Australia has been revealed as the top winter holiday destination for Brits this season after Taboola analysed readership trends across its extensive network of UK media publishers.
The data shows that Australia was the most-read-about winter holiday destination, almost twice as popular as South Africa, despite being double the distance from the UK.
Australia notched up a staggering 3.9 million page views in the UK market over the past 45 days, while views of articles related to Sydney also increased by 35 per cent.
Taboola data also showed Tokyo was a destination with increasing popularity as a must-do holiday destination, with article views increasing by 127 per cent over the past six weeks.
According to Taboola’s readership data from the last 45 days, the top 10 warm-weather winter holiday destinations for Brits this year are:
- Australia – 3.9 million
- The Caribbean – 2.4 million
- South Africa – 2.1 million
- Egypt – 1.8 million
- Mexico – 1.7 million
- Dubai – 1.2 million
- Thailand – 850,000
- Miami – 800,000
- Tenerife – 594,000
- Morocco – 386,000
The data also showed views of articles related to UK tourism also increased in popularity in recent weeks, growing by whopping 250 per cent.
The views are likely driven by the global cost-of-living affecting many households, with people tightening their holiday budgets and doubling down on local stays. According to Taboola insights, UK news articles around budgeting, money saving and the cost-of-living crisis were viewed 9.3 million times in the past 45 days.
Taboola communications lead, Dave Struzzi, said: “Readership data provides a unique insight into Brits’ likely travel plans this winter and tells two very different tales.
“On one hand, interest in warm weather destinations like Australia, The Caribbean, and South Africa are spiking, highlighting strong demand for long haul trips this winter. Simultaneously, readership of articles around staycations, Christmas markets and traditional European winter destinations such as Germany are also on the rise, suggesting many Brits will stay closer to home.”
Taboola readership data provides unique insights into a range of topics, including travel plans, providing critical trends for industries, brands and marketers worldwide.
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