Spain's Reign as Top Holiday Spot Challenged by North African Alternatives
For decades, Spain has dominated as the premier holiday destination for British tourists, with a staggering 17.8 million UK visitors recorded in 2024 alone, drawn by its sunny climes, coastal cuisine, and vibrant culture. However, according to Jet2 CEO Steve Heapy, this longstanding preference is undergoing a significant transformation. British holidaymakers are increasingly turning their attention to three alternative destinations that offer comparable sunshine at potentially lower costs, amid growing concerns about overtourism in traditional Spanish hotspots.
The Rise of Anti-Tourism Sentiment in European Hotspots
The shift in travel patterns comes against a backdrop of widespread protests across Southern Europe. Last summer, thousands of residents in Barcelona and Palma de Mallorca took to the streets to voice their opposition to mass tourism, part of the broader Southern Europe Against Touristification coalition. Similar demonstrations occurred in other popular locales like Lisbon, Venice, and Genoa, highlighting the negative impacts of overcrowding on local communities and infrastructure. This increasingly unwelcoming atmosphere has prompted UK travellers to explore new horizons, particularly across the Mediterranean.
Jet2's CEO Highlights Emerging Favourites
In a recent interview with Hosteltur, Steve Heapy outlined the changing landscape. 'North Africa is performing well, with Morocco, Tunisia, and Egypt standing out,' he noted. 'Greece is maintaining a good level, and Portugal is doing well. However, we observe that certain areas of Spain are not achieving the expected performance.' This statement underscores a strategic pivot in the travel industry, as operators like Jet2 respond to evolving consumer preferences and market dynamics.
Morocco: A Record-Breaking Destination with Hidden Gems
Morocco has surged in popularity, welcoming over a million British visitors in 2024, setting a new record. While cities like Marrakesh and Agadir remain well-trodden tourist centres, the country offers lesser-known treasures for those seeking authenticity. The Anti-Atlas mountain region, often overlooked even by seasoned travellers, presents a dramatic lunar-like landscape of red granite formations. Tafraoute, the main town in this area, provides a glimpse into traditional Berber life amidst stunning natural scenery. For budget-conscious travellers, direct return flights from London Stansted to Marrakesh can be found for as little as £30 in late February, with similar deals to Rabat available for £44.
Tunisia: Sun, Sand, and Rich Historical Tapestry
Tunisia is poised to be a major draw in 2026, boasting 776 miles of pristine beaches alongside a deep historical heritage. Beyond its coastal allure, the country features landmarks such as the Great Mosque of Kairouan and the Roman amphitheatre of El Jem. The island of Djerba, renowned for its white-sand beaches and azure waters, also offers a vibrant cultural scene, including the open-air art museum Djerbahood and a harmonious blend of Jewish and Islamic traditions. Flights from London Gatwick to Tunis can be secured for around £105 in April, making it an accessible option for spring getaways.
Egypt: Winter Sun and Ancient Wonders
For those chasing winter warmth, Egypt provides an ideal escape with average January temperatures of 22°C, rising to 29°C by March. The country enjoys more than 3,800 hours of sunshine annually, complemented by extensive Red Sea coastlines and coral reefs perfect for snorkelling. History enthusiasts can explore iconic sites like the Great Pyramid of Giza and the Grand Egyptian Museum, home to 50,000 ancient artefacts. Return flights from London Luton to Sharm El-Sheikh are available from £181 in March, offering a blend of relaxation and cultural immersion.
Implications for the Future of UK Travel
This trend towards North African destinations reflects broader shifts in the tourism sector, driven by factors such as affordability, overtourism pressures, and a desire for diverse experiences. As UK travellers continue to seek value and authenticity, destinations like Morocco, Tunisia, and Egypt are likely to gain further prominence, potentially reshaping holiday patterns for years to come. The insights from Jet2's leadership highlight the importance of adaptability in an industry constantly responding to global dynamics and consumer behaviour.
