British travellers looking to watch their pennies are increasingly choosing Eastern European cities over traditional holiday spots, according to new data.
It found destinations such as Kraków, Prague and Budapest are the most popular choices for cultural experiences without premium price tags.
Recent figures from Co-op Holidays found these cities now rank alongside established favourites like New York and Spain in its top 10 bookings for 2025.
Short-haul European city breaks have become the leading choice for departures this year, with holidaymakers looking for both cultural richness and affordability.
CO-OP
|Kraków was at the top of the list
Top destinations for 2025 bookings
- Kraków
- Malta
- New York
- Costa Blanca
- Budapest
- Jersey
- Disneyland Paris
- Prague
- Orlando
- Reykjavik
Poland's historic city of Kraków has experienced the most dramatic growth, with holiday bookings increasing threefold compared to the previous year.
This surge put it at the top of the list for the most sought-after destinations for British tourists planning trips in 2025.
It is also the first time the city has made it into the top 10 most popular locations, alongside Budapest.
These Eastern European destinations attract visitors with their combination of historical architecture, lively culinary offerings and well-preserved historic centres.
City breaks have emerged as the most popular holiday type for 2025 departures, reflecting changing priorities amongst British tourists. Travellers are moving away from traditionally popular tourist hotspots towards destinations that offer genuine cultural immersion at reasonable prices.
The travel experts also found a growing interest in Italian destinations, and Florence has seen a boost in bookings this year.
TRAVEL INSPIRATION
CO-OP
|Prague is a popular and affordable city break option
CO-OP
|Sorrento has grown in popularity
Sorrento, often considered a gateway to the Amalfi Coast, has also had a rise in visitor numbers as the main location, as appetites continue to grow for lesser-known cities and towns.
Head of Co-op Holidays Mark Mitchell said: “We’re seeing more intentional travel this year as customers prioritise experience-first trips which are wallet-friendly.
“Destinations like Kraków or Budapest aren’t just affordable; they offer rich culture, friendly hospitality and great value at every stage of a getaway, and this combination is what we’re finding makes a destination truly resilient, even in uncertain times.”