Home » TRAVEL NEWS » Spain, Italy, and France: Discover Why These Classic European Destinations Are Still Top Picks for 2025 Travelers
Published on
August 18, 2025
As the world of travel continues to evolve, 2025 brings new insights into how and why travelers are choosing their destinations. While some familiar favorites like Spain, Italy, and France remain at the top of the list, U.S. travelers are expanding their European horizons and heading to lesser-known gems across the continent. Phocuswright’s recent research on U.S. and European travel preferences highlights a significant shift in the way people plan their trips and select their destinations.
Spain, Italy, and France Dominate, But Travelers Are Venturing Further
When it comes to European destinations, Spain, Italy, and France still dominate the travel wish lists of U.S. travelers. These countries are known for their cultural richness, history, and culinary experiences. However, this year’s data shows that Americans are taking their European adventures even further, adding more countries to their itineraries. Travelers are now exploring hidden gems such as Denmark, Ireland, Belgium, and Finland—destinations that were once overlooked are now becoming key attractions for curious adventurers.
The shift in travel patterns indicates that the traditional idea of a European vacation, focused on one or two iconic cities, is being replaced by multi-destination trips. This change is influenced by various factors, including easier access to flights and growing interest in diverse cultures and landscapes.
Key Trends in Traveler Preferences:
- Spain, Italy, and France continue to top the list for European travelers.
- U.S. travelers are visiting more countries per trip, exploring lesser-known destinations like Denmark and Finland.
- The rise of multi-destination itineraries is evident, with travelers seeking more diverse experiences.
Regional Preferences: Exploring the Quirks of U.S. Travelers
The study found interesting regional patterns among U.S. travelers when it comes to choosing European destinations. Midwesterners tend to favor France, with its romantic appeal and sophisticated culture, while travelers from the South and West often head to the United Kingdom and Germany, drawn by their rich culinary traditions and vibrant cities. The Southern U.S. is particularly fond of exploring food-rich destinations, while the West gravitates toward the historic and cosmopolitan feel of places like London and Berlin.
This regional variation is also mirrored in long-haul travel patterns. Americans making the leap to Asia or the Middle East often pack in more destinations than their European counterparts. In contrast, European travelers tend to focus on one or two destinations in these regions, indicating a difference in how travelers from different parts of the world perceive their trips.
Regional Traveler Preferences:
- Midwesterners prefer France for its romantic appeal.
- Southerners and Westerners are drawn to the culinary experiences in the UK and Germany.
- Americans visiting Asia or the Middle East tend to include more destinations in their travels.
What Influences Traveler Decisions in 2025?
The factors influencing where travelers go in 2025 are changing, with scenery, pricing, and rest ranking as the top priorities across the board. However, motivations can differ significantly by market. For example, French travelers place a high value on spending quality time with loved ones, while Germans are more likely to prioritize natural landscapes over small towns or theme parks. British travelers, on the other hand, are more drawn to cities and beaches than to rural escapes.
Understanding these motivations is crucial for businesses in the travel industry. By tailoring offers and marketing strategies to the preferences of different markets, travel companies can tap into the unique needs of their target audiences.
Key Motivations for Travel in 2025:
- Scenery: Beautiful landscapes continue to be a major attraction for travelers worldwide.
- Pricing: Cost remains a significant factor in destination choice, especially during the planning stage.
- Rest: Relaxation and stress-free environments are increasingly sought after by travelers.
The Evolving Path to Booking Travel
Another significant shift in 2025 is how travelers are booking their trips. Online travel agencies (OTAs), general search engines, and travel review sites continue to hold sway across all markets. However, preferences vary by region. Americans are more likely to rely on general search engines for travel inspiration and booking, while Germans prefer OTAs for a more organized and streamlined approach. Google Maps has also become an important tool for U.S. travelers when planning their trips, providing them with detailed routes and recommendations.
AI-generated recommendations are emerging but remain in the early stages, with limited influence on traveler decisions. As artificial intelligence continues to evolve, it’s expected to play a larger role in personalizing travel experiences, though it remains a niche tool for now.
Booking Pathways in 2025:
- Americans: Favor general search engines and rely on Google Maps for travel planning.
- Germans: Lean towards OTAs for booking their trips.
- AI: Still emerging as a tool for travel planning, but its influence is currently limited.
The Impact on Business and Leisure Travel
These shifts in travel preferences are not only affecting leisure travelers but also business travel. For business travelers, the growing interest in multi-destination trips means more time spent on the road or in the air. This trend may require companies to adapt their travel policies to accommodate longer trips and diverse itineraries. On the other hand, the rise in long-haul travel to Asia and the Middle East is opening new opportunities for businesses to tap into emerging markets.
For leisure travelers, the expanding availability of low-cost flights and budget-friendly travel passes like the Eurail or Swiss Travel Pass offers greater flexibility and the chance to explore multiple destinations in one trip. These factors make it easier for tourists to visit less-visited locations and truly experience the culture of each destination.
Impact on Business Travel:
- Business travelers are increasingly adding multiple destinations to their trips.
- Growing interest in emerging markets like Asia and the Middle East.
Impact on Leisure Travel:
- Travelers now have more flexible options to visit multiple destinations on a single trip.
- Budget-friendly travel passes are making it easier to explore lesser-known destinations.
Step-by-Step Guide for Travelers Planning Their 2025 Adventures
- Prioritize Scenery and Pricing: Start by identifying destinations with beautiful landscapes that also fit your budget.
- Choose Multiple Destinations: If possible, opt for a multi-destination trip to get more out of your travels.
- Use General Search Engines: Plan your trip using search engines for inspiration, and utilize Google Maps for routing and recommendations.
- Explore Emerging Destinations: Consider visiting lesser-known destinations, such as Denmark, Finland, or Ireland, for a unique experience.
- Book Early: As prices continue to fluctuate, booking in advance ensures the best rates and more options.
Final Thoughts
The way travelers plan and choose their destinations is changing, with new preferences emerging in 2025. While familiar favorites like Spain, Italy, and France continue to be popular, travelers are now opting for more diverse itineraries that include lesser-explored locations. Understanding these evolving preferences—along with the motivations behind them—can help travel companies cater to the growing demand for multi-destination experiences. For travelers, it’s an exciting time to explore new regions and rediscover the world, all while adapting to the latest travel trends.
Quick Tips for Travelers:
- Consider buying travel passes like the Eurail or Swiss Travel Pass for easy access to multiple destinations.
- Explore off-the-beaten-path destinations to get a deeper cultural experience.
- Use general search engines and Google Maps for travel planning and booking.
