American consumers are rescuing the European tourism industry.

Airfare prices are rising, but affluent American tourists are driving a 14.3% increase in European spending, reaching €742.8 billion this year, according to the European Travel Commission. Despite reduced savings, strong labor markets support continued high spending by U.S. consumers, with travel expenditures up 13% compared to 2019, as reported by Mastercard Economics Institute and Bank of America. Consumers prioritize experiences over material goods for travel.