Brits' 2026 Holiday Hotspots Revealed: Transylvania to Baku Top Unusual List

British holidaymakers are turning their backs on traditional sun-and-sea resorts and setting their sights on a collection of surprising and lesser-known destinations for 2026, according to new research. A survey commissioned by TopCashback has identified a top 30 list of unexpected hotspots, with the Italian island of Sardinia taking the number one spot, followed by Portugal’s Madeira and Scotland’s Outer Hebrides.

The Rise of the Unusual Getaway

The poll of 2,000 people reveals a significant shift in travel appetites. More than four in 10 (43%) respondents stated they expect to visit a place in the coming year that would not normally spring to mind as a holiday destination. This trend is particularly pronounced among younger travellers, with a striking 67% of Gen Z (those born between 1997 and 2012) actively seeking out off-the-beaten-track locations.

While cost is a factor for some, with 24% citing it as inspiration for exploring lesser-known spots, the driving force appears to be the pursuit of richer experiences. Forty-four percent believe a less familiar location will create more memorable moments, and 38% think it will feel more like a genuine adventure than a standard break.

Gothic Charm and Arctic Adventures Make the Cut

The list is a eclectic mix of culture, nature, and intrigue. In a notable 15th place is Transylvania in Romania, a region globally famous as the home of Count Dracula but also boasting links to King Charles, who owns a retreat there. The capital of Azerbaijan, Baku, also secures a place in the top 30.

Other standout destinations include Rovaniemi in Finland, Panama City, and Nuuk, the capital of Greenland—a destination that may have gained attention following past political discussions about its status. The top 10 further features Lapland in Finland, typically a winter destination, and the Maltese island of Gozo.

Adam Bullock, UK director at TopCashback, commented on the findings: “Value is clearly important when booking a holiday, but it’s not always about finding the cheapest trip. For many people, value is about the joy and memories they get back from it - the kind of getaway that feels exciting and genuinely worth talking about when they return.”

Seeking Value Beyond Price

The research underscores a nuanced approach to holiday spending. Although half of those surveyed said overall price is a priority when booking, a significant 80% defined the value of a holiday as encompassing much more than just cost. They emphasised the experience, culture, and rewarding feeling derived from the trip.

This suggests Brits are increasingly calculated in their travel planning, seeking destinations that offer a strong return on investment in terms of unique stories and personal enrichment, rather than simply the lowest price tag.

The full list of 30 travel hotspots for 2026, as identified by the survey, is: