The British are leading the way as travel kicks back into high gear. According to the Netherlands’ Ministry of Foreign Affairs, travellers from the United Kingdom make up Europe’s second-largest outbound tourism market. Having made 71 million trips in 2022 alone, tourist trips from the UK represented 76% of the levels reached in 2019. According to the report, this is partly driven by their willingness to travel to a diverse range of countries compared to other tourists. In countries like India, Kenya, and Tanzania, the British have consistently ranked high on the list of visitors to these exciting destinations. Additionally, UK tourist arrivals to Egypt, Mexico, Nigeria, and Turkey already surpassed 2019 levels back in 2024, further highlighting their appetite for culturally distinct journeys. So, while London may be the top cultural destination of choice for travellers from the United States, France, and Germany, UK residents prefer less familiar vistas.

According to the Office for National Statistics, UK residents spent £24.5 billion during their visits abroad from July to September 2023 alone, an increase of £24.5 billion from the same period in 2022. Comparably, according to the Welsh Government, British residents spent only £25.5 billion over a longer period – January to September 2023 – on domestic travels to Great Britain and Wales. These stark differences strongly signal British tourists’ inclination to invest heavily in experiences. Thus, while certain factors may change, it’s highly predicted that UK outbound tourism will bounce back this year, with numbers rising to as many as 86.9 million trips for 2024.

Outbound travel made accessible

The UK economy may be under some pressure due to interconnected social and economic issues, from ongoing conflict in Ukraine to rising living costs. Despite these financial uncertainties, however, a positive outlook for outbound tourism remains. This is primarily buoyed by the ever-increasing presence of budget airlines (or low-cost carriers) nationwide, making international trips more accessible for the cost-conscious Briton. It’s no wonder that, according to ResearchAndMarkets, the budget airline industry is expected to rise by 0.3% for five years until 2024 to reach a revenue of £10.1 billion from UK tourists alone.

Low-cost carriers can offer travellers the lowest prices on the market in exchange for a no-frills service. With budget airlines, British tourists have the option of paying only for the extras they need, from assigned seating to baggage allowance and in-flight meals. This highly customisable experience makes them popular for quick trips abroad. easyJet — one of the largest airlines in the UK — offers cheap flights starting as low as £14.99 for destinations like Denmark, France, Germany, and Greece, which tourists can locate quickly using their Low Fare Finder. Strategic travellers who prioritise flexibility by booking outside of peak weekend times or to less familiar destinations may be able to secure better-value deals. Holiday packages may also offer flights bundled with hotels, transfers, and luggage, allowing travellers to stretch their budget further.

The popularity of these budget airlines reflects a change in priorities among British travellers, especially among the new crop of Gen Z adventurers, who are much more flexible than previous generations. According to an American Express Travel survey of UK respondents, 52% of Gen Z Brits planned three or more holidays for 2023. They are more likely than any generation to prefer shorter trips of one to three days, spelling more cost savings across more destinations. So, as international travel finds its legs again and affordable travel options become the preferred option rather than a compromise, the market can expect even more British tourists to tick off their bucket list destinations.