Britons may have enjoyed one of the warmest summers in recent memory, but many are not ready to wave goodbye to the sunshine just yet.
New booking data from Riviera Travel reveals demand for cultural winter sun holidays has risen 25% year-on-year, suggesting travellers are looking to extend the feeling of summer while combining warmer weather with meaningful travel experiences.
Rather than booking a traditional fly-and-flop beach holiday, Riviera Travel’s latest figures show the strongest growth is coming from destinations that blend sunshine with history, food, culture and exploration.
Andalucía recorded the largest increase, with bookings rising by 125%. Morocco followed with growth of 78%, while bookings for Vietnam and Cambodia climbed 28% and Sri Lanka increased by 20%. Malta also joined Riviera Travel’s winter programme for the first time and made an encouraging debut.
The trend suggests holidaymakers are seeking more than just guaranteed sunshine. From Andalucía’s historic cities and Morocco’s imperial centres to Sri Lanka’s wildlife and Vietnam’s rich cultural heritage, travellers appear increasingly drawn to destinations that offer experiences beyond the beach.
Christian Locke, Head of Long-Haul Product at Riviera Travel, said:
“The traditional winter sun holiday isn’t disappearing, but we’re seeing more guests look for something extra.
After enjoying a warm summer at home, many people don’t seem ready to swap sunshine entirely for dark mornings and cold evenings. But rather than simply booking a beach break, they’re choosing destinations where they can immerse themselves in local culture, history and food while still enjoying warmer temperatures.
Whether that’s exploring Andalucía’s historic cities, discovering Morocco’s imperial centres or experiencing the heritage of Vietnam and Cambodia, travellers increasingly want a winter holiday that feels enriching as well as relaxing.
We’re also seeing guests make those decisions earlier. Bookings for next winter are already ahead of the same stage last year, suggesting people are planning further ahead to secure the destinations they really want to experience.”
The cultural winter sun destinations gaining ground
Andalucía: up 125%
Home to some of Spain’s most compelling cities, Andalucía combines winter sunshine with centuries of history. Travellers can wander the intricate halls of the Alhambra, linger over tapas in Seville and Córdoba and explore a region shaped by Roman, Moorish and Spanish influences. It’s a destination that rewards curiosity long after the sun goes down.
Morocco: up 78%
From the maze-like souks of Marrakech to the dramatic landscapes of the Atlas Mountains, Morocco offers a rich contrast of cultures, colours and traditions. It’s a destination where bustling medinas, mountain villages and imperial cities sit alongside mild winter temperatures, making it an appealing alternative to a traditional beach-focused break.
Vietnam and Cambodia: up 28%
Few winter escapes combine history, cuisine and cultural heritage quite like Vietnam and Cambodia. Visitors can experience everything from vibrant city life and regional food traditions to ancient temples and landscapes shaped by centuries of history, creating a journey that’s as immersive as it is warm.
Sri Lanka: up 20%
Sri Lanka packs remarkable variety into a single trip. Ancient kingdoms, tea-covered hills, wildlife-rich national parks and a distinctive cultural heritage combine to create an experience that feels far removed from a conventional winter getaway.
Malta: a new winter arrival
Joining Riviera Travel’s winter programme for the first time, Malta offers a different take on Mediterranean travel. Layers of history, honey-coloured limestone cities and a culture shaped by centuries of European and North African influence make it an attractive choice for travellers seeking more than winter sunshine alone.
Save up to £750pp on selected 2027 departures
Travellers can currently save up to £750pp on selected 2027 departures. Savings have already been applied to advertised prices. Full details are available here: Save up to £750pp on selected 2027 departures | Riviera Travel
*Figures represent passenger bookings made through the Riviera Travel website and exclude bookings made through travel agents. The year-on-year winter sun comparison covers travel between December and February.
Offer valid on new bookings only made between 1 September 2026 and 28 October 2026. Available on selected 2027 departures across Riviera Travel European tours, worldwide tours, river cruises and yacht cruises. Savings of up to £750pp have already been applied to advertised prices. Subject to availability and Riviera Travel booking conditions.
Images supplied by Riviera Travel
