30 best holiday destinations for 2026 UK travellers are booking now
Gozo Island, the Outer Hebrides, and Lapland during the summer months are amongst the more surprising destinations Britons are considering for their 2026 holidays. Research involving 2,000 adults found that 43% expect to visit places they wouldn't have previously thought about, suggesting a rising interest in unconventional travel destinations.This pattern seems to be especially common amongst younger people, with an impressive 67% of Gen Z intending to explore off the beaten track this year. While some remain focused on popular tourist destinations such as Sardinia in Italy or Madeira, Portugal, the list of preferred locations also includes lesser-known places.A quarter of respondents mentioned cost as a driving factor behind their selection of less popular destinations, as holidaymakers look to maximise their spending power.Nevertheless, the research discovered that travellers aren't simply looking for the cheapest break, many are seeking the most fulfilling one. More than two-fifths are choosing their destination based on the opportunity for memorable experiences.For many people, the worth of a holiday is as much about emotion as it is about practicality. For 43%, a holiday feels valuable if it offers an escape from daily pressures.Adam Bullock, UK director at TopCashback, which commissioned the research, said: "For many people, value is about the joy and memories they get back from it – the kind of getaway that feels exciting and genuinely worth talking about when they return."And whether someone is looking for a hidden gem or a more familiar destination, they can put more of their budget towards the parts of the trip that matter most by going outside of the peak season, using cashback, or searching for the best deals far in advance."Following their explorations of lesser-known destinations, holidaymakers hope to characterise their experiences as authentic (35%), enriching (29%), and eye-opening (31%).Looking towards 2026, 44% of respondents indicated a preference for taking several shorter, more affordable breaks with the aim of seeing more of the world, in contrast to the 19% who would choose one major holiday during the year.This pattern may explain the appetite for other European destinations such as Latvia or Montenegro that Britons are eager to visit.TOP 30 2026 TRAVEL HOTSPOTS ACCORDING TO BRITS:1. Sardinia (Italy)2. Madeira (Portugal)3. Outer Hebrides (Scotland)4. Azores (Portugal)5. Tromsø (Norway)6. Lapland (Finland)7. Gozo Island (Malta)8. Faroe Islands (Denmark)9. Latvia (Northern Europe)10. Slovakia (Central Europe)11. Montenegro (Balkan region)12. Svalbard (Norway)13. Moldova (Eastern Europe)14. La Gomera (Canary Islands)15. Transylvania (Romania)16. Alta (Norway)17. Rovaniemi (Finland)18. Panama City (Panama)19. Chiang Rai (Thailand)20. Kiruna (Sweden)21. Nuuk (Greenland)22. North Macedonia (Central Balkans)23. El Hierro (Canary Islands)24. Bosnia and Herzegovina (Balkan Peninsula)25. Georgia (Caucasus region)26. Serbia (Southeast and Central Europe)27. Albania Riviera (South-western Albania)28. Uzbekistan (Central Asia)29. Belgrade (Serbia)30. Baku (Azerbaijan)
