Europeans are booking trips to the USA again, but choosing them differently: what is changing before World Cup 2026

European demand for trips to the USA has begun to recover after a weaker 2025, but tourists have become more cautious, more selective, and more often seek not only New York or Los Angeles, but routes with nature, active recreation, and road trips. For travelers, this means that the 2026 season may be simultaneously very busy and less predictable: tickets, hotels, transfers, and internal logistics will require earlier and more careful planning.

A fresh report from Data Appeal, prepared by the tourism division of Mabrian together with Phocuswright and published on June 3, 2026, shows an important shift in transatlantic tourism. Europeans are not abandoning the USA as a long-haul destination, however, they evaluate trips more pragmatically: looking at cost, safety, hotel product quality, route saturation, and the ability to combine large cities with natural locations. This is no longer just a story about the recovery of the number of bookings. This is a story about a change in how exactly people want to travel through America.

What the new report showed

According to Data Appeal and Phocuswright, GDS bookings from EU28 countries for trips to the USA during 2026, made at least six months before the trip and recorded by April, increased by 11% compared to the same period last year. This is an important signal after 2025, when air bookings in this segment, conversely, decreased by 4% year-on-year. The market is not returning to the old model automatically, but interest in the USA is noticeably reviving.

At the same time, the report emphasizes that demand is becoming more selective. Classic gateways remain important: New York, Las Vegas, Los Angeles, Miami Beach, and San Francisco are among the favorite destinations of Europeans, and large airports continue to play the role of main entry points. However, demand for the most mature gateway destinations has been weakening since 2023, and in 2025 it decreased by 15.9%. This does not mean that large cities are losing significance. Rather, tourists are increasingly looking at them as a start or finish of a more complex route, rather than as the sole purpose of the trip.

Why the USA remains a strong destination

The official forecast of the National Travel and Tourism Office (NTTO) adds broader context. According to its estimate, the total number of international arrivals to the USA is expected to grow from 68.3 million in 2025 to 70.5 million in 2026, an increase of 3.2%. The forecast explicitly states that one of the growth factors will be the FIFA World Cup 2026. Furthermore, NTTO expects continued growth: 74.1 million arrivals in 2027, 78.7 million in 2028, and a record level of over 82 million in 2029.

For the tourism market, this is important because 2026 in the USA concentrates several strong reasons for trips. Brand USA reminds us of the World Cup in 11 American host cities, the 250th anniversary of the USA, and the centenary of Route 66. Added to this are new flights, hotel openings, cultural projects, museum development, and the return of some iconic road routes. For example, Highway 1 near Big Sur has reopened as a through scenic drive after years of restrictions, and Arches National Park and Yosemite in 2026 will not require timed-entry reservations, although Rocky Mountain National Park maintains the reservation system during peak hours.

What is changing in the behavior of European tourists

The main change is that tourists from Europe are looking for not just a "trip to the USA", but a more specific value. Culture remains the strongest motive: according to Data Appeal, it accounted for 31.9% of motivations in 2025. But its share decreased compared to 2023, while active tourism grew to 17.2%, and nature maintains a significant share of around 17%. Interest in beaches, gastronomy, classic road trips, and landscape routes is also becoming more noticeable.

This shift explains well why, alongside New York, Las Vegas, Los Angeles, Miami Beach, and San Francisco, places like Death Valley, Sedona, Tusayan near the Grand Canyon, Cody, or West Yellowstone are coming into focus. For the European traveler, the USA is becoming less like one big city-break trip and more like a constructor: arrival at a large hub, a few days in the city, then a car route, national parks, coasts, gastronomy, or an event for which the entire plan is built.

Why perception of the destination has become critical

A separate block of the report is dedicated to the perception of the USA by European tourists. Compared to 2023, indicators have improved, specifically the safety perception index in 2025 reached 81.4 out of 100, and the climate perception index rose to 80.6. However, at the beginning of 2026, some indicators decreased again: the Global Tourist Perception Index dropped by 1.5 points to 56.6 out of 100, and the Perception of Security Index decreased by 0.7 points to 81.1.

For tourists, this does not mean that the USA has become massively less attractive. But it means that the decision to travel depends more and more on a sense of control: a clear route, a realistic budget, a safe neighborhood for accommodation, a predictable transfer from the airport, quality insurance, and clear entry rules. During periods of major events, when prices can change quickly and World Cup host cities will face additional load, such caution seems logical.

What this means for travel planning

The first practical conclusion: a transatlantic trip to the USA in 2026 should be planned as a route, not as a separate flight ticket. If a traveler arrives via New York JFK airport, it makes sense to evaluate not only the flight, but also the overnight stay after arrival, transport to the city, and possible internal flights. For complex connections or late arrival, it is useful to immediately review hotels near JFK and transfer options from JFK.

The second conclusion concerns the West Coast. Los Angeles and San Francisco remain strong gateway destinations, but they are increasingly becoming part of a wider route through California, Nevada, Arizona, or national parks. Those planning to start their journey via LAX airport should decide in advance whether car rental at LAX is needed, as the car often determines the freedom of a road trip. For San Francisco, similarly, one should check SFO airport and car rental options at SFO, especially if the route includes the coast or parks.

The third conclusion is related to event cities. Miami, Las Vegas, New York/New Jersey, Los Angeles, and the San Francisco Bay Area are among the most prominent points of tourist interest for 2026. If the trip coincides with World Cup matches, large concerts, festivals, or America250 celebrations, accommodation and transport should be booked earlier. For Florida, it is worth separately evaluating Miami MIA airport, hotels near MIA, and transfer from Miami airport. For Nevada, pages about Las Vegas LAS airport and car rental at LAS may be useful if the route goes beyond the Strip.

How the market will change for airlines, hotels, and destinations

For airlines, the recovery of early bookings from Europe is a positive signal, but it does not guarantee simple growth across all destinations. If travelers plan with shorter windows and more carefully compare price and route quality, carriers will have to work more precisely with schedules, connections, baggage, and fare flexibility. Large hubs will maintain their advantage, but demand may be more strongly distributed among routes that provide access to nature, coasts, national parks, and less obvious cities.

For hotels and local tourism businesses, the conclusion is even more direct: a standard set of "room plus location" may not be enough. The European tourist, who flies far and spends a significant budget, increasingly expects clear value from accommodation: a safe neighborhood, good transport accessibility, quality breakfast, the possibility of early check-in after a night flight, help with excursions or parking. The same applies to tour operators and DMOs: routes that combine urban culture with nature, local cuisine, events, and clear logistics will work more strongly.

What travelers from Ukraine and Europe should pay attention to

For Ukrainian travelers, who often plan long flights via European hubs, the new trend has practical significance. First, one should compare not only the ticket price to the USA, but also the total cost of the route: baggage, connections, overnight stays before or after a long-haul flight, transfer, internal flight, or car rental. Second, it is necessary to check entry rules according to one's passport and residency status in Europe, as tourism statistics do not replace immigration requirements. Third, it is advisable to have a time buffer in large airports, especially during event seasons and school holidays.

It is also important not to overestimate early bookings as a guarantee of low prices. The increase in demand for the USA in 2026 coincides with major events and the update of the tourism product. This may support flight frequencies and route choices, but in certain cities it will create a shortage of quality accommodation on peak dates. The most stable strategy for a tourist is not to wait until the last moment, but also not to buy a route without checking all components: neighborhood of residence, transport, distances, cancellation terms, and actual travel time for transfers.

Conclusion

The USA enters 2026 with a strong tourism calendar and signs of recovery in European demand. But the new wave of travel looks more mature: tourists want more meaning, more nature, more authentic routes, and more confidence in the quality of the trip. For travelers, this means it is a good moment to plan America not by template, but as a thought-out route with a buffer of time and budget. For the tourism market, this is a signal that the winners will not be just the most famous destinations, but those who can make a long journey understandable, safe, and truly worth the expense.