I think it's probably a convergence of relatively cheaper air travel and also network effects due to social media. For instance not too long ago, I was in a particularly scenic beach Italy, and was surprised to find that, while it had previously been a destination mostly for Italians, this year they experienced a large number of American tourists even though it's a bit complicated to reach and it's hard to navigate that region with English alone. I suspect you could trace that shift to a social media post or a travel blog.