As the days stretch longer and the promise of summer gleams, that irresistible urge to pack our bags and explore kicks in. But where exactly are people going? Which places do our users consider to be the best summer holiday destinations in 2025? What hidden gems are rising in popularity, and how are our booking habits evolving in a world that’s constantly on the move?
This year, Opodo has meticulously crunched the latest search and booking data to unveil where wanderlust is truly leading Brits, what dazzling destinations are capturing our collective imagination, and the fascinating ways we’re planning our sun-drenched escapes. Beyond just telling you the best places for these summer holidays, we’ll dive into the intriguing patterns that define our travel landscape this season. Get ready to pinpoint your perfect getaway and discover how to be the ultimate, most welcome traveller as you embark on unforgettable adventures.
Where are we heading this summer? These are the most booked and dreamed-about destinations
When it comes to actually booking those well-deserved breaks, British travellers are overwhelmingly drawn to the energy of European cities this summer. Leading the pack as the most-booked destination is the enchanting city of Amsterdam, famous for its picturesque canals and buzzing cultural scene. Hot on its heels is the ancient grandeur of Athens, a city steeped in history and timeless allure. Lisbon and Barcelona also feature prominently among the top choices, clearly underscoring a strong British preference for dynamic, accessible urban adventures across Europe.
Beyond immediate bookings, Opodo’s search data paints a captivating picture of our grander travel dreams, with many Brits eyeing more exotic and far-flung locales. Perhaps fuelled by the popular “White Lotus” series, the vibrant metropolis of Bangkok emerges as the most-searched destination, signalling a desire for distant and more exotic experiences. Closer to home, Spain continues to hold its undeniable appeal, with sunny Malaga and popular Alicante both appearing high on the most-searched list. And of course, the enduring charm of Paris, the iconic City of Love, solidifies its consistent presence among the top contenders, likely bolstered by the highly anticipated re-opening of Notre Dame.
Looking for inspiration for those emerging gems? Several destinations are witnessing a remarkable surge in popularity among British travellers, marking them as truly exciting hotspots for the savvy explorer. Zurich has seen an impressive 136% growth in bookings, while the Hungarian capital of Budapest has experienced a phenomenal 101% increase. Not far behind, Sofia has enjoyed a robust 83% rise, proving that these cities are rapidly becoming go-to choices for adventurous Brits.
How long do we like to stay in our destinations, and when do we start planning our trips?
When it comes to the duration of our summer getaways, the data reveals a mix of quick escapes and extended adventures. A significant 30% of Brits are planning trips lasting between 7 and 13 days, perfect for a substantial yet manageable break. For those craving a quicker refresh, 24% are opting for shorter 3-4 day escapes, ideal for a long weekend burst of travel. Meanwhile, a dedicated 15% are embracing more extensive “serious away-time,” preferring comprehensive 14-20 day adventures to truly unwind.
British travellers are clearly becoming master planners, especially for Summer 2025. A substantial 86% of travellers secured their bookings more than 90 days in advance, showcasing a strong trend towards early planning. Another 14% made their arrangements a solid 61-90 days prior to departure. While early booking is the dominant trend, Opodo naturally expects to see a surge in bookings closer to departure dates as last-minute bargain hunters emerge.
Curious about finding the absolute sweet spot for booking your flights and snagging the best deals? Don’t miss our comprehensive guide on the best time to book flights!
Global guests: Who’s making the UK their summer destination?
Good news, Great Britain! The UK is buzzing with international visitors this summer, proving our charm is truly global. Leading the charge in bookings are our ever-reliable German neighbours, making up a significant 23% of inbound travellers. They’re hot on the heels of exploration, followed closely by sun-loving Spanish (17%), Italian (15%), and French (12%) visitors, all eager to dive into the delights of the British Isles.
And where are these fantastic foreigners flocking? The iconic capital of London remains a top magnet, of course, alongside the historically rich streets of Edinburgh and the vibrant cultural beats of Manchester. Looks like everyone wants a piece of that British summer magic.
How to avoid the “bad tourist” clichés and master the art of responsible travel this summer
Alright, savvy travellers, as you meticulously craft your flawless summer escape, let’s have a little chat. As we all know by now, responsible tourism isn’t just good karma; it genuinely makes everyone’s experience (including yours!) a whole lot better. So, this summer, let’s collectively agree to gracefully sidestep those “bad tourist” clichés.
The Overpacked overachiever
Ah, the Overpacked. This well-meaning soul arrives with three suitcases for a weekend trip, a rigid itinerary packed with every single attraction, and the stress levels to match. They’re often spotted huffing and puffing with oversized luggage through charming cobblestone streets, spending more time worrying about fitting in one more sight (or souvenir!) than actually enjoying the moment. While admirable for their ambition, this approach can lead to unnecessary costs, physical exhaustion, and missing the spontaneous magic of travel.
While packing efficiently is certainly a key to a smooth trip, your true superpower lies in mastering smart travel hacks to save money this summer! Discover a wealth of clever tips and tricks by checking out our dedicated packing hacks guide.
The Photo hog
This traveller’s mission seems less about seeing the sights and more about capturing every angle for the ‘Gram. You’ll spot them spending precious minutes adjusting poses, demanding retakes, and often blocking the view for others, all in pursuit of that perfect, envy-inducing shot. Whether it’s lying in the middle of a historic street or taking 500 selfies holding up the Leaning Tower, their focus is squarely on their phone’s camera rather than the incredible world around them.
We all crave that perfect shot for our feeds, but remember to be mindful of others. Avoid blocking monuments or monopolizing prime photo spots for extended periods. Snap your picture quickly, then gracefully step aside—everyone else deserves their 15 seconds of influencer fame too.
The Digital nomad who forgets to disconnect
This traveller is often found glued to their laptop or constantly on calls, seemingly mistaking a charming café or bustling piazza for their home office. You’ll hear them FaceTiming on speaker in a quiet setting, loudly discussing spreadsheets while others are trying to soak in the local atmosphere. While the freedom to work from anywhere is a perk, this type of traveller often misses the very essence of their destination, prioritizing screen time over authentic cultural immersion. They’re quick to post stories but often forget to truly enjoy being offline.
Technology is a wonderful tool, but there’s a time and place for everything. Unless you truly need to get work done from that café, try to leave your laptop aside for a while and embrace the glorious opportunity to disconnect and fully immerse yourself in your surroundings.
The Accommodation diva
This traveller seems to believe every hotel, guesthouse, or rental should offer the spaciousness, silence, and modern amenities of a newly built, high-end chain hotel, regardless of its location or unique character. You’ll often hear them loudly complaining about their room size, the lack of an elevator in a charming historic building, or the noise of a bustling city outside their window.
They frequently miss the point that “charming” often translates to “character-filled quirks,” not “modern uniformity.” While comfort is important, this insistence on perfectly pristine, silent, and enormous spaces can lead to unnecessary frustration for themselves and for the hardworking hospitality staff, overlooking the authentic charm that makes unique accommodations so special.
The Line-cutter
This traveller’s motto seems to be “my time is more important than yours.” You’ll spot them attempting daring maneuvers to jump queues, shamelessly skipping ahead, or feigning utter ignorance when confronted, pretending they “didn’t see the line” that everyone else has been patiently enduring.
This impatience can quickly spoil the experience for everyone involved, causing genuine frustration among both locals and fellow tourists who are playing by the rules. Embrace the nuanced art of queuing patiently and respectfully—like a true Brit, quietly and judgmentally.
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