As we say hello to the new year, many Britons will already be planning this year’s adventures. A new M&S survey of 2,000 adults reveals the dream destinations and experiences topping the nation’s travel bucket lists – as well as the hurdles that may stand in the way before packing their suitcase.
Top experiences revealed
The survey found that most bucket lists are created young – typically between the ages of 18 and 25 (16%), closely followed by 17 or below (11%) – showing that the travel bug starts early.
When asked which types of experiences top their lists:
- Visiting iconic cities topped the list (20%) – perfect for those seeking weekend city breaks.
- Relaxing on beaches or islands came second (17.9%), followed closely by natural wonders (17.6%).
Younger generations – Gen Z (16 – 28) and Millennials (29 – 44) – are driving the highest levels of wanderlust across most experience types. Gen Z are particularly drawn to adventure and skiing destinations (13%), while Millennials lean towards luxury escapes (21%).
Most-wanted destinations
When it comes to specific countries, some clear favourites emerged. The top 10 dream destinations include:
- Japan
- Australia
- Maldives
- Canada
- USA
- Italy
- New Zealand
- Dubai
- Thailand
- China
Japan leads the list thanks to its striking blend of natural beauty, deep-rooted traditions and modern pop culture – from temples and cherry blossoms to anime and neon skylines. Australia follows closely, offering sunshine, world-famous beaches, and bucket-list landmarks like the Sydney Opera House and the Great Barrier Reef.
Bucket-list wonders
For history lovers, some destinations remain must-visits:
- The Colosseum in Rome has already been seen by 26% of respondents.
- The Pyramids of Giza follow, with 16% of respondents having already visited.
Gen Z (16 – 28) leads intentions to visit the Colosseum (51%) and Pyramids (51%), compared with just 21% and 18% of Baby Boomers (61 – 79). Millennials (29 – 44) show the most interest in the Great Wall of China (49%), nearly three times higher than Baby Boomers (17%).
But when it comes to the other wonders listed, despite their fame, a significant portion of the population has no desire to visit them right now. Over 3 in 5 Britons (60%+) have no intention of visiting Machu Picchu, Christ the Redeemer, Petra, Chichen Itza or the Taj Mahal. This rises to over 75% for Baby Boomers.
Challenges to check off
Even the most carefully planned bucket lists face a few obstacles. Managing a budget is the biggest challenge overall (19%). Millennials (29 – 44) struggle most with balancing work, family and other commitments (9.5%), while Gen Z (16 – 28) are most likely to cite lack of time (11%).
This aligns with wider trends in travel planning: a recent ABTA report found that more holidaymakers, particularly younger travellers, are turning to AI tools to help plan trips, highlighting the growing desire to research and organise travel efficiently.
