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Trending holiday destinations to visit in 2024

Date posted: 11.01.2024

A new year is upon us and now is the perfect time to start holiday planning for 2024.

But what are the most ‘on trend’ places to visit over the next 12 months?

Our travel habits have changed significantly over the past few years. With the Covid-19 pandemic impacting holiday plans and many countries having restrictions in place long after borders opened again, travellers have been forced to find alternative destinations to visit.

Additionally, with the rise of short-form video content on social media platforms, such as TikTok, we’re able to tap into fellow travellers’ experiences as they navigate different destinations around the world.

So, where are people planning on visiting in 2024?


Image of Mount Fuji at Lake kawaguchiko with cherry blossom in Yamanashi near Tokyo, Japan.
Mount Fuji at Lake kawaguchiko with cherry blossom in Yamanashi near Tokyo, Japan

Japan has shot up the list of countries that most UK travellers are planning on visiting next year, according to the Holiday Habits report by ABTA. Ranking as number 10 on the list, it has moved up 23 places compared to last year.

While this shift in popularity may be linked to Japan relaxing its strict border rules in April 2023, it also can’t be ignored that the country has stunning scenery and some of the best restaurants in the world (there are 93 Michelin-starred restaurants in Osaka alone).

Plus, the spring-time sakura is an Instagrammer’s dream, and attracts tourists far and wide.


Image of Hot Air Balloons Flying over the Mountains in Turkey
Hot Air Balloons Flying over the Mountains in Turkey

Offering consistent warmth and amazing culture, Turkey has also climbed up ABTA’s list as one of the countries that UK travellers are planning on visiting over the next 12 months. It’s also becoming increasingly popular with US tourists, with a 78% spike in growth in 2023, according to the European Travel Commission.

Just a four-hour flight from London, Turkey is easily accessible and you can even hop on a ferry and visit Asia for the day.


Aerial image of Florence, Italy
Aerial view of Florence, Italy

Food tourism is one of the big travel trends for 2024 and where better to take a culinary tour than the home of pasta?

Not only does Italy offer an incredible foodie scene but it’s easy to tour by train and is rich in history, culture and trending places to visit (such as the QC Termemilano day spa in Milan and White Lotus filming destination in Sicily).


Image of the La Sagrada Familia, Barcelona
La Sagrada Familia, Barcelona

Spain has long been top of the trending list for UK travellers. Next year, this is unlikely to change. Sustainability is a consideration of many holidaymakers, with 17% stating that they chose a destination closer to the UK due to this reason.

Not only is Spain a short flight from the UK but the country itself is making great progress in providing more environmentally friendly ways of travelling around, introducing new cycle paths, electric buses and train routes.

This makes it easier to see some of Spain’s beautiful but sometimes overlooked inland destinations. Expect to see more attention given to inland Spain in 2024.


Aerial image of Ksamil, Albanian Riviera
Ksamil, Albanian Riviera

Albania’s tourism reached new heights in 2023, with projections it would reach 10 million visitors by the end of the year. However, it still remains one of the least frequented countries on the continent.

Dubbed ‘the Maldives of Europe’, it grew in popularity towards the end of 2022 and beginning of 2023 after being shown on TikTok travel accounts. It boasts beautiful beaches, friendly people and reasonable prices, making it a more affordable option than many other exotic destinations. We predict it will remain popular with tourists, alongside neighbouring Montenegro.

Make sure you’re financially protected by ATOL

Thinking of booking a holiday to one of the destinations above? Great! Just make sure that your travel provider is financially protected by ATOL. You can check an ATOL via our handy tool, linked below – it takes just a few seconds.

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