Brits are getting ahead on holiday plans, with Google Trends data showing UK searches for “2026 holidays” have jumped 78% in the past quarter.
Adventure travel specialist and B Corp tour operator Wild Frontiers says the trend reflects growing appetite for off-the-beaten-path destinations as travellers look beyond traditional hotspots.
“Overtourism remains one of the biggest challenges facing the travel industry, so it’s encouraging to see more travellers looking beyond the obvious,” said Wild Frontiers CEO Clare Tobin.
“Exploring lesser-visited regions not only eases the strain on overcrowded hotspots, but also brings meaningful economic benefits to emerging destinations.”
Wild Frontiers has identified 16 adventure destinations set to rise in popularity next year, ranging from Central Asia and the Middle East to Africa and South America.
The 16 destinations are Kyrgyzstan; Iraq; Tanzania; South Korea; Egypt; Sri Lanka; Turkey; Japan; Oman; South America- Chile, Argentina and Patagonia; Kashmir (India); Georgia; Saudi Arabia; Algeria; Pakistan and Ecuador.
Kyrgyzstan bookings have more than doubled year-on-year and are expected to climb further thanks to the 2026 World Nomad Games from August 31 to September 6. The celebration of traditional sports, culture and heritage across Central Asia will highlight the country’s impressive landscape and proud nomadic traditions.
Iraq is enjoying a tourism renaissance, with over 400,000 international tourists visiting in 2024, a significant rise from approximately 120,000 in 2022. This year, Wild Frontiers recorded its second fastest-selling tour launch with the Babylon and Beyond tour, priced from £5,945pp for 15 days.
Wild Frontiers has reported a 15% increase in bookings to Tanzania over the past year and travellers can experience the destination for themselves on a 10-day Safari, Serengeti and Maasai Heartlands tours priced from £3,587pp. The country’s surge in popularity is being driven by several factors, including improved connectivity and the launch of new air routes and a focus on sustainable tourism and conservation.
South Korea’s visitor arrivals jumped 48% between 2024 and 2025 amid booming interest in K-culture. A 13-day Secrets of the Peninsula tour costs from £4,941pp.
Meanwhile, Egypt has seen a 60% booking spike following the opening of the Grand Egyptian Museum, and Sri Lanka bookings are up 20% as travellers blend luxury escapes with nature and marine adventure.
