Millions of Brits ditch Spain and Portugal for European country | Travel News | Travel

This country may not have qualified for the FIFA World Cup, but ‘Il Bel Paese’ may end up having the last laugh this summer. Brand new research from InsureandGo reveals that Italy has become the top choice holiday destination for Brits looking to escape the World Cup frenzy this summer. With the World Cup running from June 11 to July 19, nearly a third of UK adults (32%) say they have no interest in watching and are actively looking for ways to get away from the football entirely.

As the top choice ‘escape destination’ for Brits this summer, Italy has leap-frogged holiday destinations that usually outrank it for UK holidaymakers – countries such as Spain and Portugal, where the football will be on every screen in every bar this summer because, unlike Italy, they qualified.

The research shows that Brits planning a World Cup escape are heading to Italy (21%), Greece (17%), Spain (16%), Portugal (13%), the Bahamas (12%), Canada (10%) and Norway (10%). While Spain and Portugal remain popular, their involvement in the tournament appears to be putting some travellers off, pushing Italy into the top spot.

Another bonus for those planning to escape to Italy is just how cheap flights are right now. On many dates in June and even some in July, fares from London to Milan are being advertised from £15 with Ryanair at the time of writing.

Back at home, around 47% of people say they will watch the World Cup, while 22% are still undecided, the research found. The research was carried out by UK Omnibus Group among a nationally representative sample of 2,000 adults in May 2026.

There is, however, a sting in the tail for the less diligent planners. Around half of those booking a World Cup escape have inadvertently chosen a country that is actually competing in the tournament, with countries like Spain, Portugal, Canada, Norway and Mexico featuring among the so-called escape destinations.

Many Brits determined to avoid the football may therefore find it has beaten them there. For those who genuinely want to get away, Italy remains the safest bet on the board, according to InsureandGo.

Garry Nelson, former professional footballer and Head of Corporate Affairs for InsureandGo said: “For people that love the beautiful game, this summer has prompted many to re-think their usual summer holiday dates, with around two in five people taking holidays abroad earlier or later than usual to ensure they are in the UK to enjoy the games with their friends.

“However, around a third of Brits have no interest in the World Cup and, for them, the prospect of a much longer tournament dominating screens, pubs and outside events this summer is quite off-putting.

“For these people, many are planning a World Cup escape and Italy emerges as an ideal choice. From Venice to Naples, Florence to Siena and Rome to Verona – this amazing country is brimming with culture, history, beauty and fine food.

“And as World Cup winning hopes fade for many of its neighbouring countries come mid-July, Italy may well end up having the last laugh this summer, powered by an boost to tourism from people clamoring to escape the football hysteria in their own countries.”