Gozo Island, the Outer Hebrides, and Lapland in the summer are among the more unexpected hotspots Brits are planning to visit in 2026
A poll of 2,000 adults found 43 per cent expect to visit somewhere that wouldn’t otherwise have occurred to them as a holiday destination, showing a growing appetite for more unusual destinations.
This seems to be a stronger trend among the younger generations, as 67 per cent of Gen Zs are specifically looking to go somewhere off the beaten track this year.
Although some are still hoping to jet off to up-and-coming, but slightly better travelled locations such as Sardinia in Italy (31 per cent) or Madeira, Portugal (26 per cent), the list of hot spots also includes lesser-known locales.
Including Tromsø in Norway, which is home to an array of arctic wildlife, the Faroe Islands in Denmark, characterised by its stunning landscape of steep cliffs, narrow fjords and volcanic terrain, and the autonomous region of Portugal, Azores.
But while many are searching for hidden gems to make their budget stretch further – with 24 per cent saying cost has inspired them to seek out lesser-known destinations – the research suggests Brits don’t necessarily want the cheapest trip, they want the most rewarding one.
More than two fifths (44 per cent) are choosing a lesser-known location this year because they think it will lead to more memorable experiences, while 38 per cent believe it will feel like more of an adventure, not just a holiday.
While 50 per cent said overall price is something they prioritise when booking a holiday, 80 per cent confirmed they consider the value of a holiday to be about more than just the cost, but the experience, culture, and rewarding feeling they get in return.
For many, value is emotional as much as practical – with 43 per cent saying a holiday feels ‘worth it’ if it helps them escape everyday stresses and fully unwind and 42 per cent seeing value in the pursuit of a sense of joy.
And while many are still looking for trips that feel exciting and memorable, 46 per cent agreed people are increasingly choosing more affordable destinations – suggesting travellers want their money to go further without compromising on what matters most.
Adam Bullock, UK director at TopCashback, which commissioned the research, said: “Value is clearly important when booking a holiday, but it’s not always about finding the cheapest trip.
“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.”
Indeed, after visiting a lesser-known gem, travellers are hopeful to describe their experience as authentic (35 per cent), enriching (29 per cent), and eye-opening (31 per cent).
And when looking back after they return to reality, the things they’re most likely to remember are the experiences or activities (31 per cent), people they spent time with (26 per cent), and the atmosphere of the destination (24 per cent).
The research, carried out via OnePoll.com, also revealed the evolving travel-style pattern for 2026.
With 44 per cent saying they would prefer to take a variety of shorter trips that are lower both in length and cost, with an aim to see more of the world, versus the 19 per cent who would prefer one larger holiday during the year.
This may explain the number of other more local European hotspots Brits are hoping to see with their own eyes this year, such as Latvia, which boasts medieval architecture, a UNESCO World Heritage site, and natural hot springs.
As well as Montenegro, blending fascinating cultural influences with activities to appease any adventure sports enthusiast.
Top 30 2026 travel hotspots for 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)
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