The Destination Equation

Where did us Brits travel to most in 2025, and where might we be heading to later this year for something a bit different?

British holiday habits last year were shaped by a desire for reliability, value and ease, which probably won’t come as a surprise to most.

Spain remained the standout favourite. Its mix of sunshine, short flight times and variety, from beach resorts to cultural city breaks, kept it firmly at the top of many travellers’ lists. Portugal followed closely, with the Algarve and Lisbon offering a slower pace, strong food culture and consistent value.

France continued to appeal for short breaks and rural escapes, benefiting from easy access and familiarity, while Italy attracted visitors with its combination of history, scenery and world-class cuisine.

Greece maintained popularity through family-friendly islands and increasingly good shoulder season options, while Turkey’s all-inclusive resorts gained further ground as travellers looked for cost certainty.

Add in the Canary Islands, which remain a year-round staple, particularly for winter sun, and long-haul travel with the United States and the United Arab Emirates attracting those seeking bigger, once-a-year trips, and it’s only left for Ireland to quietly round off the top 10 destinations us Brits ventured abroad for, throughout the course of the year.

Together, these destinations reveal a pattern. British travellers in 2025 favoured places that felt dependable and good value, often choosing familiarity over risk.

However, that does not mean curiosity has disappeared and, already looking ahead to the peak season in 2026, the message seems to be that travellers are considering destinations that offer something slightly different, without sacrificing comfort.

Albania is one such example. With Mediterranean beaches, dramatic landscapes and excellent affordability, it offers a slower, less crowded alternative to more established coastal hotspots.

Georgia, meanwhile, sitting between Europe and Asia, is attracting attention for its food culture, mountains and rich history; while Slovenia appeals to travellers seeking lakes, vineyards and sustainable tourism in a compact setting.

Jordan is another destination gaining interest, combining iconic sites such as Petra with desert landscapes and the unique experience of the Dead Sea.

Meanwhile, Japan beyond the major cities is drawing travellers keen to explore rural regions, traditional towns and a quieter, more affordable side of the country.

So while 2025 was about reassurance and familiarity, 2026 may be the year people start gently widening their horizons again. Whether returning to trusted favourites or exploring somewhere new, British travel is becoming less about ticking boxes and more about choosing experiences that feel genuinely rewarding.

For those looking to venture abroad this year, it begs the question – be brave, or play it safe?