Amid growing concerns among international holidaymakers about recent political and social developments in the United States, European destinations are enjoying a surge in popularity as travelers look for alternatives to classic American holidays. The latest travel research and expert commentary, as seen in The Guardian’s recent feature “Surfin’ USA? Not this year: 10 European alternatives to classic American holiday destinations”, highlights a marked trend: iconic US experiences, from California surfing to New England cabins, are being swapped for experiences with a distinctly European flavour.
Over the past months, anecdotal reports, travel booking statistics, and media coverage have captured a clear shift. Many travelers are actively rethinking trips to the US, citing a mixture of practical barriers (such as increasingly convoluted visa procedures and high costs) and principled boycotts in response to US policies, particularly around election-related controversies and immigration. The Guardian’s roundup illustrates how this sentiment is translating into diverse, innovative itineraries across Europe—from Portugal’s sun-drenched surf towns to the quiet forests of Finland.
For Thais, who have long held a keen interest in American pop culture and travel, this trend matters. The US has traditionally been one of the most aspirational destinations for Thai holidaymakers, whether for education, road trips along iconic routes like Highway 1, or simply to experience the vastness and dynamism of American life. Yet, with mounting barriers to travel and a changing global mood, there’s increasing curiosity about European destinations that offer similar, and sometimes more accessible, experiences.
Take, for instance, the story of Santa Cruz—not in California, but in Portugal. Here, travelers are finding golden beaches and a vibrant surfing community rivaling those of Malibu and Santa Cruz on the Pacific, but without the bureaucracy and costs associated with US trips. As detailed in The Guardian, Portugal’s Santa Cruz offers 300 sunny days a year, world-class surf breaks (nearby Ericeira is a UNESCO World Surfing Reserve), and a laid-back vibe evocative of California’s golden era, yet distinctly European in its culture and cuisine. Local initiatives have seen the coast’s beaches certified as pollution-free, supporting sustainable tourism—a rising concern among both European and Asian travelers (theguardian.com).
Another example paralleled the American wilderness escape. While New England’s lakes and forests have been immortalized in literature and film, Finland’s “mökki” (summer cottage) culture is offering visitors, including Thais seeking tranquility, a taste of solitude amid lake-dotted wilderness, with the tradition of saunas and wild foraging. Finnish tourism authorities and platforms like Lomarengas now make it easy for foreigners to rent these cottages—no family connections required. Here, health and digital detox are an integral part of the experience, echoing the contemporary Thai fascination with wellness travel (theguardian.com).
For adventure seekers drawn to epic hikes such as the Appalachian Trail, Europe’s E1 path is emerging as a worthy rival. Spanning over 4,400 miles from the tip of Norway to Palermo, Italy, this trail marries postwar European unity with the allure of real wilderness. According to European Ramblers Association sources and recent accounts, much of the Scandinavian section remains raw and lightly marked, offering something different from the increasingly busy, organized US trails. Experts point out that while hiking in the US often means following well-prepared routes with frequent services, the European paths frequently demand more self-reliance—a quality perhaps appreciated by some Thai adventurers used to the challenges of national parks in Kanchanaburi or Chiang Mai (theguardian.com).
City breaks have also shifted. New York, with its museums, nightlife, and multicultural flair, might seem irreplaceable, but Berlin is making a compelling case. Travel experts highlight lower costs, easier visa access, abundant nightlife, and large green spaces as key draws. Berlin’s culture, from its Museum Island to edgy techno clubs, has become more accessible to international visitors and arguably less commercial than its American counterpart. For Thai travelers, who often face long flight times and steep fees to reach the US, Germany’s centrality and efficient transport networks make Berlin an appealing cultural hub (theguardian.com).
Natural wonders are another domain experiencing this eastward shift. Montenegro’s Tara River Canyon, Europe’s deepest, is being promoted as a “mini Grand Canyon,” welcoming travelers with white-water rafting, hiking, and affordable eco-lodging. Local tourism operators are emphasizing authentic, community-based experiences—an approach especially resonant with Thai youth and families searching for value and sustainability.
Similar substitutions are happening throughout Europe. Spain’s Tabernas desert, immortalized by spaghetti western films, now steps in for California’s Mojave; Romania’s Carpathian rewilding projects offer wolf and bear-spotting adventures once reserved for Yellowstone-goers; Normandy and Brittany position themselves as the “New England of Europe” for seafood lovers. Unexpectedly, Italy’s Marano Lagoon is marketed as Europe’s “Everglades,” with eco-tours, bird watching, and rustic, local fare. Each destination showcases a dimension of European geography, culture, or history that both mirrors and modulates the American experience.
Direct quotes from the travel industry and commentators underscore this trend. According to the article, one travel writer notes, “I’ve been exploring Spain, scouting routes for the forthcoming Spaghetti Western Trail, and finding the same magic [as in the America West] in the Desierto de Tabernas. The scale is of course smaller than the Mojave, but the silence, the stillness … are as thrilling as my early US road trips.” Another observer encapsulates the shift: “Berlin gives great gastro, too, excelling at affordable, mid-range restaurants that tick all the trend boxes … As for green space, New York’s Central Park … is eclipsed by Berlin’s vast green recreational spaces overall, with about 2,500 inner-city parks.” (theguardian.com)
For Thailand, these findings carry unique significance. Pre-pandemic tourism flows showed the US as a major outbound market for Thai travelers, especially for students, families, and “once-in-a-lifetime” trippers. However, with ongoing visa delays, higher airfares, and regulatory friction—not to mention news coverage amplifying traveler safety concerns—Europe’s Schengen region and its simplified visa regime have gained new appeal. Travel agents in Bangkok interviewed in June 2025 confirm rising inquiries about Portugal, Spain, and Germany. The Tourism Authority of Thailand itself is reporting a parallel uptick in collaborations with European tour operators—reflecting this broader, global eastward shift (tatnews.org).
Historically, Thailand’s own travel preferences have mirrored global currents. During geopolitical turbulence in certain regions, Thai outbound tourism has swiftly adapted. The recent pattern of seeking cultural authenticity over “bucket-list” destinations also resonates with Thailand’s experience, given that domestic tourism to previously “undiscovered” provinces surged during pandemic restrictions. Similarly, the move toward more sustainable, wellness-oriented travel aligns with Thai social currents around environmentalism and health.
Looking ahead, if trends from the US and Europe continue, the future of global tourism may well hinge on cultural adaptability, innovation, and local engagement. Research from the UN World Tourism Organization underlines this point: destinations that actively adapt their tourism offer—emphasizing sustainable practices, digital ease, and cultural immersion—are seeing the most resilient growth post-pandemic (unwto.org).
For Thai travelers, practical recommendations emerge from these findings:
- Consider European “twins” for your American holiday dreams: whether it’s surfing, hiking, or city exploration, Europe now offers a range of accessible, authentic alternatives.
- Leverage simplified visa processes, lower airfares, and growing traveler infrastructure in countries like Portugal, Spain, Finland, and Germany.
- Emphasize sustainability: look for destinations with pollution-free beaches, rewilded forests, and community-led activities to align with health and environmental values.
- Tap into the growing body of reviews, online booking platforms, and local travel expertise to shape a custom itinerary—one that delivers the cultural richness, adventure, and rest you seek.
In conclusion, the global travel landscape is experiencing a cross-continental rebalancing, with Europe rising as a star not just for Western holidaymakers, but for Asian travelers—including Thais—seeking both practical value and inspiring experiences. As the world’s borders and priorities shift, so too must our sense of adventure.
For further reading and original insights, refer to The Guardian’s detailed feature at theguardian.com/travel/2025/jun/28/europe-alternative-destinations-us-holiday-boycott.