Hobby Holiday Firsts

According to our survey, 2026 is the year British travellers turn holidays into passion projects, with 58% planning to book a trip connected to a personal interest. Our research shows that hobby-led trips are moving into the mainstream, with people planning escapes designed around learning, improving and living the things they love – from cooking and languages to photography and race-cations.

The biggest motivator? A thirst for growth. 27% want to learn a brand-new skill, 31% hope to improve something they already enjoy, and 45% simply want to experience their favourite hobbies in a fresh setting.

When it comes to the hobbies topping the wish-list, creative escapes such as photography, painting and pottery lead the pack, appealing to 31% of us. Wellbeing retreats offering yoga, meditation and breathwork follow closely at 30%, while culinary curiosity inspires 29% to dream of cooking a classic dish in its country of origin. Language learning remains a popular choice too, with 21% keen to master the local lingo.

Structure matters, too. Most travellers favour a balance, with 39% opting for partly structured itineraries that mix a few classes with plenty of free time. Fully immersive retreats attract 23%, while 34% prefer informal, ad-hoc experiences that let spontaneity lead the way.

Hobby holidays are also highly social. 54% would share the experience with a partner, 21% with a best friend or group of friends and 10% plan to go solo for focused progress and personal growth.

And for the fitness fanatics? Race-cations are on the rise. Among those choosing sport or fitness overseas, 21% are eyeing marathons, ski slopes, cycling challenges and Hyrox events.