As 2025 kicks off, Brits are gearing up for an exciting year of travel, with a surge in flight searches pointing to new global hotspots. From tropical escapes to cultural adventures, travelers are diversifying their destinations and holidays, with some surprising shifts in demand. This growing trend reflects a desire for unique experiences and an appetite for exploring less traditional locations.

With the first payday of the year finally here, more than 10 million Brits are locking in their summer holidays. And after the whirlwind of January sales and the buzz of ‘Sunshine Saturday,’ nearly three in ten have set their sights on taking more trips this year.

Fresh search data for 2025, updated with insights from this January, has been analysed by digital PR agency Reboot Online to reveal the top travel destinations Brits are eyeing for the year ahead.

Key findings for 2025 holidays

• Searches for flights to Thailand reached more than 41,600 in January 2025
• Japan, China and Maldives have seen a large surge in interest among Brits
• Trinidad & Tobago and Laos are among the countries seeing the largest decrease

The most searched-for holiday destinations of 2025

     1. Thailand

The most searched-for flights of 2025 are to Thailand, ranking in 41,664 Google searches in January. This huge surge in tourism can be attributed to Gen Z, who are casting their sights well beyond European borders into Asia.

Reboot Online, an SEO company and digital PR agency that conducts data research in the travel industry, noted a 27% increase compared to last year, when flight searches were at just 32,861. Emerging as a new hotspot with the destination attracting tourists all year round, locations like Phuket and Koh Samui are reporting record numbers of tourists.

     2. Australia

Ranking second is Australia, with searches for flights totaling 31,582 in January 2025. A record number of Britons are relocating abroad on working holiday visas, with arrivals surging to nearly 50,000—up from 31,000 last year and 21,000 the year before.

According to search trends, there’s been a 6% increase in those searching for flights out of the UK to the sunny alternative.

     3. Japan

In 2024 Japan welcomed more than 36 million tourists, setting a new record with a 47% increase from the previous year. Reboot Online’s research shows that Brits are definitely joining the trends, with 25,646 recorded so far in 2025.

Although some fear the tourism bubble may burst, the favorable exchange remains a major draw for those seeking a unique and dynamic culture. Flight searches have increased by 42% – the highest of the top 10.

     4. Malta

Malta is among Brits’ most searched-for holiday destinations, as they’ve been eyeing the Mediterranean gem for years – amounting to 17,582 searches in January alone. Their recent visa-free entry policy has been too good to resist for many.

     5. India

There were 14,358 searches made for a flight to India last month, placing it fifth in on the list. Great for those looking for budget-friendly luxury, India captures the perfect blend of culture, wildlife, beaches, and history—there’s something for every traveller.

Which European country has seen the biggest decline in travel interest in 2025?