US Outbound Tourism Trends for 2025: Shifting Preferences and Rising Popularity of Nordic Cities

Travel intelligence firm ForwardKeys has unveiled its 12-month forecast for summer 2025, showing notable shifts in US outbound travel to Europe. The report highlights the continued dominance of traditional European favorites, such as London, Paris, Rome, and Dublin, while pointing to emerging demand for lesser-explored destinations, particularly in the Nordic region and secondary European cities.

Traditional Favorites Maintain Stronghold

The forecast suggests that classic European destinations will retain their strong appeal to US travelers.

London, Paris, Rome, and Dublin are expected to hold their positions as the top-ranking destinations for summer 2025. According to data from the U.S. Department of Commerce, the continued popularity of these cities is fueled by their cultural significance, iconic landmarks, and established tourism infrastructure.

However, changes are visible in the broader European landscape, with other destinations experiencing more significant shifts in rankings.

Emerging Destinations: Berlin, Porto, Bilbao, and Faro on the Rise

Among the cities gaining popularity, Berlin and Porto are forecasted to see substantial growth. Berlin’s popularity is set to grow by 8%, while Porto’s visitor numbers are expected to increase by 9%, according to ForwardKeys.

These cities’ rise can be attributed to their increasing international connectivity and appeal among travelers looking for a mix of culture, history, and emerging culinary scenes. As per the European Travel Commission, these secondary cities are benefiting from more competitive flight routes and attractive marketing initiatives.

Other cities seeing a notable rise include Bilbao and Faro. Bilbao is expected to climb six spots in the rankings, while Faro is projected to jump 15 positions, both driven by growing demand for these less mainstream but equally charming destinations.

Their unique offerings, including art, culture, and Mediterranean coastal beauty, are becoming increasingly appealing to US tourists seeking fresh experiences.

Challenges for Popular Destinations: London and Reykjavik

While London continues to be a major hub for US visitors, it is expected to experience a slight decline in 2025. A 2% dip in US arrivals to London, compared to the previous year, signals a shift in preferences. This decrease may be linked to the growing appeal of less crowded alternatives and increasing travel costs.

Reykjavik, despite the success of Icelandair’s stopover program, is also expected to see a 12% decline in US arrivals. The city’s growth had been initially fueled by its unique appeal and flight connectivity but now faces more competition from other emerging Nordic cities.

Nordic Cities on the Rise: Helsinki and Copenhagen

Notably, Nordic destinations such as Helsinki and Copenhagen are seeing impressive growth. Helsinki is predicted to experience a 16% increase in US tourists, driven by enhanced connectivity, with direct flights between the US and Helsinki increasing by 59%.

Copenhagen, on the other hand, is forecasted to see a more modest 3% growth.

The increase in Nordic city travel reflects the broader trend of US tourists seeking new cultural experiences, outdoor activities, and a relaxed atmosphere in less tourist-heavy destinations.

As Olivier Ponti, Director of Intelligence and Marketing at ForwardKeys, states, “Destinations must stay attuned to evolving travel preferences.

The rise of Nordic and secondary European cities presents an exciting opportunity for destinations to refine their marketing, connectivity, and infrastructure plans to capture the growing demand.”

For more information about travel trends and tourism forecasts, visit the U.S. Department of Commerce’s National Travel and Tourism Office and the European Travel Commission.

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