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British Tourists Leave Behind Overcrowded Spain And Greece, Discovering New Frontiers In Thailand, Canada, And The United States This Summer
Published on
September 13, 2025
This summer, British holidaymakers are once more changing course, increasingly opting for Bali, Iceland, and the Canadian Rockies rather than their once-obligatory Mediterranean and Aegean weeks. The calculable pull of the new choice portfolio lies in a complex balancing of factors: strain on benchmark itineraries from the overcrowding of past seasons, steeping frontline prices across Spain and the islands, and the insistent chatter of trip advisors about citing visible overcrowding on social media. The redirection manifests in widespread online swords of emerging frontiers—clear, clear-headed, welcome-frontiers in the opinion of, for instance, a monarch of British families. Ride the dramas of Thailand’s variegated beaches, rake the clam rivers of British Columbia, expound the layered corridors of American hassle-fees for the wheat with the promising end of inches since the usual strain, and the outcome last year wearisome, uncluttered corridors.
As summer travel trends evolve, British tourists are increasingly shifting their focus away from traditional European hotspots, such as Spain and Greece, in favor of more exotic destinations like Thailand, Canada, and the United States. This change in travel patterns marks a significant departure from the overcrowded streets and beaches of the Mediterranean, as British holidaymakers look to explore new horizons and seek a more relaxed and authentic travel experience.
Recent data suggests that visits to Spain, Greece, and Portugal have seen a notable decline in popularity, with a decrease in British tourist arrivals. While these countries have long been favorite destinations for British travelers, the impacts of overtourism, coupled with various socio-political factors, appear to be influencing travel decisions. Anti-tourism protests, rising costs, and an increasing sense of overcrowding in popular tourist spots have prompted many Britons to reconsider their holiday plans.
In contrast, several far-flung destinations have experienced a rise in British visitors this summer. Thailand, Canada, and the United States have emerged as major contenders, drawing a significant portion of the British tourist market. The allure of these diverse destinations, offering everything from pristine beaches and tropical jungles to cosmopolitan cities and vast natural landscapes, has captured the attention of those looking for something different from the well-trodden paths of southern Europe.
The United States, in particular, has seen a surge in British arrivals this year. In fact, the number of British tourists visiting the US has surpassed those visiting France, a traditionally popular destination for UK travelers. With a wide array of attractions, from the bustling streets of New York City to the serene beauty of national parks like Yellowstone and the Grand Canyon, the United States offers something for every type of traveler. Whether it’s the vibrant culture, diverse cuisine, or the chance to explore iconic landmarks, the US continues to be a top choice for British tourists looking to venture beyond Europe.
Canada, too, has emerged as a favored destination for British travelers. With its breathtaking natural beauty, including the towering Rocky Mountains, pristine lakes, and charming cities such as Vancouver and Montreal, Canada provides a refreshing alternative to the crowded streets of European capitals. British tourists are increasingly drawn to the country’s diverse outdoor activities, from hiking and skiing to whale watching and exploring its vast national parks. The country’s reputation for friendly locals and high-quality tourism services only adds to its appeal.
In Asia, Thailand has made a remarkable comeback as a top destination for British holidaymakers. The country’s exotic appeal, with its stunning beaches, rich culture, and world-renowned cuisine, has made it a popular choice. The influence of television shows like The White Lotus has further fueled interest in Thailand, leading to a rise in visitors seeking to experience the beauty of islands such as Phuket and Koh Samui. Despite concerns over overtourism in some areas, Thailand remains a dream destination for those looking for a tropical escape with a mix of adventure and relaxation.
Australia and the United Arab Emirates have also seen significant interest from British tourists, with both destinations benefiting from their unique offerings. Australia, known for its laid-back lifestyle, beautiful coastlines, and wildlife experiences, continues to attract travelers seeking a long-haul getaway. Meanwhile, the UAE, particularly Dubai, offers a blend of luxury, shopping, and modern attractions that has proven irresistible to many British visitors.
While British travelers continue to explore new frontiers, the allure of short-haul destinations remains strong, particularly for those booking last-minute getaways. Spain, Greece, and Italy still see considerable traffic from British tourists looking for quick and convenient escapes. Resorts in these countries remain popular for their proximity and affordability, making them ideal options for those in search of a spontaneous break.
However, it is clear that British tourists are diversifying their travel choices, seeking out destinations that offer less crowded experiences and a greater sense of discovery. Whether it’s the cultural richness of the United States, the natural wonders of Canada, or the tropical beauty of Thailand, the trend toward exploring new corners of the world is reshaping the British travel landscape.
This summer, British departures are shifting away from Spain and Greece, traditionally synonymous with late-season Mediterranean sun, toward Thailand, Canada, and the United States—motivated both by the lure of smaller crowds and by the overtourism challenges that have increasingly characterised established European hotspots.
To summarise, although Spain and Greece remain embedded in the British holiday lexicon, they are today eclipsed by the lure of quieter and more distinctly advanced places. As travellers recalibrate their desire for authentic, low-impact experiences, the breadth of offerings in Thailand, Canada, and the United States gains prominence, tailoring itself neatly to the aspirational citizenship of the contemporary adventurer no longer persuaded by repetitively crowded shingle and tavern.
