Eastern Europe Dominates British City Break Preferences for 2025
While France, Spain, and Greece have long been the classic European summer holiday destinations for British travellers, a significant shift is underway. As many popular Western European spots become increasingly overcrowded with tourists, UK holidaymakers are actively seeking out alternative locations. The emerging favourites are the hidden gems of Eastern Europe, according to new data from budget airline Wizz Air.
Poland Reigns Supreme for Fifth Consecutive Year
Wizz Air's comprehensive flight booking analysis for 2025 reveals a clear trend: Eastern European destinations now dominate the top three most popular city breaks for UK passengers. Poland maintains its position as the number one choice for the fifth year running, accounting for over twenty percent of all city break bookings made with the airline.
This sustained popularity underscores a broader movement among British travellers towards cheaper, lesser-known destinations that offer rich cultural experiences without the premium price tag. The data shows Poland is followed closely by Romania in second place and Hungary in third, with Albania climbing the rankings to secure fourth position in 2025.
Affordable Polish Gems: Warsaw, Krakow, and Gdansk
Polish cities like Warsaw, Krakow, and Gdansk provide an enticing combination of historic architecture, vibrant nightlife, and deep cultural heritage. Crucially, they remain among the most affordable destinations on the continent. For example, the average cost of a pint in Krakow is just £3.73.
With flight times averaging around two hours from the UK, Poland is an ideal destination for couples, friends, solo travellers, and families alike. While Krakow and Warsaw are well-established favourites, Gdansk is experiencing rapid growth in popularity, attracting 4.5 million visitors in 2024 alone.
Beyond the major cities, Poland offers alternative destinations like Zakopane, often called the 'Alps of Poland'. This snowy mountain retreat transforms into a perfect summer getaway, featuring emerald lakes, wooden chalets, purple wildflower meadows, bustling markets, cosy beer halls, and thermal baths. Travellers can explore this unspoiled region from May to September, with budget flights available from easyJet and Ryanair starting from just £18.
Romania's Historic Charm and Legendary Castles
Securing second place, Romania captivates visitors with cities like Bucharest and Sibiu, which boast stunning, walkable old towns, rich cultural offerings, and delicious cuisine—all at remarkably affordable prices. Visitors to Brasov can explore the legendary Dracula's Castle, officially known as Bran Castle, while immersing themselves in the surrounding Transylvanian countryside.
This historic site is gaining popularity among history enthusiasts, literary fans, and travellers seeking unique experiences. One Tripadvisor reviewer noted the castle's eerie appeal, describing it as 'very interesting, beautiful and scary', while another praised its picturesque and well-maintained appearance.
Bucharest, nicknamed 'Little Paris', offers a compelling mix of communist-era architecture, medieval charm, and vibrant nightlife. With Ryanair flights available from £40, the city has witnessed a significant tourism boom in 2025, recording nearly 954,000 arrivals and 1.93 million overnight stays in the first half of the year.
Hungary's Diverse Experiences and Thermal Spas
Hungary, ranked third, provides city breakers with a diverse range of attractions. In Budapest, travellers can indulge in thermal spa culture, explore atmospheric ruin bars, admire the fairy-tale architecture of Buda Castle, and enjoy scenic cruises along the Danube River.
Visitors frequently praise Buda Castle on Tripadvisor, with one noting its 'breathtaking views' over the city and the Danube, while another highlighted its spectacular renovation following near-total destruction during World War II. Beyond the capital, Lake Balaton is described by tourists as 'a must to visit' and 'a hidden gem', offering quieter, less crowded spots for swimming and relaxation.
Historic cities such as Pécs and Esztergom are also gaining traction among British travellers seeking authentic Hungarian experiences.
Albania's Rapid Ascent and Coastal Appeal
Albania has moved up to fourth place in Wizz Air's 2025 rankings, rising from fifth in 2024. Cities like Tirana offer a compelling blend of history, impressive architecture, café-lined streets, and high-quality dining—all at exceptional value. For those looking to extend their trip, the Albanian Riviera has been dubbed 'the Maldives of Europe' due to its white sandy beaches, turquoise waters, and accessible islands.
This makes Albania a fantastic luxury alternative for Brits seeking premium experiences without the corresponding price tag. Wizz Air's new route from London Gatwick to Tirana, with flights starting from just £30, has made the destination even more accessible. Popular spots like Livadi beach offer calm shores free from the mass tourist crowds found in Spanish resorts, with one reviewer praising its quiet atmosphere and excellent local taverns.
Industry Insights on the Shifting Travel Landscape
Yvonne Moynihan, managing director at Wizz Air UK, commented on the trend: 'City breaks have become an essential part of the British travel calendar, and we're seeing a clear trend in where travellers are choosing to go. Poland's continued popularity shows that UK holidaymakers are prioritising destinations that offer culture, character and excellent value for money.'
She added: 'Eastern Europe continues to outperform traditional city break favourites, with customers seeking vibrant, lesser-known destinations that deliver incredible experiences at an affordable price.' This data confirms a significant shift in British travel habits, as Eastern Europe solidifies its position as the region of choice for budget-conscious, experience-seeking UK tourists.
