Classic resort holidays seem to be losing ground, as British travelers increasingly seek authentic, local, and “undiscovered” experiences, according to a new survey by the Association of National Tourist Offices and Representatives (Antor).
In the survey, travelers ranked “most local experiences” and “trips to lesser-known destinations” among the top three anticipated trends for 2026 and beyond. This shift is primarily attributed to younger and more independent travelers, while the popularity of traditional resorts is expected to decline—likely due to reduced family travel and lower interest among older age groups.
At the same time, demand for luxury experiences is rising, particularly in distant, sunny destinations. This trend comes from higher-income travelers willing to spend more on quality experiences. For destinations, the shift toward luxury can even support sustainability, as fewer visitors are needed to generate comparable revenue.
Although international developments and political issues have not dramatically affected British travel decisions, destinations facing political unrest or overtourism concerns continue to underperform compared to their pre-pandemic levels.
Overall, 76% of Antor members report an 11% increase in British visitors in 2024, with a further 4% rise expected by the end of 2025.
Economic factors remain key
The economy continues to shape travelers’ choices. British tourists are seeking more affordable sunny destinations closer to home while limiting more expensive long-haul trips. At the same time, “exploratory” short-haul destinations—mainly popular cities for city breaks—are more affected by rising accommodation costs. Conversely, the long-haul segment is revitalized by traveler curiosity, social media influence, and the interest of younger and solo travelers.
The trend for off-peak travel is expected to strengthen further by 2026, as extreme weather and cost pressures influence traveler decisions.
Outlook for 2026
Regarding predictions for 2026, 24% of Antor members expect an increase of over 10% in British visitors, while the majority anticipate a 5% rise.
Manuel Butler, President of Antor and Director of the Spanish Tourism Organization in the UK, emphasized that this year’s report shows a “clear shift in how and when the British explore the world.” As he noted, “With the cost of living, climate, and international developments reshaping traveler behavior, a more cautious, experiential approach is emerging.”
Travelers, he added, are seeking authenticity, quality, and value: “Whether this means discovering new cultures during the shoulder season or investing in fewer but more meaningful trips.”
With a growth outlook of 5% for 88% of members and 10% for 24%, the sector appears optimistic while adapting to the new habits of British travelers.
