Brits Ditch Familiar Holidays for Bold First-Time Adventures in 2026

When it comes to holidays, many of us face the same annual dilemma: return to a much-loved destination where everything feels reassuringly familiar, or take a leap into the unknown somewhere completely new. Familiar places offer comfort, confidence and cherished memories, while new destinations promise excitement, discovery and the thrill of firsts. Personally, I like to do a bit of both.  Now, it seems British travellers are increasingly leaning towards new places, as a growing appetite for novelty, adventure and self-discovery shapes the way we plan our future escapes.

A new survey of 2,000 Brits by TUI reveals that a whopping 37% plan to visit somewhere they’ve NEVER been before, signalling a clear break from safe, same-old holidays in favour of bucket-list adventures.

And topping the travel wish list is JAPAN, with 30% of Brits keen to explore everything from Tokyo’s neon streets to Kyoto’s temples.

Close behind is New York at 29%, proving the Big Apple’s pull is as strong as ever – whether it’s rooftop bars, Broadway shows or iconic skyline snaps. Although some are boycotting the US because of their current government.  New York is often seen as a bit apart, more European in its attitudes than other parts of the states, which may explain its popularity.

Luxury is also high on the agenda. Nearly a quarter of Brits (24%) are dreaming of the Maldives, lured by overwater villas and crystal-clear seas.

And Thailand continues to tempt 16% with its beaches and buzzing nightlife, while the same number are eyeing up the Greek Islands and adventure-filled Iceland.

Culture-packed destinations are making a comeback too. Egypt features on 14% of Brits’ 2026 hit list, with its ancient wonders and Nile cruises proving timeless.

Meanwhile, 12% are planning trips to Africa, reflecting growing demand for safari experiences and once-in-a-lifetime wildlife encounters.

This lust for travel could be a result of the fact almost SIX in ten Britons (57%) feel stuck in a rut, with 49% would like to reclaim their sense of adventure in 2026, while half (50%) feel like this year should be about spontaneity and self-discovery, swapping ‘someday’ for ‘why not?’.

TUI has teamed up with neurology doctor and neuroscientist Dr Faye Begeti, who says the findings have powerful implications for brain health.

“These findings tap into people’s instinct for going place for the first time’ which echo something neuroscience has long understood – doing something for the first time is incredibly powerful for the brain. The routines of everyday life can leave us stuck in autopilot mode: same commute, same decisions, same neural pathways firing. It’s efficient, but it’s not stimulating because we’re relying on the same circuits over and over again.

“The brain doesn’t thrive on repetition; it thrives on novelty and challenge.

“Challenging ourselves to do something unfamiliar – such as taking a bold adventure – strengthens our neural connections and helps build cognitive reserve which supports long-term brain health.”

TUI, who commissioned the research, are encouraging the nation to bite the bullet and embrace ‘intentional firsts’ in 2026. More than just new experiences, these purposeful choices are a conscious pursuit of joy – a deliberate shift toward optimism in challenging times. In fact, the leading travel brand is predicting a year of ‘never done this before’ holiday firsts where we pack our bags for something completely new.

Neil Swanson, Managing Director at TUI UK&I comments, “This research shows almost six in ten Brits feel stuck in rut, but there is a clear shift at play as people get ready to reclaim their sense of adventure and find an antidote to uncertainty through exciting new experiences.  We can forecast some interesting holiday choices ahead.  From a surge in hobby and skill-based holidays, to milestone getaways to mark significant life events from divorces to empty nesting, to embracing bucket list dreams our ‘firsts forecasts’ shows an appetite to chase first-time travel experiences like never before.

 

BRITS 2026 TRAVEL BUCKET LIST

 

1. Japan                 30%
2. New York         29%
3. Maldives           24%
4. Thailand            16%
5. Greek Islands  16%
6. Iceland              16%
7. Egypt                 14%
8. Africa                12%
9. Croatia              10%
10. Mauritius          9%
11. Lapland             8%
12. Sri Lanka           6%
13. Kenya                6%
14. India                  6%