European tourism officials are pivoting toward Chinese and Indian travelers as American visitors show signs of slowing growth. The European Travel Commission reported that international arrivals to Europe are expected to rise by 6.2% this year, with Chinese arrivals projected to increase by 28% and Indian arrivals by 9%.

This shift marks a departure from the post-pandemic boom in American travel, which was driven by a strong U.S. dollar and economic resilience in North America. An earlier study showed Americans were less interested in traveling to Europe in 2026 compared to 2025, citing worsening economic concerns and geopolitical instability. Meanwhile, travel from the Americas is expected to grow by just 4.2%.

Despite the tempering of interest from core American travelers, Europe continues to see steady growth in both long-haul travelers and spending. The European Travel Commission noted that growth in traveler spending is outpacing arrivals, allowing destinations to focus on high-value experiences. Travel spending in Europe is set to have risen by 9.7% in 2025, according to the new report, aligning with reports from major carriers like Lufthansa and Air France-KLM of increased premium bookings.