British holidaymakers are reconsidering their traditional summer breaks in Europe following a year marked by heatwaves and crowds.

A survey by travel insurance provider Staysure has revealed that 88% of UK travellers are contemplating changes to their summer holiday destinations, with increased costs (32%), overtourism (23%) and extreme temperatures (22%) cited as the primary concerns.

Despite Southern European destinations such as Croatia, Greece, Italy, Spain and the South of France remaining popular with 38% of overseas travellers - primarily due to climate (68%), culture and food (55%), and scenery (48%) - the research suggests a shifting pattern in holiday preferences.

Domestic trips are proving popular as half of British holidaymakers now prefer to stay in the UK during summer months. This figure rises to nearly 60% in the South West of England, possibly due to proximity to beaches and milder temperatures – a case in point for the "coolcation" trend.

Environmental concerns are also influencing travel decisions, with 11% of respondents citing carbon footprint as a factor in their destination choice. This figure increases to 17% among the 35-44 age group.

Only 10% of British travellers visit northern European destinations such as Lithuania and Estonia, the research found. However, a quarter of Britons would consider travelling to destinations on the UK Foreign, Commonwealth & Development Office's (FCDO) "no travel" list, with half of these citing a desire to step outside their comfort zone.

The survey comes after a summer that saw multiple Mediterranean countries experiencing severe heatwaves in July, prompting broader discussions about sustainable tourism and travel patterns.

by Olivia Palamountain | GLOBETRENDER