British travellers are expanding their horizons well beyond Europe in 2025, according to flight search data. But which three countries are poised to welcome the most visitors and why?
Given the less-than-hospitable reception British tourists received across Europe last summer, it’s no surprise many are keen to explore alternatives to their regular holiday hotspots. Favourable currency exchange rates, working holiday visas and television inspiration are all leading British travellers to plan big holidays outside the continent in 2025.
According to new research from Reboot Online, the digital PR agency, there are three key destinations British tourists are eyeing up for the travel year ahead.
The agency collected a list of all registered countries across the world, with the goal of identifying the most searched-for countries and the countries with the fastest-growing interest, assessing year-over-year changes. The resulting report showed three countries were high on British travellers’ minds, recording the greatest increase in flight interest for January 2025 compared to January 2024.
One of the most searched-for flights of 2025 are flights to Thailand. Amassing 41,664 Google searches in January 2025 alone, the report notes a 27% increase in flight interest compared to last year. Reboot Online attributes the spike predominantly to Gen Z, who are increasingly favouring Asian over European destinations.
Thailand travel interest has also been attributed to the launch of the newest season of the television show, The White Lotus. The ‘White Lotus effect’ is already well documented phenomenon, and destinations like Phuket, Bangkok and Koh Samui are bracing for huge waves of tourists now that the show has premiered and are already observing record numbers.
Ranking second on the list is Australia, recording a 6% increase in flight searches this January compared to the same time period last year. The increase in flights out of the UK to the sunny destination are attributed to both holidaymakers as well as those relocating aboard on working holiday visas.
According to the report, a record number of Britons are relocating on working holiday visas, with arrivals surging to nearly 50,000, an increase from the 31,000 arrivals recorded in 2024 and the 21,000 recorded in 2023.
The third highest ranking country was Japan, confirming British travellers’ prioritisation of Asia over Europe for 2025. Japan recorded incredible growth last year, welcoming more than 36 million tourists and setting a record 47% increase in tourism from 2023. Part of the reason Japan is so high on everyone’s radar this year is because of the favourable exchange rate.
The Japanese yen is currently at a low point compared to other major global currencies, which enables travellers to enjoy more for less. Furthermore, the six-month Osaka World Expo scheduled for 2025 is bound to be a huge draw.
India also ranked high on the list, with 14,358 searches made for a flight to India last month. Though this is indicative of a 6% decrease in search interest when compared to January 2024.