From Borneo to Serbia – ABTA launches Destinations to Watch report for 2026

 

This weekend, and January as a whole, set for a surge in holiday bookings

 

With January traditionally one of the busiest months for people to book holidays, ABTA – The Travel Association has provided new inspiration for travellers with its annual ‘Destinations to Watch’ report.

 

The holiday bookings market is popular throughout January. With the coming weekend being the first after a full week back to work for most people, ABTA predicts travel agents and tour operators will see a surge in interest as people dream about their next relaxing break away from the world of work.

 

The new report features 10 destinations offering different types of holidays in different parts of the world and is designed to offer some fresh ideas to people looking for something more out of the ordinary. ABTA’s research shows that 48% of people say they are likely to visit a country this year which they haven’t been to before.

 

ABTA’s Director of Communications, Graeme Buck, said:

“With booking a holiday front of mind for so many people right now, our Destinations to Watch report aims to inspire and excite. With a focus on countries or areas that may not immediately spring to mind, offering alternatives to more well-known destinations, there should be something for everyone.

 

“Factored into our thinking is a range of holiday types in all parts of the world. We’ve also considered the growing demand for experiential travel – for example indulging in hobbies and activities while on holiday, and many of the destinations featured in the report reflect this trend.

 

“ABTA members’ expertise means they can help people explore and book their new dream destination.”

 

The 10 Destinations to Watch in alphabetical order are:

 

Borneo

This island is home to unspoilt rainforests, enormous cave systems and the iconic Mount Kinabalu and is an ideal destination for those seeking adventure and new experiences.

 

Colombia

Idyllic beaches, historic cities, rainforests and truly great coffee, Colombia was already firmly on the radar for UK travellers.

 

Egypt

A history dating back over 5,000 years is now showcased in the much-anticipated spectacular new Great Egyptian Museum in Giza on the outskirts of Cairo.

 

French Polynesia

Palm fringed beaches, dark blue lagoons – a vision of paradise increasingly popular with UK holidaymakers.

 

The German Baltic Coast

Pretty resorts, miles of sandy beaches cliffs and forests – welcome to the German Riviera. This lovely area is a holiday favourite for Germans but not so much known to outsiders.

 

Grenada

Grenada, where fertile soils produce fragrant spices, as well as lush rainforest for those seeking a new Caribbean experience.

 

The Islands in the Gulf of Naples

Just a short ferry ride from Naples and the Amalfi coast, these islands are a must-visit for new visitors and confirmed Italophiles.

 

La Rioja

La Rioja in northern Spain is home to the country’s most famous wine and a great recommendation for those wanting to savour a truly authentic Iberian experience.

 

Luxembourg

The delightful European duchy of Luxembourg packs a great deal within its borders, historic towns, fairytale castles and beautiful countryside.

 

Serbia

From its hip and buzzy capital to its spectacular national parks, Serbia is ripe for discovery by those seeking a lesser-known European destination.

 

The report can be downloaded at www.abta.com/DestinationsToWatch2026

Learn more about ABTA

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