Representative ImageBritish travellers are reshaping their holiday preferences for 2025, with Dublin emerging as a top destination, according to new data from Forward, a lastminute.com company. Dublin has seen a remarkable 130% increase in bookings, propelling it to the third most popular city destination, a significant leap from not being in the top ten in 2024. This shift is attributed to Ireland's efforts in promoting its sustainability credentials.
In contrast, Amsterdam, which was last year's favourite, has experienced a 13% drop in bookings, falling to fourth place. The data, collected from millions of unique first-party data points by Forward between January and October 2025, highlights a significant reshuffle in travel demand amidst ongoing global disruptions and economic uncertainties.
Key findings show that nearly three-quarters (73.4%) of British holiday bookings are now for mainland Europe, marking a 36% increase from the previous year. Sun-seeking destinations like Malaga and Alicante have also gained popularity, with bookings up by 117% and 172%, respectively.
British and Italian travellers are leading in holiday arrangements, with both nations seeing over 30% increases in bookings compared to 2024. Short breaks of one to three days dominate British travel plans, accounting for 45.1% of trips, whilst longer holidays remain less common.
Forward's business director, Giacomo Giuriani, emphasised the importance of data-driven advertising, noting that Ireland's green tourism promotion has paid off. The agency, which launched its creative production division earlier in 2025, aims to streamline advertising campaigns for its clients, including tourist boards and airlines, by integrating strategy, creation, and execution under one roof.
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