TikTok has identified the travel destinations most popular among British users seeking holiday inspiration on the platform. According to user search data, alternatives to classic European city breaks are gaining traction, with Frankfurt, Bologna and Liechtenstein among the fastest-growing searches.
Despite these emerging trends, firm favourites remain popular. Malaga on the Spanish coast continues to inspire sunny getaways, while Disneyland Paris attracts family holiday searches, particularly for winter visits. Overall, travel-related content searches on TikTok have surged 131 per cent year-on-year as Brits begin planning their 2026 trips.
Frankfurt, typically known as Germany's financial hub, is drawing attention for its winter Christmas markets, with viral videos showcasing gingerbread-style facades and festive stalls. Travel writer Michael Hodges, who visited during the 2024 Euros, described the city as a “cultural marvel” with world-class museums and galleries.
Liechtenstein, nestled between Switzerland and Austria, is benefiting from the “slow travel” trend, with influencers promoting its mountainous landscapes, castles and historic villages as a relaxing alternative to quick holidays. Similarly, Copenhagen has risen in popularity, with travellers exploring the city without packed itineraries and engaging in eco-friendly schemes like CopenPay, which rewards litter picking with free boat trips.
Wellness tourism is driving searches for Budapest, known for its thermal baths in grand buildings. The Kempinski Hotel Corvinus, winner of Hungary’s Best Hotel Spa in 2024, offers a heated pool, saunas and treatment rooms. Meanwhile, Bologna attracts foodies with its rich culinary culture and architectural highlights such as the Portico di San Luca, while Naples and Florence draw searches for espresso, pizza and Renaissance art.
