Around 64% of consumers will travel overseas this year, according to the association, meaning totals will equal 2019, which Abta described as “a bumper year for travel”.
Abta’s latest research suggests travel patterns are continuing to diverge from traditional peaks, prompted by consumers taking multiple trips but and their pursuit of value.
“It’s currently a value-driven market, so where they can, people are being flexible with when they travel to get the best price,” said Abta, adding destinations were actively encouraging this.
The association said the cost of living squeeze was an issue, but consumers were “looking to cut back on other purchases before they sacrifice their holiday”.
Citing data from its latest Holiday Habits report, almost half (47%) of those polled by Abta said they planned to visit a new destination, with 41% heading for a new country.
Meanwhile, consumers took an average of 3.4 trips in 2023 at home and abroad, with 58% planning a UK break this year – prompting Abta to include a domestic destination for the first time in its 2024 top 10.
Graeme Buck, Abta’s director of communications, said: “Destinations to Watch offers an array of inspiration for travel over the next 12 months.
"The reason we produce the report – with destinations identified by Abta travel experts – is to get people thinking and talking about their holidays for the coming year, as well as encouraging them to seek help from an Abta member travel expert to plan and book their trip.”
Here are Abta’s 10 to watch:
