British Tourism 2025 | All-inclusives boom, last-minute bookings a trend

The return of family holidays, the rise of last-minute bookings, and the explosion of all-inclusive packages are among the key trends reported by the Advantage Travel Partnership at its annual conference in Malta this week.

Despite a sluggish start to 2025, particularly in January, overall sales figures are up on last year, with cruises and long-haul destinations seeing a boost. Consumers are placing an emphasis on value over price, with shopping favoured by thoughtful offers and budget packages. At the same time, global tourism demand is now also being shaped by cultural interests, natural phenomena, and influences from film and television.

Gradual recovery focused on value and offers

According to Advantage’s commercial director, John Sullivan, bookings and revenue for 2025 appear to be on the upswing, despite a slow start to the year. Bookings were led by couples, with family holidays lagging behind initially but picking up significantly in recent weeks, particularly following targeted discounts and price adjustments.

Consumer emphasis on “good value for money” has benefited destinations such as Egypt, Morocco, Cape Verde, and Tunisia. 38% of weekly bookings are for departures within the next 12 weeks, with this month consistently seeing the highest volume of bookings.

Impressive growth in cruises and long-haul destinations

Cruise sales are up 16% year-on-year, with particular momentum in long-haul destinations and luxury small-ship cruises in Asia, Australasia, and North America. Long-haul vacations are up 15% in revenue, with the Caribbean, the United Arab Emirates, and Australia leading the way. Sales to the US remain stable, boosted by the upcoming opening of Universal’s Epic Universe in Florida (May 22).

All-inclusive: From beach resorts to themed experiences

2025 marks the 75th anniversary of all-inclusive vacations, with Advantage highlighting the significant evolution of the model. New premium chains such as Sani Ikos and Rixos are changing the game, sparking a backlash from traditional brands such as Hyatt. Since 2018, all-inclusive bookings have doubled every 3-4 years and now account for 30% of all bookings.

The all-inclusive model is no longer limited to beaches, but also includes cruises, safaris, ski, and eco-resorts. Spain and Greece are strengthening their offerings in this area, while Turkey and Egypt continue to offer excellent value due to their extensive amenities.

Is the US losing its reputation as a “good value” destination?

While the US continues to see strong demand, Advantage notes that rising prices, the depreciation of the pound, and new charges (such as staff pension contributions and an increase in gratuity) are undermining the image of a “good value” destination. New York, Orlando, and Las Vegas remain top destinations, while Nashville is seeing growth, possibly driven by its music scene and festivals. Miami, Seattle, and New Orleans are benefiting from the rise of cruises and cultural tourism.

New trends: night tourism, culture, and... television

The advantage is seeing growing interest in less popular but affordable destinations such as Montenegro, Slovenia, and Albania – the so-called “destination dupes”. Meanwhile, destinations such as Madagascar and Colombia are attracting new markets.

“Night tourism” or noctourism is on the rise, with activities such as stargazing, watching the Northern Lights, and visiting museums and galleries at night. Additionally, 66% of travelers say they are influenced by movies and TV shows, according to Expedia. Gen Z shows a preference for culturally-rich travel – museums, festivals, and historical sites are now criteria for choosing a destination.

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