British holidaymakers had second thoughts this year about their holiday destination. The heatwave, backlash from locals regarding over-tourism and costs are the three core reasons that forced 9 out of 10 Britons to re-consider their destination for their summer holidays in 2024.
The figures come from research conducted by travel insurance company Staysure.
According to the survey of a sample of 2,000 respondents, more than a fifth (22%) said they were concerned about their choice of destination because of the extreme heat. Almost a quarter (23%) cited over-tourism and local reactions and a third (32%) said that their destination concerns were due to increased costs.
British holidaymakers who chose summer trips abroad mainly chose a destination in southern countries such as Croatia, Greece, Italy, Spain and the South of France (38%). Only one in ten (10%) chose northern countries such as Lithuania and Estonia.
It should be noted that Britons are attracted to southern Europe mainly for the climate, with two-thirds citing this as their main criteria (68%). This was followed by culture and food (55% ) and landscape (48%).
Interestingly, this year half of the survey respondents preferred to stay in the UK during the summer months.
