Under-the-radar rural counties are trending for summer - discover rolling countryside and scenic walks

British holidaymakers are embracing countryside escapes this summer, with demand for UK staycations continuing to rise.

According to new data, staycation searches by Britons have increased by more than 11 per cent year-on-year.

Airbnb has released figures today that show rural destinations are seeing some of the biggest growth in interest ahead of summer 2026.

Areas near National Parks and scenic countryside are proving especially popular among travellers looking to switch off and recharge, and Hereford has seen the biggest spike in year-on-year searches, up 76 per cent.

Top trending rural destinations for summer 2026

• Herefordshire (+76%)
• Staffordshire (+50%)
• Worcestershire (+48%)
• Forest of Dean District (+34%)
• Shropshire (+32%)

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Staffordshire has also seen a big increase in interest, boosted by its mix of countryside scenery and family-friendly attractions.

The county offers access to parts of the Peak District, Cannock Chase and a range of market towns, while adventure seekers are drawn to attractions including Alton Towers Resort. Its central location also makes it a convenient option for shorter UK breaks.

Meanwhile, Worcestershire is proving increasingly popular with holidaymakers searching for relaxed countryside escapes. From the Malvern Hills to riverside towns and traditional country pubs, the county offers a classic rural getaway experience.

Britons can also enjoy a strong cultural heritage, historic architecture and easy walking routes, particularly during the summer months. The data highlighted a wider trend towards “rural summer resets”, with many travellers prioritising nature, wellness and quieter destinations over busier city breaks.

Interest is particularly strong in locations within or close to British National Parks, reflecting growing demand for slower and more restorative travel experiences.

The new figures follow Airbnb’s 2026 Summer Release, which introduced a range of new travel-focused benefits and services for guests in the UK.

The company said the update comes as it sees rising interest in adult “playcations”, short-haul rural escapes and renewed enthusiasm among Gen Z travellers for destinations that were especially popular with Millennials in the mid-2010s, including Spain, Thailand and Greece.

New Airbnb services available in the UK include airport pickups, with guests receiving 20 per cent off each ride, alongside luggage storage services offering 15 per cent discounts. Airbnb also confirmed that car rentals will launch later this summer, aimed at making domestic and international travel more seamless for guests.