The British continue this year to “choose” Europe and the Mediterranean for their summer holidays, with Crete starring on the list of the most popular short-haul destinations for summer 2025.
Demand is “boiling” again this year for classic Mediterranean destinations, with Spain and Greece traditionally at the center of attention. However, the market share seems to be “shared” differently, as more and more tourists are turning to more affordable and emerging destinations.
Nevertheless, traditional favorites for “fly-and-flop” holidays seem to hold strong and remain the number one choice for thousands of Britons, who opt for well-known and tested places with sun and beaches.
According to booking data presented in a loveholidays survey (covering bookings made from January 1 to March 31, 2025, for travel in June, July, and August 2025), the top 5 destinations for short seaside holidays are:
- Tenerife, Canary Islands
- Mallorca, Balearic Islands
- Crete, Greece
- Costa Blanca, Spain
- Antalya, Turkey
At the same time, there is a strong shift among the British toward alternative destinations offering better value for money. Albania, Romania, and North African destinations such as Morocco, Tunisia, and Egypt are seeing a sharp increase in bookings this year. Short flights, attractive prices, and all-inclusive packages with extra amenities for families and couples make these destinations particularly appealing.
The survey revealed that the most affordable all-inclusive packages for couples, based on price per person per night, are offered in Tunisia (£123), Morocco (£138), Albania (£142), Egypt (£143), and Bulgaria (£151). Similarly, the cheapest options for families are Morocco (£81), Tunisia (£88), the Canary Islands (£99), mainland Spain (£99), and Bulgaria (£100). These destinations attract tourists who want to “get more for less.” Large hotels, playgrounds, water slides, themed nights, and recreational activities create an attractive package for families as well as couples.
Solo travel: the new holiday trend
Notable is the rise in solo travel, with related bookings increasing by 19% compared to last year. The British seem to be seeking personal time, relaxation, and disconnection from routine, without necessarily traveling with company. The top destination for solo holidays this year is Benidorm, with an 80% increase in bookings. At the same time, resorts like Agadir in Morocco and Puerto Morelos in Mexico attract more adventurous travelers with low budgets but high expectations.
The other side of summer: Music, festivals, and city breaks
Many Britons, mainly younger ones, prefer trips to European cities with a festival vibe. Berlin stands out with events like Lollapalooza and the Iron Maiden tour, while Dublin is “buzzing” with anticipation for the Oasis reunion. Split in Croatia draws attention thanks to Ultra Europe, gathering many music lovers.
