British travellers are increasingly opting for destinations that offer them genuine cultural experiences, excellent value and fewer crowds, according to research analysed by travel specialists at the Baltic Travel Company. It has found that holiday preferences are continuing to shift towards meaningful experiences over conventional resort breaks.
Reports suggest that almost six in ten holidaymakers (58%) are prioritising experiential escapes, while walking and outdoor adventures are among the activities most frequently discussed by travellers planning future trips. Combined with rising travel costs and increasingly busy tourist resorts, more visitors are considering destinations they may previously have overlooked.
Countries Climbing Up the European Tourism Popularity Rankings
The Baltic Travel Company has found that countries including Latvia, Estonia, Montenegro and North Macedonia are benefiting from growing interest from guests who want holidays a little different from those they may have experienced before.
Each destination combines spectacular scenery, a fascinating history and local culture, with a more relaxed pace of travel.
Rather than looking only for beaches or all-inclusive resorts, many travellers are picking itineraries that incorporate more unique attractions and landmarks, such as medical cities, national parks, guided walking tours, local food experiences and opportunities to spend longer at each stop-off point exploring independently.
Among the destinations attracting growing interest, the Baltic Travel Company highlights:
- Latvia for Art Nouveau architecture and Riga’s vibrant cafe culture, with peaceful national parks, ancient castles and Baltic beaches.
- Estonia, with Tallinn’s UNESCO-listed Old Town, forest landscapes, island hopping adventures and seasonal experiences like Christmas markets over the winter break.
- Montenegro, which is home to dramatic mountain scenery, the UNESCO-recognised Bay of Kotor and picturesque Adriatic towns as an alternative to the busier Mediterranean destinations.
- North Macedonia, known for Lake Ohrid, historic monasteries, mountain regions and a rich cultural heritage that remains relatively undiscovered by many UK visitors.
Montenegro holidays have grown in popularity, with the country ranking among the UK’s ten most searched-for travel destinations in the year to October 2025, while other emerging destinations, including Croatia and Iceland, have also featured among the locations attracting the most interest.
Why British Travellers Are Looking for Less Conventional Getaways
Managing Director, Birthe Nielsen from the Baltic Travel Company says, ‘This isn’t a brand new trend, as we’ve seen changes in what guests are looking for over time, but this has definitely become much more pronounced over the last couple of years. The figures reflect what we see, as Croatia alone attracted almost 600,000 Google travel searches, while demand for hiking holidays and outdoor adventures continues to grow.
Our guests are asking for destinations packed with culture, history and unique landscapes, without the crowds, queues and often the heat visitors often associate with Europe’s most famous resorts, particularly given the record-breaking temperatures we’ve already seen this summer.
Countries like Estonia and Latvia offer exactly this, while still being within a short-haul flight from all major UK airports. Guests can spend their days wandering around UNESCO World Heritage Sites, hiking through breathtaking scenery, discovering new dishes, or learning about centuries of history.
This is all while enjoying excellent value compared with more established holiday destinations, and we’re always available to provide personalised recommendations about the countries, cities, excursions and itineraries that will be perfect for each guest, family or couple.’
Modern travel trends are on an upward trajectory, with holidays now being booked based on more than relaxing around a pool or an all-inclusive experience.
Travellers are finding new interest across the Adriatic and Balkan regions, which the Baltic Travel Company believes appeal to a broad range of travellers due to the breadth of things to do, from romantic city breaks to wildlife photography tours and itineraries spanning multiple countries.
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