05 Dec 2025
New global travel data from Polarsteps shows Brits travelling faster, further and more adventurously than ever, and posting more of it publicly than any other major European nation.
Key Report Findings
- Brits share more public travel content than any major European nation (44%) in comparison to those from the Netherlands (31%), France (32%), and Germany (29%).
- UK trips have shortened from 22 to 19 days, yet distance travelled has barely changed
- AI is used by Brits for travel planning more than any other nationality (23%), compared to the Dutch (18%), French (18%), and Germans (17%).
- Japan is the UK's number one dream destination for 2026
- 85% of British under-18s feel inspired to travel after seeing others' content
British travellers are squeezing more adventure into less time and documenting more of it than anyone else in Europe, according to the new Polarsteps Year in Travel 2025 report. Based on millions of trips logged by over 18 million users, the data shows a clear shift in how Brits travel and how they choose to share it.
The average British trip has shortened from 22 to 19 days, yet the distance covered has barely shifted. Instead of slowing down, Brits appear to be speeding up, packing itineraries with new cities, bigger landscapes and more ambitious experiences. Unlike their European neighbours, they're sharing it: 44% of UK users post their trips publicly, a great deal more than the rate seen in Germany or the Netherlands.
This shift isn't solely driven by social media, though its influence is strong. For those aged 18–28, social platforms are the number one source of travel inspiration. Brits are the most enthusiastic adopters of AI-powered travel planning with 23% already use AI for inspiration, ahead of the Dutch and French (both 18%) and Germans (17%) surpassing the 19% global average.
While travellers are increasingly experimenting with AI tools, recent high-profile mishaps such as ChatGPT incorrectly telling a Spanish influencer she didn't need a visa for Puerto Rico, and instances of AI inventing destinations entirely, have sparked wider conversations about the limits of algorithm-driven travel advice.
Polarsteps offers a refreshingly different approach; rather than pushing auto-generated itineraries or glossy, performative travel, the platform is built around authentic, meaningful exploration. It champions responsible travel, privacy, a slower pace and human-centred AI, offering a space where people can share real journeys, including the imperfect, messy and surprising moments.
The data also highlights a new appetite for adventure among UK travellers. Alongside traditional favourites like France and Spain, Brits are increasingly choosing destinations with a stronger sense of discovery, including Sri Lanka, Ecuador and Japan, which tops the UK's list of dream destinations for 2026.
The full Polarsteps Year in Travel 2025 report is available on request.
Notes to editors:
Report Methodology: This report travel data is based on data from more than 5 million Polarsteps country visits between Nov 2024 and Oct 2025, compared year-on-year and filtered to remove any bias from our rapid growth, with low-volume countries excluded for accuracy.
About Polarsteps
Recognised as one of Europe's fastest-scaling travel tech start-ups, Polarsteps enables over 18 million users to plan, track, and relive their journeys in a beautiful, story-first way. With a pioneering map-first interface and seamless automation, Polarsteps transforms travel documentation into meaningful keepsakes — before, during, and after the trip.
For more information, images or interviews please contact:
Sophie Luis
Whatsapp: +351 966 795
