European Tourists Shift Toward Smaller U.S. Cities as Airlines Adjust Routes

A new trend is reshaping transatlantic travel as European visitors increasingly choose smaller U.S. cities over traditional gateways like New York, Los Angeles, and Washington D.C. The shift is reflected in a 3.5% decline in European arrivals to major coastal hubs compared to 2024.

Airlines including British Airways, Lufthansa, and Aer Lingus have responded by expanding service to secondary markets such as Nashville, Boise, Raleigh, and St. Louis. These cities, once underserved by international flights, are now benefiting from nearly doubled seat capacity.

Nashville in particular has emerged as a standout destination, with more than 665 incoming European flights scheduled for 2025 — almost twice as many as last year. This expansion has led to growth in hotel occupancy, restaurant spending, and music-tourism offerings.

European travelers cite several reasons for the shift: more affordable lodging, greater availability of cultural and “Americana” experiences, and a desire to avoid congested major cities. The weaker euro against the dollar has also played a role in encouraging travel to smaller, less expensive markets.

City tourism boards are capitalizing on the trend by promoting outdoor excursions, local cuisine, and emerging arts districts to European markets. Many are partnering with airlines on joint campaigns to diversify inbound tourism beyond traditional hotspots.

With the 2026 FIFA World Cup approaching — and many matches planned across smaller U.S. cities — airlines expect the trend to accelerate, expanding connectivity even further across the Midwest and South.