A notable shift in traveler preferences among American vacationers is emerging, with many now choosing to explore Europe through a local lens rather than frequenting traditional tourist hotspots. According to HomeToGo, a travel platform that provides over 20 million vacation options globally, this trend is evident in the top international destinations gaining traction among U.S. tourists for 2025. European locations continue to dominate the travel landscape, with all ten of the most searched countries hailing from Europe, reflecting a significant desire for authentic experiences in places cherished by locals.
Spain and Greece have emerged as frontrunners in this evolving travel narrative, but intriguingly, American tourists are leaning toward lesser-known destinations instead of the iconic locales typically associated with tourism, such as Ibiza and Santorini. The data reveals that American interest has surged for hidden gems like Alicante, which saw a staggering 552% increase in online searches year-on-year, and Crete, which experienced a 390% increase. American travelers are increasingly drawn to scenic coastal and island getaways throughout Europe, indicating a cultural shift that favors exploration over conventional vacation choices.
The rising popularity of destinations like Mallorca and Menorca, which have previously been overshadowed by Ibiza, highlights this shift. These two Spanish islands recorded a year-on-year search increase of 333% and are becoming increasingly favored by American travelers seeking localized experiences. Likewise, Italy’s Lake Garda is beginning to rival the renowned Lake Como as an emerging destination. The trend continues in Greece, with lesser-known islands such as Naxos, Lefkada, and Zakynthos rapidly gaining traction, as travelers seek the charm of the Greek islands without enduring the overcrowding often found in more famous locales.
Interest in Brittany, France, is also on the rise, with a substantial year-on-year search increase of 272%. This region’s rugged coastline and authentic appeal provide an attractive alternative to the glitzy French Riviera, illustrating a growing preference for destinations that offer both beauty and genuine local culture. This emphasis on authenticity is shaping the travel choices of American vacationers, who are increasingly prioritizing unique experiences over mainstream attractions.
In conjunction with these changing travel preferences, American holidaymakers are increasingly leveraging artificial intelligence (AI) tools to streamline their travel planning and booking processes. HomeToGo’s 2025 Travel Survey revealed that over 53% of U.S. respondents expressed intentions to utilize AI when planning their trips. This technological adoption indicates a shift towards more efficient and personalized travel experiences, allowing travelers to better tailor their vacations to their individual preferences and interests.
Naxos, in particular, has gained recognition as an “international attraction,” showcasing its appeal to a global audience. Vangelis Katsaras, the Deputy Mayor of Tourism for Naxos and the Small Cyclades, noted the island’s satisfaction ratings among travelers, highlighting its diverse offerings that include beautiful beaches, cultural experiences, and historical sites. These efforts to promote Naxos, combined with positive media portrayals, have positioned it as a top destination for those looking for authentic experiences in Greece. With growing international recognition, Naxos stands as a testament to the evolving landscape of travel preferences among U.S. vacationers.
