What is Sunshine Saturday and when is it?

Sunshine Saturday is the busiest day of the year for holiday bookings, typically the first Saturday in January, which falls on January 4th, 2026.

Which destinations are popular for British holidaymakers in January 2026?

Popular destinations include Malta, Egypt, and Tenerife, with increasing search interest for Gozo, Bermuda, Crete, and Costa Rica.

What is ATOL protection for package holidays?

ATOL protection is a financial safety net for package holidays sold in the UK, ensuring consumers are protected if their travel company collapses.

Home / Business and Economy / Sunshine Saturday: Brits Flock to Book Getaways

Sunshine Saturday: Brits Flock to Book Getaways

3 Jan

•

Summary

Holiday bookings are expected to surge by 5% in January 2026.
An additional 200,000 Britons will book trips this January compared to last year.
Gozo, Bermuda, Crete, and Costa Rica show rising search interest among travelers.

Sunshine Saturday: Brits Flock to Book Getaways

The UK travel industry is bracing for 'Sunshine Saturday', predicted to be its busiest day of the year, with holiday bookings set to surge. January 2026 is expected to see a 5% increase in demand for package holidays as Britons seek to escape the winter gloom. The Civil Aviation Authority (CAA) forecasts that approximately 200,000 more holidaymakers will book trips this month compared to January 2025.

Travel search data indicates a growing interest in less conventional destinations. While Malta, Egypt, and Tenerife remain popular, quieter alternatives like Gozo, a sister island to Malta, are experiencing significant search traffic increases. British Airways Holidays also reported a substantial rise in searches for Bermuda, alongside strong growth for Crete and Costa Rica.

Consumers are reminded by the CAA to ensure their package holidays are ATOL protected for financial security. This protection safeguards against travel company collapse, covering repatriation and reimbursement. While 'Sunshine Saturday' is a peak booking period, Which? Travel advises consumers to avoid hurried decisions and to thoroughly research options for the best value and suitability.