UK Leisure Travel 2026: The North Tops the List

New AA research puts the North of England ahead of every other UK region for 2026, with travellers prioritising value, heritage and shorter, more frequent breaks

The North of England is the most popular destination for UK leisure travel in 2026, according to new research from the AA. Its survey of 744 adults, taken between May and July, found 45% plan to visit the north this year, ahead of the South West on 41% and Scotland on 38%. More striking for hospitality operators, 43% say they are deliberately choosing domestic trips over international ones, and 93% expect to take a UK break in the next 12 months. The findings land alongside regional data showing the visitor economy across West Yorkshire growing.

Why This Matters For Leeds

For Leeds hospitality operators, the useful findings are the practical ones. More than half of travellers now book direct rather than through platforms, whilst value for money, not lowest price, is what people are judging meaning packaging, experience and quality ratings matter more than discounting. And with 45% seeking heritage and cultural trips, the city’s recent investment in its historic buildings and attractions looks well timed. Leeds has the assets and the research suggests the audience is looking north.

What the UK Leisure Travel Research Found

Coastal trips top the list of planned breaks at 55%, followed by countryside escapes at 46% and cultural or heritage trips at 45%. City breaks sit further down the list at 34%. Value for money is comfortably the most important factor when choosing where to stay, cited by 79%, ahead of local attractions at 49% and distance at 42%. More than half of respondents, 56%, are seeking shorter and more frequent breaks than last year. On booking, 51% go direct to the accommodation provider against 45% using online travel platforms, and 92% consult official quality ratings, user reviews or both beforehand.

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“Destinations and accommodation providers that can offer quality, value and memorable experiences will be well positioned to benefit.”

— Simon Numphud, Managing Director, AA Media

Where Leeds Sits in the Picture

Leeds is not coastal and city breaks rank seventh among the trip types listed. Cultural and heritage travel though, comes third at 45% and that is territory the city has been investing in: Harewood House has secured National Lottery funding towards a new visitor centre, the Royal Armouries is pursuing a £100m plan at Leeds Dock, and the restored First White Cloth Hall on Kirkgate returns to commercial use this month. The research also chimes with regional figures published this month, which valued the West Yorkshire visitor economy at £6.63bn in 2025, with overnight stays up 8% in value at a time when overnight trips nationally fell 3%. Both datasets point the same way; UK leisure travel is holding up, and the north is taking a growing share of it.