The holiday habits driving Brits off the beaten track

As we say goodbye to the summer holidays and thoughts turn to our next holiday plans, new data reveals Brits aren’t over tourism – but there is a growing rebellion against hotspots and busy destinations, with many craving the thrill of discovery in places less exposed and less crowded.

New research by Intrepid Travel shows that three in four Brits (75%) are less likely to visit a destination if it feels overcrowded, and more than a third (35%) actively avoid places due to overtourism. And this isn’t just talk – nearly half (44%) say overtourism shaped where they travelled this summer, almost double the number who said the same in 2022.

For many, the desire to be different is clear. More than half of Brits (54%) say they’d rather visit a destination no one they know has been to before – with the thrill of discovery beating the comfort of familiarity. And there’s also a sense of disillusionment driving that appetite for something new. Nearly half (47%) admit they’ve been left disappointed by a trip because the destination looked far better online than it did in real life.

Aston spoke to travel journalist & trend forecaster Jenny Southan.

Photo by Sai Kiran Anagani on Unsplash