Top Summer Holiday Destinations for the Great British Public

As we roll into summer, we at Sago wanted to know where Great Britain residents plan to spend their summer holidays. Our Rapid Alert Omnibus poll of 2,077 nationally representative Great Britain respondents revealed the top five summer holiday destinations that are chosen, desired, or avoided this year.

Amidst the current cost of living crisis, a remarkable 44% of the Great British public have opted for a “stoliday” (a stay-at-home holiday), a figure that is more than double that of those who chose Spain, the second most popular choice, at 21%.

Within this group, 50% of those aged 35-44 have chosen the UK as their holiday destination versus 32% of those aged 18-24.

Just over half (51%) of respondents chose Italy as their number one desired location for a 2023 summer holiday, closely followed by Portugal at 49% and Greece in third with 47%. Top desired locations outside of Europe included Canada (46%) , Australia (43%), and the USA (41%).

Around half of respondents selected China as their number one avoid destination (49%), with India second (41%), and Dubai/Middle East third (35%).

Only 8% of the Great British Public chose to avoid the UK as a holiday destination , with 26% electing to pick the UK as their desired holiday spot this summer. Almost a fifth of 18-24-year-olds (18%) selected the UK as an avoid destination compared to 10% of 25-34-year-olds, 6% of 35-44-year-olds and 45-54-year-olds, and 5% of those over 65.

​The Stoliday seems to be very much in this summer!

For more information or further info on how you can gain reliable, quick, and cost effective nationally representative insight for the UK, EU, or North America get in touch with [email protected]

Methodology

* From June 16th 2023 to June 19th 2023 an online survey was conducted among 2,077 randomly selected British adults age 18+ who are also Sago community members / part of the Sago network. The results have been statistically weighted according to the most current data on age, gender, and region, from the most recent census data, to ensure the sample is representative of the entire adult population of Great Britain. Discrepancies in or between totals are due to rounding.