Published on
January 18, 2026
As UK travelers plan their holidays for 2026, they are shifting their focus to unconventional destinations, with countries like Denmark, Italy, Portugal, Norway, Romania, Finland, Thailand, and Sweden topping their lists. The desire for more memorable and meaningful travel experiences is driving this trend, as holidaymakers seek destinations that offer authenticity, adventure, and a break from overcrowded tourist spots. These destinations promise unique cultural experiences, rich histories, and breathtaking landscapes, making them perfect for those looking to create lasting memories while exploring beyond the usual hotspots. Full details inside on why these countries are becoming the go-to choices for UK travelers in 2026.
With 2026 on the horizon, Britons are shifting their travel preferences toward more unexpected and unconventional destinations. A recent survey of 2,000 adults revealed that 43% of respondents are planning to visit places that were previously off their radar, signaling a growing interest in discovering unique and less-explored locales.
While popular destinations like Sardinia in Italy and Madeira in Portugal remain strong contenders for many, a notable number of travelers are opting for hidden gems. Among the top emerging choices are Gozo Island in Malta, the Outer Hebrides in Scotland, and the enchanting Lapland in Finland—destinations that offer distinct cultural experiences and breathtaking landscapes, yet are often overlooked by mainstream tourism.
This shift toward lesser-known locations is especially prominent among younger travelers. An impressive 67% of Gen Z participants indicated they’re eager to explore destinations that lie off the beaten path in 2026. This group’s preference for adventure and new experiences contrasts with the more traditional choices favored by older generations, who are still gravitating toward well-known holiday spots but are increasingly open to venturing beyond the usual.
Cost is playing a significant role in driving these decisions. A quarter of the respondents pointed to budget-friendly options as a key factor in selecting less popular destinations, as they aim to maximize their travel budgets. However, the desire for meaningful experiences is just as strong. More than 40% of those surveyed said they are choosing destinations based on the potential for unforgettable experiences rather than simply seeking the most affordable getaway.
For many, the value of a holiday goes beyond its price tag. The research shows that 43% of respondents consider a trip worthwhile if it offers an opportunity to disconnect from the pressures of everyday life, emphasizing a shift towards emotional and personal enrichment when selecting travel spots.
In line with this trend, many Britons are opting for multiple, shorter holidays throughout the year rather than one long trip. According to the survey, 44% of respondents prefer several affordable breaks to explore more of the world, as opposed to 19% who plan on a single, extended vacation. This behavior reflects a broader desire to experience a variety of destinations without overextending financially.
The increasing popularity of destinations like Latvia and Montenegro illustrates this trend. These countries, along with others such as the Faroe Islands and Azores, offer travelers the chance to immerse themselves in authentic cultural experiences and stunning natural landscapes, all while avoiding the overcrowding common in major tourist hubs.
Looking ahead to 2026, Britons are set to explore a wide range of both traditional and emerging destinations. The following list highlights the top 30 locations gaining traction among British travelers for the coming year:
Top 30 Travel Destinations for Britons in 2026
- Sardinia (Italy)
- Madeira (Portugal)
- Outer Hebrides (Scotland)
- Azores (Portugal)
- Tromsø (Norway)
- Lapland (Finland)
- Gozo Island (Malta)
- Faroe Islands (Denmark)
- Latvia (Northern Europe)
- Slovakia (Central Europe)
- Montenegro (Balkans)
- Svalbard (Norway)
- Moldova (Eastern Europe)
- La Gomera (Canary Islands)
- Transylvania (Romania)
- Alta (Norway)
- Rovaniemi (Finland)
- Panama City (Panama)
- Chiang Rai (Thailand)
- Kiruna (Sweden)
- Nuuk (Greenland)
- North Macedonia (Balkans)
- El Hierro (Canary Islands)
- Bosnia and Herzegovina (Balkans)
- Georgia (Caucasus)
- Serbia (Southeast Europe)
- Albania Riviera (Albania)
- Uzbekistan (Central Asia)
- Belgrade (Serbia)
- Baku (Azerbaijan)
UK travelers are choosing unconventional destinations for 2026, with countries like Denmark, Italy, Portugal, and Finland leading the way, driven by a desire for more meaningful and memorable holidays. Full details inside on why these unique spots are topping travel lists.
As Britons increasingly look beyond the well-trodden paths of traditional tourist spots, destinations like Gozo Island, the Outer Hebrides, and Lapland are becoming more popular for those seeking adventure, culture, and new experiences. These destinations offer more than just scenic beauty—they promise a chance to make lasting memories and connect with the world in a deeper, more meaningful way. With 2026 set to be a year of exploration, this shift towards unconventional travel is reshaping the future of tourism, giving rise to a new era of discovery.
