Published on
January 10, 2026
Japan joins Czech Republic, South Korea, Vietnam, Morocco, Cambodia, Egypt, and more as the fastest-growing destinations for British travelers in 2026, reflecting a growing demand for unique travel experiences. As British tourists shift their focus from traditional relaxation spots to culturally rich and adventure-filled locations, Japan’s mix of ancient traditions, modern innovation, and stunning landscapes has captured the attention of those seeking something new. This rise in popularity is part of a larger trend towards destinations that offer more than just sightseeing, with travelers looking for deeper cultural connections, immersive experiences, and memorable adventures.
The Czech Republic is gaining significant traction as a must-visit destination for British travelers in 2026, as shifting travel trends place a stronger emphasis on cultural exploration and adventure. With an impressive 541% increase in visitors, the country stands out as the top European destination to watch, according to the latest data from a leading global eSIM provider.
Once synonymous with affordable city breaks and vibrant nightlife, particularly in Prague, the Czech Republic has long been a popular destination for short trips and stag weekends. However, this new surge in popularity marks a shift in the preferences of UK tourists. Rather than flocking solely to Prague’s well-known party scene, travelers are increasingly drawn to the country’s scenic countryside, rich history, and picturesque villages. British visitors are now looking for more than just city escapes; they seek immersive cultural experiences and natural beauty.
This trend reflects a broader transformation in British travel habits, as adventure-focused and culturally rich destinations are gaining ground over traditional, relaxation-based holidays. With a rise in interest for destinations offering both historical depth and stunning landscapes, the Czech Republic has become a top choice for those seeking unique travel experiences beyond the usual tourist routes.
The Czech Republic’s rise is just one example of the evolving landscape of global tourism. Other countries are also seeing notable increases in British visitors, highlighting the growing appetite for destinations that offer a mix of culture, adventure, and authenticity. Lebanon, for instance, recorded a remarkable 290% rise in visitors, driven by its breathtaking landscapes, ancient ruins, and vibrant cities like Beirut and Tripoli. The country’s appeal lies not only in its rich history but also in its diverse cultural experiences, making it an exciting choice for those looking to explore something new.
Laos is another destination on the rise, with a 202% increase in British tourists. Known for its tranquil landscapes along the Mekong River, Laos is attracting travelers with its laid-back atmosphere, thriving coffee culture, and affordability. The country’s lush jungles and historic temples offer a serene escape for those seeking an off-the-beaten-path adventure.
Tunisia has also seen an impressive 178% increase in British visitors, emerging as a viable alternative to traditional North African destinations like Egypt and Morocco. The country’s warm climate, fascinating history, and vibrant culture make it an appealing choice for travelers looking for a less crowded yet equally captivating destination.
South Korea has made a significant impact on British tourism, with a 176% increase in visitors, largely fueled by the global influence of K-pop and Korean fashion. The country’s growing popularity has been further boosted by the success of Korean entertainment, including recent film releases that showcase South Korea’s dynamic culture and stunning landscapes. As British tourists continue to embrace Korean culture, the country is poised to become a top travel destination for 2026.
Other countries such as Vietnam (+113%) and Cambodia (+106%) are also expected to see substantial growth, particularly during the winter months when their warm climates provide a perfect escape from the cold weather in the UK. Both countries are known for their rich cultural heritage, stunning natural beauty, and affordability, making them ideal options for travelers looking for new adventures in Asia.
Japan joins Czech Republic, South Korea, Vietnam, Morocco, Cambodia, Egypt, and more as the fastest-growing destinations for British travelers in 2026, driven by a rising demand for unique, culturally immersive travel experiences.
In conclusion, the travel landscape for British tourists is shifting significantly in 2026. As the demand for adventure and cultural immersion grows, destinations like the Czech Republic, Lebanon, Laos, and Tunisia are emerging as top choices. These rising destinations are capitalizing on the desire for authentic, off-the-beaten-path experiences that offer more than just traditional sightseeing. With adventure, culture, and history taking center stage, these destinations are set to dominate the global tourism scene in the coming years.
