American tourists are stereotypically thought of as loud, boorish, and tacky. They’re also sorely missed.
“It’s a great time to be an American tourist.”
Such a statement would have been nonsensical a year ago, when the COVID-19 surge in the United States was so grim that Americans, who are accustomed to traveling most places without issue, were considered personae non gratae across much of the rest of the world. But Tom Jenkins, the CEO of the European Tourism Association, stands by it: When European countries reopen their borders to tourists—as they expect to do this summer—they hope Americans will be at the front of the line.
Not only is the U.S. one of the most important countries for European tourism, but it’s also now one of the most vaccinated in the world. Yet the idea that Americans would be desired, or even preferred, guests in Europe runs in stark contrast to a more long-standing stereotype—that of the “ugly American” tourist. You know the type: loud (especially on public transportation), bumbling, boorish, and often sporting the quintessential uniform of socks and sandals, a baseball cap, and a backpack worn on the front. “Our correspondents felt American tourists had few social graces,” the humorist Art Buchwald wrote in 1957 about how Americans were perceived across the Atlantic. “They objected to Americans ‘taking moving pictures of them,’ ‘throwing around money,’ ‘talking loudly,’ [and] ‘bragging about the American way of life.’”