Opening Times
With less than a month to go until the FIFA World Cup kicks off in Mexico City’s Estadio Azteca, it turns out the tournament is already having a major impact on Brits’ summer holiday plans.
Some people are booking earlier getaways so they can be back in the UK in time for kick-off. Others are delaying holidays until the football is finally over. And for a sizeable number of Brits? They’re planning to escape the World Cup altogether.
Our latest research shows that while geopolitical tensions remain a concern globally, the appetite for travel hasn’t disappeared. In fact, 68% of UK adults are still planning a summer holiday abroad this year.
The difference this summer is that football fixtures are now shaping travel decisions almost as much as flight prices and sunshine forecasts.
Brits are rearranging their holidays around the football
40% of UK adults say they are changing their usual summer holiday dates because of the World Cup. Of those:
- 19% are planning to holiday earlier than usual so they can return home in time for the tournament
- 21% are delaying their summer break until after the World Cup ends
For many football fans, watching the matches in the UK with friends and family remains part of the experience – whether that’s at the pub, an outdoor screening or at home. But not everyone is staying put.
Almost one in five respondents (19%) said they plan to enjoy the World Cup whilst abroad, combining sunshine with the atmosphere of watching matches overseas.
And when it comes to destinations with the best football atmosphere, Spain came out on top.
The destinations football fans are flocking to this summer
Spain was named the number one overseas destination for Brits wanting to enjoy the World Cup abroad, with 21% choosing it as their ideal football holiday spot.
Here’s where else people are heading to soak up the tournament atmosphere this summer:
Top overseas destinations for watching the World Cup abroad
| Country | Percentage | UK region where this country was the top choice |
| Spain | 21% | Yorkshire / Humber (27%) |
| USA | 16% | Northern Ireland (21%) |
| Brazil | 15% | London (22%) |
| Italy | 13% | North East (19%) |
| Portugal | 12% | London (19%) |
| France | 11% | London (16%) |
| Mexico | 10% | South East (14%) |
| Germany | 9% | North West (12%) |
| Canada | 8% | North West (10%) |
| Japan | 8% | South West (11%) |
Different parts of the UK are approaching the summer tournament in different ways, too.
People in London and the North West were the most likely to want to watch matches abroad in party destinations, while those living in the South East and East of England were the most likely to move their holidays so they could stay home for the games.
Meanwhile, people in the North East were the most likely to bring holidays forward before the tournament starts, while travellers in the South East were most likely to postpone trips until August.
But not everyone wants six weeks of football
Of course, not everyone wants six straight weeks of football dominating pubs, bars and restaurant screens.
We found that 32% of UK adults say they have no interest in this year’s tournament and are actively looking for an escape from the football frenzy. And unexpectedly, one destination has emerged as the clear favourite for people wanting a quieter summer break – Italy.
Despite missing out on qualification for the World Cup, Italy has become the top “escape destination” for Brits wanting a football-free holiday.
That means it has overtaken destinations like Spain and Portugal, where football coverage is expected to dominate throughout the summer.
The top World Cup escape destinations
- Italy – 21%
- Greece – 17%
- Spain – 16%
- Portugal – 13%
- Bahamas – 12%
- Canada – 10%
- Norway – 10%
Women are leading the World Cup escape trend, with 38% saying they won’t be watching the games at home, compared to 23% of men.
And in Wales – where the national team also failed to qualify – 41% of adults say they won’t be watching the tournament at all, the highest figure anywhere in the UK.
The irony? Some people escaping football may still end up surrounded by it
There’s one problem for anyone trying to avoid the tournament this summer.
Around half of those booking a “World Cup escape” have accidentally chosen countries that are actually competing in the tournament.
Spain, Portugal, Canada, Norway and Mexico all feature heavily on people’s escape lists – meaning many travellers could still find matches playing in bars, restaurants and public spaces throughout their holiday.
Italy, however, remains uniquely positioned as a genuinely football-light option this summer.
A big summer ahead for travel and hospitality
The World Cup’s impact on holiday behaviour could provide a welcome boost for both the travel and hospitality industries this summer.
Garry Nelson, former professional footballer and Head of Corporate Affairs for InsureandGo, comments:
“The World Cup promises to give a lot of people a real boost this summer – a time for positivity as the games bring people and communities together. Our new data suggests it will give the travel industry a much-needed boost, following widespread concern over the impact of the Gulf War on travel confidence.
Despite global tensions, two in three adults want to spend their summer holiday abroad this year. Many are moving plans so they can enjoy the games at home, whether at an outdoor screening, down the pub with friends or at home with family. And for those heading abroad to enjoy the party atmosphere, we encourage everyone to remember the importance of having travel insurance. At InsureandGo, we offer a wide range of options, and we make it easy for people to get the cover that’s right for them so they can go without the doubt.”
Nelson also highlighted how divided the country is over this summer’s tournament:
“For people who love the beautiful game, this summer has prompted many to rethink their usual summer holiday dates, with around two in five people taking holidays abroad earlier or later than usual to ensure they are in the UK to enjoy the games with their friends.
However, around a third of Brits have no interest in the World Cup and, for them, the prospect of a much longer tournament dominating screens, pubs and outside events this summer is quite off-putting. For these people, many are planning a World Cup escape, and Italy emerges as an ideal choice. From Venice to Naples, Florence to Siena and Rome to Verona – this amazing country is brimming with culture, history, beauty and fine food. And as World Cup winning hopes fade for many of its neighbouring countries come mid-July, Italy may well end up having the last laugh this summer, powered by a boost to tourism from people clamouring to escape the football hysteria in their own countries.”
Football fans, football avoiders – and everyone in between
Whether Brits are planning pub screenings with friends, booking trips around fixture dates or searching for somewhere blissfully free of football coverage, one thing is clear – the 2026 FIFA World Cup is already reshaping summer travel habits across the UK.
For some, this summer will be all about soaking up the atmosphere at home or abroad. For others, it’s the perfect excuse to swap crowded bars and match commentary for quieter beaches, city breaks and long lunches in destinations like Italy and Greece.
Whichever side of the divide people fall on, the tournament is proving to be far more than just a sporting event. It’s influencing when people travel, where they go and how they plan their summer altogether.
