Europeans shunning US as Emirates and Asia travel prove popular, says Tui

Tui, the largest travel operator in Europe, reported a significant decline in holiday bookings to the United States on February 10, 2026, as travelers shift their preferences toward destinations in Asia and the United Arab Emirates amid concerns over the new Trump administration's immigration policies. The German-headquartered company revealed that the cooling demand for transatlantic travel is directly linked to a perceived 'deterrence effect' caused by stricter border controls and high prices, leading many European tourists to seek more welcoming or cost-effective alternatives for their long-haul vacations. Sebastian Ebel, the Chief Executive of Tui, noted that while the United States remains a major global destination, the combination of political rhetoric and logistical hurdles at entry points has dampened enthusiasm. In contrast, destinations such as Thailand, Vietnam, and the Maldives are seeing a surge in interest as they capitalize on the shifting market. The company’s latest financial updates suggest that the travel landscape is undergoing a structural shift, with the Emirates specifically emerging as a dominant hub for luxury and leisure travel from the European continent. Industry analysts point out that the high cost of the US dollar against the Euro and Pound is further exacerbating the downturn. When combined with the public perception of a more hostile immigration stance in Washington, the financial and emotional barriers are proving too high for many families. Tui has responded by diversifying its portfolio and increasing capacity on routes to the East, ensuring that their growth targets remain on track despite the slump in American tourism. This trend highlights the sensitivity of the global tourism industry to geopolitical shifts and border policy changes.