(Sunburn, sangria, and suspiciously cheap flights included)
Brits take holidays very seriously. In fact, they took 94.6 million trips abroad in 2024, which is more than the population of the UK packing a suitcase and fleeing the drizzle at least once.
And while the stereotype says “somewhere hot, with chips,” the reality is a bit more nuanced… though not that nuanced.
Here are the top 15 holiday destinations Brits keep coming back to, based on real travel data, search trends, and a healthy dose of collective wanderlust.
1. Spain
Still undefeated. With 17.8 million visits in 2024, Spain is less a destination and more a seasonal migration.
Sun, sangria, and the comforting hum of other British accents.
2. France
9.3 million Brits can’t be wrong.
Equal parts croissants, culture, and quiet judgment from waiters.
3. Italy
Nearly 5 million visits a year.
Brits arrive for the pasta, stay for the architecture, and leave wondering why espresso is so small.
4. Turkey
A consistent top-five player. Affordable, sunny, and very good at all-inclusive buffets.
5. United States
Roughly 4 million visits annually.
For when Brits want bigger roads, bigger portions, and a brief identity crisis in Target.
6. Greece
Over 2,500 hours of sunshine a year and meals for under £5? Say no more.
Also: islands. So many islands.
7. Portugal
Lisbon, Porto, and the Algarve. Affordable, beautiful, and increasingly full of people saying, “We almost didn’t want to tell anyone about this place.”
8. Thailand
The long-haul darling. One of the most searched destinations for 2025 by Brits.
Beaches, street food, and that feeling of getting incredible value for money.
9. Dubai
A glittering desert playground that keeps climbing the ranks.
Think luxury, heat, and brunches that last longer than most relationships.
10. Ireland
Close, charming, and often wetter than home.
But with better pubs, so it balances out.
11. Malta
Search interest up over 120% as Brits look for somewhere familiar but slightly different.
History, heat, and very swimmable water.
12. Croatia
A rising star with Game of Thrones energy and crystal-clear coastlines.
Search demand keeps climbing steadily among UK travellers.
13. Morocco
Marrakesh in particular is booming with Brits chasing color, chaos, and incredible food.
14. Canada
A surprise climber. One of the top searched long-haul trips for Brits.
Mountains, lakes, and a polite culture shock.
15. Tunisia (The Budget Curveball)
Bookings up sharply, with some holidays costing 35% of a French Riviera trip.
Same vibes, fewer euros, more smugness.
The Big Picture
British holiday habits are a mix of tradition and curiosity:
- Sun still wins (Spain isn’t going anywhere)
- Value matters more than ever (hello, Tunisia)
- Long-haul is back (Thailand, Canada rising fast)
- And increasingly, Brits want to say:“It’s like Spain… but cooler, and fewer Brits.”
Even if, inevitably, the Brits follow shortly after.
If you want, I can tighten this further into a more Moss and Fog-style minimal piece or make it punchier/edgier.
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