British holidaymakers are turning their backs on destinations they have visited repeatedly, favouring more meaningful trips, a study by Tourism Tasmania has found. Nearly two-thirds of respondents said they would no longer consider returning to a place they once visited regularly.
Shift Towards New and Less Crowded Places
More than a third want to discover new places, while one in five believe their old favourite has become too touristy, overly commercialised or overcrowded. Tourism Tasmania says the findings point to a broader shift in British travellers seeking more meaningful holidays, with a growing desire for deeper connections to people and places.
Almost all respondents said it is important that their next holiday offers a genuine connection to a destination rather than an overly touristy experience. Immersing in local culture, trying regional food and drink, discovering history and seeking new adventures now rank among travellers' highest priorities.
Growing Interest in Tasmania
Three-quarters hope to visit a bucket-list destination, and more than two-thirds are actively searching for somewhere lesser known and off the beaten track. Tourism Tasmania says interest in Tasmania continues to grow among Brits, with two-thirds of respondents saying they would consider visiting in future.
Nearly half are drawn to the island's natural landscapes, while half say unique nature and wildlife experiences help them feel more connected to a destination. Gordon Ramsay and Nigella Lawson were recently announced as international headliners for Tasmania's Tamar Valley Writers Festival, held in Launceston, a UNESCO City of Gastronomy.
Sarah Kingston Clark, CEO of Tourism Tasmania, said: "While British travellers still want holidays that give them a chance to rest and recharge, this research suggests they're increasingly looking for experiences that leave a lasting and more meaningful impression."
"We're seeing a real shift in the UK and globally in what people want from travel. Holidays are becoming less about ticking another destination off a list and more about slowing down, connecting with a place and coming home feeling like you've genuinely experienced it."
"People are looking for holidays that feel authentic and meaningful, whether that's spending time with the locals, immersing themselves in culture, discovering distinctive food and drink and experiencing the real character of a destination beyond its best-known attractions and bucket-list sights."
