A recent study reveals that British travelers are opting for alternative destinations outside of Europe this summer, steering away from the usual hotspots. While countries like Italy, Spain, and Greece grapple with issues related to over-tourism, Brits are venturing further afield for their holidays. Data from Virgin Media O2 indicates a decline of approximately 9% in British visitors to Spain, possibly influenced by anti-tourism protests.
The data also indicates a decrease in visits to Greece and Portugal by 7% and 5%, respectively. Instead, destinations such as Thailand, Canada, and the US are capturing the attention of British tourists this year. Surprisingly, the US attracted more British travelers than France, with Canada and the United Arab Emirates also seeing a notable share of British visitors.
Thailand and Australia each welcomed 5% of visitors, partly attributed to the impact of “The White Lotus” TV series, which spurred tourism to Thailand. Furthermore, the unusually hot weather in the UK this season may have deterred Brits from their usual European holiday destinations.
In terms of spontaneous getaways, the data highlights that convenience remains a key factor for British holidaymakers. Short-haul flight destinations saw a surge in travelers, with Spain being the top choice for almost 38% of Brits for last-minute trips, followed by Greece at 25% and Italy at 23%.
Christian Hindennach, the chief commercial officer at Virgin Media O2, commented on the research findings, emphasizing the company’s commitment to keeping British travelers connected during their explorations beyond Europe. He highlighted the importance of providing a hassle-free experience for customers to enjoy their vacations without concerns about hidden fees.
Despite the shift in travel patterns, ongoing demonstrations against over-tourism in Spain have impacted tourism revenue in certain regions. Reports indicate a decline in visitors to once-bustling Spanish cities, with footage showing deserted streets in some areas. Social media influencers like Laura have documented the stark changes in popular Spanish destinations, showcasing the significant drop in tourist numbers through videos of empty streets and beaches.
As the travel landscape evolves, British tourists are seeking new and diverse experiences while navigating the changing dynamics of global tourism.
