*Cancun, Mexico - Image Credit: Leonardo Rossatti*

Introduction

Every year, new travel patterns emerge as British holidaymakers decide where to spend their precious annual leave. The British Airways Holidays 2025 Travel Trends Report has revealed exactly which destinations are capturing the imagination of UK travellers. Some results are expected—New York, Dubai, Tenerife—while others are more surprising, such as a huge surge in interest for Agadir in Morocco and growing demand for Nashville in the United States.

The report highlights two clear themes: the continued popularity of long-standing favourites, and the rise of new hotspots offering culture, value, and unique experiences. For UK travellers planning their next trip, these insights show where demand is heading and which destinations are dominating holiday bookings in 2025.

The Rising Stars of 2025

Agadir (+308%)

Agadir tops the list with a staggering 308% increase in interest compared with the previous year. This Moroccan city has long been popular with French and German tourists, but now UK travellers are catching on. Its appeal lies in a mix of guaranteed sunshine, vast sandy beaches, affordable hotels, and easy access from the UK. For those wanting winter sun without the price tag of the Caribbean or Maldives, Agadir is rapidly becoming a smart choice.

Abu Dhabi

Long overshadowed by Dubai, Abu Dhabi is carving out its own identity as a luxury travel hub. The city blends modern skyscrapers with cultural attractions like the Sheikh Zayed Grand Mosque and the Louvre Abu Dhabi. Its appeal for 2025 lies in offering high-end resorts and world-class dining, but often at slightly lower prices than Dubai. With new direct flights and packages, UK travellers are increasingly viewing Abu Dhabi as a standalone destination rather than just a stopover.

Crete

The largest of the Greek islands, Crete has always had a loyal following, but it’s seeing a renewed surge in interest. The island’s versatility is key—it can be a family holiday base, a foodie escape, or a cultural break thanks to its archaeological sites. Affordable flights from the UK make Crete especially attractive for those looking for a summer break in Europe without overspending.

Koh Samui (+38%)

Thailand has never been far from British travellers’ minds, but Koh Samui is experiencing a notable boost with a 38% rise in searches. Known for palm-fringed beaches, jungle interior, and wellness resorts, it is increasingly appealing to those who want a mix of relaxation and adventure. For travellers who have already visitied Bangkok and Phuket, Koh Samui offers a fresh, slightly less commercialised island vibe.

Gibraltar

Close to home yet distinctively different, Gibraltar continues to rise in popularity. It offers a slice of Britain in the sun, complete with the Rock of Gibraltar, duty-free shopping, and Mediterranean beaches. Short flight times from the UK make it a convenient escape for long weekends or short breaks.

Nashville

Perhaps the most unexpected entry on the list is Nashville, Tennessee. Known as the world’s country music capital, it has been gaining international attention for its live music, food scene, and southern hospitality. UK travellers are increasingly looking for cultural city breaks beyond the usual New York or Los Angeles, and Nashville fits the bill perfectly.

Kos

Another Greek island, Kos, has also climbed in popularity. It combines sandy beaches with historic sites, offering both relaxation and exploration. Affordable packages and a good choice of resorts make it especially appealing for families.

Qatar

Qatar rounds out the emerging destinations list, benefiting from its recent global exposure through the FIFA World Cup. Doha offers luxury hotels, modern architecture, and desert adventures. Increasingly, UK travellers are choosing Qatar as a stopover on long-haul trips, but it is also developing as a destination in its own right.

The Perennial Favourites

While the rising stars reflect changing tastes, the most searched-for destinations show how strong certain classics remain in UK holiday planning.

New York

Our old home New York City, remains the number one long-haul city break for British travellers. Broadway shows, world-class museums, iconic landmarks, and endless shopping ensure its continued appeal. Despite economic pressures, the Big Apple’s status as a bucket-list destination is unshaken.

Dubai

Dubai continues to attract British holidaymakers with its combination of luxury hotels, shopping malls, desert excursions, and guaranteed sun. Its reputation as a playground for both families and couples ensures it remains one of the most booked destinations year after year.

Barbados

For winter sun, Barbados is still the jewel of the Caribbean for UK travellers. Its combination of pristine beaches, luxury resorts, and vibrant culture keeps it top of the list for those seeking a tropical escape.

Cancún

Cancún, Mexico is one of the strongest performers for 2025, popular with both younger travellers and families. The region’s all-inclusive resorts, nightlife, and proximity to Mayan ruins make it a versatile destination.

Tenerife

The Canary Islands remain a reliable choice, with Tenerife leading the way. Affordable flights, year-round warm weather, and family-friendly resorts make it the go-to option for UK travellers wanting sunshine without the long flight.

Orlando

Orlando continues to dominate the family holiday market thanks to its theme parks—Disney World, Universal Studios, and beyond. Despite being a long-haul destination, its enduring appeal shows no signs of fading.

Maldives

At the luxury end, the Maldives remains the ultimate dream holiday. Overwater villas, turquoise lagoons, and exclusivity make it a must-book for honeymooners and those celebrating milestone events.

Key Travel Themes Emerging from the Report

Balancing Luxury and Value

The destinations highlight how UK travellers are splitting their choices. At one end, there’s huge demand for luxury escapes like Abu Dhabi, Qatar, and the Maldives. At the other, cost-effective options like Agadir, Crete, and Tenerife are seeing rising popularity. This shows travellers are seeking either premium bucket-list experiences or affordable breaks, with fewer choosing the middle ground.

Short-Haul vs Long-Haul

Both short-haul and long-haul are strong, but for different reasons. Short-haul options—Gibraltar, Crete, Tenerife—cater to families and budget-conscious travellers. Long-haul destinations—New York, Nashville, Koh Samui, Maldives—appeal to those wanting unique cultural or luxury experiences.

Experience-Led Travel

The growth of Nashville, Koh Samui, and Qatar shows that travellers are searching for more than sun and sand. Cultural depth, live music, food experiences, and wellness are increasingly driving travel decisions.

Travel in 2025 So Far

The British Airways Holidays 2025 Travel Trends Report captures how British travellers are shaping their holidays this year. Agadir’s surge in popularity reflects the search for affordable sunshine, while places like Nashville and Koh Samui show a growing appetite for culture and new experiences. At the same time, familiar favourites such as New York, Dubai and Tenerife continue to anchor UK travel habits.

Taken together, these patterns suggest a year defined by contrast: value and luxury, short-haul convenience and long-haul adventure, tradition and discovery. For anyone still planning a getaway, these insights offer a snapshot of where demand lies and which destinations are standing out in 2025.

If any of these incredible destinations catch your eye, drop us a line so we can arrange the best way to see them at the very best prices.

British Airways Holidays 2025 Report: Where UK Travellers Are Heading Next