The lesser-known holiday spots Britons are booking for their 2026 getaway

Britons are eager to book their next getaway, and it seems they are looking beyond Europe to get a hit of sun in the coming months.

New research shows Egypt has seen the biggest increase in popularity, thanks to its mix of culture, stunning beaches and affordability.

According to river cruise and tour operator, Riviera Travel, bookings in January to February this year were up on the same period in 2025.

Travellers are looking beyond the usual European holiday hotspots in favour of Egypt, Jordan, Estonia and more for their next river cruise.

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The 10 fastest-growing destinations for 2026

1. Egypt
2. Jordan
3. Estonia
4. Finland
5. Latvia
6. Slovakia
7. Austria
8. Hungary
9. Cambodia
10. Vietnam

Travel expert at Riviera Travel, Will Sarson, explained why people are favouring lesser-known destinations as they strive for a slower pace of travel.

Egypt

Sarson said: “Egypt’s +310 per cent surge in interest reflects the timeless draw of the Nile, where travelling by river offers a uniquely immersive way to experience one of the world’s oldest civilisations. Ancient temples, riverside villages and fertile banks unfold gradually, creating a powerful sense of continuity between past and present.

“Time along the Nile allows for deep exploration of monumental sites such as Luxor, Karnak and the Valley of the Kings, balanced with quieter moments watching daily life along the water. The experience feels both awe-inspiring and surprisingly intimate, with history never far from view.”

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** Jordan**

The travel expert added: “Travellers are eager for destinations deeply rooted in culture and history. From ancient cities carved into rock to vast desert landscapes, Jordan offers a powerful sense of place shaped by trade routes, sacred stories and centuries of civilisation.

“On a tour, exploration centres on some of the Middle East’s most unforgettable sites, from the rose-red façades of Petra to the sweeping scenery of Wadi Rum and the shores of the Dead Sea. Encounters with local communities and Jordanian hospitality add warmth and perspective, creating an experience where every stop feels rich with meaning.”

** Estonia**

Sarson said there is a "growing appeal of destinations that feel quietly distinctive and less travelled", adding: "From forested national parks to a beautifully preserved medieval capital, Estonia offers a blend of natural beauty and cultural depth that rewards unhurried exploration.

“Guided tours often centre on Tallinn’s atmospheric Old Town and cultural hubs such as Tartu, alongside time in manor houses, coastal communities and scenic countryside. Encounters with local traditions, folklore and regional cuisine reveal a strong sense of heritage. The pace is gentle and relaxed, allowing time to absorb the character of this understated corner of Europe.”

** Finland**

Sarson explained: “Finland’s +142 per cent increase reflects growing interest in destinations defined by unspoilt landscapes, distinctive culture and a strong sense of tranquillity. Vast forests, elegant cities and expansive national parks shape both the scenery and the Finnish way of life, creating an atmosphere that feels both refreshing and authentic.

“[Take] the opportunity to experience Helsinki’s striking architecture and design heritage, venture into Lapland’s dramatic wilderness and gain insight into local traditions, from sauna culture to reindeer herding. Encounters with seasonal highlights, such as the Midnight Sun or the Northern Lights, add a memorable dimension to a journey that feels restorative and closely connected to nature.”

** Latvia**

The expert said: “Travellers are increasingly drawn to destinations that balance natural beauty with genuine cultural experiences. From forested landscapes to characterful towns and a compact, creative capital, Latvia offers a sense of place that feels both welcoming and distinct.

“Exploring Latvia on a guided tour brings opportunities to wander through Riga’s atmospheric Old Town, a UNESCO-listed treasure, discover Art Nouveau architecture and visit historic castles. Time spent in local markets and traditional eateries offers insight into the country’s rich heritage and regional flavours. The experience feels refreshingly authentic, with the emphasis on local character rather than headline attractions.”

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