According to Hellotickets data, summer 2025 saw fewer UK travellers heading abroad compared to last year, and the average spend per trip also dropped. Yet, while overall travel demand softened, some destinations stood out as true winners of the season, attracting unprecedented attention and reshaping the travel map for UK holidaymakers.
Istanbul, the summer revelation
The Turkish metropolis emerged as the biggest surprise of the season. In May, bookings more than doubled compared to 2024, before surging sixfold in June. The momentum continued into July, with booking volumes more than twice as high as last year.
A crossroads between East and West, Istanbul charms visitors with its cultural richness, vibrant neighbourhoods and Mediterranean lifestyle. From Ottoman bazaars to trendy terraces, the city has become an undisputed must-visit of summer 2025.
Scandinavia, the new summer escape
Sweden, Norway and Denmark experienced a remarkable boom. Bookings were already three times higher in spring, continuing to rise month after month, with a peak in July where volumes nearly tripled.
With majestic fjords, cutting-edge design capitals and pristine natural landscapes, Scandinavia embodies sustainable, refreshing travel. It has firmly positioned itself as the stylish northern alternative to the Mediterranean heat.
New York, an icon under pressure
After a strong start in spring (+13% in June), the Big Apple saw weaker demand in the heart of summer, with bookings down –9% in July and –21% in August compared to 2024. This decline is largely attributed to the current geopolitical and security climate.
Still, New York remains a timeless global city: Manhattan’s skyline, Central Park, Broadway and the unique energy of its neighbourhoods continue to inspire travellers. Even after a quieter summer, its magnetic appeal endures.
Beyond the numbers, these trends highlight that UK travellers are seeking unique and memorable experiences.
Whether it’s discovering the contrasts of Istanbul, breathing the fresh air of Scandinavia’s landscapes or soaking up the buzz of New York, each destination offers its own story.
Through its wide range of activities, attractions and events, Hellotickets helps travellers turn their trips into lasting memories – because travel is about much more than getting there, it’s about the experiences that stay with you.
🔗 Book your next experience at: www.hellotickets.co.uk