Finance
Europe loses hold on American tourists, woos Chinese, Indian travellers, survey shows
Published by Global Banking & Finance Review®
Posted on February 17, 2026
2 min readLast updated: February 17, 2026
Home > Finance > Europe loses hold on American tourists, woos Chinese, Indian travellers, survey shows
Quick Summary
Europe shifts focus to Chinese and Indian tourists as American visits decline. International arrivals are expected to rise by 6.2%.
European Tourism Shifts Focus from American to Chinese and Indian Travelers
Trends in European Tourism
Feb 18 (Reuters) - Chinese and Indian tourists are set to make up for a potential slowdown in growth from U.S. travellers to Europe this year, according to a survey published on Wednesday by the European Travel Commission, with international arrivals to the continent set to rise by 6.2%.
Decline in American Travel
This is the first sign of a slowdown in the post-pandemic boom in American travel to Europe, driven by a strong U.S. dollar and economic resilience in North America.
Rise of Chinese and Indian Tourists
An earlier study from industry group the European Travel Commission showed that Americans were less intent on travelling to Europe in 2026 than in 2025, a trend driven by worsening economic concerns and geopolitical instability.
Travel Spending Insights
While Chinese arrivals to Europe are set to rise by 28% compared to 2025 and Indian arrivals to climb by 9%, traveller numbers from the Americas were seen growing by just 4.2%.
According to data from aviation intelligence platform Cirium, bookings from Europe to the U.S. between October 7 and end January fell 14.2% year-on-year, while bookings from the U.S. to Europe slid 7.3%.
Despite a tempering of interest from core American travellers, Europe is still seeing a steady rise in both long-haul travellers and in spending, showing that tourists who still want to come are more focused on high-value experiences that can keep the European travel market steady.
"Europe continues to stand out as a reliable destination, well-positioned to respond to evolving demand for more flexible travel and experience-led journeys," said Miguel Sanz, head of the European Travel Commission, in a statement.
Travel spending in Europe is set to have risen by 9.7% in 2025, according to the survey.
That is in line with reports from Europe's major carriers, including Lufthansa and Air France-KLM, of a steady rise in bookings for their premium offerings, while economy cabin bookings for transatlantic travel have fallen.
Air France-KLM reports its full-year results for 2025 on Thursday.
(Reporting by Joanna Plucinska; Additional reporting by Doyinsola Oladipo in New York; Editing by Jan Harvey)
Key Takeaways
- •European tourism sees a decline in American travelers.
- •Chinese and Indian tourists are increasing in Europe.
- •International arrivals to Europe to rise by 6.2%.
- •Travel spending in Europe is set to rise by 9.7% in 2025.
- •Europe remains a top destination for high-value experiences.
Frequently Asked Questions about Europe loses hold on American tourists, woos Chinese, Indian travellers, survey shows
1What is tourism?
Tourism refers to the travel of individuals to destinations outside their usual environment for leisure, business, or other purposes, often involving temporary stays.
2What is travel spending?
Travel spending encompasses all expenses incurred by travelers, including accommodation, food, transportation, and entertainment during their trips.
3What is economic growth?
Economic growth is the increase in the production of goods and services in an economy over a period of time, typically measured by GDP.
4What is consumer perception?
Consumer perception is the way consumers view and interpret a brand or product, influenced by their experiences, beliefs, and marketing efforts.
