Rising prices dampen demand for ‘new’ cities as Brits seek value beach breaks
British travellers are increasingly seeking better value, short-haul beach holidays, while rising prices have dampened demand for ‘new’ short-haul destinations, such as city breaks in northern and central Europe, according to a new report.
The Destination Trends Report 2025/26 by ANTOR, which represents destinations around the world, found that sunshine destinations close to home are performing the best compared to pre-pandemic levels, while demand for ‘discovery’ short-haul destinations is down compared to 2019.
Long-haul travel to traditional hotspots, including the Caribbean and West Africa, is also still down compared to pre-pandemic but is showing ‘signs of a rebound’, said ANTOR. Long-haul ‘discovery’ destinations, such as Asia, ‘continue to perform well’, it said.
Overall, the report, based on a survey of ANTOR members, found that three-quarters of destinations saw an average 11% increase in UK visitors from January to August this year, and the majority are forecasting a stronger final four months than in 2024.
Almost a quarter of destinations expect a 10% increase in UK visitors in 2026, while the majority are forecasting a 5% rise. None expects to see a decline in the British market next year.
Where Brits choose to travel will be heavily influenced by ‘finance and economics’, with holidaymakers increasingly seeking better-value sunshine destinations closer to home while cutting back on more costly long-haul trips.
A search for value for money, along with extreme weather events, is also encouraging more off-peak travel. The final three months of last year was the only period to outperform 2019. “With extreme weather likely to persist, this off-peak trend is expected to strengthen into 2026,” said ANTOR.
Chair Manuel Butler, Spanish Tourist Office Director in the UK, said: “As cost-of-living pressures, climate, and global events reshape travel behaviour, we’re seeing a more mindful, experience-led approach emerge. Travellers are seeking authenticity, value, and quality, whether that means discovering new cultures in the shoulder season or investing in fewer, more meaningful trips.
“The outlook for 2026 is one of optimism and adaptation across our member destinations with an anticipated growth of 5% across 88% and 10% across 24% of our members.”