Friday, May 30, 2025
Portugal, France, Spain, Greece, Italy, Sweden, and Romania are not just charming destinations anymore—they’re now the powerhouses that are actively supercharging the European tourism industry. Together, these countries are rewriting the rules of post-pandemic travel, pulling in record-breaking numbers of visitors and generating a jaw-dropping eight hundred thirty-eight billion USD in international travel spending in 2025.
But here’s where the story gets even more surprising.
Canada, Mexico, and even US tourists—who once dominated beaches in Florida, explored national parks across the Rockies, or soaked up big-city lights in New York—are now flocking to Europe for a perfect vacation. And they’re not just switching continents for the sake of it. They’re looking for experiences that feel rich, welcoming, authentic, and clean.
Meanwhile, Europe is delivering all of that—on a silver platter.
From the golden coastlines of Portugal to the romantic cafés of France, from the historic heart of Italy to the island getaways of Greece, travelers are finding something in Europe that they feel is missing elsewhere: safety, simplicity, and soul. Add Sweden’s modern minimalism and Romania’s emerging adventure tourism scene, and it’s no wonder the continent is seeing a historic surge in bookings.
Portugal, France, Spain, Greece, Italy, Sweden, and Romania are offering more than just pretty views—they’re crafting travel experiences that cater to the heart. Whether it’s sunset dinners on Spanish rooftops, spa retreats in Romanian mountains, or exploring ancient ruins under the Grecian sun, visitors are finding reasons to come—and more importantly, to stay longer and spend more.
The massive shift in traveler behavior means something profound. It signals a changing tide in global tourism, where experience quality, public health policies, and cultural richness are now outweighing old loyalties.
And this eight hundred thirty-eight billion USD isn’t just a record—it’s a message.
It means travelers from Canada, Mexico, and even the U.S. are choosing meaning over convenience, substance over routine. It means that Europe’s moment isn’t coming—it’s here. And it’s turning the global travel map upside down.
This is what it really means—and why the rest of the world is now watching Portugal, France, Spain, Greece, Italy, Sweden, and Romania more closely than ever.
Europe Rises as Top Global Travel Destination While the US Faces a Sharp Drop in Foreign Visitor Spending
A seismic shift is shaking the global tourism industry in 2025. International tourists are redirecting their travel dollars toward Europe, where destinations like France and Spain are expecting record-breaking visitor numbers and unprecedented economic gains. At the same time, the United States is experiencing a downturn, with foreign travel spending forecasted to decline by 7%, signaling a troubling loss of global appeal.
According to the latest report by the World Travel and Tourism Council (WTTC), international travel spending across Europe is expected to rise by 11%, reaching $838 billion by the end of the year. The surge reflects not only a rebound from pandemic lows but also a deliberate redirection of travel plans, as many international travelers—especially Canadians and Mexicans—choose to bypass the U.S. altogether.
Tourists Flock to France and Spain for a Welcoming Experience
France and Spain are leading the tourism boom, each attracting tens of millions of visitors with historic cities, culinary wonders, and warm hospitality. Spain alone is projected to receive up to 100 million tourists, smashing its previous record of 94 million.
Spending in Spain is expected to climb by 6%, or €113.2 billion ($127.7 billion), showing how travel demand is translating directly into economic uplift. Tourists aren’t just returning—they’re spending more, staying longer, and seeking deeper cultural experiences. The tourism to Albania, Andorra, Armenia, Austria, Azerbaijan, Belarus, Belgium, Bosnia and Herzegovina, Bulgaria, Croatia, Cyprus, Czech Republic (Czechia), Denmark, Estonia, Finland, France, Georgia, Germany, Greece, Hungary, Iceland, Ireland, Italy, Kazakhstan, Kosovo, Latvia, Liechtenstein, Lithuania, Luxembourg, Malta, Moldova, Monaco, Montenegro, Netherlands, North Macedonia, Norway, Poland, Portugal, Romania, Russia, San Marino, Serbia, Slovakia, Slovenia, Spain, Sweden, Switzerland, Turkey, Ukraine, United Kingdom, Vatican City continued to grow.
Meanwhile, France remains the top tourist destination in the world, consistently outpacing rivals in both volume and visitor satisfaction. From Parisian boulevards to the French Riviera, travelers are finding value, safety, and ease.
The US Faces a Bleak Forecast Amid Policy Headwinds
In stark contrast, the United States is losing ground in the global travel arena. The WTTC predicts a 7% drop in international visitor spending, driven largely by a chilling sentiment among tourists from neighboring countries and beyond.
The causes are multifaceted. Trade and migration policies under President Donald Trump’s second term, compounded by visa delays and unfavorable exchange rates, are eroding the country’s welcoming image. Tourists now face uncertainty at the border, longer waits, and a perception that they may not be wanted.
The result? Travelers are choosing destinations that feel easier, safer, and more rewarding.
Americans Continue to Travel Abroad—Just Not the Other Way Around
Interestingly, while inbound tourism to the U.S. is slipping, American outbound travel is thriving. U.S. travelers continue to fill planes to Europe, Asia, and Latin America, bringing with them valuable spending power.
They’re met with open arms, competitive travel packages, and curated experiences that reinforce positive perceptions. This outbound enthusiasm highlights a growing imbalance: while Americans are exploring the world, the world is stepping back from exploring America.
The Economic Stakes Are High
The tourism economy is a key pillar of national growth. When international visitors stay away, the impact ripples far and wide.
A 7% decline in international visitor spending could mean billions lost for US cities, airlines, and hospitality businesses. Fewer visitors mean fewer hotel bookings, less demand for flights, emptier restaurants, and weaker retail sales in tourism-driven districts.
This isn’t just about missed vacations—it’s about lost jobs, stalled recovery, and shrinking global relevance.
Global Travel Markets Are Shifting Fast
While the US faces decline, countries across Europe are seizing the moment. Relaxed visa rules, upgraded airport experiences, and bold marketing campaigns are helping nations like Portugal, Greece, and Italy draw a larger share of global travelers.
Even Asia-Pacific destinations like Japan, Thailand, and Vietnam are staging strong comebacks, offering diverse experiences that cater to new travel preferences shaped by post-pandemic values: safety, nature, culture, and authenticity.
The U.S., meanwhile, risks being left behind, not because of what it lacks—but because of what it isn’t offering clearly: warmth, accessibility, and a smooth travel experience.
Restoring Confidence Must Be a Priority
To reverse this trend, the U.S. must act decisively. It needs to:
Streamline visa processing and border experiencesRebuild its global tourism brand through positive diplomacyInvest in destination marketing for long-haul travelersReassure travelers from neighboring countries and Europe
The solutions are available, but the will to implement them must be strong. As the travel world expands and diversifies, competition for tourists is fierce, and complacency comes at a steep price.
The Message Is Clear: Tourists Want to Feel Welcome
Whether it’s sipping sangria in Spain or strolling through a French vineyard, international travelers are making it clear—they want destinations that feel safe, hospitable, and easy to navigate.
Europe is rising because it’s listening. The U.S. is struggling because it isn’t. The path forward is not just about policy—it’s about perception. And in 2025, perception is everything.
As the US remains the world’s largest travel and tourism market, it cannot afford to fall further behind. A recalibrated, human-centered approach is not just necessary—it’s urgent.
