Europeans Rediscover America: Smaller US Cities Like Nashville, Boise, and Minneapolis Surge in Popularity Over New York and Washington

Published on December 12, 2025

As the travel landscape evolves in 2025, European tourists are increasingly shifting their focus to smaller US cities, away from traditional megacities such as New York City, Los Angeles, and Washington, DC. This notable trend reflects a broader shift in global travel habits, with travellers prioritising authenticity, affordability, and unique cultural experiences over simply visiting the world’s largest cities.

Previously, European visitors flocked to American megacities, which boasted iconic landmarks, shopping districts, and entertainment options. However, in recent years, the allure of well-known cities such as New York and Washington has begun to fade. Instead, smaller cities like Nashville, Boise, Minneapolis, and Dallas have seen a significant increase in European arrivals. With their distinctive cultural landscapes and regional charm, these cities provide visitors with a more intimate, one-of-a-kind, and often less expensive way to experience America.

Economic Factors Driving the Shift

One of the primary drivers behind this change is the cost factor. With inflationary pressures and fluctuating exchange rates, European tourists are increasingly concerned about their travel budgets. Cities like New York, Washington D.C., and Los Angeles are known for their high cost of living, including expensive hotels, dining options, and attractions. In comparison, secondary cities like Nashville and Minneapolis offer a more affordable alternative, with lower hotel rates, cheaper transportation costs, and reasonably priced local attractions.

In 2025, average hotel rates in major U.S. cities like New York hovered around $316 per night, while cities like Nashville and Boise were offering comparable experiences for under $200 per night. This price disparity makes smaller cities far more attractive to European tourists, who are looking to make the most of their travel budgets. The ability to experience vibrant culture, great food, and memorable experiences without breaking the bank is a compelling proposition for visitors from Europe.

Additionally, with many smaller cities offering free or low-cost access to museums, parks, and other attractions, Europeans are able to stretch their travel funds further while still enjoying all the benefits of a U.S. vacation.

The Appeal of Authentic Experiences

Beyond affordability, there is also a strong desire among European travelers for authentic, off-the-beaten-path experiences. While major cities like New York are home to well-known landmarks and tourist-heavy areas, they often lack the sense of local immersion that many travelers seek. In contrast, smaller cities like Nashville and Boise offer travelers an opportunity to dive deeper into American culture, experiencing it in ways that feel more genuine and less commercialized.

Nashville, for example, has long been known for its rich music history and vibrant live music scene, drawing tourists from across the world who are keen to explore the heart of country music. Similarly, cities like Minneapolis, Boston, and Dallas are prized for their unique cultural offerings—whether it’s the historic sites of Boston, the bustling arts scene in Minneapolis, or the Texan charm of Dallas. These cities provide travelers with an authentic slice of American life that many major tourist destinations simply cannot match.

For European visitors, this shift towards smaller cities is also driven by a desire for meaningful cultural interactions. Rather than merely ticking off tourist attractions, many are now looking for opportunities to engage with local communities, enjoy regional cuisine, and participate in smaller, more intimate festivals and events. This trend reflects the broader global movement toward experiential travel, where the journey itself becomes just as important as the destination.

Airline Routes Adjust to Changing Demand

As European tourists increasingly seek out these smaller U.S. cities, airlines have adjusted their routes and schedules to accommodate this shift. Major European carriers, such as British Airways, Lufthansa, and Air France, have responded by adding or expanding services to cities like Nashville, St Louis, and Minneapolis, providing travelers with more options to explore these up-and-coming destinations.

Previously, the majority of transatlantic flights from Europe primarily focused on major U.S. cities, but the rise in demand for smaller markets has led to increased flight availability to cities like Nashville, which recorded a 24% increase in European arrivals in 2025. The ease of access to these secondary destinations has played a significant role in their growth, making them more appealing to tourists looking for a combination of affordability and cultural richness.

The expansion of flight routes to these smaller cities not only benefits European travelers but also has a positive impact on the local tourism industries. Increased international arrivals contribute to the growth of local businesses, including hotels, restaurants, and attractions, as these cities become more accustomed to catering to international visitors.

The Decline of Major Tourist Hubs

While smaller cities have seen an uptick in European visitors, the larger U.S. cities that once dominated the international tourism landscape are experiencing a noticeable decline in European arrivals. New York, for instance, saw a reduction in the number of European tourists visiting in 2025, despite being one of the most iconic cities in the world. Washington, D.C., also experienced a drop, as tourists chose to explore alternative destinations with a more relaxed atmosphere and more affordable options.

Los Angeles and Miami, while still popular among Latin American travelers, have seen their European visitor numbers decline, signalling a shift in the overall travel demand. Factors such as higher costs, overcrowding, and a desire for more personalized, less commercialized experiences have led many European tourists to opt for smaller cities where they can still enjoy authentic American culture without the hustle and bustle of a major metropolitan area.

The Future of U.S. Tourism and European Travel

Looking ahead, experts predict that the trend towards smaller U.S. cities will continue to influence European travel patterns well into 2026 and beyond. The demand for more authentic, affordable, and culturally rich experiences is likely to attract even more European tourists to cities such as Nashville, Boise, and Minneapolis. As these cities improve their tourism infrastructure and better market themselves to international audiences, they will continue to compete with traditional hubs for a larger share of European visitors.

Furthermore, the trend towards smaller cities may prompt other U.S. destinations to reconsider their tourism strategies, with a focus on unique local experiences and affordability. With rising competition for the international tourist dollar, we can expect an increased emphasis on regional tourism development in the coming years.

For European tourists, this shift provides an opportunity to see a different side of America—one defined by local culture, genuine hospitality, and unique regional experiences rather than crowds and famous landmarks. Whether it’s enjoying the music scene in Nashville, exploring the natural beauty of Boise, or immersing themselves in the historic charm of Boston, European travellers now have more options than ever before for exploring the United States beyond the usual tourist destinations.