Saturday, May 24, 2025

As travellers worldwide seek fresh and inspiring holiday options in 2025, destinations like Switzerland, Norway, Sweden, Austria, Poland, Finland, Slovakia, Albania, and others are rapidly gaining popularity. This surge is driven by a growing demand for cooler climates, stunning natural landscapes, and authentic cultural experiences that stand apart from traditional crowded hotspots. These countries offer a perfect blend of adventure, relaxation, and sustainability, making them the top choices for discerning travellers eager to explore new horizons this year.

As summer 2025 approaches, a clear change is underway in the holiday choices of UK travellers. Long favoured sun-soaked Mediterranean countries like Spain, Majorca, and Menorca are witnessing a decline in popularity, as more British tourists seek cooler, less crowded destinations in Europe. This emerging trend is driven largely by growing concerns around climate change, overtourism, and recent extreme weather events that have disrupted holiday experiences in the south of Europe.

For decades, Mediterranean countries have been the go-to for UK holidaymakers craving warm weather, beaches, and vibrant local culture. Spain, in particular, has attracted millions of British visitors annually, with Majorca and Barcelona ranking as perennial favourites. However, recent summers marked by intense heatwaves, devastating wildfires, and widespread protests against mass tourism have cast a shadow over these well-established destinations.

According to a recent survey conducted by InsureandGo, a leading travel insurance provider, almost half of UK travellers (45 percent) expressed hesitation about visiting Barcelona. The figure was similarly high for Majorca and Menorca, with around 35 percent of respondents indicating reluctance to return. These numbers reflect a growing unease with overcrowding, environmental damage, and unpredictable weather patterns that have tarnished the holiday appeal of these locations.

The impacts of climate change are becoming impossible to ignore for travellers. The Mediterranean region has experienced multiple consecutive summers of record-breaking temperatures and wildfires that not only threaten local communities and natural habitats but also disrupt tourism infrastructure. The resulting environmental degradation and health risks make sunny southern Europe a less attractive option for families and holidaymakers looking for a relaxing break.

Furthermore, overtourism — where large numbers of tourists overwhelm local resources and communities — has sparked social backlash in many popular Mediterranean spots. Protests against tourist crowds in Barcelona and Majorca have garnered widespread media attention, signaling that residents are pushing back against the strain mass tourism places on their cities. This growing resistance is prompting many UK travellers to reconsider their vacation destinations.

In light of these factors, the survey highlights a striking shift towards cooler European destinations. Switzerland emerges as the top alternative choice, with 43 percent of respondents naming it their preferred holiday spot in 2025. Known for its pristine alpine environment, crystal-clear lakes, and fresh mountain air, Switzerland offers a stark contrast to the crowded beaches and sweltering heat of the Mediterranean.

Norway and Sweden follow closely behind, with 37 and 31 percent of travellers respectively expressing interest. These Nordic countries are renowned for their stunning fjords, unspoiled natural landscapes, and temperate summers, providing ample opportunities for outdoor activities such as hiking, cycling, and sightseeing without the stress of overcrowding.

Austria and Poland round out the top five alternative destinations, appealing to tourists looking for a blend of cultural richness and natural beauty. Austria’s charming alpine villages and vibrant cities like Vienna offer a sophisticated holiday experience, while Poland’s historic towns and scenic countryside are increasingly gaining recognition among British visitors.

According to the InsureandGo survey, UK travellers’ top ten alternative holiday destinations in 2025 are as follows:

Each of these countries boasts cooler climates and less tourist congestion compared to traditional Mediterranean hotspots, making them increasingly attractive options for holidaymakers seeking comfort, safety, and authentic experiences.

Garry Nelson, Head of Corporate Affairs at InsureandGo, commented on the shifting travel patterns: “With schools soon breaking up for summer, UK travellers are eager to plan their holidays, but it’s evident that the last three summers of extreme weather are influencing where people want to go. While southern Mediterranean destinations will still see busy periods, there are clear signs that more holidaymakers are looking further afield for cooler and less crowded alternatives. This could mark a longer-term change in travel preferences.”

The trend towards northern and alpine European destinations signals important changes for travel businesses and tourism boards. Destinations like Switzerland and Norway will likely need to prepare for increased visitor numbers by enhancing infrastructure and sustainable tourism practices. Meanwhile, Mediterranean hotspots may need to rethink their offerings and adopt more eco-friendly policies to rebuild trust with travellers concerned about climate impact and overcrowding.

Travel agents and holiday planners should also note these changing preferences, helping customers discover new locations that offer comfort without compromising on natural beauty or cultural richness.

In 2025, travellers are flocking to Switzerland, Norway, Sweden, Austria, Poland, Finland, Slovakia, and Albania for cooler climates and unique experiences. These destinations offer refreshing alternatives to overcrowded traditional hotspots, attracting those seeking adventure and authenticity.

UK tourists’ evolving preferences for summer 2025 reveal a clear pivot from the Mediterranean’s traditional sun-and-sea appeal towards cooler, greener, and less crowded European destinations. Switzerland leads this trend, promising refreshing alpine escapes amid concerns about climate change and overtourism in southern Europe. As the holiday landscape shifts, travellers and tourism stakeholders alike must adapt to the new realities shaping how, where, and why people choose to travel.