Experience Over Sunbathing: The New British Holiday
As the summer of 2025 becomes a memory, British travellers are already mapping out their 2026 escapes with a significant shift in mindset. According to groundbreaking research from travel company GetYourGuide, sun-worshipping is taking a backseat to activity-based itineraries. The company's first Hidden Trends List, compiled from search data analysis, reveals that Brits are now planning trips around specific experiences they want to have, rather than just destinations they want to visit.
The Rise of Experience-Led Travel
GetYourGuide's data confirms a dramatic move away from traditional passive holidays. Whether it's canoeing through a national park or mastering local cuisine in a cooking class, UK travellers are increasingly prioritising doing over lounging. This trend is reshaping the tourism industry, with several key activities experiencing remarkable surges in popularity.
Birdwatching's Remarkable Renaissance
Once considered a niche hobby for enthusiasts, birdwatching is experiencing a spectacular revival among British holidaymakers. The data reveals that 55 per cent of UK travellers are eager to incorporate birdwatching into their next trip, with nearly half now viewing the pastime as 'cool again'. Leading this trend are millennials, with an impressive 8 in 10 expressing interest in birdwatching during their holidays.
The trend has received unexpected celebrity endorsement, with pop superstar Ariana Grande revealing on Amy Poehler's Good Hang podcast that she's an avid birdwatcher who uses an app to identify birds by sound. Searches for prime birdwatching destinations have skyrocketed, with Oman's Daymaniyat Islands, Vietnam's Cat Ba National Park, and Thailand's Doi Inthanon experiencing some of the highest increases in 2025.
Coffee Culture Brews Strong Interest
Britain's relationship with caffeine is evolving from a simple morning ritual to a central travel motivation. Almost three quarters of British Millennials would select a holiday destination specifically for its coffee scene, while a third of all UK travellers now rank coffee culture above nightlife when planning getaways.
This enthusiasm is reflected in GetYourGuide's sales figures, which show a staggering 110 per cent increase in coffee tour bookings from 2024 to 2025. From sipping single-origin brews on Kenyan coffee farms to mastering espresso techniques in Roman cafés, British travellers are embracing global coffee cultures. As Matteo Di L'orenzo, guide at Specialty Coffee Workshop and Tasting in Rome, notes: 'In Rome, the coffee culture has evolved, with traditional cafes accompanied by new wave establishments. But unwritten rules still exist, like no cappuccinos after noon.'
Early Mornings and Skill-Building Sessions
The classic holiday lie-in is being replaced by alarm clocks set for sunrise adventures. More than half of British travellers now wake up early to experience top attractions without the crowds, whether it's witnessing the Switching on of the Lights at the Vatican or taking a sunrise Marrakech Balloon Flight. GetYourGuide reported a substantial 64 per cent increase in morning tour ticket sales in 2025 compared to 2024.
Similarly, workshops and skill-building activities are replacing sunbathing. Data shows that almost 8 in 10 British millennials are the least likely to sunbathe on holiday, preferring instead to learn new skills or practice sports. GetYourGuide's UK booking data confirms this shift, with tickets purchased to workshops increasing by 73 per cent year-over-year.
Walking Tours and Food Tourism Continue to Thrive
Traditional walking tours are enjoying a modern resurgence, with GetYourGuide recording a 30 per cent increase in bookings. Almost two-thirds of UK travellers agree that 'walking tours are cool again', moving beyond the stereotype of loudspeaker-wielding guides to embrace them as genuine opportunities for local discovery. More than half of UK travellers cited 'discovering local food and drink spots' as their primary motivation for booking walking tours.
Food tourism itself remains powerfully popular, with 42 per cent of Brits admitting to eating more than three meals a day on holiday, and 16 per cent consuming five or more meals. This indulgence is particularly pronounced among Generation Z, with almost 6 in 10 saying they 'always' indulge more on holiday, driving a 46 per cent rise in UK customer food tour bookings for GetYourGuide.
As Obi, a tour guide from Brixton, London, observes: 'Food isn't just a side note anymore, it's the whole reason people are traveling. I've had visitors hop on a train from Paris just for a taste of London's food scene, then head straight back. Once you've tried Brixton's flakiest patty, you'll understand why it's worth the journey.'
The collective data paints a clear picture: British travellers are increasingly seeking meaningful, memorable experiences that allow them to engage deeply with destinations rather than simply observe them. This shift towards experiential travel suggests that the UK tourism market will continue to evolve, with activity providers and experience creators poised to benefit most from these changing preferences.
