UK arrivals to Estonia almost reached pre-Covid 2019 last year, according to new official figures.
Travellers from the UK rose by 22% year-on-year in 2024 to 70,000, representing 149,000 overnight stays in the Baltic country.
UK visitors stayed an average of 3.6 days and spent €428 on holidays, and €932 when attending conferences.
The UK is the fourth largest source of visitors after Finland, Latvia and Germany.
The Estonia capital of Tallinn was the most popular destination, while the beach resort of Parnu on the west coast reported 20% increase in UK overnight stays.
UK visitors tend to be relatively young – 25 to 34-year-olds make up the biggest share (27%), followed by 35 to 44-year-olds (20%) and 45 to 54-year-olds (18%).
Andy Fairburn, director of Nordic Travel Solutions, which represents Visit Estonia in the UK, said “The new figures breakdown to show that UK travellers are enjoying Estonia in increasing numbers throughout the year and not just in the summer peaks, making the most of the uncrowded shoulder seasons.
“In 2025, we’re expecting the festive period to do better than ever, with Jet2 flying direct to the capital and its famous Christmas market from Edinburgh, Manchester and Birmingham in addition to the existing direct flights with British Airways, Air Baltic and Wizz Air from London.”
Jo Shayler, of Travel Counsellors, said: “I’m not surprised to see Estonia doing so well – it makes a great short break that mixes culture, nature and adventure at a good price point and it’s only 3 hours flying time away.”