Can Europe Keep the Americans Coming? Marketing Strategies for 2026

Europe— is set to encounter a difficult year in terms of drawing American tourists. Despite its abundant culture, welcoming nature, and increasing international acclaim, various new factors might hinder the consistent flow of visitors from the U.S.

To maintain and boost visits from across the Atlantic, places like Europe need to adopt a proactive and strategic approach — one that combines education, reassurance, and traditional storytelling.

ETIAS: A New Hurdle, But Not a Wall

The launch of the EU’s European Travel Information and Authorization System (ETIAS) means Americans will soon need to apply online for entry authorization before visiting much of Europe. While the process is simple and inexpensive, it introduces friction — especially for spontaneous travelers or first-time visitors.

Tip: Turn a challenge into a comfort. Run social campaigns and blog posts that walk Americans through ETIAS, emphasize how quick and easy it is, and highlight official resources. Make it part of a “How to Travel to Eureka in 2025” campaign, demystifying the process early and often.

The Euro Feels More Expensive

With recent economic shifts, the U.S. dollar has weakened — making trips to Europe more expensive in 2025. For cost-conscious travelers, this might make domestic options more appealing.

Tip: Focus on value, not cost. Market packages that include experiences, like wine tastings, cooking classes, or private museum tours. Highlight what makes Europe a better bargain than other European destinations. Show how a trip to the Alentejo, for example, offers five-star charm at three-star prices.

Soft Power and Sentiment

From new wars to culture clashes, political tension can sometimes make American travelers wonder: “Will we be welcome?” This year, a subtle rise in anti-American sentiment across parts of Europe has made headlines — but that’s far from the reality on the ground in most places.

Tip: Double down on a warm reputation. Showcase stories and testimonials from past American visitors who’ve found kindness, connection, and community. Focus on local businesses that embrace international guests, and consider spotlighting U.S.-Portuguese cultural ties.

Domestic Travel Is a Strong Competitor

With all these factors, many Americans are sticking closer to home — choosing national parks or beach towns over international destinations.

Tip: Make it irresistible to look abroad. Lean into what Europe offers that no American destination can:ancient castles, medieval festivals, unique architecture, Fado music, and world-class olive oil. Highlight “only-in-Europe” or “only-in-Eureka” experiences.