As July approaches, marking the peak of summer and the start of school holidays, British holidaymakers are becoming more discerning in their travel choices. While Southern Europe remains a popular option, there's a growing trend towards exploring destinations that offer a different pace, cooler temperatures, and fewer crowds, according to travel industry experts.
Tim Hentschel, CEO and co-founder of HotelPlanner.com, noted that July continues to be a highly sought-after month for travel, but the decision-making process has evolved. Travellers are no longer simply defaulting to the warmest locations; instead, they are carefully considering factors such as comfort, crowd density, and the overall holiday experience. This shift has led many to explore alternatives beyond the classic sun-drenched European beaches, mixing familiar destinations with options that provide a more spacious and relaxed environment.
Among the destinations gaining traction is Canada, particularly appealing for its diverse offerings in July. The month kicks off with Canada Day celebrations on July 1st, featuring events like fireworks at Niagara Falls and free festivities in Ottawa. For those interested in culture, the Calgary Stampede in Alberta, running from July 3rd to 12th, showcases Western heritage with the world's largest rodeo. Nature enthusiasts can explore the dramatic landscapes of the Canadian Rockies, with long, sunny days perfect for hiking in national parks such as Banff and Jasper, or less-crowded alternatives like Yoho and Kootenay. The Yukon's Ivvavik National Park also offers remote Arctic hiking and wildlife viewing.
Further east in Europe, Slovenia and Montenegro are emerging as attractive options for those looking to avoid the intense heat and crowds of Western European beaches. Sam Bruce, co-founder of Much Better Adventures, highlights Slovenia's extensive forests and the stunning turquoise Soča River in the Julian Alps, which he describes as equally beautiful but far less crowded than their French or Austrian counterparts. While Lake Bled remains a popular spot, Lake Bohinj and the town of Bovec offer excellent bases for water activities within Triglav National Park. Montenegro, still relatively undiscovered by many seasoned travellers, boasts a unique blend of Adriatic beaches, majestic mountains, and charming old towns. Durmitor National Park, a UNESCO World Heritage Site, provides dramatic landscapes and excellent mountain climbing opportunities without the heavy tourist traffic.
For UK travellers considering these destinations, practical planning is essential. For Canada, British citizens do not require a visa for stays of up to six months but must obtain an Electronic Travel Authorization (eTA) prior to travel, costing approximately CAD$7 (around £4). Slovenia and Montenegro are within the Schengen Area, meaning UK citizens can visit for up to 90 days in any 180-day period without a visa. It is always advisable to check the latest FCO travel advice for each country before booking, as conditions can change. Comprehensive travel insurance is highly recommended, especially for destinations offering adventure activities like hiking or packrafting, to cover medical emergencies, cancellations, and personal belongings.
Flights to Canada are available from major UK airports, with new routes continually being introduced. Direct flights to Ljubljana (Slovenia) and Podgorica or Tivat (Montenegro) are also available from various UK hubs, though some may involve a layover. Booking flights and accommodation in advance for July is advisable due to it being peak season, even in these less-crowded alternatives.
Source: HotelPlanner.com, Much Better Adventures