30 Reasons Europe Has Our Hearts – And Always Will
Share
Morning pastries from the boulangerie, proper gelato, sunset strolls through old towns, and yes – even foreign crisps. A new study by TUI reveals the 30 simple joys that keep Brits falling in love with Europe, time and time again.
Despite eight in ten Brits saying they’re proud to be British, 74% admit they still feel European at heart – even post-Brexit. And it’s not hard to see why. From Mediterranean beaches to vineyard visits, Europe offers a buffet of beauty, culture, and casual magic we just can’t get enough of.
Top Holiday Pleasures Brits Can’t Resist
TUI’s research highlights a few surprises – like how 25% of us are obsessed with exploring foreign supermarkets, while 21% cite those dreamy early-morning pastry runs as the ultimate European ritual. Other standout favourites include:
- Exploring Roman ruins (20%)
- Enjoying authentic Italian gelato (19%)
- Watching the sun dip behind a Greek island (18%)
- Swimming in hidden coves (19%)
- Evening strolls through historic quarters (25%)
- Sipping Aperol Spritz in a quiet square (11%)
Food clearly has our hearts – Greek salads, churros with hot chocolate, steins of lager atop Alpine peaks, and tapas in a buzzing Spanish plaza all made the list. Even the humble foreign crisp earned its place as a beloved European quirk.
New Destinations on the Radar
The study also shows a growing appetite for more unique and off-the-beaten-path escapes. A staggering 80% of Brits want to explore lesser-known spots next year. Among the most desired hidden gems:
- Korčula, Croatia – 60%
- Sibiu, Romania – 39%
- Tallinn, Estonia – 37%
- Kotor, Montenegro – 32%
- Reykjavik, Iceland and Riga, Latvia also made the shortlist
TUI UK & Ireland’s Commercial Director, Chris Logan, said:
“Europe offers so much right on our doorstep – rich history, gorgeous food, beautiful beaches, and the chance to just relax. But what stands out from this research is that it’s often the small, spontaneous moments – like wandering a night market or trying a local snack – that leave the biggest impression.”
And for those dreaming of their own European escape, TUI is offering a chance to win up to £1,000 towards your next holiday to uncover Europe’s hidden treasures.
To enter, visit: TUI Euro Summer Competition or follow @tuiuk on TikTok.
Brits’ Favourite Things About Europe (Top 30)
- Visiting food markets – 30%
- People-watching with a coffee – 29%
- Evening strolls through old quarters – 25%
- Friendly locals – 25%
- Exploring foreign supermarkets – 25%
- Morning pastry runs from the boulangerie – 21%
- Sharing tapas in a Spanish square – 20%
- Exploring Roman ruins – 20%
- Proper gelato in Italy – 19%
- Long family dinners – 19%
- Swimming in hidden coves – 19%
- Greek island sunsets – 18%
- Espresso at an Italian bar – 18%
- Taking a siesta – 18%
- Belgian waffles – 17%
- Greek salads – 17%
- Bright blue seas – 16%
- Night market shopping – 16%
- Trying different crisps – 16%
- Beer festivals – 16%
- Street performers – 15%
- Churros and hot chocolate – 15%
- Family-friendly culture – 15%
- Whitewashed Greek buildings – 15%
- Church bells in a Spanish village – 14%
- Grilled fish dinners – 13%
- Visiting a French vineyard – 13%
- Renaissance art – 12%
- Cold steins on mountain tops – 12%
- Aperol Spritz in a small-town square – 11%
Why Terre Blanche Is the Ultimate Nature-Lover’s Luxury Escape in Provence
