Portugal stands out as the 2nd favorite destination for Americans in 2025
Portugal continues to strengthen its position as a top travel choice for American tourists, being named the second most sought-after country for travel in 2025. This conclusion comes from a study conducted among the members of the USTOA (United States Tour Operators Association).
According to the survey, led by PricewaterhouseCoopers, Italy tops the list of destinations most desired by Americans next year, followed by Portugal and Greece, which occupy the second and third spots, respectively.
France and Japan share fourth place, while Spain, Iceland, Croatia, and South Africa appear next on the list. The ranking concludes with three destinations tied: Australia, Morocco, and Thailand.
Alternative destinations gain popularity
The study also examined preferences for less conventional destinations, with Vietnam leading the list. Iceland and Japan share the second spot, followed by Croatia, Morocco, South Korea, and Turkey in third. Destinations such as Albania, Bhutan, Italy, Namibia, and South Africa tie for fourth place among lesser-explored but highly intriguing locations.
Travel experiences
USTOA also highlighted the types of experiences most sought after by American tourists. Packages focused on culture, art, and gastronomy top the list, offered by 77% of operators. Additionally, 71% of members provide programs geared toward nature tourism and safaris, while 65% include multi-generational packages tailored for families. Adventure tourism activities also feature prominently, promoted by 64% of operators.
Portugal’s prominent position on this list reflects the growing interest of Americans in destinations that combine history, culture, and unique experiences, such as gastronomy and natural landscapes. This recognition establishes the country as a leading reference in international tourism.