British travellers’ destination choices in 2025 revealed not only shifting leisure patterns but also the growing commercial weight of data-led marketing. New figures from travel marketing agency Forward — showing a 130 per cent rise in bookings to Dublin and a 13 per cent fall for Amsterdam — highlight how targeted promotion and brand positioning are shaping destination performance across Europe.
Based on millions of first-party data points, Forward’s analysis ranked Dublin as the third most popular city destination for British travellers in 2025, after years outside the top ten. The company links this surge to Ireland’s continued emphasis on sustainability, positioning the country as a responsible, environmentally conscious travel choice. The findings align with broader industry research suggesting that environmental narratives are increasingly driving consumer decisions in leisure spending.
“Data, along with the right creative, enables us to work with our clients on advertising that is as effective and streamlined as possible,” said Giacomo Giuriani, business director at Forward. “Our insight also shows that good advertising pays off; over the past few years, Ireland has invested in promoting itself as a green destination and is now seeing a big rise in tourism.”
Industry data supports the wider trend. According to the World Travel & Tourism Council, international tourist spending in Europe grew by around 11 per cent in 2025, reflecting strong post-pandemic recovery and sustained consumer demand despite inflationary pressures. At the same time, Mintel’s 2025 UK Travel Trends report found that more than three quarters of UK consumers planned to travel during the year — the highest level of intent recorded since 2020.
Forward’s dataset also reflects how the market for short, affordable breaks has intensified. Nearly three quarters of British bookings in 2025 were for destinations in mainland Europe, up sharply from the previous year. Southern European cities led the surge: Malaga recorded a 117 per cent rise in bookings, while Alicante grew by 172 per cent. Short stays of one to three days were the most common trip length, accounting for almost half of all bookings, while longer holidays remained secondary.
A separate report from the European Travel Commission showed that value and price sensitivity have become key decision factors across the continent. Tourists are prioritising cost, convenience, and accessibility, with demand increasingly spread between well-known hubs and secondary destinations. Generational differences are also widening, as younger travellers place greater weight on environmental credentials when choosing where to go.
Forward’s own structural shift in 2025 — launching a creative production division to integrate data, planning, and campaign delivery — mirrors a broader change in how advertising agencies are positioning themselves. The model aims to reduce duplication and strengthen strategic alignment between insight and execution, a move that reflects growing pressure for marketing efficiency across the sector.
Dublin’s rise, and Amsterdam’s decline, may therefore represent more than changing taste. They point to the competitive advantage that comes when destination branding, creative investment, and sustainability messaging align with measurable traveller intent. As travel continues to recover, that alignment may prove decisive in shaping which cities prosper in the next cycle of European tourism.
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