A quiet reshuffle is underway in transatlantic tourism. European travelers are increasingly bypassing the traditional U.S. gateway cities—especially New York—in favor of smaller, more affordable destinations such as Nashville, Boise, and outdoor-heavy regions in states like Montana and Idaho.
The shift is not happening because New York has lost its appeal; it is happening because the economics of travel have changed.
With room rates, dining, and day-to-day costs climbing in major markets, travelers are rebuilding itineraries around value, authenticity, and easier logistics—without giving up the “classic America” experience.
The numbers behind the switch
Recent inbound indicators show softness in parts of the U.S. international market, including Europe, even as global tourism continues to expand. Within that uneven picture, some U.S. destinations are winning share.
According to reporting based on U.S. National Travel and Tourism Office data, Western European visits to the U.S. fell about 3.5% year-over-year from January through October 2025—but Tennessee recorded a 24% increase in Western European visitors over the same period.
That kind of divergence is precisely what is forcing the industry to reconsider the old playbook built around New York, Los Angeles, and Washington.
Price is the decisive factor
The most immediate explanation is cost. Hotel analytics cited in the same reporting show average hotel rates through October around $316 in New York City, compared with about $176 in Nashville and $145 in Boise.
Those differences materially change trip design: a couple can shift budget from “just sleeping in Manhattan” to extra stops, better hotels, or a rental car.
On the ground, Tennessee’s tourism economy is scaling to meet demand. The Tennessee Department of Tourist Development reported $31.7 billion in direct visitor spending and 147 million visits in 2024, underscoring the state’s investment and momentum heading into 2026.
Air routes are catching up—and reinforcing the trend
Capacity is no longer confined to the classic gateways. Airlines are expanding service to secondary markets, giving European travelers more direct options (or simpler one-stop routings).
British Airways, for example, announced a new London Heathrow–St. Louis route starting in April 2026, positioning the city as its newest U.S. gateway and emphasizing the “Americana” appeal of the region.
Similar logic is playing out in Nashville: Aer Lingus has pointed to strong interest in routes beyond the traditional entry points. In a statement carried in coverage of the trend, Aer Lingus executive Reid Moody said, “Demand for flights to Nashville have been encouraging.”
What Europeans are buying: “Americana,” not another expensive city break
Price explains the pivot; product explains the destination choices. Music, heritage, and road-trip culture are easier to market—and often feel more distinctly American—than a repeat visit to crowded, high-cost urban centers.
Nashville’s brand is globally legible; so is the broader “driveable” U.S. that clusters smaller cities with national parks, college towns, and iconic highways.
The industry’s takeaway is straightforward: Europe’s U.S. demand is fragmenting, not disappearing. The winners will be destinations and carriers that package affordability, authenticity, and access—and communicate it clearly.
