Diverging US and Canada Travel Trends to Europe in 2026

In 2025, US travel to Europe reached a record nearly 24 million person-trips, but growth subsequently slowed: in June 2026, US departures fell 2.1%, and in July they fell 1.2%. Meanwhile, Canadian tourists shifted significantly toward Europe, with travel to the US falling 23.5% in 2025 and travel to Europe rising 13.6%; this year, 45% of Canadians plan to travel to Europe, higher than 34% of Americans. Faced with this divergence, major European tourism organizations in France, the UK, Ireland, Spain, Switzerland and Portugal still have teams in Canada, but many smaller organizations find it difficult to sustain this and can only cover the North American market through one office or agency in New York, so European tourism marketing strategies must therefore be adjusted.