From Borneo to Serbia – ABTA launches Destinations to Watch report for 2026
Full Page image
dhewitt@abta.co.uk Fri, 01/09/2026 - 01:00
This weekend, and January as a whole, set for a surge in holiday bookings
With January traditionally one of the busiest months for people to book holidays, ABTA – The Travel Association has provided new inspiration for travellers with its annual ‘Destinations to Watch’ report.
The holiday bookings market is popular throughout January. With the coming weekend being the first after a full week back to work for most people, ABTA predicts travel agents and tour operators will see a surge in interest as people dream about their next relaxing break away from the world of work.
The new report features 10 destinations offering different types of holidays in different parts of the world and is designed to offer some fresh ideas to people looking for something more out of the ordinary. ABTA’s research shows that 48% of people say they are likely to visit a country this year which they haven’t been to before.
ABTA’s Director of Communications, Graeme Buck, said:
“With booking a holiday front of mind for so many people right now, our Destinations to Watch report aims to inspire and excite. With a focus on countries or areas that may not immediately spring to mind, offering alternatives to more well-known destinations, there should be something for everyone.
“Factored into our thinking is a range of holiday types in all parts of the world. We’ve also considered the growing demand for experiential travel – for example indulging in hobbies and activities while on holiday, and many of the destinations featured in the report reflect this trend.
“ABTA members’ expertise means they can help people explore and book their new dream destination. As well as working hard to make people’s holiday wishes come true, by handling all the travel arrangements and ensuring good value of money, our members also provide peace of mind and advice to help make sure things run as smoothly as possible.”
The 10 Destinations to Watch in alphabetical order are:
Borneo
This island is home to unspoilt rainforests, enormous cave systems and the iconic Mount Kinabalu and is an ideal destination for those seeking adventure and new experiences.
Colombia
Idyllic beaches, historic cities, rainforests and truly great coffee, Colombia was already firmly on the radar for UK travellers.
Egypt
A history dating back over 5,000 years is now showcased in the much-anticipated spectacular new Great Egyptian Museum in Giza on the outskirts of Cairo.
French Polynesia
Palm fringed beaches, dark blue lagoons – a vision of paradise increasingly popular with UK holidaymakers.
The German Baltic Coast
Pretty resorts, miles of sandy beaches cliffs and forests - welcome to the German Riviera. This lovely area is a holiday favourite for Germans but not so much known to outsiders.
Grenada
Grenada, where fertile soils produce fragrant spices, as well as lush rainforest for those seeking a new Caribbean experience.
The Islands in the Gulf of Naples
Just a short ferry ride from Naples and the Amalfi coast, these islands are a must-visit for new visitors and confirmed Italophiles.
La Rioja
La Rioja in northern Spain is home to the country’s most famous wine and a great recommendation for those wanting to savour a truly authentic Iberian experience.
Luxembourg
The delightful European duchy of Luxembourg packs a great deal within its borders, historic towns, fairytale castles and beautiful countryside.
Serbia
From its hip and buzzy capital to its spectacular national parks, Serbia is ripe for discovery by those seeking a lesser-known European destination.
The report can be downloaded at www.abta.com/DestinationsToWatch2026
About the Destinations to Watch in 2026
The 10 destinations were chosen following insights from [1]ABTA’s Holiday Habits survey, and the views of ABTA experts, who considered new developments in both more popular and lesser explored locations. These are intended to inspire and inform customers’ holiday choices with new and surprising holiday suggestions and are not intended to simply show the fastest growing, or most popular, destinations. The selections range from Europe to further afield, reflecting the market ABTA members operate in.
1ABTA’s Holiday Habits Report 2025-2026 features research from ABTA’s annual Holiday Habits survey which asks how people travelled in the 12 months prior and what their travel plans are for the year ahead. The research is carried out each summer with a nationally representative sample of 2,001 UK adults by The Nursery Research and Planning (www.the-nursery.net) on behalf of ABTA. The 2025 survey was carried out from 21 July to 1 August 2025, so any references to ‘the last year’ or ‘the past 12 months’ refer to August 2024 to July 2025, with ‘next year’ referring to the 12 months from August 2025.
ABTA is a trade association for UK travel agents, tour operators and the wider travel industry. We’re the largest travel trade body, with over 4,300 travel brands in membership who have a combined annual UK turnover of £40 billion. We work closely with our members to help raise and maintain standards and build a more sustainable travel industry, and provide travellers with advice, guidance and support.
Our members sign up to a code of conduct and commit to agreed service standards and fair trading. When you need clear travel information, and accurate and impartial advice relating to your trip, we’re here for you. When you book with an ABTA member, reliable advice comes as standard. This means that booking with our members brings peace of mind.
All this together means we help you travel with confidence. www.abta.com
Continue reading...
Full Page image
dhewitt@abta.co.uk Fri, 01/09/2026 - 01:00
This weekend, and January as a whole, set for a surge in holiday bookings
With January traditionally one of the busiest months for people to book holidays, ABTA – The Travel Association has provided new inspiration for travellers with its annual ‘Destinations to Watch’ report.
The holiday bookings market is popular throughout January. With the coming weekend being the first after a full week back to work for most people, ABTA predicts travel agents and tour operators will see a surge in interest as people dream about their next relaxing break away from the world of work.
The new report features 10 destinations offering different types of holidays in different parts of the world and is designed to offer some fresh ideas to people looking for something more out of the ordinary. ABTA’s research shows that 48% of people say they are likely to visit a country this year which they haven’t been to before.
ABTA’s Director of Communications, Graeme Buck, said:
“With booking a holiday front of mind for so many people right now, our Destinations to Watch report aims to inspire and excite. With a focus on countries or areas that may not immediately spring to mind, offering alternatives to more well-known destinations, there should be something for everyone.
“Factored into our thinking is a range of holiday types in all parts of the world. We’ve also considered the growing demand for experiential travel – for example indulging in hobbies and activities while on holiday, and many of the destinations featured in the report reflect this trend.
“ABTA members’ expertise means they can help people explore and book their new dream destination. As well as working hard to make people’s holiday wishes come true, by handling all the travel arrangements and ensuring good value of money, our members also provide peace of mind and advice to help make sure things run as smoothly as possible.”
The 10 Destinations to Watch in alphabetical order are:
Borneo
This island is home to unspoilt rainforests, enormous cave systems and the iconic Mount Kinabalu and is an ideal destination for those seeking adventure and new experiences.
Colombia
Idyllic beaches, historic cities, rainforests and truly great coffee, Colombia was already firmly on the radar for UK travellers.
Egypt
A history dating back over 5,000 years is now showcased in the much-anticipated spectacular new Great Egyptian Museum in Giza on the outskirts of Cairo.
French Polynesia
Palm fringed beaches, dark blue lagoons – a vision of paradise increasingly popular with UK holidaymakers.
The German Baltic Coast
Pretty resorts, miles of sandy beaches cliffs and forests - welcome to the German Riviera. This lovely area is a holiday favourite for Germans but not so much known to outsiders.
Grenada
Grenada, where fertile soils produce fragrant spices, as well as lush rainforest for those seeking a new Caribbean experience.
The Islands in the Gulf of Naples
Just a short ferry ride from Naples and the Amalfi coast, these islands are a must-visit for new visitors and confirmed Italophiles.
La Rioja
La Rioja in northern Spain is home to the country’s most famous wine and a great recommendation for those wanting to savour a truly authentic Iberian experience.
Luxembourg
The delightful European duchy of Luxembourg packs a great deal within its borders, historic towns, fairytale castles and beautiful countryside.
Serbia
From its hip and buzzy capital to its spectacular national parks, Serbia is ripe for discovery by those seeking a lesser-known European destination.
The report can be downloaded at www.abta.com/DestinationsToWatch2026
Notes to editors
About the Destinations to Watch in 2026
The 10 destinations were chosen following insights from [1]ABTA’s Holiday Habits survey, and the views of ABTA experts, who considered new developments in both more popular and lesser explored locations. These are intended to inspire and inform customers’ holiday choices with new and surprising holiday suggestions and are not intended to simply show the fastest growing, or most popular, destinations. The selections range from Europe to further afield, reflecting the market ABTA members operate in.
1ABTA’s Holiday Habits Report 2025-2026 features research from ABTA’s annual Holiday Habits survey which asks how people travelled in the 12 months prior and what their travel plans are for the year ahead. The research is carried out each summer with a nationally representative sample of 2,001 UK adults by The Nursery Research and Planning (www.the-nursery.net) on behalf of ABTA. The 2025 survey was carried out from 21 July to 1 August 2025, so any references to ‘the last year’ or ‘the past 12 months’ refer to August 2024 to July 2025, with ‘next year’ referring to the 12 months from August 2025.
About ABTA
ABTA is a trade association for UK travel agents, tour operators and the wider travel industry. We’re the largest travel trade body, with over 4,300 travel brands in membership who have a combined annual UK turnover of £40 billion. We work closely with our members to help raise and maintain standards and build a more sustainable travel industry, and provide travellers with advice, guidance and support.
Our members sign up to a code of conduct and commit to agreed service standards and fair trading. When you need clear travel information, and accurate and impartial advice relating to your trip, we’re here for you. When you book with an ABTA member, reliable advice comes as standard. This means that booking with our members brings peace of mind.
All this together means we help you travel with confidence. www.abta.com
Continue reading...
