Survey Finds Americans Choose European Travel Over Beaches

Americans are switching up the way they like to travel, according to a recent study from JayWay Travel. According to the travel agency’s 2025 traveler study, nearly 90 percent of them are shifting away from passive relaxation trips (like going to a beach) and are instead looking for cultural vacations, including trips to Europe, with 81 percent saying they’d choose a week in Europe over a beach resort vacay.

The reasons for this switch are myriad. About half of respondents said they felt a trip to Europe gave them more for their money. Meanwhile, 87 percent said a cultural trip provides more long-term value than going to a beach resort, with the majority noting education and personal growth are priorities for them when booking a trip.

As for what exactly travelers want to do once they get to Europe, it differs by generation. Gen Z travelers said they were drawn to Europe’s local food and wine traditions. Overall, though, travelers pointed to history and architecture as the biggest draws.

Whatever the case, 87 percent of respondents said Europe is currently experiencing a “new golden age” of cultural travel.