Brits are eyeing up lesser-known destinations this year – with cost and memorable experiences driving choices
Denmark’s Faroe Island is just one of many destinations Brits hope to visit in 2026(Image: Getty Images)
Gozo Island, the Outer Hebrides, and Lapland in the summer are among the more unexpected destinations Brits are eyeing up for their 2026 holidays. A survey of 2,000 adults revealed that 43% anticipate visiting locations they wouldn’t have previously considered, indicating a growing interest in unconventional travel spots.
This trend appears to be particularly prevalent among younger generations, with a whopping 67% of Gen Z planning to venture off the beaten path this year. While some still have their sights set on well-trodden tourist spots like Sardinia in Italy or Madeira, Portugal, the list of desired destinations also features lesser-known locales.
A quarter of those surveyed cited cost as a motivating factor in their choice of less frequented destinations, as many holidaymakers seek to get more bang for their buck.
However, the study found that travellers aren’t necessarily hunting for the cheapest getaway, many are after the most rewarding one. Over two-fifths are selecting their destination based on the potential for unforgettable experiences.
For many, the value of a holiday is as much emotional as it is practical. For 43%, a holiday feels worthwhile if it provides a respite from everyday stresses.
Adam Bullock, UK director at TopCashback, which commissioned the research, said: “For many people, value is about the joy and memories they get back from it – the kind of getaway that feels exciting and genuinely worth talking about when they return.
“And whether someone is looking for a hidden gem or a more familiar destination, they can put more of their budget towards the parts of the trip that matter most by going outside of the peak season, using cashback, or searching for the best deals far in advance.”
After exploring less frequented destinations, holidaymakers aspire to describe their experiences as authentic (35%), enriching (29%), and eye-opening (31%).
Looking ahead to 2026, 44% of participants expressed a preference for taking a series of shorter, less costly trips with the goal of seeing more of the world, compared to the 19% who would opt for one larger holiday during the year.
This trend might account for the interest in other European hotspots such as Latvia or Montenegro that Brits are keen to visit.
TOP 30 2026 TRAVEL HOTSPOTS ACCORDING TO BRITS:
1. Sardinia (Italy)
2. Madeira (Portugal)
3. Outer Hebrides (Scotland)
4. Azores (Portugal)
5. Tromsø (Norway)
6. Lapland (Finland)
7. Gozo Island (Malta)
8. Faroe Islands (Denmark)
9. Latvia (Northern Europe)
10. Slovakia (Central Europe)
11. Montenegro (Balkan region)
12. Svalbard (Norway)
13. Moldova (Eastern Europe)
14. La Gomera (Canary Islands)
15. Transylvania (Romania)
16. Alta (Norway)
17. Rovaniemi (Finland)
18. Panama City (Panama)
19. Chiang Rai (Thailand)
20. Kiruna (Sweden)
21. Nuuk (Greenland)
22. North Macedonia (Central Balkans)
23. El Hierro (Canary Islands)
24. Bosnia & Herzegovina (Balkan Peninsula)
25. Georgia (Caucasus region)
26. Serbia (Southeast and Central Europe)
27. Albania Riviera (South-western Albania)
28. Uzbekistan (Central Asia)
29. Belgrade (Serbia)
30. Baku (Azerbaijan)