Published on
December 23, 2025
As the festive season draws near, many Britons start turning their thoughts to summer holidays for the following year. With 2026 just around the corner, travel operators have begun offering a range of enticing package deals for those eager to plan their next getaway. For those looking to book a combination of flights and accommodations, a recent study conducted by Which? offers valuable insights into the destinations where the travel budget can be stretched the furthest.
Research by Which? Highlights Affordable Holiday Hotspots
Which?, the renowned consumer advocacy organization, recently analyzed over 5,000 holiday packages to uncover the best value for money when it comes to package deals. The research, which focused on holidays spanning 13 countries across Europe and beyond, revealed the most affordable destinations for travelers seeking a summer escape in 2026.
The data was based on the cost of a seven-night, peak-season stay for one person, including both flights and accommodations. Two of the UK’s most popular tour operators—Jet2holidays and easyJet Holidays—were considered in the analysis. Spain’s Costa Blanca, a region beloved by British tourists for decades, was highlighted as the most cost-effective destination for the upcoming summer season.
Spain’s Costa Blanca Takes the Top Spot
The Costa Blanca, located on Spain’s southeastern coast, emerged as the clear winner in terms of affordability. This area has been a favorite among British holidaymakers since the 1970s, known for its beautiful beaches, pleasant climate, and vibrant culture. According to Which?’s research, the average cost for a week-long package holiday along the Costa Blanca was found to be £864 per person.
Among the many popular destinations in the region, Benidorm, Javea, and Denia were noted as top choices for holidaymakers. Benidorm, in particular, was recognized for offering some of the lowest prices available. For example, a week’s self-catering stay at the two-star Playamar Apartments could be booked for as little as £535 per person, even during peak summer months. On the other hand, an all-inclusive stay at the four-star Flamingo Beach Resort was priced at £886, offered by easyJet Holidays.
Unexpected Competitor: Tuscany, Italy
In second place came Tuscany, a region in central Italy known for its stunning landscapes, rich history, and exquisite cuisine. Surprisingly, Tuscany emerged as the second most affordable destination for a summer getaway in 2026, with an average price of £929 for a week-long stay.
While Tuscany is often associated with upscale vacations, it offers better value compared to other Italian destinations. For instance, Sardinia, a more expensive region in Italy, had an average package holiday price of £1,508 per person, over £500 more than Tuscany. Tuscany’s popularity among the middle class means it is often priced more competitively, making it an attractive option for those seeking both beauty and affordability.
Morocco’s Agadir Coast: A Budget-Friendly Beach Destination
Third on the list, and the only non-European destination in the top 10, was Morocco’s Agadir coast. Known for its warm weather, rich cultural experiences, and thriving beach resorts, Agadir offers a fantastic holiday at an average cost of £946 for a week. Morocco’s appeal lies in its budget-friendly food and drink prices, making it an excellent option for travelers looking to enjoy a beach vacation without breaking the bank. The region is also a hotspot for surfers, thanks to the lively Atlantic waves.
Turkey’s Dalaman Region: A Time-Honored Favorite
Taking the fourth spot was Turkey’s Dalaman region, another destination familiar to British holidaymakers. The average price for a week-long stay in Dalaman, including both flights and accommodation, was £1,048. The Dalaman region is famous for its scenic beauty, crystal-clear waters, and vibrant resort towns, offering great value for money despite being slightly more expensive than the top three locations.
Spain Dominates the Top 10
Spain continued to dominate the list, with six of its destinations appearing in the top 10. Among these were several locations along the Costas and the Canary Islands, offering fantastic packages for travelers. Tenerife, Fuerteventura, and Gran Canaria were ranked 5th, 6th, and 7th, with average prices of £1,073, £1,119, and £1,121, respectively. These islands are particularly popular with British tourists for their year-round sunshine and affordable holiday options.
Other Spanish destinations, including the Costa Brava (£1,125) and Costa Dorada (£1,133), took the 8th and 9th spots, rounding out Spain’s strong presence in the rankings.
Greek Island Zante Makes the Cut
Although Spain and Italy dominated the list, one Greek destination managed to secure a place in the top 10. Zante, also known as Zakynthos, took the 10th spot with an average package holiday price of £1,142 for a week-long stay. The Greek islands are known for their stunning beauty and charming culture, with Zante offering excellent value for those looking to enjoy a Mediterranean escape at a relatively low cost.
Factors Behind the Findings
The Which? study examined holiday package prices across a range of factors, including location, time of year, and the specific tour operators’ deals. The research covered a variety of popular destinations in 13 countries, including Bulgaria, Croatia, Cyprus, France, Greece, Iceland, Italy, Malta, Montenegro, Morocco, Portugal, Spain, and Turkey. By evaluating thousands of holiday deals, the organization was able to identify the destinations where travelers can get the most for their money.
Conclusion: Smart Choices for 2026
As 2026 approaches, travelers seeking an affordable summer holiday have several excellent options to consider. Whether it’s the sun-soaked beaches of Spain’s Costa Blanca, the picturesque hills of Tuscany, or the exotic allure of Morocco’s Agadir coast, budget-conscious vacationers can look forward to finding great value in these top destinations. By carefully selecting the right location and package deal, holidaymakers can ensure they enjoy a memorable vacation without overspending.
The study also highlighted the importance of choosing reputable comparison sites to help travelers find the best prices. Websites like Skyscanner and Google Hotels were commended for their ease of use and excellent price comparisons, helping travelers to secure the most affordable travel options for their desired destinations.
