Winter 2024/2025 Travel Trends Report: Celebrating the Festive Period Abroad

As the festive season approaches, a record-breaking number of British are packing their bags and heading abroad for the holidays. A new survey has found that over a third (37%) (approximately 20 million people), plan to celebrate outside the UK this year, marking a 26% increase from last year.

This dramatic rise in travelling over the festive period reveals more people than ever are choosing an overseas escape, swapping traditional holiday routines for new destinations and experiences.

With a 50% increase year-on-year in Google searches for ‘Christmas holiday getaways’, we had to know what was influencing more people to switch up tradition for travel. Introducing our latest travel trends report...

Where are guests travelling to this festive period?

To start with, we are interested in which destinations travellers are picking for their winter escape, so then we can go on to uncover why they are travelling.

To find out, we surveyed 2,000 UK adults revealing that this year, many festive holidaymakers are flocking to countries in Europe, with some travelling as far as North America.

Over half (53%) are heading to Europe, with Spain (14%) being the top choice this year, followed by Italy (8%) and France (7%), with Germany (6%) also drawing in festive travellers.

Scandinavia is a top destination this year as some travellers will head to Denmark (4%), with nearby Iceland (4%) being an equally popular destination.

Further afar, the US is a popular choice (7%) as well as neighbouring country Canada (5%). For some travellers, ‘the land down under’ is calling, with Australia securing a spot in the top ten destinations (5%).

Some travellers will be looking forward to experiencing a Japanese festive holiday as Japan concluded the top ten destinations (3%).

The top ten destinations for those travelling abroad this season:

1. Spain (14%)
2. Italy (8%)
3. France (7%)
4. United States (7%)
5. Germany (6%)
6. Canada (5%)
7. Australia (5%)
8. Denmark (4%)
9. Iceland (4%)
10. Japan (3%)

How are travellers celebrating the festive period abroad?

Travellers are looking to embrace festive cheer on their trip as attending a Christmas market was the top activity for over four in ten festive holidaymakers (41%).

While festive traditions vary, food is a universal celebration. Dining out at new foodie hotspots is a popular choice for nearly a third (32%) of British travellers this holiday season.

It seems many travellers are looking forward to a winter sun escape as relaxing on a beach was the third most popular activity (28%).

Some are looking to make the most of the destination by spending the festive period taking in local cultural sites (24%), or outdoors in a nature park (20%).

As four in ten (40%) travellers are looking to unwind this festive period, it doesn’t come as a surprise that relaxing in a spa or wellness retreat is a popular activity (19%) for those wanting a reset before the new year.

Throwing further variety into the mix, some travellers will be enjoying a winter wonderland as taking part in snow sports like skiing or snowboarding is another top choice (17%).

Some travellers will be soaking up the magic of Christmas with family and friends, as visiting Santa’s grotto was another popular activity (15%).

The top ten activities holidaymakers have lined up:

1. Attending a Christmas market (41%)
2. Dining out at new food spots (32%)
3. Relaxing on a beach (28%)
4. Visiting a cultural or historical site (24%)
5. Visiting a national park or nature reserve (20%)
6. Relaxing in a spa or wellness retreat (19%)
7. Taking part in winter sports, such as skiing or snowboarding (17%)
8. Visiting a Santa’s Grotto (15%)
9. Taking part in water sports (12%)
10. Hiking (12%)

It’s clear there is a variety of planned activities this festive season, which highlights the diverse experiences that travellers seek.

From exploring holiday markets to indulging in wellness retreats, travellers appear to be balancing relaxation with festive cheer.

For many, holiday travel offers a chance to unwind. Four in ten (40%) said relaxation was their top reason for heading abroad. Others are embracing the full festive experience with winter sports and outdoor activities, suggesting a strong appeal for the magic of a snowy, scenic Christmas.

Planning a festive ski holiday? Here are our expert recommendations

Ski holidays offer the ultimate festive activity, combining thrilling days on the slopes with a winter landscape, and is a top choice for travellers this year, with over one in six (17%) planning winter activities like snowboarding and skiing into their holiday itinerary. Here are a few standout resorts to visit:

1. Val d'Isère, France – Known for its pristine slopes and vibrant après-ski culture, Val d'Isère is a favourite for every level of skier. The extensive terrain offers something for all levels, while the village charm adds a festive atmosphere. The season typically runs from early December to early May, with the best skiing in January and February.
2. St. Anton, Austria – St. Anton is renowned for its challenging pistes and lively après-ski. This Tyrolean village boasts high-energy slopes and a warm, welcoming atmosphere. Ideal from December to April, St. Anton has an excellent snow record and a bustling, authentic Austrian ski experience.
3. The Dolomites, Italy – This UNESCO World Heritage site is famed for stunning landscapes and gourmet Italian dining on the slopes. With vast interconnected resorts, it’s perfect for leisurely skiing and picturesque mountain views. The best time to visit is from December through March.
4. Verbier, Switzerland – Verbier combines high-altitude skiing with luxury chalets and panoramic Alpine views. It’s a top choice for advanced skiers and snowboarders, with diverse terrain and a social après-ski scene. Late January through March is prime time for powder seekers.

Planning on visiting a Christmas market? Here are our expert recommendations

Christmas markets bring the magic of the festive period to life and are high on the agenda for many travellers, with 41% planning to experience one as part of their holiday itinerary. Here are a few standout markets and ideal times to visit:

1. Strasbourg, France – Known as the "Capital of Christmas," Strasbourg’s market is one of the oldest in Europe and runs from 27th November to 27th December. It's an enchanting mix of lights, local crafts, and mulled wine.
2. Munich, Germany – Munich’s market in Marienplatz is famous for its historic charm and authentic Bavarian treats. Open from 25th November to 24th December, it's a perfect blend of festive tradition and hearty food.
3. Vienna, Austria – Vienna’s multiple Christmas markets, like those at Rathausplatz in front of the town hall, offer stunning architecture alongside festive stalls. The markets are open from mid-November typically up to 23rd December.
4. Copenhagen, Denmark – The Tivoli Gardens Christmas market brings Scandinavian charm to the festivities, open from 15th November to 5th January. Offering an array of traditional Danish delights, handcrafted gifts and a welcoming atmosphere, the market is set in an amusement park among thrilling rides.

Why are so many British leaving the UK for the festive season?

Despite being a magical time of year, for many, the holiday season in the UK comes with its own set of frustrations.

In our survey, we asked people what they dislike about celebrating the festive period at home in the UK. Perhaps unsurprisingly, the top dissatisfaction was the gloomy British weather (37%).

It seems the nation also feels worn down by holiday retail, as the busyness of the shops (30%) is another top reason. This was followed closely by the costly prices (28%), the commercialisation of it all (27%) and the pressure of buying gifts (20%).

The top ten most disliked aspects of the festive period in the UK:

1. The gloomy British weather (37%)
2. The busy shops (30%)
3. The expensive prices (28%)
4. How commercialised it is (27%)
5. The pressure of buying presents (20%)
6. The stress of hosting (16%)
7. The pressure to be cheerful and festive (15%)
8. All the additional chores it makes (14%)
9. Family conflict and drama (12%)

A fifth of people (20%), feel the strain of hosting and 14% feel burdened by all the additional chores that come with it and preparing for the festivities.

Simon Lynch, our Product Director believes that for many, a holiday abroad provides an escape from the UK’s crowded shops and gloomy weather, offering a chance to refresh and recharge.

Simon says: “Our findings show that this year, many are travelling to relax and escape the busy hustle of the festive period at home.

“This looks different for everyone, whether it's visiting a Christmas market, laying on a beach or hitting the snow-covered slopes, travellers are reimagining the festive season. It’s all about reclaiming the holidays for well-being and joy, leaving behind the usual stress to create the festive period that truly feels like a break.

“Travelling to a hotel or private chalet offers an appealing alternative, as it removes the need to host and minimises the aftermath of chores.

“Chalets offer similar relaxation in a private setting, with optional catering or housekeeping services. Some of our luxury chalets come with a private chef and childcare options, so guests can be saved from the endless cooking and cleaning that comes with this time of year.

“Instead of hosting, travellers can gather around a warm fire, relax in cosy surroundings, and focus on spending quality time together.”

Our Conclusion

This year, millions of people are transforming their holiday season, swapping traditional UK festivities for memorable experiences abroad.

Whether it’s a cosy chalet in Switzerland, a beach in Antigua, or a festive market in Germany, these travellers are redefining what it means to celebrate the season. With options as diverse as a snowy winter wonderland or a sun-soaked getaway, 2024’s holiday season is set to be one for the books.

Looking for a break over the festive period? Visit here for inspiration: https://www.scottdunn.com/when-to-go/december