Photo Credit: The U.S. and Canadian flags at the Logan Pass Visitor Center. Rawpixel / GlacierNPS
Europe's biggest tourism boards — from France and Britain to Ireland, Spain, Switzerland and Portugal — keep their own teams in Canada, Toronto, or Montreal. Many smaller ones can’t justify it, and run North America from one office or agency, often in New York.
Whichever describes yours, the two markets on the other side of the ocean have been pulling apart, and your plan should reflect it.
One Paused, One Pivoted
Start with the Americans. They took close to 24 million trips to Europe in 2025, a record, and then eased off. Monthly growth slid from around 6% last summer to 2% by May, before departures fell 2.1% in June 2026 and 1.2% in July. We read that as travelers catching their breath after a record year.
Canadians, by contrast, made a dramatic pivot. In 2025, they made 23.5% fewer visits to the United States — but 13.6% more to Europe. Some 45% plan a European trip this year versus 34% of Americans. A country that used to drive sou