Last Updated on July 4, 2025
As the peak summer travel season gets underway, it’s fascinating to see where wanderlusters are headed.
Though my family and I love visiting Europe, yes, even in the summer, it’s great to know the destinations on the continent that draw other travelers.
GuruWalk, a leading global platform for free and fixed-priced walking tours, operating in over 800 destinations across 120 countries, has gathered data from its site revealing that Europe clearly stands out as the global leader in travel preferences, with Italy, Spain and the United Kingdom topping the list of most popular destinations.
Italy: A Cultural and Gastronomic Experience
Italy firmly consolidates its position as the number one global tourist destination as travellers from Canada, the United States, Australia, France, and Germany overwhelmingly chose Italian cities such as Rome, Florence, and Venice, reaffirming the country’s cultural and gastronomic strength.
Interest in free walking tours focused on classical history, Renaissance art, and culinary routes increases significantly in the summer.
Spain: A Magnet for Latin American and European Tourism
Spain maintains its appeal, particularly among Latin American travellers and domestic tourists, with Madrid, Barcelona, and Seville standing out as major points of attraction. Notable growth has been observed in cities such as Valencia, Málaga, Bilbao, and Toledo – less internationally known destinations that are increasingly appreciated by those seeking authentic experiences beyond traditional tourist circuits.
Belén Casanova, Head of Supply at GuruWalk said, “Spain continues to be a global benchmark in cultural and gastronomic tourism, and interest is growing in cities that are less internationally famous but equally rich in authentic experiences.” Casanova adds, “Spain’s regional diversity allows us to offer unique and differentiated proposals that attract more and more international travellers.”
United Kingdom: Strong Growth Driven by Global Tourists
The United Kingdom remains one of the preferred destinations, especially London – an iconic city offering a rich cultural and tourist landscape. Travellers from India, the United States, and Australia are particularly prominent in the British market, drawn by the unique combination of history, modern culture, and summer events such as music festivals and international exhibitions. Edinburgh, Liverpool, and Glasgow also rank highly among booking preferences.
Casanova says, “The UK offers a unique blend of tradition and innovation, which global travellers greatly value – especially in summer, when cities like London and Edinburgh showcase their full cultural potential in excellent weather.”
The top 10 most booked cities in the UK this summer are:
- London
- Edinburgh
- Liverpool
- Glasgow
- Belfast
- Bath
- Manchester
- Cambridge
- York
- Stirling
Where are UK Travelers Going?
Travellers from the UK who are planning trips abroad this summer are primarily heading to Italy (which accounts for 12% of British bookings), followed by Spain (9.5%). In third place is domestic tourism, with 8% of UK-based GuruWalk users choosing to stay within the country and enjoy cities with rich cultural and tourist offerings.
Next in line are Germany (4.3%), France (4.2%) and Portugal (4%) as international preferences among British travellers.
As for individual cities, London stands out as the most booked destination among Britons, accounting for 4.5% of all UK-origin reservations. It is followed by two other European capitals: Budapest (3% of bookings) and Amsterdam (2.75%), both popular for their urban and cultural appeal.
In fifth place is Rome (2.5%), followed by Dubrovnik (2.4%), an ideal destination for enjoying history, food, and culture by the sea.
Outside of Europe, the most in-demand destination this summer for UK travellers is New York, where 1% of British users have already planned their summer getaway. Marrakech in Morocco and Tokyo in Japan also show a notable increase in bookings, although they each represent less than 1% of total British summer reservations.
Emerging Destinations and Travel Surprises
GuruWalk also revealed some surprises in its trend data. Uzbekistan, for instance, has become an unusual yet popular destination for Belgian tourists, while Japanese travellers are showing increasing interest in Croatia, revealing an expanding openness towards alternative travel destinations.
Wherever you choose to travel this summer, remember to also pack a positive attitude, patience if you’re heading to a more popular tourist destination, and a respect for the differences in culture you’ll encounter.
That being said, happy travels!
