New research indicates that this summer, British holidaymakers are opting for non-European destinations, moving away from their usual vacation spots. While Italy, Spain, and Greece grapple with over-tourism issues, Brits are exploring farther abroad. Data from Virgin Media O2 reveals a 9% decline in visitors to Spain compared to the previous year, possibly influenced by anti-tourism protests.
The study also shows a decrease in visits to Greece and Portugal by 7% and 5% respectively. Instead, destinations like Thailand, Canada, and the US are gaining popularity among British travelers. Surprisingly, the US attracted more British tourists than France this season, with Canada and the United Arab Emirates also seeing a significant influx of visitors.
Thailand and Australia each welcomed 5% of British tourists, potentially linked to the impact of the TV series “The White Lotus,” which boosted tourism to Thailand significantly. Additionally, the unusually hot weather in the UK this summer may have deterred Brits from flocking to their traditional sunny EU holiday destinations.
Regarding last-minute getaways, convenience remains a top priority for British holidaymakers. Short-haul flight destinations saw the highest increase in travelers, with Spain leading at almost 38%, followed by Greece at 25% and Italy at 23%.
Christian Hindennach, the chief commercial officer at Virgin Media O2, commented on the findings, emphasizing the company’s commitment to keeping travelers connected seamlessly during their trips. The ongoing overtourism demonstrations in Spain have negatively impacted tourism revenue in certain regions, with reports of once-bustling cities now appearing deserted as tourists seek alternative destinations.
Notably, Laura, known as lauratravelvlogs on TikTok, has been documenting the stark changes in Barcelona due to the drop in visitors. She highlighted the deserted streets, quiet roads, and empty beaches in her videos, showcasing the significant shift in Spain’s tourism landscape. In one video showing eerily quiet roads, Laura questioned the stark difference from previous years.
The evolving travel trends demonstrate a shift in British holidaymakers’ preferences towards exploring new horizons beyond Europe, with convenience and unique experiences driving their choices.