It also has 300 days of sunshine every year.

Malta offers some of the best of Mediterranean cuisine(Image: Moses Dukes)

A tiny Mediterranean gem known for its 300 days of sunshine and stunning sea caves has topped a list of alternative destinations for 2025. Situated halfway between Italy and Northern Africa, Malta ranked number one in a list of alternative destinations for British tourists to travel to in 2025.

The island’s sea caves and striking architecture make it a perfect ‘dupe’ for the Amalfi Coast. According to easyJet holidays, 39% Brits are looking to try somewhere new with searches for Malta increasing over 120% in 2025, and searches for Sardinia up almost 200%.

And while destinations such as Barcelona and Rome still remain favourites with British tourists, searches for ‘hidden gems’ have spiked over the last 10 years.

Small boats with passengers and natural rock formations of Blue Grotto, on southeast coast of Malta
Blue Grotto sea caves in Malta(Image: Getty Images)

Marrakesh in Morocco, Budapest in Hungary and Oslo in Norway are all among the best alternative destinations for 2025, while Djerba in Tunisia and Bourgas in Bulgaria appear in the best holiday ‘dupes’.

UK’s top destinations for something different in 2025

  1. Malta, Malta (38%)
  2. Sardinia, Italy (34%)
  3. Seville, Spain (34%)
  4. Budapest, Hungary (30%)
  5. Oslo, Norway (29%)
  6. Munich, Germany (28%)
  7. Gibraltar, Gibraltar (26%)
  8. Bordeaux, France (26%)
  9. Zurich, Switzerland (25%)
  10. Marrakesh, Morocco (23%)

When looking to spice up their holiday itineraries, 73% of Brits admit to being influenced by AI to book a holiday somewhere they haven’t considered before, and 41% believe AI is a good way to find ‘dupe destinations’. Around 26% say they are inspired by package holiday options, and 27% prefer reviews from family and friends.

If you usually go to

Try

Greek Islands

Izmir, Turkey

The Bahamas

Djerba, Tunisia

Cornwall, UK

Zadar, Croatia

Marbella, Spain

Costa De La Luz, Spain

South of France

Corsica, France

Florence , Italy

Bilbao, Spain

Venice, Italy

Ljubljana, Slovenia

Algarve, Portugal

Bourgas, Bulgaria

Paris, France

Bordeaux, France

Barcelona, Spain

Seville, Spain

Matt Callaghan, Chief Operating Officer at easyJet Holidays said: “As a nation, we love to travel abroad, and our research shows that many Brits are keen to try something new this summer.

“In fact, 63% said they’d be more likely to book a holiday to a lesser-known destination if more information were available—highlighting a real appetite for something a little different.”

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EasyJet holidays recently launched their new ‘Somewhere Different’ range to help Brits discover alternative destinations for their next trip.

Matt added: “We’re proud to launch our ‘Different Destinations’ range—a platform designed to inform and inspire, offering travel tips, local insights, and thoughtful recommendations that benefit both our customers and the communities they visit.

We believe tourism should enrich everyone it touches, and this initiative reflects our commitment to more inclusive and considerate travel across Europe and Northern Africa.”



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