Portugal remains the sixth most popular holiday destination among Brits for summer 2025, with a 9% market share, according to the “Holiday Habits 2024-25” report from ABTA – The Travel Association. Travel Agents). This report highlights that Europe continues to be the main choice for 83% of British tourists, with Portugal well positioned among the preferred destinations. Among the top 15 countries visited, Portugal remains a solid choice.
Although Spain remains at the top of the list, followed by France and the United States (which overtook Italy), Portugal continues to be an attractive and reliable option for British travelers, reinforcing its reputation as a quality holiday destination. In the last 12 months, Portugal rose one position in the ranking of preferred destinations, reaching 11% of British choices, behind Spain (31%), France (22%), Italy (17%), United States (15%) and Greece (13%). This data consolidates Portugal’s reputation as one of the main holiday destinations for the British market, with good growth prospects for 2025.
New Trends in Long-Haul Travel
The report also reveals a growing interest in long-distance travel, with emphasis on Australia, which rose to ninth position among the most popular destinations. Additionally, more British tourists are planning visits to regions such as Asia (11%, up from 9% in 2023), Africa (7%, up from 5% in 2023), Australasia (6%, up from 4%) and South America (5%, from 3%).
This increase in interest in distant destinations reflects a trend towards greater diversification in travel options, especially among young people aged 25 to 34, where 65% expressed a desire to visit new countries. Although destinations like Portugal remain a firm choice, there is a greater openness on the part of British tourists to explore other corners of the world.
Changes in Travel Patterns
ABTA also flags a growing trend towards traveling all year round, rather than concentrating travel in the summer months. This trend is driven by the diversification of offers outside of the high season, which includes destinations such as Portugal, which offers a mild climate and attractions throughout the year.
Travelers without school-age children make the most of this flexibility, with many choosing to travel in less busy months. Families with young children tend to travel in December (27%) for Christmas festivities, while families with older children prefer the summer months, with August (23%) and July (20%) being the most popular. Adults without children opt for September, benefiting from pleasant temperatures and less crowds.
More Holidays, More Agencies
The ABTA report also revealed that Britons took, on average, 3.94 holidays last year, the highest number since the association began monitoring this data in 2011. The average number of trips abroad also rose to 1. 7 per person, compared to 1.45 the previous year. Families with young children (under five years of age) were those who took the most trips, with an average of 6.49 vacations, a significant increase compared to previous years.
Another interesting fact from the report is that 38% of holiday bookings were made through travel agencies, an increase from the 34% previously recorded. This increase demonstrates renewed confidence in agency services, which provide security and convenience in travel planning.
Additionally, only 32% of respondents said they would reduce their vacation spending, indicating that travel remains a priority even in times of economic uncertainty. For many Brits, Portugal remains a favorite choice, combining affordability, natural beauty and a rich cultural offering.
ABTA’s “Holiday Habits 2024-25” report, presented at the 2024 Travel Convention in Costa Navarino, Greece, on October 8, is based on a survey of 2,000 British adults carried out between July 24 and August 2, 2024. The study reaffirms the continued interest of Brits in Portugal, which has remained the sixth most popular destination, reinforcing the country’s importance as a reliable holiday choice in the future.