However, it shows that there has been a slowdown in demand for holidays in Portugal over the last year.

The ABTA study, presented during the association's latest Annual Travel Convention this October, paints a positive picture regarding British travel over the past 12 months, as well as plans for the future. This leads Mark Tanzer, the association's Executive Director, to state that "there are many reasons to be happy."

"Travel confidence is on the rise, with the ABTA Travel Confidence Index rising six points compared to last year. More people travelled in the past 12 months than the previous year, with an increase in trips both within the UK and abroad," he said.

Regarding the preferred international destinations for British tourists, Portugal ranks seventh, with an 11% share, a drop of one position compared to last year's ranking, according to a report by Publituris.

Spain, on the other hand, remained the top international destination for British tourists, with a 32% market share, followed by France with 24%, and Italy with 18%. The US, with a 14% market share, ranks 4th, followed by Greece with 12%, and Germany, which is immediately above Portugal.

What hasn't changed is the type of vacation sought, with Sun and Beach vacations garnering 48% of preferences, an average that hasn't changed compared to 2024. Although city break vacations saw their preferences increase from 43% to 47%, with 25% of respondents in this study preferring all-inclusive accommodations and package tours, as value for money remains a priority for Britons.

Priority

The results suggest that travel has now become a priority for British people, and is one of the last areas where these tourists are willing to cut spending. Only 28% of respondents admitted to cutting back on spending, compared to 57% who are willing to cut back on eating out, 45% who prefer to cut back on other leisure activities, and 40% who admit to cutting back on clothing and footwear.

The results lead ABTA to state that, despite growing challenges, Brits are not giving up on travel, and not even the protests against over-tourism in several destinations around the world seem to be deterring these tourists. Most industry professionals admit that, despite some questions, customers have not changed their travel destinations due to the protests.

“UK travellers remain 'determined to discover' the world, despite what is happening globally. Our research reveals that 65% of people say vacations are the most important time of the year and 80% say they are important for mental health,” adds Mark Tanzer.

Portugal in the spotlight

But the ABTA study doesn't just refer to 2025 vacations, as it also sought to understand plans for next year, concluding that Brits intend to continue traveling in 2026, with increased travel intentions both outside the UK and within the country.

"The number of people expecting to take a vacation in the next 12 months increased again, by three percentage points for vacations abroad and by one point in the UK," the study indicates, which says that older people and those over 65 are the most likely to travel abroad, while younger people have more plans to explore the UK.

According to the study, 71% of respondents admit they will take a vacation abroad in 2026, compared to 68% last year, while domestically, the average rose from 53% to 54%.

Regarding international destinations, Portugal once again stands out, ranking sixth among the most desired vacation destinations for Britons in 2026, with 7% of intentions, the same average recorded last year, in a ranking once again led by Spain, with 23% of British travel intentions.