TUI Holiday Insights 2026
Where does the UK holiday?
Ever wondered if Liverpudlians love visiting the same places as Londoners? Or if people from your area prefer a close-to-home trip to Spain or Portugal, or like to venture further afield?
TUI has analysed thousands of Brits and their holiday choices, so you can find out. Pick your area on the map to get started.
Interactive map
Find your area's favourite holiday spots
Tap a pin on the map, pick from the list or use your location. Switch to "Who goes where?" to see which parts of the UK love a destination most.
Mapped
Head to head
Holiday twins or worlds apart?
Pick two areas to see how much their holiday tastes overlap.
Close to home or further afield?
Close to home vs further afield
Which areas venture furthest?
Share of holidays by distance for every area. Select an area to explore it on the map.
The headlines
What we found
A few of the stand-out findings from across the UK.
About the data
How we worked it out
- Share is the percentage of holidaymakers from an area who chose each destination.
- UK average combines every area, weighted by the number of holidaymakers in each.
- Close to home or further afield groups destinations into Spain & Portugal (including the Canaries and Madeira), the Med & beyond, and long haul.
- Holiday match is the share of holidays two areas have in common. 100% would mean identical tastes.