It’s the end of August, and for many in the UK, thoughts of sun, sea, and a well-earned break are never far away. Yet, the summer of 2025 has brought a surprising twist to the usual travel script. Spain, once the undisputed champion of British holiday destinations, is seeing its star fade, while new contenders—both near and far—are stepping into the spotlight. At the same time, climate change is not only reshaping where Brits want to go but also how they get there, as a recent incident involving a British Airways flight from Florence to London dramatically illustrated.
According to data published on August 25, 2025, by Virgin Media O2 and reported widely across UK media, Spain is experiencing a notable 9% year-on-year decline in British tourist visits. For decades, the beaches of the Costa del Sol and the vibrant streets of Barcelona and Madrid have drawn millions of sun-seeking Brits. So, what’s changed?
Several factors are converging to push British holidaymakers toward new horizons. Rising living costs in Spanish cities—especially in hotspots like Barcelona and Madrid—have sparked anti-tourism protests, with locals voicing frustration over soaring housing prices that many believe are aggravated by the influx of visitors. These protests, and the tension they create, have taken a toll on Spain’s once unassailable charm. As one report noted, "the growing discontent over rising living costs, particularly in cities like Barcelona and Madrid, fueled by anti-tourism protests, has diminished the once alluring charm of the Spanish sun."
But it’s not just the unrest in Spain that’s shifting the tides. There’s a broader appetite for adventure and novelty among UK travellers. The same survey found that nearly a third—30%—of UK residents plan to spend more on their holidays in the coming months, as prices for summer getaways begin to fall. This willingness to invest in travel is translating into a search for fresh experiences, with Brits casting their nets wider than ever before.
Greece, with its sun-drenched islands and storied history, has become the go-to summer destination for a quarter (25%) of UK travellers. Italy isn’t far behind, with 23% eager to immerse themselves in its culture and cuisine. Yet, even these perennial favourites are feeling the pinch, with both Greece and Portugal seeing declines in popularity—7% and 5%, respectively. The old order is shifting, and new destinations are rising to meet the demand for the unique and the unfamiliar.
Perhaps the most surprising winner in this evolving landscape is the United States. Despite its often polarising political climate, the U.S. has surged ahead to become the preferred holiday destination for 17% of UK residents, overtaking France, which now lags behind at 14%. As the report highlights, "the U.S. has emerged as one of the biggest risers in terms of holiday choices for Brits," a testament to the country’s vast and varied attractions—from the bright lights of New York to the natural wonders of the Grand Canyon.
Long-haul travel is, in fact, having a moment. Countries such as Canada (9%), Thailand, and Australia (each attracting 5% of UK tourists) are gaining ground, as Brits look beyond the familiar confines of Europe for their next adventure. The search for "cultural richness, pristine landscapes, and a wider variety of activities" is drawing travellers to far-flung corners of the globe, reshaping the traditional holiday map.
Meanwhile, France—once a default choice for many British families—has seen its allure wane. With just 14% of Brits now considering it their ideal vacation spot, the country is being edged out by destinations that offer similar experiences with fewer crowds and, perhaps, a greater sense of novelty. As one article put it, "France’s appeal has waned somewhat, possibly due to the rise of alternative destinations that offer a similar experience but with fewer crowds."
Interestingly, the unusually warm summer weather in the UK may also be playing a role. A survey revealed that 40% of Brits feel that the UK’s summer climate does not affect their decision to travel abroad. With more sunshine and higher temperatures at home, some may feel less urgency to escape to traditional sun-soaked spots like Spain. This trend, combined with falling prices and a hunger for new experiences, is accelerating the shift away from old favourites.
But as British holidaymakers look further afield, the realities of climate change are also making themselves felt—not just in where people want to go, but in how they get there. On August 11, 2025, a British Airways Embraer ERJ-190 flight from Florence’s Amerigo Vespucci airport to London City Airport was forced to disembark 20 passengers after the plane became too heavy to take off safely. The culprit? Extreme temperatures in Florence, which soared to 35°C (95°F), affected air pressure and made the plane less dense. This meant the aircraft needed extra fuel to reach cruising altitude, but more fuel meant more weight—too much for the short runway to handle.
British Airways, in an official statement, explained, "Due to the unique nature of the airfield with a short runway, extreme temperatures affect air pressure, so aircraft weight must be reduced." The airline apologized for the inconvenience, adding, "our teams worked hard to get them to their destination as quickly as possible." Passengers who were asked to leave were rebooked on the next available flight and provided with hotel accommodations and transportation.
The incident is more than just a travel hiccup; it’s a sign of things to come. Dr. Jonny Williams, an aviation expert at the University of Reading, told reporters that smaller airports will increasingly face the need to reduce aircraft weight during hotter summers—a scenario that’s set to become more common as the world continues to warm. "Something that happened rarely will become more common due to climate change," Dr. Williams said.
For travellers, this means that not only are their destination choices changing, but so too are the practicalities of getting there. As flights become more susceptible to weather-related disruptions, and as traditional hotspots lose their shine due to local tensions or rising costs, British holidaymakers are being nudged—sometimes gently, sometimes not—toward a new era of travel.
In the end, the summer of 2025 may be remembered as a turning point. Spain’s dominance is waning, long-haul adventures beckon, and the realities of a warming world are making themselves felt in ways both big and small. For British travellers, the world is opening up in unexpected ways—sometimes at the expense of tradition, but always in pursuit of something new.
