Rome has emerged as the most sought-after destination for UK travellers, according to new research analysing online search trends.
The study, conducted by Dubai Tours & Tickets, examined Google search data for 140 cities worldwide over the past 12 months. Using seven popular search terms, such as “vacations,” “flights,” and “trips,” the research revealed which cities are generating the most interest from British holidaymakers.
Topping the list is Italy’s capital, Rome, with an average of 50,570 searches a month by UK residents. The search term “Flights to Rome” accounted for the lion’s share of this figure, with 32,883 searches, confirming the city’s enduring appeal.
In second place is Lisbon, Portugal’s vibrant capital, with 30,504 average monthly searches. “Flights to Lisbon” featured prominently, contributing 24,983 searches.
| Rank | City | Average Monthly Searches |
| 1 | Rome | 50,570 |
| 2 | Lisbon | 30,504 |
| 3 | Berlin | 29,848 |
| 4 | Milan | 29,424 |
| 5 | Venice | 28,448 |
| 6 | Paris | 28,178 |
| 7 | Rhodes | 25,841 |
| 8 | Athens | 23,692 |
| 9 | Nice | 19,887 |
| 10 | Florence | 19,416 |
Berlin came in third, attracting 29,848 monthly searches, with the term “Flights to Berlin” accounting for 25,158 of those. The German capital’s cultural and historical attractions continue to be a draw for UK tourists.
Italy features heavily in the top five, with Milan ranking fourth at 29,424 searches per month, and Venice rounding off the top five with 28,448 searches. As with the other cities, flights were the most commonly searched terms for these Italian destinations.
Elsewhere in the study, Dubai ranked 31st, with an average of 8,958 monthly searches. Magdalena Petrusic from Dubai Tours & Tickets remarked: “It’s fascinating to see all the top destinations located within Europe. This shows British travellers are content staying close to home. The influence of social media has likely played a role, making travellers more aware of budget-friendly destinations. With four Italian cities in the top ten, Italy’s popularity for short breaks is clear. What’s surprising is that while Cape Verde sees over 93,000 searches a month, none of its cities appear on the list.”
The study highlights Rome’s continued dominance as a travel destination for UK tourists, while European cities remain the top choices for those seeking a getaway abroad.