Top tourism trends for 2023 – including UK ‘hidden gems’ | Travel News | Travel

According to data from, part of the Expedia Group, wellness stays have rebounded from 2021 – with an increase of more than 30% compared to 2022 demand, which is expected to continue.

The brand also conducted research with 2,000 adults planning to go on holiday in the next three years, which revealed that almost a third (31%) have become “bored” of traditional wellness trips. and want to try something more exciting.

Popular new wave wellness breaks include fruit picking and ‘sylvotherapy’, also known as forest bathing, which is said to link human energy to the forest. .

Another travel trend set to dominate 2023 is “Set-Jetters” – those who plan to travel somewhere after seeing it on a streaming show or movie – Expedia finding that 44% admit TV has already influenced their travel decisions.

Almost half (46%) have researched travel to a destination from a show, while 37% have already booked a trip after seeing it on TV or in a movie on a service. streaming.

The brand also revealed that after nearly two years of visiting national parks and nature reserves, the city is calling its trend “Capitals of Culture.”

Expedia found cities like Edinburgh, Lisbon and Tokyo to top its list of top 10 global destinations.

Jon Gieselman, President of Expedia Brands, said: “When we look at data from Expedia, and Vrbo together, we see a detailed and robust picture of travel through 2023.

“We are seeing an increase in travel to cultural capitals, a new wave of interest in wellness retreats and an increase in demand for outdoor destinations beyond beaches and mountains.

“It’s not a new normal, but people are getting into unexpected trends in what we call the ‘unnormal’.”

Globally, found that searches for three-star hotels and below declined by more than 10% year-on-year, but interest increased by more than 20% globally.

One in five travelers surveyed consider a hotel’s star rating to be “very important” to them.

The data also revealed Vrbo’s, also part of the Expedia Group, the top 10 ‘hidden gems’ in the UK, where the holiday home site found searches had increased by 40% or more over the past the last year.

These include Cambridgeshire and Leicestershire in England, South Ayrshire and East Lothian in Scotland, and Monmouthshire in Wales.

And the travel agency‘s research of 2,000 adults in the UK, who travel at least once every three years, found that 37% would rather book a cool, unique holiday home in a lesser-known destination, rather than a boring space in a popular destination.

The brand also found that food-specific travel is a trend set to dominate searches in 2023, as British families increasingly seek properties with outdoor kitchens, fancy coffee machines and pizza ovens.

And 44% even go so far as to say that these needs are more important than their travel destination, according to the OnePoll study.

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