Traditional resort holidays ‘expected to decline’, survey of tourist offices reveals

Traditional resort holidays are expected to decline as UK travellers increasingly seek authentic, local and unique experiences, a new survey suggests.

 

Respondents ranked “more local experiences” and “more trips to lesser-known locations” among the top three expected trends for 2026 and beyond. 

 

This shift is being driven by younger, more independent travellers, while traditional resort holidays are expected to decline, “perhaps due to fewer families and older travellers”, according to the Association of National Tourist Offices and Representatives (Antor), which conducted the study of its members.

 

Luxury experiences also ranked high among anticipated trends - especially in long-haul sunshine destinations - reflecting a growing segment of higher net-worth individuals willing to spend on travel experiences.  

 

For destinations, luxury travel may also meet sustainability goals - with fewer tourists needed at a destination.

 

While overall political and global issues have had a limited impact on UK travel decisions, Antor’s survey notes that destinations affected by significant political change or public concern about overtourism have experienced weaker performance compared to pre-pandemic levels.

 

The findings show that 76% of Antor members have seen an average 11% rise in UK visitors in the year to date, with a further 4% growth expected by the end of 2025. 

 

“Finances and economics” emerged as the dominant factor influencing UK travel decisions. 

 

Travellers are increasingly seeking better-value sunshine destinations closer to home while cutting back on more costly long-haul trips.

 

Short-haul “discovery destinations”, particularly city-break hotspots, are most affected by rising accommodation costs. 

 

In contrast, the long-haul "discovery" segment is benefiting from renewed curiosity, social media influence, and appeal among independent, solo travellers and younger audiences.

 

A trend towards off-peak travel is expected to strengthen into 2026 with extreme weather and cost of living pressures likely to persist,

 

Looking ahead, 24% of members anticipate a 10% or higher increase in UK visitor numbers in 2026, while the majority foresee a 5% rise.

 

Antor chair Manuel Butler, UK director of the Spanish Tourist Office, said: “This year’s report is based on our members’ highlights, continued growth of 11% for the majority of members, and a clear shift in how and when UK travellers choose to explore the world. 

 

“As cost-of-living pressures, climate, and global events reshape travel behaviour, we’re seeing a more mindful, experience-led approach emerge. 

 

“Travellers are seeking authenticity, value, and quality, whether that means discovering new cultures in the shoulder season or investing in fewer, more meaningful trips. 

 

“The outlook for 2026 is one of optimism and adaptation across our member destinations with an anticipated growth of 5% across 88% and 10% across 24% of our members.”