According to a new study by Skyscanner, British travelers will focus on smaller, less well-known destinations that are gaining interest for their cultural wealth and unique culture in 2026.
The findings of the 2026 travel trends study, published today (Thursday, October 9), show that demand and travel spending are expected to increase in the new year, with 84% of the 22,000 people surveyed worldwide, including 2,000 Britons, saying they plan to travel more in 2026.
At the same time, 37% of travelers plan to spend more on flights, 31% on hotels, and 16% on car rentals.
The most popular destinations for travelers from the United Kingdom
From the charm of the seaside town of Salerno to the serene, culture-rich capital of Morocco, these travel destinations are impressing and climbing up the popularity lists of the British, according to Skyscanner.
| Destination | % increase in searches |
| Salerno, Italy | +211% |
| Koror, Palau | +156% |
| Kochi, Japan | +106% |
| Bilbao, Spain | +97% |
| Rabat, Morocco | +87% |
| Akureyri, Iceland | +83% |
| Rijeka, Croatia | +75% |
| Kaunas, Lithuania | +59% |
| St. John’s, Canada | +58% |
| St. George, Grenada | +56% |
According to Skyscanner’s new study, in 2026, travelers from the United Kingdom will turn their attention to smaller, lesser-known destinations that are less noticed but offer something new, beyond popular places.
From Europe’s hidden destinations to far–flung havens, the popular destinations of 2026 reveal travelers’ desire for culture, personality, and new horizons.
In Italy, Salerno offers the charm of the Amalfi Coast without the crowds, while Bilbao combines art and architecture in the Basque Country of Spain and Rijeka offers a more tranquil atmosphere on the Adriatic.
Rabat combines Morocco’s heritage with the calm energy of the capital, while Kaunas in Lithuania is emerging as an innovative and economical holiday destination.
Further afield, Kotsi offers a serene taste of Japan, Koror in Palau tempts divers with its crystal-clear lagoons, and Akureyri in Iceland allows access to the wild landscapes of the north via new routes.
Across the Atlantic, St. John’s in Canada captivates with its colorful coastline, while St. George in Grenada promises a tropical rainforest, spice markets, and golden beaches with authentic Caribbean flair.
Destinations with the best value for money in 2026
Skyscanner’s travel experts have selected the vacation destinations with the best value for money, combining experience and affordability, among those that have shown the largest annual reductions in airfare prices.
The drop in airfares makes it easier than ever to reach these destinations. From the laid-back atmosphere of Goa to the volcanic landscapes of Madeira, the best value destinations are much cheaper thanks to the drop in airfare prices.
We are likely seeing cheaper prices for these destinations due to a few key changes: the launch of new routes and more frequent flights from budget airlines. For example, direct flights from London (Heathrow) to Ottawa have recently resumed.
And a quick reminder for the seasoned traveler: airfare prices move like any other market. When demand decreases, prices often drop to stimulate interest. When demand increases, prices usually follow.
| Destination | % price drop |
| Cologne, Germany | –44% |
| Goa, India | –34% |
| Kaunas, Lithuania | –31% |
| Bergen, Norway | –27% |
| Madeira, Portugal | –26% |
| Santiago de Compostela, Spain | –25% |
| Tbilisi, Georgia | –21% |
| Ottawa, Canada | –20% |
| Murcia, Spain | –20% |
| Phnom Penh, Cambodia | –20% |
In 2026, travelers will plan trips that are more in line with who they are and what they love. With the cost of living remaining at the top of the priority list, trips in 2026 will be organized with a specific purpose. They will be based on interests, priorities, and a personal sense of “worth it.”
Skyscanner’s CEO Bryan Batista said in a statement: “Skyscanner’s 2026 travel trends report shows that travel will become more personal than ever before. Whether it’s planning a trip around a must-visit “destination hotel,” getting lost in a new favorite book at a reading nook, incorporating a beauty routine into the travel itinerary, or taking the whole family along, travel will be more thoughtfully planned, more grounded, and more unique.”
