American travellers are making a distinct shift in their holiday habits for summer 2025, shunning iconic tourist magnets in favour of European destinations beloved by locals, according to new data from the travel platform HomeToGo. Instead of crowding into Ibiza, Santorini, or the French Riviera, US tourists are setting their sights on places like Alicante, Mallorca, Lake Garda, Naxos, and Brittany, echoing the travel patterns of Europeans and seeking a more authentic continental holiday experience (euronews.com).
This emerging trend is part of a wider evolution in travel preferences after the pandemic, fuelled by a yearning for local culture, scenic beauty, better value, and less-crowded environments. For Thai readers, many of whom aspire to travel to Europe and are familiar with the crush of international tourism at marquee destinations, the US shift offers both practical insights and inspiration for planning meaningful trips abroad.
HomeToGo, which compiles travel data from over 20 million vacation suggestions annually, reports a surge in US searches for traditionally European-favoured spots. Alicante, Spain, saw a staggering 552% year-on-year rise in interest, followed closely by Crete (up 390%), Lanzarote (up 384%), Mallorca (up 333%) and Menorca (up 333%). Naxos, Greece, posted a 327% increase, underscoring the growing allure of less-known Aegean islands as alternatives to the Instagram-famous Santorini or Mykonos. Other notable climbers include Lake Garda, Italy—a scenic rival to the well-trodden Lake Como—and Brittany, France, whose rugged coastline and Breton heritage attracted 272% more US searches than the previous year.
This pivot away from globally recognised resorts to regional gems is part of a larger post-pandemic rethinking of travel. Diminished tolerance for overcrowding, the appeal of cultural immersion, and anxieties about overtourism have made places favoured by native Europeans especially attractive. For American tourists, the motivation appears less about seeing and being seen, and more about living as locals do—shopping at farmers markets, discovering secluded beaches, exploring medieval villages, and dining on regional cuisine.
US travel planning habits have also entered a new era, with artificial intelligence supporting the change. More than half of American respondents (53%) in HomeToGo’s 2025 Travel Survey say they will definitely or are likely to use AI tools for holiday planning this year. AI’s promise of tailored itineraries and seamless bookings appeals to a generation eager to maximise experiences while minimising hassle—a sentiment echoed across Asia’s influential travel community.
Local officials in these emerging hotspots have welcomed the change. The Deputy Mayor of Tourism of the Municipality of Naxos and Small Cyclades told Euronews, “In recent years, Naxos has become an international attraction not only for Europeans, but also for travellers from more distant markets, such as the USA and Australia.” Visitors, he continued, are “impressed by the range of options for holidaying on dozens of exotic beaches, touring beautiful picturesque villages, enjoying Naxian cuisine, initiation to culture and age-old traditions, exploring ancient monuments and medieval or Byzantine towers, and enjoying sports in nature and our turquoise waters through activities such as hiking, cycling, windsurfing and diving.” (euronews.com).
Efforts to internationalise these destinations, through positive media campaigns and strategic partnerships, have succeeded in placing locations like Naxos at the top of reputable ranking lists, such as Forbes’ recommendations and the US travel website Islands.com. For regions dependent on tourism, the influx of new visitor demographics brings both opportunities and challenges. While increased revenue is welcome, managing growth sustainably remains vital to preserve the qualities that made these places special in the first place.
For Thai travellers, this shift in global tourism trends offers an important lesson. Thailand’s own most beloved destinations—from Chiang Mai’s ancient city to the islands of Trang or the serene provinces of Nan and Loei—remain cherished by locals but can be overlooked by international tourists drawn to more popular beaches. The US move to experience Europe as locals do may inspire Thai and ASEAN tourists to seek similar authentic experiences, not only abroad but also within their homeland. Cultural preservation, support for local economies, and deep engagement—the themes ringing out in Europe’s evolving tourism—resonate just as strongly in the Thai context.
Historically, the allure of “off the beaten path” has resonated with discerning Thai and Asian travellers, especially families, retirees, or honeymooners aiming to avoid crowded resorts. The rise of affordable flights, improved connectivity, and online resources have made even secluded European destinations accessible from Bangkok or major Thai hubs. Still, challenges remain: language barriers, unfamiliar cuisines, and travel time are all factors that can give pause to those considering more unique destinations.
Looking forward, experts project this trend is likely to endure. With advances in AI-powered travel apps, no-destination travel (where the journey is as important as the destination), and niche tourism (wellness, gastronomy, outdoor sports), the tourism map will only continue to diversify. Thailand’s tourism industry can observe how Europe manages its new influx and continue to promote its own local gems to both international and domestic markets.
Practical recommendations for Thai travellers eyeing Europe’s local favourites: do in-depth research using platforms such as HomeToGo, consult AI itinerary tools for custom experiences, and read user forums for advice on logistics and hidden highlights. Learn a few key local phrases, and immerse yourself in the culture rather than checking off bucket-list items. Importantly, consider timing your trip during shoulder seasons to enjoy better prices and fewer crowds—a strategy now embraced by many Europeans and Americans alike.
The global shift towards local favourites signals a new chapter in tourism—one that rewards deeper curiosity, respect for tradition, and meaningful engagement. Whether exploring Europe’s picturesque villages or the hidden corners of Thailand, travelling like a local is now the gold standard for an unforgettable journey.