Travelzoo’s Spring 2017 Travel Trends Survey has found customers are concerned about traditional western European resorts over security concerns.
In addition, many others are taking into concern the falling pound which Travelzoo believes could lead to tourists paying at least 10% more for their holiday in 2017, especially when the rising cost of oil is taken into account too.
Once combined, these factors are driving people to consider Central and Eastern Europe as a destination with 12% saying it is more appealing than Spain which scores 10%.
Joel Brandon-Bravo, managing director of Travelzoo in the UK, said: “Six months on from the Leave vote and it’s encouraging to see Britons considering Eastern Europe as a travel destination in 2017.
"As flight bans to Sharm el Sheikh and Tunisia continue, and uncertainty over the value of the pound remains, countries such as Croatia and Bulgaria – which operate outside of the Euro – offer better exchange rates and great value for money to British tourists.”
Although the research shows Croatia, Bulgaria and Poland to be the most popular Eastern European holiday destinations this year, 45% of Britons considering travelling there admit they would have never considered travelling to these countries before.
Brandon-Bravo added: “UK tourists who are now looking further east won’t be disappointed. If you take the Balkan Peninsula for example, the coastlines of Slovenia, Bosnia and Herzegovina, and Montenegro, are just a stone’s throw from the east coast of Italy.
"They boast the same warm weather and beautiful beaches, lakes and mountains, and present a wonderful opportunity for British people to explore new travel gems.
“The fact British holidaymakers are considering alternative, more affordable travel destinations this year is certainly positive news for the travel industry too – particularly after what has been a turbulent 18 months.
"Last year we were right about 2016 being the year of the US, so we’re confident this rise in popularity for Eastern Europe will come to fruition in 2017.”