A recent study reveals that British tourists are opting for non-European destinations this summer, moving away from their usual vacation spots. While Italy, Spain, and Greece grapple with issues related to over-tourism, British travelers are exploring new horizons. Data from Virgin Media O2 indicates a 9% decrease in visitors to Spain compared to the previous year, possibly influenced by anti-tourism demonstrations.
The research shows a decline of 7% in visits to Greece and 5% in Portugal. Instead, destinations like Thailand, Canada, and the US are gaining popularity among British travelers. Surprisingly, the US attracted more British visitors than France this summer, with Canada and the United Arab Emirates also seeing a significant share of British tourists.
Thailand and Australia each welcomed 5% of visitors, partly attributed to the impact of the TV series “The White Lotus,” which boosted tourism to Thailand. Additionally, the unusually hot weather in the UK may have deterred Brits from flocking to their traditional sunny EU holiday destinations.
Regarding last-minute getaways, convenience remains a top priority for British holidaymakers. Short-haul flight destinations such as Spain, Greece, and Italy saw a surge in tourists. Christian Hindennach, chief commercial officer at Virgin Media O2, emphasized the importance of staying connected with travelers exploring new holiday spots beyond Europe.
However, ongoing overtourism protests in Spain have negatively affected tourism revenue in certain regions. A previously bustling Spanish city now appears deserted, as British tourists have reportedly shifted their focus to alternative holiday destinations. Social media content creator Laura, known as lauratravelvlogs on TikTok, has been documenting the stark changes in Barcelona, highlighting the dwindling numbers of visitors and the deserted streets and beaches in Spain.
In a recent video showcasing the eerily quiet roads, Laura highlighted the drastic contrast to the crowded scenes from the past. Overall, the shift towards non-European destinations and the impact of external factors like weather patterns and popular media portrayals are reshaping British travel preferences this summer.