Europe’s largest tour operator, Tui, says demand for travel to the United States has waned significantly.
According to recent reporting by The Guardian, bookings to the U.S. have fallen amid growing concerns over strict immigration policies, including heightened border scrutiny and visa uncertainty under the Trump administration.
Instead, Tui is seeing strong growth in bookings to the Emirates — especially Dubai — and destinations across Asia and the Caribbean.
The company’s CEO, Sebastian Ebel, confirmed long‑haul travel patterns are shifting as holidaymakers prioritise ease of entry, lower border friction, and diversified experiences.
Despite lower U.S. demand, Tui reported its best first quarter in over a decade, with revenue rising to €4.9 billion and operating profits growing by 7.5%.
Analysts credited robust cruise division growth and resilient travel appetite for this performance.
Travel advisors and industry observers say this trend reflects a broader pivot by Europeans toward destinations where border controls are perceived as smoother and leisure infrastructure is expanding rapidly.
Read also: Europeans shunning US as Emirates and Asia travel prove popular
Many tourists now prefer Dubai and Asian hubs — markets that have invested heavily in tourism capacity and business travel facilitation.
Impact
European travellers are increasingly favouring destinations with streamlined entry requirements and growing tourism infrastructure over traditional U.S. routes.
This has wider implications for international airlines, border policy makers, and tourism boards across the EU and Americas.
