Survey Unveils Britain’s Favourite 2024 Holiday Destinations

Cornwall has been named the most popular place on tourists’ lists this year – kicking Yorkshire off last year’s top spot. A poll, of 2,000 adults, reveals the UK’s favourite staycation destinations, with the southwest hotspot coming in poll position thanks to its beautiful beaches, picturesque villages and stunning scenery. 

Other sought-after locations in 2024 include the Scottish Highlands, Devon and Yorkshire. North Wales, Cumbria and the Isle of Wight followed close behind as places people are keen to visit in the UK.

The study, commissioned by Sykes Holiday Cottages as part of its annual Staycation Index, also found 77% will take at least one holiday on home soil this year. Additionally, the holiday home rental agency discovered that the average adult will take three UK breaks in 2024.

Graham Donoghue, CEO, Sykes Holiday Cottages, said: “Getaways in the UK offer a perfect blend of experience, convenience and affordability, making them an excellent choice for people looking to explore and enjoy the beauty of their own country – whether over week-long holidays or long weekend trips.

“We are hoping for another bumper summer for UK travel, with ever-popular destinations such as Cornwall and the Scottish Highlands continuing to lure in visitors.” 

More than four in 10 (42%) are planning a staycation for their main holiday instead of jetting off abroad. The agency’s Index also noted that a trend towards taking shorter getaways more often is contributing to this growth, with its short break bookings up 44 per cent. This is also confirmed by the OnePoll.com research, as it revealed 35% prefer these to fewer, longer holidays.

Experiencing more locations, enjoying more regular escapism, and the fact they’re easier to do with a busy schedule are the top reasons for choosing shorter breaks.

When it comes to travellers’ favourite type of staycation, cottage-style holiday homes are proving the most popular choice, with luxury hotels taking the top spot last year. And 54% will book a holiday purely based on the accommodation rather than the location. 

The ease that comes with travelling in the UK is the top reason for choosing a staycation over a foreign trip (43%). Exactly a third find it less stressful and 32% are swayed by the cheaper costs compared with travelling overseas.

Of those who will be making a UK break their main holiday this year, it is estimated that on average they will spend £1,070 in total – including travel, accommodation, food and spending money.

According to the data, coastal and countryside walks are travellers’ favourite UK holiday activity, along with exploring local attractions and enjoying pub lunches. Aside from visiting the more well-known areas, 36% plan to travel to locations off the usual tourist trail.

Somerset, Argyll and Bute, and Kent are among the lesser-visited places those polled would like to venture to. It was also revealed that 65% get satisfaction from uncovering hidden destinations or attractions.

Graham Donoghue, for Sykes Holiday Cottage, added: “It’s been interesting to dig deeper into the travel trends impacting staycationers this year.

“As well as the growing desire for more regular escapism, amongst many we’re seeing a thirst for in-cottage experience and exploration of less-trodden destinations. 

“There are so many options available to British travellers when it comes to staycations, from picturesque countryside retreats to vibrant city breaks.

“Although Cornwall is the most popular destination this year, there are lots of other, more unsung locations that shouldn’t be missed.”