A new study has revealed that Rome is the most in demand location for Brits to travel to. According to the study by Dubai Tours and Tickets In 2024 there were an average of 50,570 searches for flights to Rome every month from the UK, making it the most searched for location by Brits. Italian getaways in particular seem to be intriguing British travelers, with three of the country’s cities making up the top five and four in the top ten.
Milan, Venice and Florence round out the list of the most searched for cities, with just under 80k searches per month on google for flights to these hotspots. The study, conducted by the online guide , analyzed search data on google for 140 cities over the past year. Magdalena Petrusic from Dubai Tours & Tickets who conducted the study commented that: “It’s interesting to note how all of these destinations are located in Europe, and how it shows Brits are happy with not leaving the continent.
" In addition to the Italian cities Lisbon, Berlin, Paris, Rhodes, Athens and Nice help round out the top 10. The highest ranking non European destination was Orlando, which was the 15th most searched country by Brits this year, with Dubai coming in at 31st on the list. Petrusic, who led the study, added that she thought “The power of social media has exposed Brits to some destinations they would never have thought of.
” And it seems the feeling is mutual with research by Visit Britain , Britain's tourist board, finding that 97 percent of departing.