Changing Travel Preferences Among American Tourists
A notable shift in the preferences of American travelers is leading them to explore Europe more like locals. Instead of opting for well-known destinations that attract a lot of American tourists, they are increasingly choosing spots that are popular among Europeans. This trend is reshaping the way Americans plan their vacations and is influencing the top international destinations searched for in 2025.
According to a popular travel platform, HomeToGo, which provides over 20 million vacation suggestions worldwide, the top international destinations for American travelers have been identified based on online searches. Spain and Greece are at the forefront of this list. However, there's a growing interest in lesser-known locations rather than the usual favorites such as Ibiza, Santorini, or Mykonos.
European Destinations Remain Top Choices
European destinations continue to be the preferred choice for American travelers, with all of the top ten most-searched countries being in Europe. Moreover, 80% of the most-searched destinations for summer 2025 are also located in Europe. This indicates a strong inclination towards exploring the continent’s diverse offerings.
Some of the rising stars include:
- Alicante in Spain, up 552 per cent year-on-year,
- Crete in Greece, up 390 per cent,
- Lanzarote in Spain, up 384 per cent.
These destinations reflect a growing demand for scenic coastal and island getaways across Europe.
Emerging Destinations Gaining Attention
American travelers are showing increased interest in places traditionally favored by Europeans. For instance, Mallorca and Menorca in Spain have seen significant growth in search interest—up 333 per cent year-on-year. These islands have long been popular among Europeans but often take a backseat to their more famous neighbor, Ibiza.
Similarly, Lake Garda in Italy, ranked ninth, is emerging as an alternative to the ever-popular Lake Como. This shift suggests a desire for unique experiences away from the typical tourist hotspots.
In Greece, lesser-known islands are gaining popularity. Naxos has seen a 327 per cent increase in search interest, followed by Lefkada (189 per cent) and Zakynthos (175 per cent). These destinations offer the charm of the Greek islands without the crowds typically found in Santorini or Mykonos.
New Interests in France
Interest in Brittany, France is also on the rise, with a 272 per cent increase in search interest year-on-year. More American travelers are drawn to its rugged coastline and authentic appeal, offering an alternative to the glitz of the French Riviera.
The Role of AI in Travel Planning
American holidaymakers are increasingly turning to artificial intelligence (AI) tools to simplify and enhance their summer travel planning and booking experiences. According to HomeToGo's 2025 Travel Survey, more than half of US respondents (53%) said they will definitely (29.6%) or likely (23.4%) use AI for travel planning in 2025.
This adoption of AI is transforming how travelers research, book, and experience their trips. From personalized recommendations to real-time updates, AI is making travel more efficient and tailored to individual preferences.
Naxos: A Growing International Attraction
Naxos, one of the Greek islands experiencing significant growth in interest, has become an international attraction not only for Europeans but also for travelers from distant markets like the USA and Australia. According to Vangelis Katsaras, Deputy Mayor of Tourism of the Municipality of Naxos and Small Cyclades, visitors are impressed by the island’s price-quality ratio and the range of options it offers.
Naxos boasts dozens of exotic beaches, beautiful picturesque villages, and a rich cultural heritage. Travelers can enjoy Naxian cuisine, explore ancient monuments, medieval or Byzantine towers, and engage in outdoor activities such as hiking, cycling, windsurfing, and diving.
Efforts are underway to promote Naxos internationally through a multi-faceted narrative that resonates with global audiences. This year, Naxos was included in Forbes' recommendations for destinations with special experiences combined with Athens. It was also ranked first in a list of the five best authentic Greek islands by American travel websites like Islands.com and MSN.com.