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Where UK travellers actually went on holiday in summer 2025
The top holiday destinations for Brits in 2025, from Guernsey and Greece to bargain swaps in North Africa. Some surprise winners. Some big fallouts.
Short on time? Let us summarise this guide for you.
This summer, British holidaymakers embraced unexpected destinations. Guernsey topped the list, with UK visitor numbers soaring by 103% as travellers sought warmth without venturing far. Other rising favourites included Phuket (+63%), Seville (+59%), Pula, Kalamata, and Enfidha among several others, reflecting trends toward cost, climate comfort, and ethical considerations. Meanwhile, traditional favourites like Turkey and the USA declined. Turkey struggled with hyperinflation and poor customer sentiment, and the USA saw dwindling visits amid increased deterrents linked to its re-elected president's immigration policies. Looking ahead, travellers may pivot further as the EU's new Entry/Exit Scheme rolls out on 12 October.
What you'll find in this guide:
As the school holidays wind down, the numbers are in. We now know which destinations soared with British travellers this summer. Some were the usual suspects, but others were surprise winners that reflect how quickly our holiday habits are changing.
Where was popular and why
At the start of the year, we tipped the twenty fastest-growing destinations for 2025. And six of them made the cut: Andalucia, Tivat, Olbia, Lamezia Terme, Burgas and Tunisia. But the real story is how the climate, cost and conscience of travellers reshaped the summer getaway.
Too hot to handle
Once-reliable Mediterranean islands suffered in the searing heat, nudging visitors towards cooler alternatives. Kalamata on Greece's Peloponnese mainland outpaced the islands, as the fire-prone archipelagos increasingly became spring and autumn options instead.
New hotspots
Bulgaria's Burgas emerged as a big new name on the Black Sea, while the biggest shock of all was Guernsey. The Channel Island topped this year's list, more than doubling its British visitors as travellers realised they could enjoy warm beaches without leaving home waters.
Short and sharp escapes
City breaks and extreme day-trips thrived among cost-conscious holidaymakers. Italy led the way, with Verona, Lamezia Terme and Olbia all climbing into the top 20.
Destination dupes
The squeeze on disposable incomes pushed people towards cheaper lookalikes – Pula for Dubrovnik, Tivat for the Amalfi Coast – or bargain breaks in North Africa, where Tunisia's Enfidha was a standout.
Holidays with a conscience
Ethics played a role, too. Thailand's decision to legalise equal marriage early in 2025 helped propel Phuket into second place among the summer's biggest risers. Malta, a consistent leader in our Good Trips Index and a favourite for LGBTQ+ travellers, also held its own in the top ten.
Where fell out of favour
Turkey
Long seen as a budget stalwart thanks to its weak lira, Turkey has been hit by hyperinflation. Skyrocketing prices, aggressive touting and empty hotels left even package operators struggling to shift rooms. Many British tourists have opted instead for Greece – beautiful beaches, excellent food, but with a stable euro.
USA
Not even a slick Houston marketing push could disguise the risks of travelling to America. Re-elected President Trump has overseen increasingly hostile border policies, detaining EU visitors and deporting US citizens to foreign penal camps. In November, 17% of Brits said they'd avoid America. By August it was 27% – almost as many as those deterred from the Middle East by the war.
What's next for holidays?
The next shake-up comes on 12 October, when the EU finally rolls out its long-delayed Entry/Exit Scheme, replacing the passport stamps introduced after Brexit. Until then, here are the summer's biggest risers.
Summer 2025 top destinations
(Increase in UK visitors, 2025 vs 2024)
- Guernsey: +103%
- Phuket, Thailand: +63%
- Seville, Spain: +59%
- Pula, Croatia: +44%
- Kalamata, Greece: +42%
- Chambery, France: +40%
- Mytilini, Greece: +33%
- Tivat, Montenegro: +29%
- Tokyo, Japan: +28%
- Male, Maldives: +28%
- Olbia, Italy: +27%
- Verona, Italy: +26%
- Agadir, Morocco: +25%
- Skiathos, Greece: +23%
- Enfidha, Tunisia: +22%
- Manchester, UK: +20%
- Salonica, Greece: +19%
- Lamezia Terme, Italy: +19%
- Burgas: Bulgaria, +18%
- Malta: +18%
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