New analysis from Premier Parks shows a 20.67 per cent rise in searches for Dorset holiday destinations so far in 2025, suggesting growing interest in UK getaways despite broader challenges facing domestic tourism.
The findings have been welcomed by the Back British Holidays campaign, which promotes the benefits of UK breaks and supports the domestic tourism economy.
Daniel Attwood, a spokesman for Back British Holidays, said: “These regional signs of interest are welcomed and they reflect the enduring appeal of UK holidays.
“But we cannot lose sight of the wider context – this is still a fragile market.
“We must keep momentum going to support local businesses and ensure British holidays stay affordable and accessible for all.”
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Premier Parks operates a network of premium campsites and holiday parks across the UK, appealing to motorhomers, campervanners, caravanners and outdoor enthusiasts.
Its website promotes destinations offering “unforgettable experiences” in the British countryside.
While Dorset and other regions are seeing higher demand, the overall picture for UK tourism is mixed.
Some areas are experiencing growth, but others are facing flat or declining interest.
National data from VisitBritain for 2024 and the first quarter of 2025 shows a 10.05 per cent drop in total UK trips, exceeding the campaign’s earlier forecast of a five per cent decline.
Holiday-specific trips fell by 12.6 per cent, slightly above the predicted 11.98 per cent.
The UK tourism market is projected to shrink by £34.86 billion between 2022 and 2028.
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Simon McGrath of the National Caravan Council (NCC), the trade association for the leisure vehicle and holiday parks sector, said: “Any upturn for domestic holiday bookings is great news that will boost tourism businesses, such as holiday parks.
“Tourism and hospitality businesses are currently facing significant challenges in tough economic times and we are calling on Government decision-makers – both UK-wide and devolved – to boost financial support for the sector and increase spending for domestic tourism promotional campaigns.
“The UK has a vibrant, diverse and world-leading tourism offering that is really important to the UK economy – it’s vital we do all we can to support the industry.”
Back of Beyond Touring Park, an adults-only campsite in Dorset, is one example of a business defying the national trend.
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A spokesman for the park said: “We have been fortunate enough to see a steady rise in bookings over the year.
“So far, our bookings for 2026 are looking positive and are currently 73 per cent up compared to where we were last year.
“We are very conscious that we are bucking the trend faced by many campsites.
“We are in a lucky position at Back of Beyond, with easy access to the New Forest National Park, plus our proximity to Bournemouth, Poole and the wider Dorset coastline.”
