British holidaymakers are abandoning well-worn tourist trails for undiscovered treasures, with fresh data revealing extraordinary surges in searches for off-the-beaten-path destinations.
The numbers tell a fascinating story. UK travellers are hunting for new adventures, quieter spots and better deals as they plan their 2026 getaways.
Traditional favourites like Majorca are losing their appeal as Britons seek out places that offer genuine experiences without the tourist masses, according to the new Skyscanner's 2026 Travel Trends Report.
It analysed tens of thousands of searches to show holidaymakers are ready to explore beyond the obvious choices, with some destinations seeing search increases of more than 200 per cent.
Searches for Salerno in Italy have spiked 211 per cent
| GETTYItaly's coastal gem Salerno tops the list with an incredible 211 per cent jump in searches. The seaside town offers stunning Amalfi Coast vistas but costs far less than pricey Positano or Sorrento.
Historic streets, refreshing sea breezes and authentic local trattorias are drawing British visitors who want Mediterranean charm without breaking the bank.
Hot on its heels is Koror in Palau, where searches have soared by 156 per cent. This Pacific island paradise attracts diving enthusiasts with its pristine coral reefs, tranquil lagoons and tropical beauty that remains wonderfully untouched by mass tourism.
Japan's Kochi has captured British imaginations with a 106 per cent rise in searches. The city offers a gentler, more genuine Japanese experience with its famous cherry blossoms, riverside markets and local cuisine - perfect for those who've already ticked off Tokyo and Kyoto.
TRAVEL INSPIRATION
Top trending destinations
- Salerno, Italy – up 211%
- Koror, Palau – up 156%
- Kochi, Japan – up 106%
- Bilbao, Spain – up 97%
- Rabat, Morocco – up 87%
- Akureyri, Iceland – up 83%
- Rijeka, Croatia – up 75%
- Kaunas, Lithuania – up 59%
- St John’s, Canada – up 58%
- St George’s, Grenada – up 56%
Koror, Palau, is an idyllic island that has seen a spike in interest
|SKYSCANNER
For another European option, Spain's Bilbao was up with a 97 per cent increase
| GETTYMorocco's coastal capital Rabat rounds out the top five with an 87 per cent surge. It delivers rich heritage and fantastic food without Marrakesh's overwhelming crowds.
Other rising stars include Iceland's Akureyri with an 83 per cent boost, benefiting from new flight connections to this northern lights hotspot. Croatia's Rijeka saw 75 per cent growth, offering a peaceful alternative to busy Split and Dubrovnik, plus access via the new Adriatic Express railway.
Lithuania's artistic Kaunas, Canada's colourful St John's, and Grenada's spice-scented St George's complete the top 10, each recording impressive search increases.
The data suggests British travellers want authentic experiences in compact cities that combine culture, natural beauty and local flavour - without the hefty price tags and heaving crowds of established tourist magnets.
This comes as the report also highlighted the top 10 most affordable places to visit, with a European city coming out on top.
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