**British Holidaymakers Turning Away from Traditional Tourist Traps in Favour of Authentic Local Experiences**
A growing number of British travellers are seeking out more meaningful and authentic experiences when they venture abroad, shunning the well-trodden tourist hotspots in favour of immersing themselves in local culture. New research reveals that a significant majority—76 per cent—of UK holidaymakers now prefer to ‘live like a local’ rather than sticking to traditional sightseeing, reflecting shifting attitudes about what makes for a rewarding holiday.
The new study, which surveyed 2,000 adults, highlights a pronounced desire among travellers to dig beneath the surface of their chosen destination. Instead of simply ticking off major landmarks, many are opting to eat where the locals dine, shop in neighbourhood groceries, and get around on foot or by bicycle to better soak up their surroundings. This hands-on approach has seen Britons increasingly keen to discover smaller towns and quaint villages, steer clear of crowded tourist zones, and seek out the kind of hidden gems only locals tend to know about.
According to the research, nearly half of those surveyed derive the greatest enjoyment from wandering through local markets and exploring lesser-known communities away from the crowds. This shift is seen as a response to the perceived homogeneity of busy tourist districts, where the connection to the authentic life and traditions of the destination can sometimes be lost in the throng.
Commenting on the findings, Laura Lindsay, a travel trends and destinations expert at Skyscanner, noted that these holidaymakers are aiming for deeper, richer travel experiences. “There’s something really special about stepping away from the obvious routes and embracing the authentic flavours, traditions, and rhythms of an area. Not only does it colour your holiday beautifully, but it also forms a genuine bond with the place you’re visiting,” she explained. According to Lindsay, this approach can also be more enjoyable and rewarding, offering adventurers a chance to create lasting memories that are distinctly personal.
Interestingly, the desire to ‘live like a local’ is not just about personal enrichment. Around 35 percent of respondents said that seeking out local knowledge and recommendations leads to discovering the best spots to eat and drink. For a third of those surveyed, it’s also a question of ethics—they see it as a way of showing respect and support for the local economy and the people who live and work there.
The study suggests that this trend has intensified in recent years, with more than four in ten participants stating they are more likely to travel like a local now than they were five years ago. This shift has been partially attributed to the influence of social media; half of respondents said that platforms like Instagram and TikTok make it easier to find unique places off the usual tourist trails. Two-thirds even reported being surprised at how different a destination can feel once they step away from the high-traffic areas usually favoured by visitors.
The quest for authenticity extends to accommodation choices as well, with one in four holidaymakers deliberately selecting lodgings that mirror the kind of homes a local would live in. This, they believe, helps them fully integrate into their surroundings and enjoy a more genuine holiday experience.
Of course, immersing oneself in another culture doesn’t come without its challenges. The most common obstacle is language, which can hinder attempts to connect with locals or navigate unfamiliar settings. A lack of confidence and not knowing where to start were also cited as barriers, suggesting that while the desire for authenticity is strong, practical support can help would-be adventurers bridge the gap.
Sampling new foods remains a top priority for British travellers, with many citing the discovery of local flavours as the highlight of their trips. Others simply crave the chance for a few peaceful, unscripted moments away from the hustle and bustle. To enable greater freedom, over a quarter of respondents said they like to rent a car, affording them the opportunity to make spontaneous explorations and venture further beyond the tourist map.
Laura Lindsay emphasises that living like a local doesn’t necessarily require dramatic changes to one’s itinerary. “It’s about making thoughtful, small choices—whether that’s eating at a family-run café or shopping at an independent business—that benefit both the visitor and the community. Ultimately, this kind of tourism can bring a huge boost to local economies as well as enrich the travel experience itself.”
This evolving attitude indicates a wider trend among Brits to seek out depth, authenticity, and meaningful connections when they travel, suggesting the days of one-size-fits-all tourism may well be numbered.