Published on
October 8, 2025
Germany, Australia, France, USA, Spain, Austria, Italy, Greece, Portugal, and Turkey have become the top destinations for UK travellers in 2025, and it’s clear why they dominate holiday plans. British tourists are drawn to this mix of destinations for a variety of reasons—Europe offers accessible short-haul escapes with rich history, world-class culture, and vibrant city life, while long-haul locations like Australia and the USA provide adventure, iconic landmarks, and unique experiences. Mediterranean favourites such as Spain, Greece, and Italy continue to attract sun-seekers and beach lovers, while France, Austria, Germany, Portugal, and Turkey appeal to those seeking scenic landscapes, cultural exploration, and culinary delights. The combination of reliable tourist infrastructure, diverse attractions, and unforgettable experiences makes these ten countries the definitive choices for UK travellers this year, giving holidaymakers the perfect balance of relaxation, adventure, and discovery.
Spain continues to hold the crown as the most visited destination, attracting 32 per cent of UK travellers in the past 12 months. Its enduring popularity comes from a combination of warm weather, beautiful coastlines, historic cities, and vibrant local culture. The country’s diverse offerings, from the bustling streets of Barcelona to the sun-drenched beaches of the Costa del Sol, make it a destination that appeals to both first-time visitors and returning holidaymakers. The report anticipates Spain will remain at the top of UK travel preferences for the coming year.
France claimed second place, reflecting the British desire for destinations that blend culture, history, and culinary delights. From the romantic streets of Paris to the vineyards of Bordeaux and the Mediterranean charm of the French Riviera, the country offers varied experiences that continue to resonate with UK tourists. Italy followed in third place, chosen by 18 per cent of travellers over the last year. Italy’s combination of historic landmarks, scenic countryside, and rich cuisine ensures it remains a go-to choice for travellers seeking both cultural enrichment and relaxation.
Stepping outside Europe, the United States emerged as the fourth most popular destination, attracting 14 per cent of British holidaymakers. With sprawling cities, iconic landmarks, national parks, and diverse cultural experiences, the USA provides an array of options suitable for families, couples, and solo explorers alike. Greece rounded out the top five with 12 per cent of tourists visiting the country, drawn by its picturesque islands, Mediterranean climate, and historical treasures. The report suggests that these destinations are likely to retain their positions as the most popular among UK travellers for the next year.
Beyond the top five, other countries have gained traction among holidaymakers. Germany, Portugal, and Turkey occupy sixth through eighth places, offering a mix of city breaks, coastal resorts, and cultural exploration. Australia ranked ninth, appealing to those seeking long-haul adventures and unique wildlife experiences, while Austria secured the tenth position, known for its alpine scenery, winter sports, and charming towns. These choices reflect a balance of short-haul European escapes and longer journeys, catering to varied travel preferences across the UK.
Despite global challenges and changing circumstances, British holidaymakers continue to venture abroad, highlighting the resilience of the travel sector. More travellers are combining familiar favourites with new destinations, embracing holidays as opportunities to explore, experience, and create lasting memories. This trend underscores the growing importance of confidence and adaptability in travel planning, ensuring that the sector continues to thrive despite uncertainties.
Germany, Australia, France, USA, Spain, Austria, Italy, Greece, Portugal, and Turkey top UK travellers’ lists in 2025, offering the perfect mix of sun, culture, adventure, and memorable experiences across Europe and beyond.
The ABTA Holiday Habits 2025 survey is based on responses from a nationally representative sample of 2,001 UK adults and was conducted during July and August. The findings offer valuable insight into the preferences, motivations, and travel behaviours of British tourists, revealing a vibrant and diverse market poised to maintain its enthusiasm for international travel through the winter months and into the year ahead.
