European tourism boards are facing a critical shift in how they approach North American travelers. New data indicates that the United States and Canada are no longer a single, unified market for transatlantic tourism. Instead, the two countries are pulling apart in their travel behaviors, requiring European destinations to tailor their marketing strategies separately.
Historically, many European tourism organizations have managed North American operations from a single office, often based in New York. This approach assumed that American and Canadian travelers shared similar motivations and spending patterns. That assumption is now outdated. Whether a destination runs its North American team from Toronto or New York, the data suggests that a unified strategy will miss key opportunities in both markets.
US Travelers Cool After Record Year
American travelers reached a record high of nearly 24 million trips to Europe in 2025. However, that momentum has slowed significantly. Monthly growth rates, which hovered around 6% during the previous summer, dropped to 2% by May. By June 2026, departures fell by 2.1%, followed by a 1.2% decline in July.
This slowdown appears to be a natural correction after a period of intense travel. American visitors are catching their breath following a record-breaking year. The cooling trend suggests that European marketers cannot rely on the same aggressive growth projections that worked in 2025. The American market is stabilizing, and marketing efforts must reflect this plateau rather than expecting continued double-digit expansion.
Canadian Pivot to Europe
Canadians are taking a different path. In 2025, Canadian visits to the United States dropped by 23.5%. At the same time, trips to Europe increased by 13.6%. This pivot is not just a temporary fluctuation. Forty-five percent of Canadians plan a European trip this year, compared to only 34% of Americans.
The behavior of Canadian travelers differs fundamentally from their American counterparts. Data from Skift’s Global Traveler Values Segmentation shows that Canadians travel abroad less frequently but stay longer when they do. They are also less than half as likely to prioritize business class or first-class travel. Their travel profile is closer to that of Spanish travelers than to Americans.
This distinction is vital for European tourism boards. Many smaller European destinations cannot justify maintaining dedicated teams in both New York and Toronto. However, the data shows that a one-size-fits-all approach fails to capture the specific interests of Canadian visitors. Those who plan for each market separately stand to gain the most growth.
Concentration and Opportunity
Consideration for European destinations is highly concentrated. Italy, France, Britain, and Japan each appear on roughly one in six shortlists. No other European country passes the 11% mark, and Ireland sits below 4%. This concentration makes it expensive for smaller destinations to build mass awareness.
However, niche opportunities exist. Ireland, for example, appears on one list in ten among American Culture Seekers, nearly three times its national average. This suggests that while broad marketing may be inefficient for smaller destinations, targeted campaigns can yield strong results. European tourism boards must move away from generic North American campaigns and invest in specific segments that align with the distinct values of US and Canadian travelers.
Source: Skift
