Spain has recently secured a notable position in the travel plans of Britons, ranking third in holiday searches, according to a report released on April 21, 2025, by One Sure Insurance. This marks a significant shift in the preferences of UK travelers, as they are now more inclined towards destinations like Amsterdam and Paris, which have topped the list of popular European locations.
In the report, Amsterdam emerged as the most searched destination, with an impressive 42,000 inquiries, followed by Paris at 26,000 searches. Barcelona, once a favorite, has fallen to third place with 20,000 searches, reflecting changing trends in travel preferences among Britons. Edinburgh, Rome, Budapest, Krakow, Milan, Istanbul, and Athens also made the list, showcasing a diverse range of interests among travelers.
Experts attribute this shift to a growing trend of adventurous travelers seeking unique experiences beyond the usual hotspots. A spokesperson from One Sure Insurance noted, “We’re seeing a trend of more adventurous travellers who are looking to explore beyond the usual hotspots. While cities like Paris and Rome continue to dominate, there’s an increasing interest in destinations that offer a unique blend of history, culture, and cost-effectiveness.” This sentiment resonates with many Britons who are now considering alternatives to traditional tourist destinations.
Interestingly, while some might speculate that the protests against UK tourists in Spain could influence this trend, the reality is that Spaniards are actually protesting against their government’s handling of tourism, not against tourists themselves. With over 90 million international visitors flocking to Spain in 2024, and predictions from consultancy firm Braintrust suggesting that this number could rise to 115 million by 2040, the tourism sector remains a crucial pillar of the Spanish economy.
According to a recent report from Santander, Spain’s tertiary sector contributes a staggering 68.7% to the GDP and employs 76% of the active population. The tourism sector alone accounts for over 12% of the nation’s GDP and total employment, solidifying its status as Spain’s primary source of income.
As the summer of 2025 approaches, travel industry experts have reported a significant increase in interest for road trips across Europe. This trend is driven by a desire for flexibility and the opportunity to explore lesser-known destinations at one’s own pace. A study by specialist insurance broker ChoiceQuote tracked online behavior, revealing that searches for "European road trip" on TikTok surged by an astonishing 86% over the past year.
Among the most sought-after routes is France’s Northwest Coast, which recorded an incredible 83,100% increase in Google searches. This scenic journey spans between 310 and 435 miles, taking travelers through picturesque regions like Brittany, the Loire Valley, and Normandy. The route is not only visually stunning, featuring dramatic coastal cliffs and historic sites, but is also conveniently located just an hour’s ferry ride from Dover via Calais.
Local tourism boards in France have embraced this newfound interest, launching campaigns that highlight the region’s rich culinary offerings, history, and natural beauty. The growth in popularity of this route is seen as a boon for rural communities that benefit from increased tourist traffic.
Italy’s Amalfi Coast also remains a favorite, ranking second in the study with around 135,000 monthly Google searches. This breathtaking 31-mile stretch from Salerno to Positano, Amalfi, and Ravello offers stunning Mediterranean views and charming coastal towns. Visitors often take detours to explore historical sites like Pompeii or hop on ferries to the island of Capri, further enhancing the allure of this iconic destination.
In third place, the Villages de Drôme in France experienced a remarkable 2,200% increase in Google searches. This route winds through the Drôme Provençale region, showcasing hilltop villages that date back to the 11th and 12th centuries. It’s a peaceful escape for those interested in medieval architecture and local wine culture, appealing to travelers seeking authentic experiences.
Romania’s Transalpina Pass has emerged as a thrilling option for adventure seekers. With an elevation of 2,145 meters, it is one of Europe’s highest routes, offering breathtaking views of the Carpathian Mountains. Searches for the Transalpina route surged by 2,200% last year, prompting Romanian tourism authorities to promote it as part of a broader strategy to attract international visitors.
Lastly, Switzerland’s Susten Pass, celebrated for its engineering marvels and stunning alpine scenery, has also seen a 2,200% increase in search interest. This route connects Innertkirchen and Wassen, taking travelers through 26 bridges and tunnels, many carved into the heart of the Alps. The Stein Glacier is a highlight, often prompting stops for exploration.
The rising popularity of these road trips is expected to have lasting effects on the tourism industry. Local economies stand to benefit as travelers distribute their spending across various towns and rural areas. Family-run inns, cafés, and artisanal shops are already experiencing increased demand, prompting travel companies to update their offerings to meet this trend.
As travelers prioritize autonomy and immersive experiences, road trips are becoming more than just a mode of travel—they are defining the journey itself. With the summer of 2025 on the horizon, the momentum behind European road trips shows no signs of slowing. By investing in infrastructure, promoting sustainable travel, and leveraging digital platforms, these scenic routes are poised to shape the future of global travel.
