For the first time since the pandemic, Türkiye has lost its title as one of Britain’s top holiday destinations. Spain remains number one as Italy returns to second, while Portugal rises . Data shows an increase in long-haul to Thailand, the Maldives and the Caribbean
As affordability continues to dominate decisions over holidaymakers’ travel plans for the year ahead, new data from millions of holiday bookings has revealed a major shake-up of the destinations sun seekers are heading to this summer. The analysis, completed by Holiday Extras – the UK’s leading provider of airport hotels, airport parking, airport lounges, and more – has signalled the first shift in destination hierarchy for over five years, seeing Türkiye and Greece drop in favour of old favourites that until the early 2020s, consistently reigned supreme.
While Spain remains the UK’s favourite holiday hotspot, data from the travel brand’s Real Time Destination Leaderboard1, which draws on millions of bookings from over 11m customers a year, sees Italy reclaim second place. Greece slips to third place for the first time since the lockdown era, while Türkiye – which, like Greece, gained popularity as an alternative while others were uncertain or closed during the pandemic – has fallen out of the top five completely.
Top 10 Most Popular Countries
- Spain (+28% YOY)
- Italy (+5% YOY)
- Greece (+5% YOY)
- Portugal (+4% YOY)
- United States (+4% YOY)
- Türkiye (+3% YOY)
- France (+3% YOY)
- Poland (+2% YOY)
- Ireland (+2% YOY)
- Egypt (+2% YOY)
While all top destinations are up in bookings year-on-year, the new rankings paint a clear picture of holidaymakers’ priorities for 2026. Four in ten (42%) listed extreme weather as one of their main concerns2 in March – an issue that Greece knows all too well after consecutive years of wildfires on its islands. Meanwhile, hyperinflation in Türkiye has made this once affordable sunshine destination less appealing, with Brits voting with their feet as they head elsewhere for better deals.
Those that can afford more exotic breaks, though, are planning on taking them, with several long-haul destinations becoming some of the fastest-growing on the Real Time Destinations Leaderboard.
Thailand is seeing a sharp rise in demand, with Phuket and Bangkok rising 121% and 88% respectively, with other Asian destinations also seeing surges in bookings: Malé in the Maldives is up +69%, while Mumbai is up +68%. In the Caribbean, Bridgetown in Barbados has seen a similar rise (+68%), with Antigua also proving popular (+76%).
This split in booking behaviour reflects a broader shift in how Brits are travelling in 2026. Holiday Extras data suggests a clear divide: travellers with more disposable income are going further, spending more, and prioritising experiences, while those feeling the pinch are more likely to prioritise locations that offer familiarity, perceived value, and fewer surprises.
Seamus McCauley, Head of Public Affairs at Holiday Extras, said:
“Holiday Extras helps millions of holidaymakers every year, and the data tells a story that goes well beyond any single destination. What we’re seeing in 2026 isn’t a blip. These kinds of shifts in where Britons choose to go happen once a decade at most.
“The last time we saw anything comparable was when the pandemic briefly reshuffled the pack. Before that, you’d have to go back much further. This is a major rebalance in British travel patterns.
“For people still wondering where to go this summer, there’s a clear picture emerging. Close, familiar destinations are going to be more popular than ever; Spain, Italy, Portugal and France are likely to book up or see price rises. But lots of places are almost as close, probably cheaper and hassle-free – the Adriatic Riviera, Poland’s Baltic coast, Bulgaria on the Black Sea or the Greek mainland – so if you’re waiting to book, now’s a good time to take the plunge.”
The full destination rankings are available at www.holidayextras.com/destination-leaderboard.html.
1Top destinations that reflect millions of real-time holiday bookings: www.holidayextras.com/destination-leaderboard.html.
2 Survey of 1,000 qualified UK holidaymakers conducted 10 March 2026. Respondents have taken or are planning a holiday involving travel outside the UK. Figures represent the percentage citing each factor as likely to cause them to change or cancel travel plans.
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