June 11, 2025, 3:17 pm | Read time: 4 minutes
Summer is here, and many Europeans are undoubtedly looking forward to their vacations. As in every year, lists of trending travel destinations are circulating in 2025. Recently, the booking platform Airbnb released a rather unusual one.
According to Airbnb UK, Britons this year are drawn to places that are missing from other trend destination lists for 2025. But that’s exactly what residents of the United Kingdom seem to want: destinations that aren’t completely overrun and dominated by mass tourism.
We’ve also noticed the trend of discovering new destinations off the beaten path at TRAVELBOOK for some time. That’s why you’ll find numerous articles on alternative destinations with us, such as for Rovinj in Croatia or Cancún in Mexico, as well as increasingly popular insider tips. However, we wouldn’t think of declaring these as trend destinations, as cities like London, Paris, and Barcelona, as well as islands like Mallorca, Crete, and others, remain extremely popular. There was, however, one outlier recently: Albania. The country has climbed significantly on popularity lists and is now even at the top of trend destinations, at least in terms of visitor growth (TRAVELBOOK reported).
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The Trend Destinations for Britons in 2025 According to Airbnb
Now to the Airbnb list, because the vacation rental platform has done just that, declaring lesser-known destinations as the trend destinations of the year. These are the summer destinations for Britons according to Airbnb:
Top Trend Destinations Abroad This Summer for Travelers from the UK According to Airbnb
- Pefkos, Rhodes, Greece
- Rocca Pietore, Veneto, Italy
- Apulia, Italy
- Le Mans, France
- Bern, Switzerland
- Almancil, Portugal
- Durrës, Albania
- Tivat, Montenegro
- Agadir, Morocco
- Tropea, Calabria, Italy
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Airbnb also presents another list: the list of the most popular domestic destinations. For anyone planning a trip to the UK soon, this might serve as inspiration.
Top Trend Destinations Domestically This Summer for Travelers from the UK According to Airbnb
- Wembley, England
- Bushmills, Northern Ireland
- Balloch, Scotland
- Shropshire, England
- Portrush, Northern Ireland
- Manchester, England
- Bristol, England
- Cardiff, Wales
- Milton Keynes, England
- Londonderry, Northern Ireland
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How Does Airbnb Determine Its Trend Destinations for 2025?
In a footnote, Airbnb explains that the top trend destinations for Britons both domestically and abroad were based on a “nationally representative online survey” conducted by Airbnb in collaboration with AI software developer Focaldata. According to the survey, 1,011 adults in the United Kingdom were questioned between March 5 and 14, 2025. This raises the question for us of how meaningful a survey with such a small number can be. As with any work involving AI, it also raises the question of how much is human and how much is machine.
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Airbnb itself explains its trend destinations this year by noting that this summer, the demand for “alternative ‘White Islands'” has grown. Accordingly, Britons are drawn to “lively and entertaining places that offer the same bohemian charm and vibrant nightlife as Ibiza–but without the high prices.” Airbnb cites Durrës in Albania, Tivat in Montenegro, and Agadir in Morocco as examples.
At the same time, the demand for mountain towns and rugged coasts has increased, with Airbnb noting that Britons are even “trading sun loungers for summit views.” So-called fandom travel is also on the rise, where people travel to places to see their favorite artists or athletes. Additionally, according to Airbnb, travelers from the UK are “trading major culinary capitals for local, flavorful destinations like Tropea in Italy and Pefkos in Greece.”
Luke Impett, Airbnb’s head of partnerships for Northern Europe, explains: “This summer, we are observing a significant shift in people’s travel behavior.” Britons are increasingly seeking “adventure, culture, and personal moments–whether it’s hiking along the spectacular coast of Portrush, experiencing live music in Manchester, or discovering off-the-beaten-path locations in Tropea.”