The Suffolk town topping national trends for a summer holiday in 2026

According to Expedia Group’s Unpack ’26 Summer: The Trends in Travel report, Sudbury has seen a 60% rise in online searches.

The town was highlighted for its “scenic countryside”, vibrant arts scene and antiques, as well as its gateway location to Constable Country.

Bishop’s Stortford in Hertfordshire led the charge with a 90 per cent increase.

Sudbury is home to the picturesque water meadows (Image: Lucy Taylor)

“This summer, travel isn’t slowing down – it’s being reshaped,” Melanie Fish, travel expert and spokesperson at Expedia Group, said.

“As major global events and rising costs influence decisions, travellers are either staying closer to home or seeking out destinations where they can get more for their money.”

The report highlights a shift towards domestic travel, with 45% of Britons showing greater interest in UK breaks compared to last year.

Coastal towns also saw increased interest, with searches for destinations like Scarborough and Tenby up by 40 per cent.

Expedia’s findings were based on first-party data from Expedia and Hotels.com, traveller insights, and social listening.