Archive · 12 Dec 2025
Europeans Shift from Big US Cities to Smaller Destinations
Many people from Europe used to visit big cities in the United States like New York and Washington D.C. But now, fewer Europeans are going to these places.
Instead, they are visiting smaller cities like Nashville, Tennessee, and Boise, Idaho.
This is because these smaller cities are often cheaper and offer unique American experiences.
Airlines are also adding more flights to these smaller cities, making it easier for Europeans to visit them.
Some popular destinations like New York and California are seeing fewer visitors, while places like Tennessee are seeing more.
Europeans still make up a big part of visitors to the U.S., and airlines are hopeful that more people will visit next year, especially with big events like the soccer World Cup.
European travel to the U.S. has decreased by 3.5% year-over-year, with notable declines in Washington D.C., California, and New York.
Smaller destinations like Tennessee, Montana, and Idaho are seeing an increase in European visitors, with Tennessee welcoming 24% more people from Western Europe.
Cost is a significant factor, with average hotel rates in New York City being much higher than in cities like Nashville and Boise.
Airlines are adding more routes to smaller cities, with British Airways launching service to St. Louis and Lufthansa increasing service to Minneapolis.
European carriers are optimistic about increased travel next year due to events like the soccer World Cup and the nation's 250th anniversary.
- Who
- European travelers, particularly from Western Europe
- What
- A shift in travel patterns from major US cities to smaller, less-heralded destinations
- When
- During the period of January to October, with expectations for continued trends
- Where
- United States, with notable changes in destinations like Tennessee, Montana, Idaho, New York, Washington D.C., California, Minneapolis, Dallas, Boston, Miami, and Los Angeles
- Why
- Factors include cost sensitivity, political climate, and a desire to explore classic Americana experiences
- Year-to-Year Decline in Western European Travel
- 3.5%
- Increase in Tennessee Visitors
- 24%
- Decline in Washington D.C. Travel
- 11%
- Decline in California Travel
- 9%
- Decline in New York Travel
- 4%
- Expected Increase in Minneapolis Travel
- 20%
- Expected Increase in Dallas Travel
- 16%
- Expected Increase in Boston Travel
- 13%
- Decline in Miami and Los Angeles Travel
- 7%
- Western Europeans as Percentage of International Travelers
- 37%
- Annual Contribution to US Economy
- $39 billion
- Average Hotel Rate in New York City
- $316
- Average Hotel Rate in Nashville
- $176
- Average Hotel Rate in Boise
- $145
- Flights from Europe to Nashville
- 665 in 2025