MW American travelers are trading Tuscany for Tacoma this summer, thanks to soaring airfares
By Genna Contino
RIP, Euro summer: 5 alternative hot spots for U.S. travelers this summer - and some to avoid
Airfares have increased a whopping 27% on a year-over-year basis, making the high cost of longer-haul flights one likely culprit for the domestic-travel trend.
Surging airfares have made it harder for price-conscious travelers to justify summer vacations in Europe - and many are opting to travel within the U.S. instead.
The number of domestic Airbnb $(ABNB)$ bookings is up compared with this time last year, according to the short-term-rental giant, which said a third of its U.S. customers are staying in the country this summer. Plus, Florida and California beaches saw a 50% uptick in online searches compared with last year, according to Expedia's (EXPE) 2026 summer travel report, and interest in American lakes, mountains and national parks jumped 65%.
Airfares increased about 7% between April and May and are up a whopping 27% on a year-over-year basis, making the high cost of long-haul flights one likely culprit for the domestic-travel trend. Beyond inflation, some Americans are ditching international trips to attend the FIFA World Cup, which the U.S., across 11 cities, is co-hosting with Canada and Mexico. Even some high-income travelers who can still afford a European vacation are opting to stay in the States, said Wander CEO John Andrew Entwistle. Wander, a luxury short-term-rental company that only operates in North America, has seen a 26% rise in bookings ahead of summer.
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"The affluent traveler can afford to travel [to Europe], but larger groups and families are gravitating domestically to manage expenses," Entwistle told MarketWatch.
Here are five U.S. destinations travelers are seeking out this summer - and some to avoid.
5 summer hot spots for U.S. travelers
1. Hike red-rock landscapes in St. George, Utah
The U.S. has a diverse range of terrains across its 3.8 million square miles, including the desert in the Southwest. St. George, Utah, in the Mojave Desert has piqued travelers' interests as Expedia recorded a 125% uptick in searches for the destination compared with last year.
In close proximity to the sandstone peaks of Zion National Park, St. George has a bustling downtown for travelers to return to after a day of hiking.
The St. George Area Chamber of Commerce office and events manager Edylyn Salas confirmed the area is seeing a "huge increase in inquiries and general activity." Visitors can experience a variety of outdoor adventures including ziplining, canyoneering and horseback riding.
2. Explore mountains and the Pacific coast in Tacoma, Wash.
Expedia searches for Tacoma, Wash., also more than doubled this year. Visitors can enjoy oysters along the Puget Sound or spend a day hiking at Mount Rainier National Park.
With international travelers coming to watch World Cup matches in nearby Seattle and the National Parks Service scrapping its timed-entry reservation system for some parks, Mount Rainier will likely be packed, said Matt Wakefield, chief marketing and data officer for the destination-marketing organization Visit Tacoma-Pierce County. But forecasting actual demand this year is difficult because of economic volatility, he noted.
"I saw they put up new signs this year that estimate wait times along the highway into the park, so it sounds like they're prepared for an interesting summer," Wakefield said.
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If you are planning on visiting a national park, the National Parks Conservation Association recommends visiting midweek and arriving early or late in the day to avoid crowds.
3. Cruise along Alaska's coast
Travel agent Alston Causey's top choice for a domestic trip that feels international is Alaska, and he recommends cruising as the best way to tour the state. Most major cruise lines offer trips to the 49th state, where travelers can explore the tallest mountain in the U.S. or go whale watching on the coast.
"It is one of the most magical travel experiences that you can have, and what's crazy is you're still within the United States," said Causey, a vice president at the travel agency Travelmation.
Luxury travel agency Pavlus Travel said revenue and bookings for Alaska summer trips were up compared with this time last year, according to a late May statement, noting that Virgin Voyages, Disney Cruise Line $(DIS)$, Princess Cruises, MSC Cruises and Celebrity Cruises all debuted new trips to the state this year.
Cruising is one way travelers can see significant savings compared with an international trip. For example, Royal Caribbean $(RCL)$ is advertising late-summer Alaskan cruises at rates between $500 and $900 per person, according to the cruise line's website as of Wednesday. That includes the room, meals and entertainment on-board, while the same amount might typically only cover the cost of a one-way flight to Europe.
4. Sunbathe on a Florida or South Carolina beach
Wander has seen increased interest in beaches in the Southeast this year, with travelers booking more vacation rentals on the coasts of Florida and South Carolina for the summer, Entwistle said.
Bradenton, Fla., which offers easy access to Anna Maria Island, and Siesta Key, Fla., known for its white-sand beaches, both have seen a surge in search interest this year, according to Expedia.
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If Florida is too expensive, South Carolina is known for destinations with more affordable lodging, such as Myrtle Beach, which made the No. 1 spot on Tripadvisor's $(TRIP)$ list of top domestic destinations for U.S. travelers this summer. Projected travel demand for the beach was actually lower this year because "the K-shaped economy is sort of creating this downward pressure on economy accommodations, economy restaurants," said Stuart Butler, president of the marketing organization Visit Myrtle Beach.
However, last-minute bookings have helped bring the number of visitors up to the same level as last year, and Butler expects strong tourism in June and July. Half of the U.S. population can get to Myrtle Beach within a 12-hour drive, he said, and interest from the northeastern states has been increasing.
"Folks that are trying to save a penny or two, they'll look at the cost equivalent of coming to a value-driven destination, like Myrtle Beach versus Florida, and [they can] save $100, $150 to $200 on gas," Butler said.
Those looking for a step up from Myrtle Beach can try Hilton Head Island, which is known for its paved bike trails and bright-green golf courses. Hotel occupancy for June and July in the region is up 6% despite more guests booking at the last minute, but there are fewer summer short-term bookings compared with last year, according to the Hilton Head Island-Bluffton Chamber of Commerce.
"Together, these trends suggest travelers may be exhibiting more value-conscious booking behavior," said Heather Woolwine, vice president of communications at the chamber.
5. Go camping in the Great Smoky Mountains
Airbnb guests have shown "a growing desire to center travel around play and adventure," this summer, Airbnb communications lead Ali Killam said, and the Great Smoky Mountains are one of the platform's top trending summer destinations, especially among Gen Z guests.
A subrange of the Appalachian Mountains along the border of Tennessee and North Carolina, the Smokies are known for hiking trails with waterfalls and scenic outlooks.
Unless you're a soccer fan, budget-conscious travelers should avoid these U.S. cities
Those who are specifically traveling domestically to save money should avoid the World Cup host cities, where lodging prices have been inflated due to anticipated demand. At Wander, the average daily rate for rentals in U.S. host cities has grown from $246 to $499, with Kansas City (240% jump in rates), Dallas (238%), Atlanta (147%) and Houston (121%) seeing the most dramatic price hikes.
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-Genna Contino
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(END) Dow Jones Newswires
June 13, 2026 14:49 ET (18:49 GMT)
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