In 2024, millions of American travelers visited Europe, with the United Kingdom (UK) being their top destination.
While American travelers’ interest in traveling to Europe dropped in 2023, it has slightly recovered.
Arrivals in Europe from the United States (US) accounted for over 40.2 million travelers last year.
Data from travel organizations and industry experts reveal that more American tourists visited the UK than any other European country.
It was also the top choice among other countries outside Europe for the majority of Americans.
From its historic landmarks to stunning countryside and cultural appeal, the UK offers something for everyone.
The UK leads in attracting American visitors
Year after year, since 2022, the UK has been a favorite holiday destination for American travelers.
It stood out among other popular European destinations like France, Italy, and Germany.
Travel and Tour World reports that about 10.7 million travelers arrived in UK airports in 2024.
Of that number, American travelers accounted for 50.9 percent, while the rest were foreigners (49 percent) arriving in the UK from the US.
For comparison, data from the previous two years reveals the same enthusiasm of American travelers to visit the UK.
In 2022 and 2023, the UK received 7.8 and 10.3 million American travelers who visited during the respective years.
Last year was the first year that the number of US citizens, 5.4 million, surpassed the number of foreigners traveling to the UK from the US.
This makes the UK a prime destination for American and international tourists.
Why Americans love the UK
Experts attribute this to various factors, including cultural appeal, ease of travel, and historical ties between the US and the UK.
Below are some reasons experts believe the UK stands out as a favorite for Americans.
Shared language and cultural ties
For many Americans, traveling to the UK feels familiar and accessible.
English is widely spoken, eliminating language barriers, and the historical connection between the US and UK resonates with visitors.
The UK also offers a captivating blend of cultural familiarity and exciting new experiences.
Iconic landmarks
London, the UK’s bustling capital, remains a primary draw for American travelers.
Visitors flocked to see world-famous landmarks like Buckingham Palace, Big Ben, the Tower of London, and the British Museum.
But the UK’s appeal extended beyond London. Other cities also offered vibrant arts, music, and sporting cultures.
Scenic countryside
Outside the cities, the UK’s natural beauty is also a major attraction for American travelers.
The Lake District, the Scottish Highlands, and Cornwall allowed travelers to explore picturesque landscapes and unwind in serene settings.
Not just London: American tourists exploring more of the UK
Although London was a highlight for many American travelers, interest in other regions of the UK has notably increased.
- Edinburgh: The Scottish capital drew visitors for its historic attractions such as Edinburgh Castle, as well as its vibrant summer festivals.
- Bath: This charming city provided a glimpse into Roman and Georgian history, attracting tourists eager to experience its well-preserved architecture.
- Manchester: Known for its music scene and sports culture, Manchester has become popular among younger travelers.
- The Lake District and Scottish Highlands: These rural areas offered a scenic escape, with opportunities for hiking, sightseeing, and immersing in nature.
Experts predict that American travelers will continue to explore the UK’s hidden gems beyond London into 2025.
Americans choose the UK over other countries worldwide
The eSim company Nomad, which gathered eSim data from over 50,000 customers, reveals the top travel destinations by state.
It revealed that the UK is the top choice among 26 out of 50 states among American travelers.
Canada took second place, with 14 states, while Japan took third place, with eight states.
Indonesia placed fourth, with three US states choosing it. At the same time, Italy takes fifth, emerging as the top destination in one state.
Eric Morhenn, an eSIM expert and COO at Nomad, says their data reflects what motivates Americans to travel.
“This data reveals a powerful trend that goes beyond simple wanderlust,” he said via a news release.
“Americans are seeking transformative experiences that foster personal growth and cross-cultural understanding,” Morhenn added.
Other top European destinations for American tourists
Other European countries also attracted large numbers of US travelers.
France
Paris remained a classic favorite, offering the Eiffel Tower, the Louvre, and a vibrant café culture. The French Riviera and Provence also appealed to those seeking scenic escapes.
Italy
Cities like Rome, Venice, and Florence remained popular with their rich history, art, and world-famous cuisine. Tuscany’s vineyards and Amalfi’s coastline added to the appeal.
Germany
American visitors flocked to Germany for its mix of history and culture. Highlights included Berlin’s dynamic arts scene, Bavaria’s scenic charm, and Munich’s Oktoberfest celebrations.
Spain
With its sunny beaches, rich architecture, and lively festivals, Spain offered something for all kinds of travelers.
Future international travel trends
Industry experts agree that the post-pandemic resurgence of international travel played a key role in the UK’s rise in popularity.
They believe the UK is poised to maintain this advantage among American tourists.
Promoting lesser-visited regions, more direct flights from the US, and favorable exchange rates are expected to sustain this trend.
New tourism campaigns also encourage travelers to extend their stays and explore beyond the capital or come back and visit often.
This year, the new UK Electronic Travel Authorization (ETA) is not seen as deterring Americans from visiting the UK.
The new ETA is a digital travel permit that Americans must pay and apply for before their trip to the UK.
Unlike a visa, it is easier to obtain and is valid for two years, allowing multiple short stays in the UK for up to six months per visit.
Experts believe that travelers will quickly adapt to the new rule, as they did with other travel authorization systems in the US, Canada, and Australia.