Published on
January 10, 2026
The United Kingdom’s travel market has opened 2026 on a positive note, showing early signs of strong demand for both short-haul and long-haul destinations. With higher average booking values and a projected increase in sales later this month, the travel sector is poised for another successful year. Early holiday offers launched ahead of Christmas significantly boosted demand and helped agencies prepare for a busy start to the year.
According to industry reports, including statements from John Sullivan, Commercial Director of Advantage Travel Partnership, bookings for the early part of 2026 have shown an increase of over 6% compared to last year. Consumers are showing a willingness to spend more on holidays, believing that they are receiving greater value in return for their investment. This shift in consumer behavior has been crucial in driving both revenue and enquiries, leading to 5% year-on-year growth in sales activity.
Rising Demand for Popular Destinations: Cyprus, Egypt, and North Africa Lead the Way
As January progresses, the “Sunshine Saturday” booking surge—a traditional high point in UK travel booking trends—has shifted slightly due to the timing of the new year, pushing the main rush toward the end of January. Despite this, the early trends have been very promising. North Africa, offering excellent value for money, is a standout region, alongside Cyprus and Egypt, which are leading the way in terms of summer bookings for 2026.
Countries in the Mediterranean, particularly Cyprus, continue to be hugely popular, with Greece and Turkey also expected to see solid demand. Egypt, with its cultural richness and affordable pricing, is positioning itself as a strong contender for both luxury seekers and budget travelers looking for a winter sun escape or summer adventure.
On the other side of the globe, Jamaica has made a strong comeback as a top choice for long-haul travelers. The Caribbean island is seeing increased bookings for all-inclusive resorts and beach vacations, continuing to attract UK travelers with its relaxed atmosphere, stunning beaches, and vibrant local culture.
The Shift to “Smart Value” in Travel: Families and All-Inclusive Packages Continue to Lead
While the demand for traditional sunny destinations remains steady, there has been a marked shift in how travelers are spending. Gary Gillespie, CEO of Independent Travel Experts (The Travel Network Group), reported a 20% increase in post-Christmas activity compared to 2024. The rise in bookings is particularly notable in summer travel, with August being the most sought-after month for holidaymakers.
However, unlike previous years, there is no significant “trading down” observed in consumer behavior. Instead, families are opting for all-inclusive packages that offer “smart value”—travel experiences that combine both quality and affordability. Travelers are prioritizing destinations that offer value for money without compromising on comfort or experiences. This trend aligns with the rising interest in eco-friendly travel options and sustainable accommodations, which continue to gain popularity among UK travelers.
The Growth of Early Bookings: Insights into 2026 Travel Trends
Data from major UK travel agencies, such as TUI UK and InteleTravel UK, highlight the growing importance of early bookings in shaping 2026’s tourism trends. Chris Logan, Commercial Director at TUI UK & Ireland, pointed out that Sunshine Saturday fell earlier than usual this year, causing the main surge in bookings to take place later in the month. Still, the early indications are especially promising, with Cyprus, Egypt, and Jamaica leading the charge in terms of early summer bookings.
In particular, InteleTravel UK and Not Just Travel have reported impressive year-on-year increases in revenue, with InteleTravel recording a 33% revenue increase during the Christmas-New Year period. Not Just Travel also showed growth, with average booking values rising by over 8% compared to last year. These statistics reinforce the trend of travelers committing to their vacations earlier and investing in higher-quality packages.
The Mediterranean and Beyond: How Short-Haul and Long-Haul Destinations Are Performing
The UK’s tourism demand is seeing growth across various destinations. Spain, particularly in the Mediterranean, continues to be a powerhouse for short-haul travel, with Spanish islands like Majorca and Tenerife being popular choices. Portugal, Italy, and Turkey also remain key contenders for British travelers looking for sun, sand, and culture.
In the long-haul market, the United States, Dubai, and the Far East are performing well, with Thailand and Japan seeing steady demand. Cruises and all-inclusive packages also remain strong, as travelers seek convenience and the security of organized trips. The ongoing interest in luxury cruises and tailored group tours reflects a broader trend toward experiential travel, where quality and unique experiences are valued over budget options.
The Future of Travel: Optimism Amid Challenges
While challenges such as winter weather and the timing of key booking dates have slightly slowed the momentum at the start of the year, there is still optimism for 2026. Hays Travel and Barrhead Travel reported slower starts but are confident that the momentum will pick up as the year progresses and travelers finalize their plans.
Looking ahead, the UK travel market in 2026 is expected to experience steady growth in both short-haul and long-haul sectors, with a particular focus on destinations offering value and sustainability. The combination of earlier planning, smart value travel, and rising demand for eco-friendly options means that the tourism sector is poised for a strong year, driven by a willingness to spend on high-quality experiences and services.
