening next. Read on to see how the U.S. tourism market is losing out, while Europe reaps the benefits of this stunning shift.

Why European Countries Are Turning Away from U.S. Tourism in 2026 – The Start of a Major Shift in Global Travel Trends

In an era where travel is becoming more about experiences and less about traditional destinations, the United States is finding itself in a startling position. Long seen as the world’s tourism leader, the U.S. is now losing its charm for European tourists. Germany, France, Norway, and Ireland—among the largest European tourism markets—are dramatically reducing their visits to the U.S. And it’s not just a fleeting trend—it’s a long-term shift that will reshape the tourism industry in the years to come. But what’s driving this change?

The Startling Decline: European Tourism to the U.S. in 2025 and Beyond

Official statistics have been hard to ignore. Germany, traditionally one of the largest European markets for U.S. tourism, has seen a noticeable decline in outbound travel to the United States. According to a report by Reuters, German tourism dropped by over 17% in 2025, with more German tourists opting for Spain, Italy, and Turkey instead. This is not an isolated case, either. France, Norway, and Ireland also recorded sharp reductions in U.S.-bound tourism..

For Norway, the decrease was even more profound, with a 20% drop in U.S. visits, according to official government statistics. While Ireland registered a 15% decline, showing that these shifts are consistent across the Western European region. In fact, overall, Western European tourism to the U.S. dropped by an alarming 17% by the end of 2025, showing a clear trend away from the U.S. and towards European and Asian destinations.

Why Are European Tourists Choosing Alternatives Over the U.S.?

The reasons behind this dramatic shift are complex, but there are clear, undeniable patterns. Europeans are becoming more discerning about where they go, and the U.S. is no longer at the top of their list.

Political Uncertainty and Border Complexity

One major contributing factor to this decline is the political climate in the U.S., combined with increasingly complicated visa processes and border security concerns. With rising geopolitical tensions, changes in U.S. policies, and uncertainty around the Trump administration’s travel bans, European tourists are choosing to avoid the U.S. for a more stable, predictable holiday experience. Even official government reports have highlighted that European tourists feel the U.S. immigration process is more cumbersome and less welcoming than that of many European nations.

In Germany, a country that has always had a strong connection with the U.S., tourism experts suggest that political sentiment is having a real impact. As noted by Germany’s federal statistics office, travel to the U.S. is falling, in part due to the growing concerns over the political climate in the U.S.. Many German tourists have shifted their preferences to destinations within the EU, where they face fewer visa hassles and experience a more welcoming atmosphere.

Rising Travel Costs and Exchange Rate Fluctuations

Another powerful driver behind this shift is the rising cost of U.S. travel. With airfares skyrocketing, hotel prices increasing, and the fluctuating exchange rates, Europe’s proximity to other affordable destinations has made Europe a more budget-friendly alternative. Europeans are increasingly finding that they can get more value for their money closer to home, especially in Eastern Europe or Southern Europe.

For instance, Spanish and Italian destinations have seen record numbers of visitors in recent years. The Mediterranean beaches and historic cities like Rome, Paris, and Barcelona are not just closer but also more affordable than flying across the Atlantic. According to Eurostat, Europeans are spending fewer nights in the U.S. and opting for longer stays within their continent instead. (ec.europa.eu).

Let’s face it: Europe has never been more appealing. The continent’s affordable luxury, rich history, cultural landmarks, and the accessibility of European Union visa policies make it an easy choice for many tourists.

A surge in tourism across Spain, Italy, and France—each a globally recognized icon for culture, cuisine, and history—means that European destinations are offering all the experiences U.S. tourists once sought but closer to home. Portugal, Greece, and Croatia have also seen explosive growth in visitors over the last few years. These countries offer luxury, beauty, and heritage, but at half the cost of a trip to the U.S.

Additionally, many U.S. cities—such as New York, Los Angeles, and Miami—have become overcrowded, leading to tourists seeking more relaxed experiences. Smaller cities and undiscovered gems across Europe are booming. For instance, places like Lisbon in Portugal and Valencia in Spain are attracting Europeans who want to avoid the crowded, expensive U.S. alternatives. Even Eastern Europe is growing in popularity, with cities like Budapest, Prague, and Dubrovnik offering unparalleled value without the headache of U.S. travel restrictions.

What This Means for U.S. Tourism in 2026 and Beyond

The United States has been forced to confront the reality that it’s losing its grip on the European market, with fewer tourists opting to make the long trek across the Atlantic. According to official statistics from U.S. tourism agencies, Western European countries alone accounted for a 17% drop in inbound travel by 2025. The U.S. tourism sector is bracing for a decline of more than 6% overall in 2026, as Europe—and increasingly Asia—becomes more enticing.

This is a wake-up call for the United States. If it doesn’t address the concerns that Europeans have—whether it’s the cost of travel, the visa process, or the overall experience—the country risks further decline in tourism from its most important market.

Why This Change is a Boon for European Tourism

While the U.S. tourism industry may be struggling, Europe is reaping the rewards. European destinations are now seen as more accessible, more affordable, and more rewarding than ever before. Smaller cities, cultural havens, and beach resorts across Europe are thriving, and with the COVID-19 pandemic now in the rearview mirror, more Europeans are choosing to explore their own continent rather than venture abroad.

European countries like Spain, Portugal, and Greece have capitalized on this opportunity, welcoming more international visitors and benefiting from the shift away from U.S. travel. As European nations continue to offer unique, enriching experiences, the shift away from U.S. tourism will likely continue.