I get asked constantly which are the best holiday destinations to book right now, and honestly, my answer changes depending on who’s asking. A family with young kids needs something very different from a couple chasing a bucket-list trip, and someone booking their first long-haul holiday needs different advice again.
So instead of one generic list, I’ve grouped my favourites into the categories I actually get asked about most, with the honest tips I’d give a friend rather than the polished version. We sell vibes, not holidays, at Vibes Group UK, and every destination below earns its place because of how it feels to be there, not just what’s on the itinerary.
Best Family Holiday Destinations
Algarve is where I send most families who ask me for a safe first-timer. The beaches shelve gently, the seafood is brilliant even for fussy kids, and the flight is short enough that nobody’s melting down by the time you land.
Top tip: base yourself around Vilamoura if you want pools, kids’ clubs, and restaurants all walkable from your hotel.
Lapland deserves its spot here too, and I don’t say that lightly. I’ve had clients come back properly emotional about it, husky rides, meeting Santa, snow up to their knees, the whole thing. It’s not a cheap trip, and it’s genuinely a once-in-a-childhood experience rather than something you’ll repeat every year, but for a one-off family memory it’s hard to beat.
Top tip: layer up in thermals rather than one big coat, you’ll be in and out of warm buildings all day, and thermals let you regulate far better.
Orlando remains a brilliant option if you’re after something further afield with the family. The trick with Orlando is pacing, I always tell clients not to try to “do” every park in one trip. Pick two, do them properly, and build in pool days between.
Top tip: visit in January or late September to avoid both the worst of the summer heat and the longest queues.
The Canary Islands are worth a mention here too, particularly for families travelling outside the summer school holidays. Mild winters mean you can get a genuine sun-guarantee holiday in February half term, which is increasingly rare.
Top tip: travel during February half term or outside peak summer for reliable sunshine without the usual summer crowds and prices.
Best European Destinations
Spain never drops off this list, and for good reason, you can do a beach resort, a city break, or a road trip through Andalusia all under the same flag. I still think the Costa Blanca is underrated compared to the Costa del Sol; quieter, cheaper, just as sunny, and closer to some genuinely stunning inland towns like Guadalest.
Top tip: look beyond the famous resorts, destinations like the Costa Blanca offer great weather, better value, and charming inland towns to explore.
Amalfi Coast is one I recommend when someone tells me they want to feel spoiled. Positano photographs beautifully, but I always steer clients toward Praiano or Vietri sul Mare nearby for better value with the same views and a fraction of the crowds.
Top tip: visit in May – August bring coach parties and eye-watering prices, and honestly the heat can be a lot too.
Greece rounds out my European top three. Crete for families, the Cyclades for couples, Corfu if you want a bit of both. I could talk about Greek islands all day, but if you’re choosing just one for a first visit, Naxos gets my vote, beautiful beaches, proper Greek villages, and none of the cruise-ship crowds you get on Santorini.
Top tip: choose your island based on your travel style, Crete for families, Cyclades for couples, and Naxos for beautiful beaches without Santorini-level crowds.
Croatia deserves a spot here too, and it’s one I think is still growing rather than having peaked. Dubrovnik gets the attention, but Split and the Plitvice Lakes National Park are, in my opinion, more interesting and considerably less crowded.
Top tip: look beyond Dubrovnik and explore places like Split and Plitvice Lakes National Park for fewer crowds and unique experiences.
Best Long-Haul and Bucket-List Destinations
Sri Lanka is genuinely one of my favourite countries I’ve ever sent someone to. Leopards, elephants, ancient rock fortresses, tea plantations, and beaches, all in a country roughly the size of Ireland. It rarely gets the attention it deserves next to Thailand, and I think that’s exactly why it’s worth going now, before it does.
Top tip: combine the hill country (Ella, Nuwara Eliya) with the coast, the temperature change alone makes the trip feel like two holidays in one.
Japan is the destination everyone’s suddenly asking about, and I understand why. Tokyo’s energy, Kyoto’s temples, and a rail system that makes multi-city trips genuinely easy without needing to hire a car. The exchange rate has made it feel far more affordable than people expect, which has driven a real surge in bookings over the past year.
Top tip: buy your rail pass before you fly, it has to be purchased outside the country, and it’s excellent value if you’re covering more than one city.
The Maldives still tops the wish list for honeymooners and anniversary trips. Overwater bungalows, obviously, but don’t discount the more affordable guesthouse islands if budget’s tighter, the water looks identical either way, and you’ll still get that turquoise-lagoon photo everyone wants.
Top tip: consider local island stays for a more affordable way to enjoy the same incredible turquoise waters and beaches.
Thailand remains one of the most consistently booked long-haul destinations, and for good reason, the combination of beaches, culture, and value is genuinely hard to beat. I’d just say: don’t cram Bangkok, the islands, and the north into one two-week trip. Pick a region and do it properly.
Top tip: Avoid trying to cover the whole country in one trip, choose a region and explore it properly for a more rewarding experience.
Best Cruise Destinations
I can’t write a destination list without mentioning cruising, because it’s quietly become one of the most popular ways to see multiple places without repacking every few days. If you’re new to cruising, I’d start with a shorter Mediterranean route, Barcelona, Rome, and Santorini in one trip is a brilliant introduction to whether the format suits you. If you’re planning a romantic sailing, our guide to the best luxury cruise lines for couples can help you choose the right cruise experience before you book.
Top tip: book a balcony cabin if it’s your first cruise. The extra space and view make a genuine difference to how the week feels, especially on longer sailings.
For something a little different, Caribbean sailings out of Florida are worth considering if you’re combining a cruise with a longer US trip, since you get the theme-park option beforehand and island-hopping afterward.
What Makes These Destinations So Popular Right Now
A few things I’ve noticed shape what’s trending year to year, based on what clients actually ask for rather than what I’d assume:
- Direct flights matter more than ever. Destinations with direct UK routes consistently outperform ones needing a connection, even when the connecting option is cheaper.
- Value for money is driving bookings, especially to places like Japan and Sri Lanka where the exchange rate currently favours the pound.
- Experience-led trips are winning over traditional lie-by-the-pool holidays, clients want walking tours, cooking classes, wildlife encounters, not just sunbeds.
- Word of mouth and social media genuinely move the needle. I’ve watched destinations go from quiet to fully booked within a season once they start trending on platforms like Instagram or TikTok.
- Shoulder-season travel is becoming far more popular as people realise they can get the same weather for less money and fewer crowds just a few weeks either side of peak season.
How I’d Help You Choose
If you’re stuck between options, I always ask the same three questions before I make a recommendation:
- Who’s coming? Family, couple, solo, or group, this changes everything about pace and location, and it’s the question people most often haven’t actually thought through before they call.
- How long can you fly? Be honest about this, especially with young kids or limited holiday days. A “we’ll manage” long-haul flight with a toddler rarely goes the way people hope.
- What do you actually want to do there? Beach and nothing else, or somewhere you’ll want to explore? There’s no wrong answer, but it completely changes which destination suits you.
Before booking anything long-haul or somewhere less familiar, I always check the latest UK foreign travel advice for entry requirements and any current guidance, it takes two minutes and saves a lot of stress later, particularly for destinations where visa or health requirements change more often than people expect.
Common Mistakes I See Travellers Make
- Booking on photos alone – I’ve had travellers shocked by a two-hour transfer nobody mentioned, or a resort that looked beachfront but was a 20-minute walk away.
- Skipping shoulder season – you’ll pay less and deal with fewer crowds travelling just outside peak weeks, often for barely any drop in weather quality.
- Underestimating flight time with toddlers – short-haul really is worth prioritising for under-fives, however tempting the long-haul deal looks.
- Not checking visa requirements early – some of the most popular long-haul spots need advance paperwork, and leaving it too late can genuinely derail a trip.
- Overpacking the itinerary – trying to see three countries in one week almost always means seeing none of them properly.
The Takeaway
Every year I get asked to name “the” best destination, and every year my honest answer is the same: it depends who’s travelling. What I can say is that the destinations above keep earning their place on my recommendations list for real reasons, value, ease of travel, and the kind of experience that makes people come home talking about it. At Vibes Group UK, we believe every holiday should be built around the moments, memories, and experiences that matter most to each traveller. Wherever you land on this list, that’s the vibe we’re chasing.
FAQs about Most Popular Holiday Destinations
How far in advance should I book a popular destination like Japan or the Maldives?
For places with strong seasonal demand, cherry blossom season in Japan, honeymoon season in the Maldives, I’d book 8-10 months ahead. You’ll get better cabin or room choice and often a meaningfully better price before availability tightens up.
Do I need travel insurance that covers specific activities, like husky rides in Lapland or diving in Sri Lanka?
Standard travel insurance doesn’t always cover adventure activities as standard, so it’s worth checking the policy wording before you book anything like husky sledding, diving, or hiking excursions, a quick call to your provider avoids nasty surprises later.
Is it cheaper to book flights and hotels separately, or as a package, for these destinations?
For long-haul and multi-stop trips like Sri Lanka or Japan, packages usually work out better value once you factor in transfers and local knowledge. For simpler beach destinations like the Algarve or Costa Blanca, independent booking can sometimes save you money if you’re flexible on dates.
What’s the best time of year to visit the Amalfi Coast or Greek islands to avoid crowds?
Late May to mid-June and September are the sweet spots, the weather’s still warm, the sea’s swimmable, and you avoid the peak-July crush and prices without sacrificing much sunshine.
Do popular destinations lose their appeal once they become overcrowded?
Not necessarily, but it does change the experience, places like Santorini get busy enough in peak season that I often suggest basing yourself in a quieter village nearby and day-tripping into the popular spots, so you get the best of both.
