British travellers are setting their sights on a fresh set of destinations for their 2026 getaways, with a marked trend towards exploring beyond the traditional tourist trail. A comprehensive new survey has unveiled the top 30 locations captivating the UK's imagination, highlighting a collective desire for authenticity, value, and memorable experiences over crowded hotspots.
The Shift Towards Lesser-Known Gems
The research, commissioned by TopCashback and involving 2,000 adults, found that a significant 43% of Britons anticipate visiting places they would not have previously considered. This curiosity for the unconventional is even more pronounced among younger travellers, with a striking 67% of Gen Z planning to venture off the beaten path this coming year.
While classic favourites like Sardinia in Italy and Madeira, Portugal still hold strong appeal, the list is notably populated by more unexpected locales. Destinations such as Gozo Island in Malta, Scotland's Outer Hebrides, and Lapland in the summer months feature prominently, suggesting a yearning for unique settings and seasons.
Financial considerations are a key driver, with a quarter of respondents stating that cost motivates their choice of less frequented destinations. However, the study clarifies that travellers are not simply hunting for the cheapest option. Instead, over two-fifths (over 40%) are selecting their holiday spot based on the potential for unforgettable, rewarding experiences.
Value Defined by Experience, Not Just Price
The modern British holidaymaker's definition of value is evolving. For 43%, a trip feels truly worthwhile if it provides a genuine respite from everyday stresses. The emotional return is as important as the financial outlay.
"For many people, value is about the joy and memories they get back from it – the kind of getaway that feels exciting and genuinely worth talking about when they return," explained Adam Bullock, UK director at TopCashback.
He also offered practical advice for maximising any travel budget: "And whether someone is looking for a hidden gem or a more familiar destination, they can put more of their budget towards the parts of the trip that matter most by going outside of the peak season, using cashback, or searching for the best deals far in advance."
After visiting these less-trodden destinations, travellers hope to describe their holidays with powerful adjectives: authentic (35%), eye-opening (31%), and enriching (29%).
The Rise of the Multi-Trip Year
Looking ahead to 2026, travel habits are also shifting in terms of frequency. A notable 44% of participants expressed a preference for taking several shorter, less costly trips throughout the year to see more of the world. This contrasts with just 19% who would opt for a single, larger holiday.
This trend towards multiple city breaks or regional explorations may well explain the growing interest in accessible European destinations like Latvia, Montenegro, and Slovakia, which offer rich culture without the long-haul flight.
The full list of the top 30 travel hotspots for Brits in 2026 is:
- Sardinia (Italy)
- Madeira (Portugal)
- Outer Hebrides (Scotland)
- Azores (Portugal)
- Tromsø (Norway)
- Lapland (Finland)
- Gozo Island (Malta)
- Faroe Islands (Denmark)
- Latvia (Northern Europe)
- Slovakia (Central Europe)
- Montenegro (Balkan region)
- Svalbard (Norway)
- Moldova (Eastern Europe)
- La Gomera (Canary Islands)
- Transylvania (Romania)
- Alta (Norway)
- Rovaniemi (Finland)
- Panama City (Panama)
- Chiang Rai (Thailand)
- Kiruna (Sweden)
- Nuuk (Greenland)
- North Macedonia (Central Balkans)
- El Hierro (Canary Islands)
- Bosnia & Herzegovina (Balkan Peninsula)
- Georgia (Caucasus region)
- Serbia (Southeast and Central Europe)
- Albania Riviera (South-western Albania)
- Uzbekistan (Central Asia)
- Belgrade (Serbia)
- Baku (Azerbaijan)
The survey paints a clear picture of a nation of travellers becoming more adventurous, value-savvy, and experience-focused as they plan their escapes for the year ahead.
