More than half of British holidaymakers actively avoided Spain this summer, according to a new survey, with anti-tourist demonstrations cited as a key factor in the decision to book elsewhere.
The research, conducted by eSIM network Slice Mobile and polling more than 2,000 travellers across the UK, found that nearly eight in 10 respondents said recent protests had made Spain a less appealing option, despite 70 percent naming it historically as their go-to destination. The study showed a marked generational divide: 68 percent of Gen Z and 62 percent of millennials said they had deliberately ditched Spain this year, including 78 percent of 18- to 19-year-olds.
Italy emerged as the most popular alternative, attracting 19 percent of those who avoided Spain. Other Mediterranean favourites included Greece (16 percent), France (12 percent) and Portugal (11 percent). Long-haul destinations also gained ground: the United States drew 15 percent, Dubai 13 percent and Canada 10 percent. Within younger cohorts, Dubai was the top choice for 27 percent of Gen Z travellers, while 23 percent said they opted for the United States; by contrast, only 2 percent of baby boomers picked Dubai and 6 percent picked the U.S.
Respondents cited affordability (49 percent), sightseeing (48 percent), experiencing new cultures (41 percent) and food (40 percent) as primary factors when choosing holiday destinations. A beach remained important for 31 percent, the opportunity to meet different people was cited by 31 percent, and 8 percent said Instagrammable surroundings influenced their choice. Slice Mobile said many travellers reported saving up to 11 months for a holiday, fueling a preference for what they considered more fulfilling or novel trips.
"We may not have said adios to Marbella completely, but it's clear from the research that Britain’s love of Spain has been put to the test," said Jenna Banks, a spokesperson for Slice Mobile.
The survey results reflect broader shifts in British holiday habits. Younger travellers appear increasingly willing to trade short-haul, familiar coastlines for longer-haul or culturally distinct destinations. Travel industry analysts point to a combination of local protests in popular Spanish resorts, inflationary pressures, and a desire for different experiences as drivers of the change.
At the same time, domestic and traditional family holiday options are also under scrutiny. A PR expert told reporters that middle-class families are turning away from Center Parcs because the brand, once a status symbol in the 1990s, can now feel like "a Wetherspoons experience at Mayfair prices." Center Parcs opened its first UK village in Sherwood Forest in 1987 and grew into a portfolio that now includes sites at Elveden, Longleat, Whinfell and Woburn forests, with a Scottish Borders village scheduled to open in 2029. The operator hosts around two million holidaymakers a year and remains popular on social media platforms such as TikTok.
The survey underscores a changing holiday landscape for UK travellers, with generational preferences and on-the-ground events abroad reshaping where Britons chose to spend their summer breaks. Travel firms, tour operators and destination marketers are likely to monitor such trends closely ahead of next year’s peak booking season.