Saturday, August 2, 2025
UK holidaymakers are increasingly shifting their focus towards authentic travel experiences, moving away from traditional tourist hotspots in favor of immersing themselves in local culture. This trend is driven by a desire for more meaningful and unique holidays, as travellers seek to engage with destinations on a deeper level. By choosing smaller towns, local markets, and experiences recommended by residents, they aim to avoid crowded tourist attractions and explore the true essence of the places they visit. This shift reflects a growing preference for supporting local economies and enjoying a richer, more personal connection with the destination, rather than just checking off iconic landmarks.
UK holidaymakers are increasingly moving away from conventional tourism, seeking more “authentic” experiences that go beyond the usual tourist spots. Research indicates that over 75% of British travellers now aspire to “live like a local” when abroad, as the focus shifts from sightseeing to deeper, more personal connections with the destinations they visit.
A significant way travellers are embracing this local lifestyle is by seeking recommendations from residents on where to eat. Instead of following the typical guidebook suggestions, many are opting for restaurants and cafes suggested by locals, looking for the best and most authentic dining experiences. The research also points to a shift in shopping habits, as holidaymakers increasingly prefer local markets and grocery stores to big international chains, allowing them to experience local culture through food and products that aren’t found in touristy shops.
Additionally, many are choosing to explore destinations on foot or by bike rather than using public transport. These modes of travel allow them to explore at their own pace, discover hidden spots, and enjoy a more eco-friendly and personal way of navigating their surroundings. Cycling or walking lets tourists avoid the usual tourist buses and trains, giving them a chance to interact with the environment and the people in a way that traditional transport doesn’t allow.
A significant portion of UK holidaymakers, nearly 50%, are opting to visit smaller towns, villages, and local neighbourhoods instead of the usual crowded hotspots. These places offer a more relaxed atmosphere, where travellers can explore authentic markets, artisanal goods, and local produce, far from the usual tourist crowds. The appeal of these areas lies not only in their tranquillity but in the chance to experience life as a local does.
The rise of tools like the Road Trip Planner aims to help travellers uncover these hidden treasures and navigate the often overlooked paths that offer more genuine experiences. By guiding travellers off the beaten path, such services allow them to better connect with the destination’s culture, people, and daily life.
Adopting a local approach to travel doesn’t just make the holiday more memorable—it fosters a deeper, more meaningful connection to the place. Travellers find it more enjoyable and rewarding to experience a destination through the eyes of its residents. For example, 35% of travellers say living like a local helps them discover the best food and drink spots, while 33% appreciate the opportunity to support the local economy. It’s not just about enjoying the sights; it’s about creating authentic memories while contributing to the community.
The desire to “live like a local” has grown significantly in recent years, with over 40% of holidaymakers saying they are more likely to seek out these experiences compared to five years ago. Social media plays a key role in this shift, as platforms like Instagram and YouTube have made it easier to discover less well-known, hidden gems. The influence of social media enables travellers to connect with others who share their experiences, helping them discover lesser-known spots that might not be listed in traditional travel guides.
Exploring beyond typical tourist destinations has also had a profound effect on travellers’ perceptions. Two-thirds of those surveyed were struck by how different a place felt when they left the tourist hotspots, enhancing the overall holiday experience. To further enhance this local immersion, a quarter of travellers now select accommodation that mirrors what a local might choose, such as staying in a charming bed and breakfast or a rental apartment, rather than a large, impersonal hotel. This helps them feel more like a part of the community, fostering a sense of belonging.
However, there are still barriers that prevent many tourists from fully embracing the local lifestyle. Language barriers remain one of the biggest challenges, with travellers often feeling hesitant or unsure about how to communicate with locals. Additionally, many feel unsure about how to begin their search for authentic experiences or lack the confidence to venture off the beaten track. Despite these obstacles, a growing number of tourists are determined to embrace the more authentic aspects of travel, regardless of the difficulties.
Food exploration is one of the primary motivations for travellers, with many eager to sample local dishes and flavours. However, 36% of respondents said that relaxation and tranquillity were just as important to them, suggesting that they seek moments of peace amid the excitement of travel. To achieve this, 27% of holidaymakers opt to rent a car, which gives them the flexibility to explore at their own pace and discover places that may not be easily accessible through other means of transport. Car rentals offer a greater sense of independence and allow travellers to stumble upon unexpected gems, helping them to fully immerse themselves in the local experience.
UK holidaymakers are shifting away from traditional tourist hotspots, prioritizing authentic experiences that immerse them in local culture and offer deeper, more meaningful connections with their destinations. This change reflects a growing desire for unique, personal travel experiences over crowded, commercialized attractions.
The growing trend towards “living like a local” shows that travellers’ priorities are shifting. Instead of just ticking off famous landmarks, they are seeking deeper connections with the places they visit, with a focus on local culture, food, and authentic experiences. This approach not only enriches the holiday experience but also helps foster a stronger bond between tourists and the destinations they visit, making travel a truly transformative experience.
