Source: Tayla Barnard, Reboot
After the whirlwind of January sales and the excitement of ‘Sunshine Saturday,’ nearly three in ten Brits have expressed plans to take more holidays this year, with the recent payday adding a spring in their step.
Fresh search data for 2025, updated with insights from this January, has been analysed by digital PR agency Reboot Online to reveal the top travel destinations Brits are eyeing for the year ahead.
Key Findings
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Searches for flights to Bosnia and Herzegovina increased by 69% – the highest in Europe
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Cyprus received the highest volume of searches in the top 10 at 10,827
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Flights to Liechtenstein saw the biggest year-on-year decrease with 24% fewer searches
1. Bosnia and Herzegovina
The fastest-growing European travel destination in 2025, according to search volumes, is Bosnia and Herzegovina. Reboot Online, an SEO company and digital PR agency that analyses data in the travel industry, found that it raked in 1,012 searches in January, the country saw the highest increase in Europe compared to the same time last year.
Emerging as a new hotspot, CNN Travel once cited it as ‘one of Europe’s most exciting destinations’ due to its vibrant capital Sarajevo and incredible nature – from the dramatic rocky mountains to gushing waterfalls.
2. Kazakhstan
With a small percentage of the country situated in Eastern Europe, Kazakhstan makes the list. The world’s ninth-largest country has lots to offer, from the green valleys of Tian Shan to homespun hospitality in village guest houses. According to search trends, there’s been a 29% increase in those searching for flights out of the UK to the destination.
3. Estonia
Estonia has recorded tourism growth in recent years – with an 11% overall increase in 2023 up to 247,000 visitors. Reboot Online’s research shows Brits are becoming more intrigued with the country as 1,219 flight searches were made – a 24% increase from 2024.
4. Czech Republic
A firm favourite among Brits, the capital of Prague is among to most popular destinations – and it shows no evidence of slowing down. The Czech Republic is the fourth fastest-growing travel destination according to search volumes, recording a 16% increase in flight searches.
5. Monaco
The second-smallest independent state in the world is holding up its reputation as a playground for the wealthy, however many are noticing there’s much more to the country. There’s been a 10% increase in searches – making it the fifth fastest-growing location in Europe.
Which European country has seen the biggest decline in travel interest in 2025?
Cover photo author: © Luka Korica from Unsplash
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