Story perspectives

British Travelers Seek Authentic Experiences Amid Rising Costs

4/19/2026

Summary

Story summary

ABTA reports that more British travelers are seeking "authentic" holiday experiences abroad, with two in five planning to visit a new country in 2023.
The ongoing war in the Middle East and rising living costs influence these travel decisions.
Montenegro is becoming popular as a budget-friendly destination, while Lithuania, Estonia, and Finland attract tourists with unique offerings.
Despite Spain being the top choice, regions like Asturias and La Rioja are experiencing increased interest.

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Story summary

ABTA reports that more British travelers are seeking "authentic" holiday experiences abroad, with two in five planning to visit a new country in 2023.
The ongoing war in the Middle East and rising living costs influence these travel decisions.
Montenegro is becoming popular as a budget-friendly destination, while Lithuania, Estonia, and Finland attract tourists with unique offerings.
Despite Spain being the top choice, regions like Asturias and La Rioja are experiencing increased interest.