Americans choose culture over beaches

Goodbye beach, hello cultural immersion. A new era of travel is redefining how Americans vacation, with most seeking not just escape but enrichment.

According to JayWay Travel’s 2025 study, 87% of travelers are switching from passive relaxation to active exploration, trading sun loungers for museums, markets and meaningful memories.

The renaissance of travel is about value, identity and connection. Europe has become a top destination for travelers looking for experiences that promote personal growth and cultural understanding, not just rest and relaxation.

Europe's new golden age: Why Americans choose culture over beaches

Key findings:

• 87% believe Europe is experiencing a new golden age of cultural tourism.
• 75% believe that more Americans today are prioritizing cultural experiences over beach vacations.
• 53% said history and architecture were what attracted them most to Europe.
• 81% of people would choose to spend a week in Europe rather than go to a beach resort.
• 79% said cultural experiences were more attractive than leisure vacations.
• 87% believe cultural trips have greater long-term value than beach resorts.
• Nearly half (49.9%) say Europe offers greater value.
• 40% said their top goal when planning a trip to Europe was to gain a deeper understanding of history, art and culture.
• 56% said the feeling of personal growth or learning something new after traveling was very important.
• 34% of Gen Z said that local food and wine traditions are the most attractive cultural experience when traveling in Europe.
• 48% said they would be likely to encourage friends and family to travel to Europe after their trip.

Europe's cultural renaissance: 87% think the continent is in a new golden age of travel

Americans agree: Europe has reclaimed its title as the cultural capital of the world.

• 87% of travelers say Europe is currently experiencing a new golden age of cultural travel.
• 75% believe that more Americans today are prioritizing cultural experiences over beach vacations.

From historic cathedrals to world-class festivals, visitors are seeking substance over scenery. This surge of cultural curiosity is spreading through the streets of Paris, Rome and Prague, making Europe once again the beating heart of modern tourism.

This view is shared by every generation, from Baby Boomers to Gen Z, as the global focus has shifted from palm trees to squares.

Forget the beaches: 8 in 10 Americans are eager to take a cultural trip to Europe

Days spent choosing between poolside drinks and beach umbrellas are being replaced by a new kind of holiday centered around learning, heritage and discovery.

• 81% of Americans would choose to spend a week in Europe over a beach resort.
• 79% said cultural experiences were more attractive than leisure vacations.

Regardless of age group, household income or gender, travelers choose pebbles along the shoreline.

For many, the perfect trip now includes a guided tour, local food experiences and authentic city life rather than the seclusion of a resort. This overwhelming preference points to a cultural awakening among American travelers and a desire for depth and authenticity in an increasingly digital, fast-paced world.

Europe wins hearts (and wallets): Half of Americans say Europe is a better value than resorts

Today’s holidays are no longer about indulgence; They are about investing.

• 49.9% said Europe was a better value than a beach resort.
• 87% believe the long-term value of a cultural trip exceeds that of a traditional holiday.

For travelers, value no longer means the lowest price tag; It means the most generous returns. A museum visit or local tour can leave a more lasting impression than a week of luxury by the pool.

Americans seek more than just a break from vacation. They hope to create memories and meaning long after they fly home.

Travel is more than just a vacation: 56% say learning and growth will be critical to vacation value in 2025

The definition of successful travel has changed. For most travelers, it’s no longer about how relaxed you feel when you return, but how much you learned along the way.

• 40% said their top goal when planning a trip to Europe was to gain a deeper understanding of history, art and culture.
• 56% said the feeling of personal growth or learning something new when traveling is very important.

This drive for personal enrichment makes Europe the ultimate classroom for global citizenship. Every trip offers the opportunity to gain perspective, appreciation, and renewed self-awareness, transforming tourism into transformation.

History speaks louder than hype: Americans choose European architecture over luxury resorts

While luxury resorts may offer comfort, Europe offers something more compelling: a connection to history.

• 53% said history and architecture were what attracted them most to Europe.

From the Gothic grandeur of Prague Castle to the Renaissance beauty of Florence, Americans are fascinated by Europe's living history. These centuries-old streets and buildings become the backdrop for a new kind of luxury, an atmosphere rooted in culture, authenticity and awe.

Gen Z’s quest for authenticity: 34% rate local food and wine traditions as Europe’s top attraction

Younger generations are leading the meaningful travel movement.

• 34% of Gen Z travelers say local food and wine traditions are the most attractive part of traveling to Europe.

For Gen Z, authenticity is the new desire. They measure value not by star rating but by connection to local culture, whether that means learning to make pasta in Italy, tasting family wines in Hungary, or dining in a century-old tavern in Prague.

This generation’s curiosity is redefining the meaning of luxury: experience over exclusivity.

From tourists to evangelists: Nearly half of Americans urge loved ones to travel to Europe

Cultural travel not only changes individuals; It’s creating advocates.

• 48% of travelers say they are likely to encourage friends and family to travel to Europe after their trip.

For many, their overseas experiences inspire some lasting sense of wonder worth sharing. Travelers return home to become storytellers and ambassadors of the continent’s culture, inspiring others to follow suit. The knock-on effect ensures that the golden age of travel in Europe is only just beginning.

generalize

Today's travelers are looking for more than just an escape from the hustle and bustle. They seek personal enrichment, and our new 2025 survey reveals a mindset that is changing the travel industry landscape.

Core findings show that 56% of holidaymakers now believe that the feeling of learning something new is crucial to the success of a trip, a sentiment that explains why 87% believe cultural trips offer greater long-term value than beach holidays.

This search for meaning makes Europe a top destination as travelers prioritize deepening their understanding of history, art, and authentic local traditions over simple relaxation.

About Jiewei Travel

JayWay Travel creates personalized European vacations designed for authentic exploration. from Italy and Spain arrive Greece and Croatiaevery trip is carefully designed around your interests, including a customized itinerary of accommodation, transportation, excursions and on-the-ground support.

Every detail is taken care of for you, allowing you to enjoy your journey with ease. With JayWay, travelers can experience Europe like a local while enjoying the ease of a well-planned vacation.

methodology

To understand how Americans make vacation plans and destination preferences, we surveyed 1,000 adults across the United States who have taken a leisure trip in the past two years or plan to travel in 2025.

Participants answered a series of questions about their attitudes toward cultural experiences, personal growth and perceived value when comparing a European vacation to a traditional beach or resort trip.

Responses are analyzed by demographic groups such as age, gender, income and generation to identify emerging trends and changes in traveler behaviour.

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