TikTok trends reshape UK travel as airports see rise in ‘dupe destination’ demand

UK holidaymakers are ditching traditional hotspots in favour of “dupe destinations” and retro routes, according to Manchester Airports Group (MAG)’s new Travel Trends Unpacked report.

What effect is TikTok and social media having on UK airports and trends?

The analysis, based on Civil Aviation Authority data and in-airport shopping behaviour, reveals that destinations such as Bosnia, Montenegro and Albania have surged in popularity, with trips up nearly 300% as travellers swap Malaga for Montenegro, Benidorm for Bosnia, and Alicante for Albania. TikTok is credited with fuelling this shift, as social media continues to reshape travel choices.

Spain remains dominant overall, with Tenerife, Malaga, Palma de Mallorca, Dublin, and Alicante making up the top five. But long-haul travel remains strong too, with New York securing its third year as the top long-distance destination for UK travellers (1.7m trips), closely followed by Dubai (1.7m), Orlando (800k), Bangkok (816k) and Delhi (674k).

Generational preferences also emerged. Under-25s favour Barcelona (692k) and Amsterdam (531k), while over-45s lean toward Malaga and Alicante (both 1.8m), reflecting a taste for sunny climates and slower-paced holidays.

North Africa has seen a renaissance, with Tunisia up 69% and climbing 13 places on the popularity chart. Egypt and Morocco saw gains of 26% and 44% respectively. Turkey entered the top 10 for the first time, jumping from 16th in 2019 to 9th in 2024.

Regional travel preferences differ too. Southern travellers (from the South East, South West and East of England) often head to Edinburgh (1.8m) and Glasgow (1.3m), while those in the North and Midlands favour Spain and Turkey. Dalaman, in Turkey, cracked the Northern top 10, while Lisbon (1.3m) made the list for Southern travellers.

Shopping, reading and dining trends at UK Airports

MAG’s insights extend beyond destinations, diving into how passengers spend their time – and money – in airports.

Books remain popular, with general fiction topping sales across all airports. Claire Douglas’ The Wrong Sister was the most-bought novel, followed by The Secret by Rhonda Byrne and Yellowface by R.F. Kuang. Stansted showed a unique interest in personal development books, with the genre breaking into its top five.

Magazines revealed a North-South divide. In Manchester and East Midlands, titles like Take a Break, Chat, and Bella topped sales. Stansted readers leaned more eclectic, with Private Eye, The Economist and Vogue all ranking highly.

Toblerone bars were a clear favourite, with over 74,000 milk message bars sold. London Stansted topped the Toblerone chart with 53,000 bars sold—far more than Manchester’s 34,000, despite similar passenger volumes.

Football merchandise saw some predictable patterns. Manchester United shirts outsold City at Manchester Airport, while Stansted travellers bought more Arsenal and City shirts. In the East Midlands, England kits were the best-sellers.

When it comes to food and drink, coffee continues to fuel early morning fliers, with flat whites and cappuccinos top of the list. But milk alternatives are on the rise—oat milk accounts for 60% of non-dairy sales, followed by soya (17%) and coconut (13%). Vegan breakfasts are up more than 20%, and alcohol-free beer sales have climbed by 16.9%.

In duty free, Hugo Boss Dark Blue was the bestselling male fragrance, while Gucci Bamboo topped female scent sales. Stansted passengers preferred Tommy Hilfiger Girl. Unisex favourite Sol de Janeiro Cheriosa gained popularity thanks to social media buzz.

Andrew Macmillan, MAG’s Chief Strategy Officer, said:

“This analysis shows that passengers across the UK have some enduring favourites, whether that be city breaks in famous European cities or two-week holidays on the Med.

“But it also shows factors such as social media trends and the launch of new, affordable routes to lesser-known destinations can also influence travel habits.

“We are constantly reviewing our offer to ensure we give people the products, and food and drink options that suit all tastes and budgets.”

Read more information here. 

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