Published on
August 25, 2025
As Spain experiences a noticeable decline in popularity among British holidaymakers, the shift can be attributed to several key factors that have led travellers to seek more diverse and exciting global experiences. The growing discontent over rising living costs, particularly in cities like Barcelona and Madrid, fueled by anti-tourism protests, has diminished the once alluring charm of the Spanish sun. Meanwhile, the search for new, unique destinations and adventures beyond the familiar beaches of Spain has sparked an increased interest in countries offering cultural richness, pristine landscapes, and a wider variety of activities. With long-haul travel on the rise, travellers are now embracing countries with distinct offerings, ranging from the diverse landscapes of the U.S. to the historic allure of Greece and Italy, creating a broader, more exciting travel horizon for British tourists.
UK Travelers Seek New Destinations, With Spain Losing Its Top Spot for Summer Getaways
As summer winds down, Brits are increasingly looking beyond Spain for their holiday destinations, preferring to explore fresh, exciting locations. Data from Virgin Media O2 reveals that nearly a third (30%) of UK residents plan to spend more on their holidays in the coming months, as prices for summer getaways start to fall.
Traditionally, Spain has been the favourite holiday destination for UK travellers, but recent trends suggest a shift. The number of British tourists visiting Spain has declined by 9% year-on-year, marking a significant drop. This shift seems to reflect a growing trend among Brits seeking new adventures, and the figures suggest that Spain may no longer hold the same allure it once did.
Several factors are contributing to this change. A notable reason could be the series of anti-tourism protests held in major Spanish cities such as Barcelona, Madrid, and Malaga. Many locals in these cities have expressed frustration over the rising costs of living, particularly the soaring housing prices, which they believe are exacerbated by the influx of tourists. This discontent has led to protests and growing tensions between residents and visitors, which could be discouraging potential holidaymakers from choosing Spain.
While Spain experiences a downturn in popularity, other European destinations continue to rise in favour. Greece, for instance, has become the go-to summer destination for a quarter of UK travellers, with 25% of respondents favouring the Mediterranean country. Its beautiful landscapes, rich history, and coastal charm seem to offer just the right appeal. Meanwhile, Italy also remains a top choice, with 23% of Brits eager to immerse themselves in its culture and cuisine during their holidays.
However, even these destinations are not immune to changes in travel preferences. Both Greece and Portugal have seen a drop in their appeal, with a 7% and 5% decline in popularity, respectively, according to Virgin Media O2’s survey. This indicates a shift towards destinations that were once less prominent but are now gaining traction among British tourists.
One surprising winner in the evolving holiday landscape is the United States. Despite its political climate, the U.S. has emerged as one of the biggest risers in terms of holiday choices for Brits. Now more popular than France, the U.S. has become the preferred destination for 17% of UK residents, thanks to its diverse range of attractions. This rise is particularly significant given the polarising nature of U.S. politics, with many Brits expressing discontent with former President Donald Trump. Yet, their preference for the U.S. as a holiday destination suggests that travellers are prioritising adventure and exploration over political views.
In contrast, France – traditionally a top choice for UK tourists – now ranks lower on the list, with just 14% of Brits considering it their ideal vacation spot. Although still popular, France’s appeal has waned somewhat, possibly due to the rise of alternative destinations that offer a similar experience but with fewer crowds.
The unusually warm summer weather in the UK could also be influencing travel decisions. A survey found that 40% of Brits believe that the UK’s summer climate does not affect their decision to travel abroad. With the UK experiencing more sunshine and higher temperatures than usual, some may feel less urgency to head to warmer destinations. This could be contributing to the decline in demand for traditional sun-soaked holiday spots like Spain.
Long-haul destinations have also seen a rise in popularity, with many British holidaymakers eager to explore countries further afield for their next adventure. The U.S. leads the charge, but other countries such as Canada (9%), Thailand, and Australia (both 5%) are also drawing attention. These long-haul holidays are often chosen for their opportunities for adventure, sightseeing, and cultural exploration, offering a stark contrast to the more familiar, close-to-home options in Europe.
This shift in travel trends highlights the evolving preferences of British travellers as they seek new experiences in response to changing political and social climates, rising costs in traditional destinations, and an increasing desire to explore further-reaching corners of the globe. With more Brits choosing destinations that offer adventure and a unique holiday experience, the tourism landscape is set to see even more changes in the years to come.
Spain’s declining popularity among British holidaymakers is driven by rising costs and anti-tourism sentiments, prompting travellers to seek fresh, exciting destinations like Greece, Italy, and the U.S., offering unique experiences beyond traditional beach getaways.
Ultimately, while Spain remains a popular choice, the growing appeal of other destinations – both in Europe and beyond – suggests that British holidaymakers are broadening their horizons. Whether it’s soaking up the sun in Greece or exploring the cultural wonders of the United States, UK residents are increasingly opting for fresh, exciting holiday options that go beyond the traditional summer destinations.
