More retirees are ditching the usual coastal favourites and heading for surprising new locations, according to a fresh report that could reshape Britain's retirement map.
The report was made in response to concerns from older people who fear losing their sense of connection when relocating.
Research by McCarthy Stone shows rising demand for developments in lesser-known towns, with Wimborne, Sutton Coldfield and Stratford-upon-Avon topping its latest list of under-the-radar retirement spots for 2025.
Instead of sticking to well-known retirement hubs, more are now prioritising ready-made communities, convenience, and peaceful surroundings.
McCarthy Stone’s research also found that 23 per cent of retirees want to downsize to homes that suit their lifestyle, while 24 per cent say peace and quiet is a key factor in choosing where to live next.
Chrissy Fice, Marketing Director at McCarthy Stone, said: "With access to local amenities being named as the top 'must-have' by three quarters of over 65s, other things people are looking for include good transport links, handy supermarkets, a central location within a 15-minute walk, and either a coast or country backdrop."
With that in mind, here are the top 10 hidden gems to retire to in 2025, as picked by McCarthy Stone’s team of experts:
Wimborne, Dorset
Named as the top hidden gem, Wimborne is a market town full of charm, culture, and riverside tranquillity. With attractions like the Tivoli Theatre, nearby National Trust site Kingston Lacy, and a lively town centre, it's easy to see why it's gaining popularity.
Judith Kent, 75, who recently moved to McCarthy Stone’s Market House development, said: "Wimborne is full of hidden gems waiting to be discovered, even now I’m still finding new places. There are lots of lovely little alleyways and courtyards with various boutiques, cafes, and restaurants, along with an independent greengrocer and farm shop. Every time I visit, I try to go somewhere different.
"In Bournemouth, I didn’t leave the house very often, which made me feel like I was trapped within my four walls. But now, I can simply walk to the communal lounge or bistro in the development where there are always lots of people to chat to. It’s given me a sense of purpose. Now, I make the effort to get involved."
Britain's top 10 'hidden gems' to retire to in 2025
| GETTYSutton Coldfield, West Midlands
Sutton Coldfield boasts one of Europe’s largest urban parks, making it a haven for retirees who want green space without sacrificing access to amenities.
Just a short ride from Birmingham, it blends nature, transport links and cultural spots like Sutton Arts Theatre.
Stratford-upon-Avon, Warwickshire
Best known as Shakespeare’s birthplace, Stratford-upon-Avon offers a mix of history, scenic riverside walks, and theatre life. It also has excellent travel connections and a strong local community, perfect for those who value both culture and convenience.
Waltham Abbey, Essex
With its medieval architecture and close proximity to green spaces like Lee Valley Park, Waltham Abbey offers both heritage and accessibility. Local events and active retirement groups make it easy to settle in and build new friendships.
Here are the top 10 hidden gems to retire to in 2025, as picked by McCarthy Stone’s team of experts
| GETTYBeverley, East Yorkshire
This historic town offers a peaceful yet lively retirement setting, with Beverley Minster, local races, and open green spaces like Beverley Westwood. Independent shops and community events help give Beverley its unique small-town buzz.
Rugby, Warwickshire
Known as the birthplace of rugby, the town is also a hub of arts and culture, with great transport options and a vibrant centre. There’s something for everyone here, from museum visits to relaxed strolls through Caldecott Park.
Harleston, Norfolk
A quaint market town with historic charm, Harleston offers countryside views and community warmth. With scenic walking routes and welcoming local shops and cafes, it’s an ideal slower-paced alternative to busier towns.
Hook, Hampshire
This small village offers big benefits, including access to countryside trails, historic ruins like Odiham Castle, and great rail links. Regular events and leisure clubs add to Hook’s community appeal.
Milton Keynes, Buckinghamshire
Despite its modern design, Milton Keynes is ideal for retirees wanting green spaces, museums, and easy transport. Sites like Bletchley Park and Willen Lake offer plenty to explore, while its layout ensures convenience.
Olney, Buckinghamshire
Situated on the Great Ouse, Olney is full of personality and tradition. From its well-loved farmers’ market to the famous pancake race, it offers a vibrant social calendar and close-knit community.
Research from McCarthy Stone shows growing demand for its developments in less obvious locations
| GETTYFice concluded: "These aren’t just familiar destinations. They’re places with unique character, often just waiting to be discovered.
"Whether you crave a gentle pace, stimulating social life, or simply a sense of belonging, each of these towns deliver on what many retirees are seeking.
"These aren’t just familiar destinations - they’re places with unique character, often just waiting to be discovered.
"Our research confirms that retirees are looking for vibrant, connected, yet peaceful locations where their happiness and independence come first. We’re proud to support people making these important decisions and helping them live a better life."