Europe is undoubtedly a popular choice for British travellers heading on a summer holiday, and the continent has everything from gorgeous beaches to ancient cities.
New research from TUI found what Britons most look forward to about visiting the continent, with some surprising activities making the list.
Mediterranean destinations are a firm favourite for British holidaymakers, with 73 per cent selecting southern European coastlines as their ideal getaway.
And when it comes to what we look forward to, the survey found 30 cherished European experiences resonate most with British travellers. A quarter of participants highlighted browsing continental supermarkets, whilst 21 per cent treasured early-morning visits to French bakeries for fresh pastries.
Strolling through old quarters is a highlight for many holidaymakers
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GETTY
Italian ice cream prepared authentically attracted 19 per cent of those asked, matching the appeal of secluded Mediterranean swimming spots. Sunset views across the Greek islands captivated 18 per cent of those surveyed.
Ancient Roman archaeological sites drew interest from a fifth of those asked. Evening retail therapy appealed to 16 per cent, whilst 13 per cent favoured touring European vineyards.
Renaissance artwork galleries attracted 12 per cent. Culinary adventures featured prominently, including sampling local crisp varieties, authentic Greek salads and Italian aperitif culture.
Four-fifths of British travellers shared excitement for discovering lesser-known European destinations in the coming year. The Croatian island of Korčula emerged as the continent’s most coveted undiscovered location.
Romanian city Sibiu garnered 39 per cent support, whilst Estonia’s capital Tallinn attracted 37 per cent. Montenegro’s coastal town of Kotor appealed to 32 per cent of Britons.
Iceland’s Reykjavik and Latvia’s Riga were also favourite destinations. The findings found British tourists increasingly want authentic experiences beyond traditional holiday hotspots, favouring Eastern European and Baltic destinations previously overlooked by mainstream tourism.
British holidaymakers’ favourite things about European holidays
- Visiting food markets (30%)
- Watching the world go by with a coffee (29%)
- Evening strolls through old quarters (25%)
- Friendly locals (25%)
- Exploring foreign supermarkets (25%)
- Morning trips to le boulangerie to get pastries (21%)
- Sharing tapas in a Spanish square (20%)
- Exploring Roman ruins (20%)
- Proper gelato in Italy (19%)
- Staying up late for dinner with all the family (19%)
- Swimming in hidden coves (19%)
- Greek Island sunsets (18%)
- Drinking espresso in an Italian coffee bar (18%)
- Having a Siesta (18%)
- Belgian waffles (17%)
- Greek salads (17%)
- Bright blue seas (16%)
- Shopping for trinkets at night markets (16%)
- Trying different foreign crisps (16%)
- Beer festivals (16%)
- Street performers in market squares (15%)
- Churros and hot chocolate (15%)
- Family-centric culture (15%)
- Whitewashed Greek buildings (15%)
- The sound of Church bells in a Spanish village (14%)
- Ordering a big grilled fish (13%)
- Visiting a French Vineyard (13%)
- Looking at Renaissance art (12%)
- Steins of cold lager on a mountain top (12%)
- Aperol Spritz in a small-town square (11%)
Tapas in Spain is one of Britons’ favourite things about a holiday
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TUI UK&I’s commercial director, Chris Logan, said: “The amazing thing about Europe is that we have so much to explore right on our doorstep. Beautiful beaches, delicious cuisines, rich history and culture or simply the chance to get away from it all and relax.
“But what’s really clear from this research is that it’s often the small moments and what you discover along the way that stays in people’s minds, plus there’s a real appetite for exploring more of Europe.
“We’re always looking at how we can meet customer needs and provide them with ultimate choice and flexibility, so whether it’s a Greek island escape, or a city break to Tallinn, Estonia – you can book all of that with TUI, flying from your local airport and for a duration that suits you.”
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