Top News

As summer 2025 approaches, UK travellers seem to be making a noticeable shift in their travel preferences, turning away from traditional Mediterranean favourites like in favour of cooler, less crowded European destinations. According to the National insight report from InsureandGo, growing and climate change with heatwaves and wildfires are reshaping the holiday map, and Switzerland is emerging as a surprising new favourite.

While southern hotspots like Spain have long been a staple for UK tourists, recent summers marked by heatwaves and wildfires as well as recent mass tourism protests in destinations such as Majorca or Barcelona have seem to have forced a rethink. The research shows that out of those surveyed, 45% would hesitate to visit Barcelona, followed by 35% for Majorca and Menorca, while cooler destinations like , Norway, and Sweden are rising in popularity as the top choices.

Garry Nelson, head of corporate affairs at , told the Express: "With schools soon breaking up for summer, most people are pushing forward with their much-needed summer holidays. This summer looks set to be another busy year at the usual southern Mediterranean hotspots. It's clear though that three consecutive summers of extreme weather events are beginning to impact on people's travel planning for the future. There are clear signs that things could be about to change longer-term.

"As more of us experience the impact of climate change first-hand, or read about it in the news, many people are having a serious re-think about how, when and where they travel. Already some people are beginning to consider future holidays at a different time of year and others are considering destinations with cooler climates.

"At InsureandGo, we want to help people go abroad without the doubt. We would encourage people to do their destination research before they fly off and also to check what their travel insurance covers in terms of cancellation and medical cover for those with pre-existing conditions."

Leading the charge in alternative destinations is Switzerland, with 43% of respondents placing it at the top of their list. Its clean air, scenic landscapes, and cooler climate offer quite the contrast to the beaches and high temperatures of the Mediterranean in the summer.

Switzerland is then followed by Norway, Sweden, Austria, and Poland.

Here is the list of the top 10 alternative holiday destinations for brits in 2025, according to the survey:

1. Switzerland - 43%

2. Norway - 37%

3. Sweden - 31%

4. Austria - 28%

5. Poland - 24%

6. Finland - 22%

7. Montenegro - 15%

8. Hungary - 13%

9. Slovakia - 12%

10. Albania - 10%