Albania, Zambia and Shropshire named as 'destinations to watch' this year

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”.