Most Used Sources of Travel Inspiration for British Tourists 2025

Among British tourists, traditional digital sources continue to dominate travel inspiration, with 32% turning to the websites of travel companies, outpacing all social and content-driven platforms. This trend reflects a strong trust in official channels for up-to-date deals, curated packages, and reliable information, particularly in a post-Brexit context where travel planning often requires more clarity around regulations. Social media platforms also play a significant role, but their influence varies: Facebook leads at 21%, benefiting from its older user demographic in the UK, while YouTube (14%) and TikTok (9%) are emerging forces among younger travelers seeking visual storytelling and influencer-led discovery. Instagram and travel blogs both trail at 7%, suggesting a shift from aspirational content to practical sources.