When you think of a European vacation, chances are visions of sipping Aperol spritzes along the Amalfi Coast, strolling the Champs-Élysées or island-hopping in Greece come to mind.
But according to new travel data, Americans are increasingly setting their sights on a very different kind of European escape. One where black-sand beaches replace white-sand shores, steaming lagoons stand in for Mediterranean beach clubs and the biggest nighttime attraction isn’t a rooftop bar but a spectacular natural light show.
And the best part? Getting there might actually take less time than you think.
In its newly released What’s Hot for 2027 travel trends report, luxury travel company Scott Dunn revealed that U.S. bookings to one European island destination have more than quadrupled year over year.
So, which destination has Americans packing their bags in record numbers?
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Why Iceland Is Becoming One of 2027’s Hottest Travel Destinations
While Iceland has long been a favorite among adventure seekers, Scott Dunn’s latest booking data suggests its appeal is expanding among luxury travelers looking for something beyond the typical European itinerary.
According to the company’s report, U.S. bookings to Iceland have more than quadrupled compared with the previous year, representing an increase of more than 300%.
That’s a particularly impressive jump considering the company’s broader findings. Domestic U.S. travel demand is up 49%, while bookings to Hawaii have increased 78%.
One possible explanation for Iceland’s growing appeal? Accessibility.
Despite its seemingly remote location in the North Atlantic, Iceland is surprisingly convenient for East Coast travelers.
According to Icelandair, a nonstop flight from New York to Reykjavík takes approximately six hours, while flights from Boston average just five to six hours.
That’s comparable to flying to some Caribbean and Mexican vacation destinations, only instead of palm trees and piña coladas, you’re greeted by glaciers, waterfalls and volcanic landscapes.
Scott Dunn’s broader report also suggests travelers are placing greater importance on personalized experiences and hassle-free itineraries.
“Our trusted specialists offer a real point of view on where to go, when to go, and just as importantly, what to leave out,” says Fiona Batten, senior vice president of Scott Dunn USA.
“In 2027 we expect that principle to shape everything, from multigenerational families planning around their own history to providing access for our most discerning guests to rare moments that are thoughtful, relevant and meaningful to them.”
What Makes Iceland Worth Visiting in 2027?
For starters, there’s the scenery. Iceland packs an almost absurd number of natural wonders into one relatively compact island.
First-time visitors can explore the famous Golden Circle, a scenic route connecting Þingvellir National Park, the erupting Strokkur geyser and the thundering Gullfoss waterfall.
Then there’s the South Coast, where black-sand beaches, towering waterfalls and glaciers create a landscape that looks straight out of another planet.
And if your idea of vacation involves a little more pampering than hiking, Iceland delivers on that front, too.
The country’s geothermal bathing culture makes it easy to combine outdoor adventures with serious relaxation. Newer wellness experiences like Laugarás Lagoon offer naturally heated waters surrounded by mountain scenery.
For travelers looking to splurge, Scott Dunn also highlights Eleven Deplar Farm, an ultra-luxurious retreat on the remote Tröllaskagi Peninsula, where guests can enjoy everything from heli-skiing to horseback riding, kayaking and geothermal pool sessions.
And let’s not forget the Northern Lights. According to Visit South Iceland, the best opportunities to spot the aurora typically fall between September and April, making Iceland particularly appealing for travelers planning a fall, winter or early-spring escape.
Of course, a sighting is never guaranteed. But with waterfalls, glaciers, hot springs and otherworldly landscapes waiting around practically every corner, we’d argue Iceland is worth the trip even if the sky doesn’t put on a show.
And judging by Scott Dunn’s latest numbers, American travelers are increasingly coming to the same conclusion.
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