British holidaymakers are broadening their horizons this summer, with emerging destinations across Europe seeing a big jump in interest.
This is according to new data showing British holidaymakers want new experiences, outdoor adventures and better value for money.
At home, UK domestic searches have increased by more than 11 per cent year-on-year. Across Europe, however, travellers are increasingly looking beyond traditional favourites.
New booking and search data show a growth in interest for destinations in Croatia and Albania, highlighting a shift towards lesser-known coastal locations.
Novalja, Croatia, has seen the biggest surge in searches this year
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Leading the trend is Novalja, a Croatian island destination where searches have surged by 273 per cent year-on-year.
Located on the island of Pag, Novalja is known for its crystal-clear waters, lively beach scene and access to stunning Adriatic coastline, making it an attractive alternative to more established Mediterranean resorts.
Meanwhile, Himarë, a picturesque town along Albania’s Riviera, has seen searches rise by 92 per cent. With a mix of unspoilt beaches, dramatic mountain backdrops and reasonably priced accommodation, the destination is great for to Britons looking to escape the crowds while enjoying a classic seaside holiday.
The data - based on searches and bookings for stays between June 21 and September 22, 2026, compared with the equivalent period in 2025 - also highlights growing demand for destinations that offer outdoor experiences.
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Coastal and hiking hotspots are proving particularly popular. Searches for Portimão in Portugal have climbed by 173 per cent, while Estepona on Spain’s Costa del Sol has recorded growth of 105 per cent. Both destinations combine beachside relaxation with easy access to scenic walking routes and nature-focused activities.
Elsewhere, interest in Cortina d’Ampezzo has increased by 115 per cent year-on-year. Nestled in the Italian Dolomites, the resort town is renowned for its spectacular mountain scenery and extensive hiking trails, reflecting a growing appetite among travellers for active holidays centred on the great outdoors.
Group travel is also playing a role in summer booking patterns. UK group bookings to European destinations are up 13 per cent year-on-year, as travellers increasingly look to share costs and maximise time with family and friends.
Himarë is a picturesque town along Albania’s Riviera
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For those looking closer to home, the travel rental company shared the under-the-radar rural counties in the UK are trending for summer.
Holidaymakers can visit beautiful parts of the country with rolling hills and scenic walks.
Areas near National Parks and scenic countryside are proving especially popular among travellers looking to switch off and recharge, and Hereford has seen the biggest spike in year-on-year searches, up 76 per cent.
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