British holidaymakers are moving away from traditional European hotspots this summer as flights continue to be disrupted across the Gulf State airspace and EES and ETIAS take a toll.
This is according to new data from Airalo, whose 2026 data shows a shift from Europe with three growth destinations: South Korea, Vietnam and the Philippines.
Offering visa-free perks, direct flights, easier entry rules and better value for money on the ground, East Asia is attracting an increased number of visitors.
The crown jewel (303% growth) is South Korea. Driven by a Gen Z and Millennial obsession with all things K-culture, South Korea has seen a 303% year-on-year increase in UK travellers. It’s now the go-to place for urban exploration, leaving European city breaks in the shade.
With growth of 115% growth, Vietnam is the undisputed 2026 winner for budget conscious Brits, offering “better value” for money than Thailand. Crucially, the 45-day visa free rule for UK passport holders has made it the ultimate no admin getaway.
The Philippines has seen “anti-Bali” growth of 93%. The destination has emerged as the rugged, authentic alternative to the Indonesian island. With thousands of undiscovered islands and world-class beginner surfing, it’s a top choice for people seeking a 2026 escape that still feels like a real adventure.
While it might be an easy conclusion to assume that rising living costs are pushing travellers to look for the cheapest holiday possible, the data tells a more nuanced story, according to Matteo Papa, Airalo Growth Director (EU & CIS).
“The travel behaviour we’re seeing in 2026 isn’t simply about finding the cheapest flight. It’s about maximising the overall value of your holiday, prioritising destinations that deliver the best overall experience rather than simply the lowest upfront price.
“A summer holiday in many traditional European hotspots has become significantly more expensive once travellers factor in inflation, rising restaurant prices, accommodation costs, new tourist taxes, and peak-season overcrowding.
“As a result, British travellers are doing the maths and realising that while a flight to East Asia may cost more upfront, their spending power on the ground in destinations there is substantially greater. This means they can enjoy high quality accommodation, world class food and weather for an unforgettable experience for a fraction of what they might spend on a standard meal and drinks in parts of Southern Europe.
“Destinations across North Africa, particularly Tunisia, are capitalising on this shift by offering premium Mediterranean style holidays without the premium European price tag. Brits haven’t lost their appetite for travel; they’ve simply become much more strategic about where their money goes furthest.”
