Changing Preferences and Emerging European Destinations

Travel intelligence firm ForwardKeys presents a 12-month forecast for summer 2025 that reveals significant shifts in US outbound travel to Europe. The forecast indicates that while traditional favorites remain popular, there is increasing demand for Nordic and secondary European cities.

According to ForwardKeys’ analysis, the most popular destinations for US travelers in 2025 will remain unchanged from Summer 2024, with London, Paris, Rome, and Dublin maintaining their top-ranking positions. However, other European destinations’ rankings are expected to show more pronounced fluctuations.

Forecasted Arrivals from the U.S.A. arriving to EU27 & UK destinations between July and August 2025

Berlin and Porto are projected to gain three spots each, driven by forecasted growth of 8% and 9%, respectively. Bilbao and Faro are also expected to experience significant growth, predicted to climb six and fifteen positions, respectively.

On the other hand, despite its popularity with transatlantic visitors, London is projected to see a 2% decline in visitor numbers compared to the previous year. Despite the success of Icelandair’s stopover program, Reykjavik is forecasted to experience a 12% drop in US arrivals.

Nordic nations are expected to see an increase in US tourists this summer, with Helsinki and Copenhagen predicted to grow 16% and 3%, respectively. Increased competition and improved long-haul connectivity may contribute to this trend. Notably, direct flight capacity between the US and Helsinki has increased by 59%, reflecting the growing demand.

As Olivier Ponti, Director of Intelligence and Marketing at ForwardKeys, comments, “Understanding the evolving travel preferences of US tourists is crucial for destinations looking to optimize their strategies. While traditional favourites like London, Paris, and Rome remain strong, we’re seeing notable shifts, such as rising demand for Nordic and secondary European cities. With our latest forecasting capabilities, destinations can anticipate these trends with greater precision, allowing them to adapt marketing, connectivity, and infrastructure plans to capture opportunities and mitigate potential slowdowns.”