Thailand Holidays

New research suggests that British travellers are forgoing their beloved summer hotspots like Greece and Spain in favour of more far-flung destinations like Thailand

According to new research, some key non-European destinations have enticed Brits away from their typical hotspots this summer.

While Italy, Spain and Greece continue to deal with the repercussions of over-tourism, British travellers are casting their holiday sight further abroad. Virgin Media O2 data suggests that visitors to Spain have dropped by about 9% year-on-year, with anti-tourism protests potentially giving British holidaymakers pause.

Visits to Greece and Portugal are also down by 7% and 5% respectively, the data suggests. Destinations like Thailand, Canada and the US are on British travel radars this year.

READ MORE: I take my family of four on holidays abroad for less than the cost of a UK staycationREAD MORE: ‘Thailand of Europe’ with turquoise water is slice of paradise just a few hours away

Visits to France were even eclipsed by those of the US this summer, which brought in 17% of British travellers compared to France’s 14%. Canada now accounts for 9% of trips from the UK and the United Arab Emirates has enjoyed 8% of the British tourist allocation.

Thailand and Australia both earned 5% of visitors, which may have to do with The White Lotus effect. In fact, the TV series drove so much tourism to Thailand that it threatened to bury one of the paradise islands.

The exceptionally hot weather in the UK this summer could have also influenced why Brits didn’t feel the need to storm their sunny EU holiday destinations.

When it comes to last-minute getaways however, the data shows that convenience is still a top priority for British holidaymakers. Resorts that are a short-haul flight away still saw the biggest influx of travellers. Almost 38% of Brits will take late breaks to Spain while Greece will see 25% and Italy 23%.

Christian Hindennach, chief commercial officer at Virgin Media O2 said of the latest research: “As Brits explore new holiday spots beyond Europe, we’re proud to keep them connected wherever they may roam.

He continues: “From last-minute trips to far-flung adventures, we’re committed to keeping our customers connected without the worry of hidden fees, so they can focus on enjoying their time away.”

That said, months of active overtourism demonstrations across Spain in particular has been bad news for tourism revenue in some parts of the country.

A once busy Spanish city is now “dead” as Brits have reportedly abandoned the destination for other holiday spots.. Footage has surfaced online showing the area’s completely deserted streets.

Laura, who goes by lauratravelvlogs on TikTok, has been chronicling some stark changes in Barcelona this year, having resided there herself for over two years. She noted a significant drop in visitor numbers and, for months, she’s been posting videos of Spain’s vacant streets, silent roads and empty beaches to illustrate the drastic shift in the country’s tourism landscape.

In a recent video featuring eerily quiet roads, Laura questioned: “Sorry, no one can argue that these roads leading up to the beach were not packed in 2023?”

The Shala River in Albania has been dubbed the “Thailand of Europe” for its stunning turquoise waters and lush, jungle-like scenery – and it’s just a short flight from the UK

Whilst millions of tourists head to Thailand annually for its legendary tropical islands, there’s a European secret that delivers a comparable adventure much nearer to home.

The Shala River has earned the title “Thailand of Europe,” offering a taste of paradise without the lengthy journey or cost of a holiday in Southeast Asia. It features stunning turquoise waters and dense, rainforest-like landscapes, creating an exotic adventure in Europe’s heartland.

Ideal for an autumn getaway, Albania enjoys delightfully mild temperatures of approximately 25C in October, with plenty of sunshine making it perfect for late-season sun-seekers.

For those drawn to Thailand’s 1,500 miles of shoreline and more than 1,400 islands scattered with limestone formations, colourful coral reefs, and magnificent beaches, Albania’s Shala River offers an extraordinary substitute, reports the Express.

Reachable only by vessel, the Shala River meanders through the breathtaking Albanian Alps. With its remarkably pristine waters and jade-coloured peaks, it could be confused with one of the remote islands of Thailand.

Thrill-seekers will be delighted, as the Shala River region provides pursuits like zip-lining, snorkelling, swimming, kayaking, and trekking, all amidst striking natural splendour.

However, it’s just as perfect for those seeking to relax, with its serene environment creating the ideal setting for unwinding beside the water.

The river’s secluded, chilled-out character delivers a restful retreat without the enormous expense. The stunning beauty of this region has captured attention across social media platforms too.

TikTok user @olam281’s footage of the Shala River left countless viewers gobsmacked to discover this tropical paradise was actually in Europe rather than some exotic Indian Ocean isle.

One amazed comment read: “I’ve been to Albania multiple times. [It’s] my favourite country of all time, and I’ve travelled quite a lot. 10/10 would recommend to everyone.” Another flabbergasted follower exclaimed: “I THOUGHT IT WAS THAILAND.”

Reaching the Shala River involves a boat trip from Lake Komani’s harbour, though the spectacular natural scenery more than justifies the journey.

This pristine location remains largely undiscovered, a world away from the packed shores of better-known holiday hotspots, making it a genuine hidden gem.

Travelling to Albania proves remarkably straightforward for British holidaymakers as well. Direct flights operate from numerous major UK airports, including Bristol, Birmingham, Luton, and Stansted.

With tickets starting from about £25 in October for flexible travellers, it offers an budget-friendly getaway for those craving sunshine without enduring lengthy flights or jet lag.

Brits who are planning to vape on holiday should check the rules before they travel or they could risk landing themselves in prison for breaking the law

Brits have been warned that vaping in a popular holiday hotspot could actually land them in prison.

UK travellers heading on Thailand holidays should take note that E-cigarettes are illegal across the whole country, with hefty fines and potential prison sentences for anyone caught using them.

That includes packing them in your suitcase, as it’s illegal to bring e-cigarettes and vape pens into Thailand too. Airport officials will often check passengers’ luggage and confiscate these devices, and you could land yourself in hot water if you’re found with them in your bags, such as an on-the-spot fine or even being arrested.

It’s not just vaping either; it’s illegal to smoke in public across Thailand with fines of up to 5000 baht (approximately £115) being handed out to those who flout the law. The ban has been in place since 2014, when the Thai government introduced the rules in a bid to improve people’s health.

The UK government has already warned Brits of the strict rules. The Foreign Office explains in its Thailand travel advice: “It’s illegal to smoke in public with a fine of up to 5,000 Thai baht. E-cigarettes are illegal. You could be fined or imprisoned for carrying or using them.”

It’s not just Thailand that has strict rules around vaping. In Singapore, anyone found possessing or using a vape could be fined up to £1,150.

Meanwhile in Mexico the sale of vapes is generally banned. Holidaymakers have been warned that if they have the devices in their luggage and are stopped by customs officials, they may be asked about the vape and its intended use, with some reports that these devices are often confiscated before travellers have even left the airport.

In Europe, countries such as France and Belgium already have a ban on disposable vapes in place. Meanwhile in Spain, vaping on beaches in Barcelona, Benidorm could mean fines of up to €750 (£650). Over in the Balearic Islands, there are a number of smoke-free beaches as visitors are urged not to litter the sands with cigarette butts.

There could be more rules to follow. Last year, the Canary Islands’ authorities began to consider proposals that would ban smoking on outdoor bar and restaurant terraces on the holiday islands, as well as a ban at bus stop shelters, outdoor sports areas and near entrances to buildings such as schools and hospitals. At the moment, smoking is prohibited in all indoor public spaces, including bars, restaurants, nightclubs, and workplaces.

You should also take note of the UK’s own laws when you head home. As of June 1, 2025, the UK government has banned disposable vapes. Anyone who is found with a single-use vape could find it gets confiscated at the border.

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