Salerno Named Top Emerging Holiday Spot for Brits in 2026: Insights from Skyscanner

Skyscanner’s annual report for 2026 reveals significant trends in the travel industry, emphasizing the rise of Salerno, Italy, as an enticing holiday destination for UK travelers. This report introduces new concepts including ‘Glowmads’, who incorporate beauty routines into their travel experiences.

Key Findings:

• 84% of surveyed travelers intend to travel more in 2026.
• Spending on flights and accommodations is anticipated to increase. 37% plan to spend more on flights, 31% on hotels, and 16% on car rentals.

Top Trending Destinations for UK Travelers:

1. Salerno, Italy (+211% search increase)
2. Koror, Palau (+156%)
3. Kochi, Japan (+106%)
4. Bilbao, Spain (+97%)
5. Rabat, Morocco (+87%)

Travelers in 2026 are turning towards off-the-beaten-path locations, indicating an appetite for unique cultural experiences and lesser-known destinations. From the picturesque Amalfi coast charm of Salerno to the artistic allure of Bilbao, travelers are keen to explore new horizons that diverge from traditional tourist hotspots.

Value Destinations for 2026:

Significant airfare reductions make travel to these locations more accessible, with drops seen in places such as Cologne, Germany (–44%) and Goa, India (–34%).

Travelers are curating journeys that resonate with their interests and personalities, making travel not just a getaway but a personal expression. Skyscanner’s CEO, Bryan Batista, remarks that this upcoming year will see travel transforming into a more personalized experience than ever.