Albania, Aruba, Zambia... and Shropshire are among 10 destinations Abta has picked out as ones to watch in 2024 – a year in which it predicts almost two-thirds of Britons will go abroad and travel volumes will return to 2019 levels.
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:
Abta rates Albania as “one of Europe’s best kept secrets” and says its capital, Tirana (pictured), is “a cosmopolitan, buzzy city with some highly original and interesting museums”. It praises the Roman remains at Durres, the country’s second city, and towns along the Albanian Riviera “with clear waters and incredibly reasonable prices”. It names Kroreza as having a “stand-out” beach and recommends Albania’s unspoilt national parks.
Aruba, Bonaire and Curacao, which form the Dutch Antilles off the coast of Venezuela, have soared in UK popularity with the launch of direct Tui flights in winter 2023 and those from British Airways last summer. Abta said the islands offer idyllic beaches and beautifully restored buildings. The islands’ cuisine is also an appeal, marrying Caribbean style with quirky dishes like Keshi Yena, a dish of varied ingredients cooked in the hollowed-out rind of an Edam cheese.
Abta predicts this perennial Greek favourite will continue to attract UK visitors with its large landmass and range of accommodation, saying: “Those looking for glamour and five-star luxury should head to the resorts of Agios Nikolaos and Elounda.” It adds: “Beach lovers are in for a treat, as the island has some of the best in the Mediterranean with some of the standouts being Balos Lagoon, Falassarna and Elafonisi.”
Abta rates this Spanish region, north of Seville, as “a largely undiscovered gem”. It suggests starting in the capital Merida, where extensive Roman remains “rival any found in Italy”. It also recommends Caceres, with a medieval centre (pictured) that has survived largely intact from the 1500s behind its defensive walls, followed by Trujillo, another historic town. Rural areas are recommended for bird watching, particularly the Monfrague National Park. Abta adds: “The Jerte valley is an undoubted high point in Extremadura, particularly in the spring when its multitude of cherry trees are in bloom.”
Abta rates this eastern region of Germany as one of the country’s most beautiful. It includes the cities of Dresden and Leipzig, the latter now with a thriving street art scene and which Abta says “has begun to rival Berlin as a happening destination”. Saxony is also known for its castles, including Kreibstein and Schloss Moritzburg (pictured). Abta says the Saxon Switzerland National Park “is regarded as perhaps the most beautiful in the country”, including the iconic Bastei Bridge.
Abta describes Shropshire as “a rural gem”, but also the birthplace of the industrial revolution. Attractions include Ironbridge Gorge and Ludlow, regarded as “a foodie paradise”. The Shropshire Hills are a designated Area of Outstanding Natural Beauty, with The Wrekin (pictured) near Telford a highlight.
The Austrian Tyrol is famous for its ski resorts, but Abta believes equal recognition should be given to the area as a summer destination, including visits to Innsbruck and Kitzbuhel. An extensive rail network means there’s no need for hire cars, while ski lifts transport passengers “into a magical world of idyllic meadows and delightful hamlets, set against a backdrop of dramatic mountain vistas”. Across the Italian border, the Sud Tyrol is home to the Dolomite mountains. The capital Bolzano’s most famous resident Otzi, an ancestor from over 5,000 years ago whose body was recovered from a glacier, now resides in the town’s archaeological museum.
Abta describes Zambia as “nature at its finest” with 20 national parks and almost a third of the country set aside for wildlife, including the Big Five (lion, leopard, buffalo, rhino and elephant). Victoria Falls (pictured) is a must-see, while the Zambezi River offers “some of the most spectacular white-water rafting in the world”. Abta says the capital Lusaka “is a proud showcase for the country’s increasing prosperity”.