British holidaymakers are turning their backs on traditional European hotspots in favour of long-haul destinations, according to new data from Virgin Media O2. Visits to Spain have fallen by 9% year-on-year, while Greece and Portugal have seen drops of 7% and 5% respectively. The shift comes amid ongoing anti-tourism protests across southern Europe.
The United States has overtaken France as a top destination, now accounting for 17% of British travellers compared to France’s 14%. Canada has attracted 9% of UK tourists, the United Arab Emirates 8%, and both Thailand and Australia 5%. Analysts suggest the ‘White Lotus effect’ may be driving interest in Thailand, while unusually hot weather in the UK may have reduced the urge to seek sun abroad.
Despite the long-haul trend, convenience still rules for last-minute getaways. Nearly 38% of Britons taking late breaks head to Spain, 25% to Greece, and 23% to Italy. Christian Hindennach, chief commercial officer at Virgin Media O2, said: “As Brits explore new holiday spots beyond Europe, we're proud to keep them connected wherever they may roam.”
Over-tourism demonstrations, particularly in Spain, have taken a toll on local businesses. TikTok user Laura, who documents life in Barcelona, has posted videos of empty streets and beaches, contrasting with the crowds seen in 2023. She wrote: “Sorry, no one can argue that these roads leading up to the beach were not packed in 2023?”
