European Tourist Destinations Gain Popularity as Travelers Opt for Alternatives to the US Amid Political Tensions

Published on March 24, 2025

In recent months, US President Donald Trump’s actions and rhetoric have sparked significant shifts in travel behavior among European tourists. Travelers from countries like Denmark, Germany, and other parts of Europe are reconsidering their plans to visit the United States, influenced by political tensions and controversial policies from the Trump administration.

One notable instance of this shift is Kennet Brask, a Danish traveler who, after a positive experience fishing in Florida two years ago, had planned to return to the United States. However, after witnessing President Trump’s infamous meeting with Ukrainian President Volodymyr Zelensky, Brask decided to cancel his plans. He expressed in an interview that the president’s behavior, particularly his perceived rudeness and lack of maturity, made him rethink visiting the U.S. until Trump was no longer in office. Consequently, Brask opted to head to Mexico instead. He isn’t alone in his decision, as many other Europeans are similarly altering their travel choices due to the political atmosphere in the U.S.

A Growing European Hesitance to Visit the US

Travel agents across Europe reported that more and more Europeans are canceling or changing their trips to the U.S. in light of the political instability created by President Trump. In the short span of two months, Trump’s actions, including his controversial remarks about Greenland, as well as his handling of international relations, have upended the United States’ longstanding alliance with Europe. This shift is evidenced in the drop in visitor numbers from Western Europe, with a 1% decline in February compared to the previous year. Countries like Slovenia, Switzerland, and Belgium saw even steeper declines in visitors to the U.S.

Particularly concerning for Denmark is the rhetoric surrounding Greenland, an autonomous territory of Denmark, which has provoked strong reactions among the Danish population. One Dane, Kim Kugel Sorenson, canceled a trip to California for a family wedding and even altered his personal appearance by removing symbols of American patriotism, like stars and stripes from his tattoo. These changes reflect a broader sentiment where political tension, particularly surrounding the issue of Greenland, has caused a rise in political consciousness among travelers.

Impact on European Travel Plans and the US Market

This growing discomfort with Trump’s administration has affected the travel industry in Europe. Travel agents and data firms have noted a decline in searches for U.S.-bound trips from major European countries. As a result, many agents have redirected their marketing efforts to destinations outside the U.S. Steen Albrechtsen, a senior product manager at Albatros Travel in Copenhagen, revealed that the agency had decided to halt any spending on U.S. tours due to the lack of customer interest and the current political climate. This decision highlights the significant impact political instability can have on tourism, as international travelers begin to seek alternatives.

The broader economic implications are also evident. Overseas visitors typically spend significantly more than domestic U.S. travelers, with each international tourist spending seven to eight times more than locals. This decrease in European tourism to the U.S. could have serious financial consequences for industries reliant on international visitors, such as hospitality and airlines.

Canada and Other Alternatives for European Tourists

As Europeans reconsider their visits to the U.S., many are turning their attention to Canada. Germans, in particular, have shown a marked interest in Canada as a vacation destination, especially in light of Trump’s threats to annex Canada as the 51st state. This has prompted a sense of solidarity with the Canadian people, leading to what has been described as an unprecedented boom in tourism to Canada. Timo Kohlenberg, CEO of America Unlimited, a German travel agency, confirmed the shift, noting that Canada was benefiting from this political tension.

For Canadians, the trend may also lead to a reversal in travel patterns, with many choosing to travel to Europe instead of the U.S. European vacation rental properties are experiencing an influx of bookings from Canadians, with a 32% jump in reservations from June to August compared to the previous year. This further illustrates the ripple effect of U.S. policies on global travel dynamics.

Continued U.S. Market Resilience for Some Segments

Despite these shifts, there are still sectors of the European market that continue to show interest in visiting the U.S. TUI, Europe’s largest tour operator, anticipates a steady number of travelers from Germany to the U.S., particularly for city trips and camper tours. These trips, often centered around major cities, seem less affected by the political climate compared to more traditional vacation spots. In fact, German visits to the U.S. fell by 9% year-on-year, though this follows an 18% increase in the previous year. This suggests a slight but noticeable downturn in interest for certain types of travel, particularly to regions less urbanized.

Changes in Travel Regulations and Immigration Scrutiny

Another factor influencing European tourism to the U.S. is the heightened scrutiny at U.S. borders. Travel advice from both Britain and Germany now emphasizes potential changes in U.S. immigration policies. Maria del Carmen Ramos, an immigration attorney, stated that border patrol agents in the U.S. seem to have considerable discretion, adding to the uncertainty and unpredictability of traveling to the U.S. This situation contributes to the growing discomfort among European travelers, who are now facing more stringent entry requirements and greater risks at the border.

A New Era in Transatlantic Travel

As the U.S. faces growing political and economic challenges, the travel industry is experiencing a shift in patterns that will likely continue for the foreseeable future. Travelers from Europe are reconsidering their options, and the effects of this trend are felt across the tourism sector, with some destinations, like Canada, benefiting from the political fallout. Travel agents, especially in Europe, are already adjusting their strategies, emphasizing alternative destinations and diversifying their offerings to meet changing consumer demands. As international relations continue to shape the travel landscape, destinations will need to remain flexible and responsive to these emerging trends.