Published on
September 16, 2025
By: Tuhin Sarkar
As overtourism continues to plague popular European destinations, UK tourists are increasingly choosing new holiday travel destinations. The US, Canada, Thailand, Croatia, Australia, and Poland have all become top alternatives to Spain, Greece, Italy, and Portugal.
The overwhelming crowds, rising costs, and environmental concerns in these traditional European hotspots are pushing British travellers to explore quieter, more sustainable destinations. These countries offer rich cultural experiences, stunning landscapes, and a chance to escape the chaos of overcrowded tourist areas.
The shift in travel preferences reflects growing awareness of the impact of overtourism and the desire for more authentic, less congested experiences. As British holidaymakers look for new places to visit, long-haul destinations like the US and Canada, as well as emerging European gems like Croatia and Poland, are becoming the preferred choices for 2025 and beyond.
In 2025, British tourists are changing the way they travel. They are moving away from popular European destinations like Spain, Greece, Italy, and Portugal. Instead, they are choosing long-haul destinations such as Thailand, Canada, and the United States. This shift is happening because of overcrowding, rising costs, and climate concerns in traditional holiday spots. More and more, UK holidaymakers are looking for quieter, more sustainable destinations that offer a better experience.
The Impact of Overcrowding in Popular European Destinations
For years, places like Spain, Greece, Italy, and Portugal were the go-to spots for British tourists. They were known for their sunny weather, beautiful beaches, and rich history. However, these destinations are facing a serious problem – overcrowding. When too many people visit the same place, it affects the quality of the trip. It makes cities feel too crowded, prices go up, and locals can be frustrated with the large number of tourists.
In Spain, for example, the number of visitors from the UK dropped by about 9% in the past year. Anti-tourism protests in cities like Barcelona have made some British travellers think twice about visiting Spain. People are upset about how tourism has affected their daily lives, from rising rent prices to overcrowded streets.
Greece and Portugal have also seen a drop in British tourists. Greece, known for its beautiful islands and ancient ruins, has experienced a 7% decrease in visits from the UK. Similarly, Portugal’s tourism has fallen by 5%. The hot temperatures, wildfires, and lack of space in popular cities like Barcelona and Athens have made these places less attractive.
In addition to this, many of the top destinations in Italy, such as Rome and Venice, are also seeing fewer British visitors. These cities have always been favourites for UK tourists because of their history and art. But now, the crowds and the high cost of staying there have caused some travellers to look for new options.
Why Are Brits Choosing Long-Haul Destinations?
As the popular European destinations struggle with overtourism, British tourists are looking to long-haul destinations for a fresh change. Countries like Thailand, Canada, and the United States have become top choices. These places offer unique experiences that aren’t crowded, making them more appealing to those who want something different.
Thailand: A Tropical Paradise
Thailand is one of the countries gaining popularity among British tourists in 2025. Thailand is famous for its beautiful beaches, delicious food, and rich culture. The country’s tourism board has been promoting Thailand as a destination that is not only beautiful but also sustainable. With initiatives to protect the environment and offer more cultural experiences, Thailand is attracting tourists who want to see something new without dealing with the crowds of Europe. Cities like Bangkok, Chiang Mai, and islands like Phuket and Koh Samui are becoming hotspots for British visitors.
One reason Thailand is so attractive is that it offers a unique cultural experience that can’t be found in Europe. British tourists can explore ancient temples, bustling markets, and pristine beaches. Thailand is also more affordable compared to many European destinations, making it an attractive choice for those looking for value.
Canada: The Great Outdoors
Canada is another long-haul destination that is seeing more British tourists. Known for its vast landscapes, national parks, and friendly people, Canada offers plenty for outdoor lovers. From the snow-capped mountains of Banff to the urban charm of cities like Toronto and Vancouver, Canada has something for everyone.
In addition, Canada’s commitment to eco-tourism and outdoor activities is a major draw. Many British travellers are looking for destinations that offer more sustainable and nature-focused experiences. Canada’s focus on green travel and responsible tourism makes it an appealing choice for those who want to explore beautiful landscapes while helping to protect the environment.
The United States: Iconic Cities and Natural Wonders
The United States continues to be a favourite destination for British tourists. With cities like New York, Los Angeles, and Orlando, there is no shortage of exciting places to visit. For those seeking nature, the US offers stunning national parks like Yellowstone and the Grand Canyon. The diversity of the country means that British tourists can find everything from big city excitement to quiet countryside retreats.
The US has always been a popular choice for British travellers because of its famous landmarks, entertainment, and culture. This year, however, more Brits are choosing destinations like California and the national parks, which offer a mix of adventure and relaxation without the overwhelming crowds of Europe.
Why Are Brits Leaving Spain, Greece, and Italy Behind?
Several factors explain why UK tourists are turning away from Spain, Greece, and Italy in favour of longer flights and newer destinations.
Overcrowding: When a city or country gets too many tourists, it can make everything feel rushed. Visitors can’t enjoy the sights because they are competing with so many other people. In cities like Barcelona, Venice, and Rome, this has become a major problem. The constant flow of tourists means that the experience is not as enjoyable as it used to be.Rising Costs: Another factor driving British tourists away from these crowded European destinations is the increasing cost. Hotels, flights, and attractions in popular cities have become more expensive. In comparison, countries like Thailand and Canada offer great experiences at a lower price, making them more affordable options.Climate Concerns: The rising temperatures in southern Europe have also played a role in shifting travel patterns. Countries like Spain and Greece are experiencing hotter summers, making travel less comfortable. As a result, UK tourists are looking for places where the weather is more temperate and enjoyable, such as Thailand or Canada.Desire for Unique Experiences: Many British tourists are seeking out destinations that offer new and exciting experiences. Thailand’s cultural richness, Canada’s outdoor adventures, and the natural wonders of the United States provide British travellers with the chance to explore something fresh and different.Last-Minute Holidays: A Quick Getaway to Europe
While long-haul destinations are gaining popularity, British tourists still love the convenience of short-haul holidays. Spain, Greece, and Italy remain popular for last-minute getaways. Many Brits are still choosing these destinations when they want to book a quick trip without going too far. In fact, Spain saw almost 38% of all last-minute bookings in 2025, followed by Greece at 25% and Italy at 23%. These countries offer a balance between short travel times and the opportunity to relax on the beach or explore famous landmarks.
As overtourism continues to affect popular holiday spots like Spain, Greece, Italy, and Portugal, UK tourists are increasingly looking for alternative destinations. These countries, long favoured for their sunny beaches and rich histories, are now seeing fewer visitors due to overcrowding and rising prices. Instead, UK travellers are opting for quieter, more sustainable places to visit in 2025. This article explores why this shift is happening and highlights the emerging countries and regions that are becoming the new favourite spots for UK tourists.
The Impact of Overtourism on Spain, Greece, Italy, and Portugal
Spain, Greece, Italy, and Portugal have been top destinations for UK travellers for many years. These countries are known for their sunny beaches, beautiful architecture, and historical landmarks. However, the rise in the number of tourists has caused a problem known as overtourism. Overcrowding has led to a decline in the quality of the travel experience. In addition to packed streets, there has been a significant increase in accommodation costs. This has made these places less appealing to those looking for a more peaceful and affordable vacation.
For example, in Spain, UK visitors decreased to 4.5 million in 2024, down from previous years. Greece also saw a drop, with UK travellers making fewer than 1.2 million visits. Italy, traditionally a favourite for UK tourists, experienced a slight decline, with around 1.5 million visits. Portugal’s numbers remained steady at 1.3 million, but even this number reflects a change in trends. Many UK residents are becoming more cautious about where they travel, looking for places where they can enjoy a holiday without dealing with the crowds.
Why Are UK Tourists Moving Away from Popular European Destinations?
Several factors explain why UK tourists are leaving behind these overtourism hotspots. First, many travellers are now more aware of the environmental impact of their holidays. With the rise of sustainable tourism, tourists are seeking destinations that are less affected by large numbers of visitors. They want to support places that are working hard to maintain their cultural heritage and natural beauty.
Second, the cost of travelling to these popular destinations has risen significantly. With hotels, flights, and activities becoming more expensive, travellers are finding it harder to justify the cost of visiting these once-affordable places. UK tourists are looking for destinations where they can get better value for their money while still enjoying a rich cultural experience.
Lastly, the pandemic changed how many people view travel. After experiencing lockdowns and restrictions, UK tourists have become more thoughtful about how they travel. They are no longer rushing to visit the most popular places. Instead, they are taking the time to explore new and lesser-known destinations that offer a more relaxed experience.
Emerging Destinations: Where Are UK Tourists Going Now?
As overtourism grips Spain, Greece, Italy, and Portugal, UK tourists are seeking new destinations that offer quieter, more authentic experiences. Countries like Croatia, Slovenia, Poland, and the Baltic States are seeing a rise in popularity as they provide the perfect alternative to crowded European spots.
Croatia: The Hidden Gem of the Adriatic
Croatia, once overlooked by many travellers, is quickly becoming a favourite among UK tourists. Its beautiful coastline along the Adriatic Sea, charming old towns like Dubrovnik, and natural beauty make it an attractive destination. Croatia offers a similar Mediterranean experience to Spain or Italy but without the crowds. With its commitment to sustainable tourism, Croatia is the perfect place for travellers seeking peace and authenticity.
Slovenia: A Sustainable Paradise
Slovenia is another country gaining attention for its stunning landscapes and focus on sustainability. With its lush forests, crystal-clear lakes, and the beautiful Julian Alps, Slovenia is perfect for outdoor lovers. The country’s commitment to eco-tourism and responsible travel practices appeals to UK tourists who want to support destinations that prioritize sustainability. Slovenia offers visitors a chance to connect with nature while avoiding the crowded tourist spots found in southern Europe.
Poland: Rich Culture, Affordable Travel
Poland, particularly cities like Kraków and Gdańsk, is becoming an increasingly popular destination for UK tourists. Poland offers a rich cultural experience, with beautiful medieval architecture, historical sites, and vibrant city life. It is also more affordable than many Western European destinations, making it an attractive choice for travellers on a budget. The growing interest in Poland reflects the desire for cultural immersion without the chaos of overtourism.
The Baltic States: Estonia, Latvia, and Lithuania
The Baltic States – Estonia, Latvia, and Lithuania – have long been hidden gems in Europe. Now, they are emerging as top travel destinations. These countries offer a mix of history, natural beauty, and modern amenities. From the medieval Old Towns of Tallinn and Riga to the peaceful landscapes of Lithuania, the Baltic States offer a unique blend of experiences. UK tourists are discovering these countries for their charm, affordability, and lack of mass tourism.
Scandinavia: Norway, Sweden, and Denmark
Scandinavia, while traditionally more expensive, is seeing a rise in interest from UK travellers. Norway, Sweden, and Denmark offer stunning natural landscapes, including fjords, forests, and lakes. These countries also provide high-quality travel experiences with an emphasis on design, sustainability, and outdoor activities. The popularity of Scandinavia is driven by travellers seeking a more refined, nature-focused vacation without the chaos of mass tourism.
Official Data on UK Travel Trends
According to official statistics from the Office for National Statistics (ONS) and the Northern Ireland Statistics and Research Agency (NISRA), UK tourists are increasingly looking for destinations that are less affected by overtourism. The ONS reports that in the third quarter of 2024, UK residents made 29.0 million visits abroad, spending approximately £28.4 billion. While Spain, Greece, Italy, and Portugal remain popular, the trend towards less crowded destinations is evident.
The rise of alternative destinations like Croatia and Slovenia is reflected in the data. For example, the ONS notes that Croatia has seen an uptick in visits, with UK tourists making more trips to the country in recent years. Similarly, Slovenia’s eco-tourism efforts are gaining recognition, and Poland’s cultural offerings are attracting increasing numbers of visitors from the UK.
The Role of Sustainable Tourism in Shaping Travel Preferences
Sustainable tourism is playing a crucial role in shaping the travel preferences of UK tourists. As more people become aware of the environmental impact of their travels, they are choosing destinations that promote sustainability. This includes places that are committed to preserving their natural landscapes, reducing carbon emissions, and supporting local communities.
Destinations like Slovenia and the Baltic States are leading the way in sustainable tourism. These countries have introduced measures to manage visitor numbers and protect their environment while still offering rich cultural experiences. For UK tourists, the opportunity to travel responsibly and support sustainable destinations is becoming increasingly important.
The Ultimate US Travel Guide: Top Destinations British Tourists Love Most
The United States has long been a favorite destination for British travelers, offering a wide variety of experiences that cater to all tastes. From iconic cities to natural wonders, the U.S. has something for everyone. Whether you are a culture lover, an outdoor enthusiast, or a thrill-seeker, you’ll find a destination to suit your style. Here’s a guide to the U.S.’s top tourist spots that Brits can’t get enough of in 2025.
New York City: The City That Never Sleeps
No trip to the U.S. is complete without a visit to New York City. Known for its bustling streets, towering skyscrapers, and diverse cultural offerings, New York City is a top destination for British tourists.
Iconic Landmarks
The Statue of Liberty, one of the world’s most recognizable symbols of freedom, is a must-see when visiting the city. A ferry ride to Liberty Island gives you a close-up view of this iconic monument, along with stunning views of Manhattan.
Another highlight is Central Park, an expansive green oasis in the heart of the city. Whether you’re looking to take a leisurely stroll, go ice-skating in winter, or enjoy a picnic in summer, Central Park is the perfect spot to unwind. And no visit is complete without stopping by Times Square. Known for its vibrant lights and massive electronic billboards, it’s a must-see destination that embodies the energy of the city.
Cultural Experiences
New York City is also home to world-class museums such as the Metropolitan Museum of Art and MoMA (Museum of Modern Art). Art lovers will appreciate the vast collection of historical and contemporary art housed in these cultural institutions. Broadway, located in the heart of Manhattan, also offers world-famous theater productions. Catching a Broadway show is a quintessential New York experience for many British tourists.
Orlando: The Thrill of a Theme Park Holiday
For British families and thrill-seekers, Orlando, Florida, remains one of the top U.S. destinations. Known for its magical theme parks, Orlando offers something for visitors of all ages.
The Theme Parks
Walt Disney World Resort is perhaps the biggest draw in Orlando. The sprawling complex is home to four theme parks: Magic Kingdom, EPCOT, Disney’s Hollywood Studios, and Disney’s Animal Kingdom. Each park offers its own unique experience, from the enchanting Cinderella Castle at Magic Kingdom to the futuristic exhibits at EPCOT.
Universal Studios Florida is another popular theme park in Orlando. Home to thrilling rides like Harry Potter and the Forbidden Journey, Universal is an exciting destination for film lovers. Other theme parks like SeaWorld and LEGOLAND Florida cater to those looking for more aquatic or family-friendly fun.
Family Fun Beyond the Parks
While the theme parks are a major attraction, Orlando also offers other family-friendly activities such as the Kennedy Space Center, where you can learn about space exploration and even meet real-life astronauts. There are also many shopping outlets and entertainment venues, making it easy to find something for everyone.
Los Angeles: Star-Studded Glamour and Sun-Kissed Beaches
Los Angeles, California, is the ultimate destination for those seeking a blend of culture, entertainment, and natural beauty. Known for its sunny weather and as the home of Hollywood, LA offers an exciting mix of glamour and laid-back charm.
Explore Hollywood
One of the main attractions in LA is the Hollywood Walk of Fame. A stroll along Hollywood Boulevard allows you to see the stars dedicated to celebrities across all forms of entertainment. The TCL Chinese Theatre, with its famous handprints and footprints, is another iconic stop in Hollywood.
You can also visit the Griffith Observatory, where you can take in panoramic views of the city and the famous Hollywood Sign. For a more interactive experience, head to Universal Studios Hollywood, where you can experience thrilling rides and shows based on your favorite films.
Beaches and Relaxation
Los Angeles is famous for its beautiful beaches, such as Venice Beach and Santa Monica. Whether you want to soak up the sun, rent a bike, or shop at the upscale Santa Monica Pier, LA’s beaches offer plenty to do. After a day in the sun, you can unwind at one of the city’s many rooftop bars and enjoy the stunning sunset views.
The Grand Canyon: Nature’s Majestic Masterpiece
For those who prefer to immerse themselves in the natural wonders of the world, the Grand Canyon in Arizona is a must-see. A UNESCO World Heritage Site, the Grand Canyon offers breathtaking views and outdoor activities for all types of adventurers.
Hiking and Outdoor Activities
The Grand Canyon’s rim-to-rim hiking trails are world-famous, offering a chance to experience the canyon’s vast beauty up close. For those looking for a more relaxed experience, the South Rim offers some of the best viewpoints. You can also take a mule ride along the canyon or go white-water rafting on the Colorado River.
Scenic Views
The Grand Canyon is truly one of nature’s most impressive wonders, and there are plenty of scenic spots for visitors to take in the view. The Grand Canyon Skywalk, a glass bridge that extends over the canyon’s edge, is an unforgettable experience that provides a thrilling view of the canyon floor 4,000 feet below.
Las Vegas: The Entertainment Capital of the World
Known for its bright lights, luxury hotels, and non-stop entertainment, Las Vegas is the place to go if you’re looking for excitement and glamour. British visitors flock to Las Vegas for a chance to experience the high-energy atmosphere of one of the world’s most famous cities.
Casinos and Entertainment
Las Vegas is home to some of the most famous casinos in the world, including The Venetian, Caesars Palace, and The Bellagio. But the city isn’t just about gambling. Las Vegas also boasts a vibrant entertainment scene with world-class performances from artists like Celine Dion, Elton John, and Cirque du Soleil.
For those looking to explore beyond the casinos, Las Vegas also offers shows, live performances, and a variety of fine dining options, making it a prime destination for nightlife enthusiasts.
San Francisco: Iconic Landmarks and Coastal Beauty
San Francisco, California, offers a beautiful mix of iconic landmarks, stunning views, and cultural experiences. With its charming neighborhoods and close proximity to outdoor adventures, San Francisco is one of the most unique cities in the U.S.
Golden Gate Bridge
No trip to San Francisco is complete without a visit to the Golden Gate Bridge. This iconic structure offers spectacular views of the bay and is perfect for walking, biking, or simply taking photos. For an even more memorable experience, head to the nearby Marin Headlands for breathtaking panoramic views of the bridge.
Alcatraz Island
San Francisco is also home to Alcatraz Island, which once housed the notorious Alcatraz prison. Today, you can take a ferry to the island and explore the former prison and its fascinating history. The island also offers beautiful views of the city and the bay.
Washington, D.C.: U.S. History at Your Fingertips
The nation’s capital, Washington, D.C., is the perfect destination for history buffs. The city is filled with monuments, museums, and historical landmarks that provide a deep dive into the history of the U.S.
The National Mall
The National Mall is home to many of the country’s most important landmarks, including the Lincoln Memorial, the Washington Monument, and the U.S. Capitol. The area is also surrounded by museums, including the Smithsonian Institution, which houses millions of exhibits that are free for the public to explore.
The White House and More
No trip to Washington, D.C., would be complete without a visit to the White House. While you can’t always tour the inside, you can take a guided tour of the exterior and enjoy the beautiful Lafayette Park nearby. The city also offers many art galleries, memorials, and cultural experiences that make it an educational and enriching destination.
Miami: Beaches, Culture, and Nightlife
Miami, Florida, is another top destination for British tourists, particularly those seeking sun, sea, and sand. The city offers a unique blend of cultural influences, luxurious resorts, and a vibrant nightlife scene.
Miami Beach
Miami Beach is famous for its white sand beaches, crystal-clear waters, and Art Deco architecture. Whether you’re lounging by the beach, shopping at Lincoln Road Mall, or enjoying the night scene in South Beach, Miami Beach offers something for everyone.
Cultural Influences
The city’s cultural scene is influenced by its large Latin American population. Visitors can enjoy Cuban cuisine in Little Havana, attend art exhibitions at the Pérez Art Museum, or stroll through the colorful Wynwood Walls, an outdoor museum showcasing street art. The U.S. Awaits Your Next Adventure
From the bustling streets of New York to the natural wonders of the Grand Canyon and the entertainment capital of Las Vegas, the U.S. is filled with incredible destinations for British travelers. Whether you’re exploring iconic cities, immersing yourself in nature, or enjoying world-class entertainment, the U.S. offers something for every type of traveler. With a variety of landscapes, cultures, and experiences, it’s no wonder that the United States continues to be a top destination for British tourists in 2025.
The Future of UK Tourism: A Shift Toward Quality Over Quantity
The future of UK tourism is likely to be shaped by a focus on quality experiences rather than quantity. As overtourism continues to impact popular destinations, UK tourists will seek out places that offer a more personal, authentic experience. The rise of destinations like Croatia, Slovenia, and Poland shows that UK tourists are willing to explore new places that offer rich cultural and natural beauty without the crowds.
Moreover, the growing emphasis on sustainable tourism means that future travel will be more responsible and focused on preserving the destinations we visit. UK travellers are becoming more conscious of the environmental impact of their vacations and are increasingly looking for destinations that align with their values.
The travel preferences of UK tourists are changing in response to overtourism in popular European destinations like Spain, Greece, Italy, and Portugal. As more travellers seek quieter, more sustainable destinations, countries like Croatia, Slovenia, Poland, and the Baltic States are emerging as top alternatives. This shift highlights a growing desire for authentic, high-quality travel experiences that support local communities and preserve the environment. As sustainable tourism continues to grow, UK tourists are leading the way in choosing destinations that offer both beauty and responsibility.
Official statistics from the ONS and NISRA confirm this trend, showing a rise in visits to lesser-known European countries. With this shift, UK tourism is entering a new era where quality, sustainability, and responsible travel are at the forefro
The Influence of TV and Pop Culture
Another interesting factor contributing to the rise of destinations like Thailand is the influence of pop culture. Shows like The White Lotus have sparked interest in places like Thailand, where the show was filmed. This “TV tourism” trend is driving people to visit locations they’ve seen on their screens. Thailand, which already had a strong tourist appeal, is benefiting from this added attention.
The Future of British Tourism: A Shift Towards Sustainable Travel
As British tourists continue to explore new destinations, there is a clear shift towards more sustainable travel. The rise in interest for places like Thailand, Canada, and the United States shows that tourists are becoming more conscious of the impact their travel has on the environment. At the same time, these destinations offer more unique and cultural experiences that are not overcrowded, making them an attractive alternative to European hotspots.
Conclusion: A New Era of British Travel
In 2025, British tourists are moving away from overcrowded destinations in Spain, Greece, Italy, and Portugal. Instead, they are embracing long-haul travel to places like Thailand, Canada, and the United States. This shift is driven by the desire for quieter, more sustainable destinations, rising costs, and the search for unique cultural experiences. While short-haul holidays to Europe remain popular, the future of British travel will likely see more focus on destinations that offer a blend of adventure, culture, and sustainability. As tourism continues to evolve, British holidaymakers are leading the way by choosing destinations that promise new experiences without the crowds
