13 June 2025, 13:26 | Updated: 13 June 2025, 14:39

By anna cashman

This summer, British travellers are flipping the script for their holidays.

At GetYourGuide, a leading platform to discover and book travel experiences that has sold 200 million tickets to date, our latest booking data reveals a fascinating paradox. While Brits are venturing further afield to discover hidden gems internationally, they're simultaneously embracing deeper, more meaningful experiences closer to home.

Where there was travel to tried and true destinations and lining up to visit iconic attractions and landmarks, there’s now more passion-based travel to unusual locations, with an interest in immersive, smaller group activities.

This shift reflects a broader cultural transformation towards travel that champions connection over commerce.

Our recent research found that 44 per cent of people travel for their passions and interests, dovetailed by a rise in the “hobby holiday.”

You see the shift in what Brits are booking: far more private guided tours and workshops.

And that makes sense.

If you’re travelling for connection, private tours give us a more intimate experience of a destination. We can ask more........

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