10 Northern towns to know about – Ditch the Tourist Trap this Summer

Airbnb is encouraging guests to explore ten unique Northern towns this summer as it’s revealed Brits are twice as likely to have holidayed in the South of England – and now want to break away from crowds. In a shift away from social feeds dictating people’s travel plans, more than one in five UK adults (21%) are seeking experiences in places they’ve never seen on social media, prioritising discovery over Instagrammability.

The urge to carve a new path is especially strong among Gen Z , with more than a third [38%] finding holiday spots they’ve seen trending on social media to be too crowded and 45 percent finding trending destinations overpriced. Meanwhile, a quarter of adults want to digitally detox and spend less time on their phone when they travel [23%]. 

Brits are ready to unfollow the crowds this summer, feeling less pressure to share their holidays online as 14% admit they want to disconnect from creating travel content –  rising to 21% among Gen Z. Instead, 40% are seeking off-the-beaten-track escapes, including dining without reservations (40%), living among locals rather than hotel guests (27%), and discovering places they haven’t seen on social media (21%).

With the government aiming to welcome 50 million tourists by 2030, particularly to areas outside of London, Airbnb is committed to helping travellers discover alternative destinations away from busy tourist hotspots and chain hotels. 10 people will have the chance to receive a  £500 coupon* to ‘unfollow the crowd’ and stay in one of 10 Northern gem towns that Airbnb is spotlighting this summer. Find out more here.

The bid to put more northern destinations on the map comes as it is revealed a substantial 90 percent of Brits have vacationed in the South in the last five years, whilst only 39 percent headed North for a holiday. More people in Britain have travelled as far as Australia [12%] than have experienced the stunning scenery of West Yorkshire [10%]. 

While more than half [53%] of Brits are eager to uncover the charm of lesser-known destinations in their own Isles, many haven’t even heard of some of the best hidden treasures in the North of England. Only a third [34%] admitted to having heard of Saltburn-by-Sea, while even fewer had heard of Horbury, with only 15 percent recognising the town by name. Yet interest from those in the know is rising: with a 39 percent increase in searches on Airbnb to Saltburn-on Sea this year alone.

With several spots in West Yorkshire featuring in the list of top towns set to make this summer a Northern revival, Airbnb is also encouraging guests to explore the exciting run of events due to take place in Bradford, the 2025 UK City of Culture. Over a third [36%] of Brits are eager to attend City of Culture events this summer, and 38 percent of people would also be motivated to travel somewhere new for historic sites.

Top 10 Northern towns to ditch the tourist trap

Top picks for culture vultures:

For those seeking culture, Saltaire is the ultimate destination for 2025. Home to the iconic Salts Mill, this UNESCO World Heritage Site is also a cultural haven that plays home to a collection of David Hockney’s works and inspiring performances at the Victoria Hall.

1. Saltaire (Bradford)
2. Haworth (Bradford)  
3. Halifax (West Yorkshire) 

Top picks for gastro-tourists:

‘Pubcations’ are a rising trend and for those in pursuit of the great British pint, Horbury is this summer’s must visit destination. The town is quickly becoming a hotspot for its vibrant pub scene and small-scale breweries, including the Luddite Brewing Co. at the Calder Vale Hotel, Boons, and The Bingley – a collaboration between two local breweries, Ossett Brewery & SALT. 

4. Horbury (West Yorkshire)
5. Clitheroe (Lancashire)
6. Penistone (South Yorkshire)
7. Ramsbottom (Greater Manchester)

Top coastal gems:

For those craving a quiet, scenic escape, Saltburn-by-the-sea offers the perfect blend of serenity and intrigue with Saltburn Pier, a friendly surf school, and a unique working cliff tramway connecting the promenade to the beach. 

8. Saltburn-by-the-sea (North Yorkshire)
9. Whitley Bay (Tyne & Wear)
10. Whitehaven (Cumbria)

Airbnb has partnered with Bradford 2025 UK City of Culture to identify and support initiatives that promote cultural heritage, sustainable tourism, and economic regeneration in the region. Tourism currently contributes £280 billion to the UK economy and creates 4.1 million jobs, though a lot of this spending is concentrated in major cities. Airbnb wants to help more towns boost their visitor offering in order to spread these economic benefits more evenly across the country by partnering with other local organisations to promote and diversify UK travel.

“Our research clearly shows a growing appetite among Brits to break away from the ‘Instagrammable’ travel loop and discover unique, quieter, and more meaningful travel experiences,” said Luke Impett, Head of Partnerships at Airbnb. “By highlighting these 10 Northern towns and offering guests the opportunity to experience a weekend break themselves, we hope to encourage travellers to explore beyond their algorithm and uncover the rich tapestry of culture, history, and natural beauty that areas like West Yorkshire offer. The UK is one of the best places to holiday in the world and we want to work together with destinations to encourage guests to explore lesser visited areas and spread the benefits of tourism.”

“I love welcoming guests from all over the world to listing in West Yorkshire, a converted shipping container set in the heart of my animal rescue sanctuary,” said Jake, an Airbnb Superhost. “With Bradford named UK City of Culture 2025, it’s the perfect moment to shine a light on everything this area has to offer – from unique rural spots like mine to the vibrant bars and thriving arts scene in the city. More visitors discovering the incredible blend of nature and culture here would be a real boost for the sanctuary and the animals we care for.”

Daniel Bates, Executive Director of Bradford 2025, said, “It is fantastic to see that so many of the people surveyed are keen to try something different and visit new places outside the usual tourism hotspots. There is so much to explore across Bradford and district – which covers 141 square miles across West Yorkshire – and we invite everyone to come along and be part of our year-long celebration of this diverse and creative district.  We’ve already delivered thousands of performances, exhibitions, films, events and activities inspired by our stunning urban and rural landscape and the stories of the many cultures and communities who call it home, with so much more to come.  Bradford may have been a hidden gem in the past, but 2025 is certainly our year to shine.”

Notes to Editors

*Max 1 entry per person. Applicants must: have an Airbnb account, be a UK resident aged 18+ and enter before 23.59 31 July 2025. Official Rules and Privacy Policy. Please note eligibility requirements, applicable laws and jurisdiction.