Experts at escorted tour operator Titan Travel analysed UK Google search trends to uncover the top countries and cities topping travel wish-lists.
*All details correct at time of publish (24 March 2026)
The top 5 countries that UK travellers are searching for the most:
By analysing search volumes for key travel-related queries, such as holidays, tours, itineraries, and things to do, Titan Travel has identified the destinations attracting the strongest booking interest.
Thailand leads by a significant margin, with a total of 822,230 Google travel-related searches, exceeding any other country by 43%.
Following in 2nd place is Croatia with 573,040 searches. During the 21st century, Croatia has seen a massive increase in Tourists, especially from the UK.
Sitting on the Adriatic coast, Croatia is home to sun-kissed ancient cities such as Dubrovnik and Split, as well as offering beautiful beaches for travellers to relax.
The top 5 cities that UK travellers are searching for the most:
With more than 1 million searches – more than double the amount of searches for any other destination – Amsterdam is by far the most popular city with British tourists.
Due to its location and reputation, the Dutch capital has long been a favourite destination for UK holidaymakers. Following a short flight or ferry ride, tourists can enjoy the city’s delights, from its charming canals and interesting museums to its renowned nightlife.
The 2nd favourite city for 2026 travel for Brits is Rome, with 528,770 Google travel searches. Many people desire to visit Rome to see jaw-dropping spectacles such as the Colosseum, St. Peter’s Basilica, and the Pantheon.
With a combination of appealing factors, it is perhaps unsurprising that Barcelona received more than 400,000 travel-related Google searches from British tourists, the 3rd most of any city.
Barcelona is simultaneously a coastal destination, a historic cultural city, and a vibrant modern city full of shops, restaurants, and bars.
Cassie Strickland, Product Manager at Titan Travel, has commented on the trends that are shaping UK travel decisions in 2026:
“In 2026, many British travellers are looking to discover far-flung reaches of the world, to tick off sites and places on their travel bucket list. Reddit user posts and Google searches indicate that countries in East Asia, such as Japan and Thailand, are among the most popular.
“The research also indicates that cultural exploration is an activity most travellers want to experience, which is particularly applicable to the countries above due to the significant historical, religious, and social sites surrounding them.
“For city breaks, British travellers are looking closer to home. Given that some of Europe’s great cities, such as Barcelona, Rome, and Amsterdam, are teeming with atmosphere and culture, they are full of heritage sites, including Notre Dame, the Anne Frank Museum, and the Colosseum.”
View the full findings here.
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