For a long time, the British holiday was defined by the destination. We went “to” Spain, or “to” Greece, or “to” the Lake District. But recently, a fundamental shift has happened. British travelers are no longer just asking “Where should we go?”—they are asking “What can we do when we get there?”
At Viator, we believe that the heart of any trip isn’t the hotel room or the flight; it’s the moments that take your breath away. It’s the secret food tour through the backstreets of Naples, the sunrise hot air balloon ride in Cappadocia, or the private history walk in Edinburgh that brings the past to life. Here is how we are helping you unlock those “once-in-a-lifetime” moments every time you leave home.
1. Flexibility: The Freedom to Change Your Mind
We know that the modern traveler values freedom above all else. Plans change, weather happens, and sometimes you just find a better beach.
- The Viator Advantage: We lead with Transparency. The vast majority of our 300,000+ experiences offer free cancellation up to 24 hours in advance.
- Reserve Now, Pay Later: You can lock in that “must-do” tour months in advance without spending a penny today. It’s travel on your terms, with zero stress.
2. Quality You Can Trust
In an age of endless online options, finding a high-quality tour can feel like a gamble. We’ve taken the guesswork out of the equation.
- Verified Reviews: With millions of reviews from fellow UK travelers, you can see the Truth about an experience before you book.
- Viator Badge of Excellence: Look for this badge on our site—it’s awarded to our highest-rated and most reliable partners, ensuring you’re booking with the best in the business.
3. Beyond the Tourist Track: Local Secrets
The “hidden gem” is the holy grail of travel. At Viator, we specialize in connecting you with local experts who can take you beyond the velvet ropes.
- Small-Group Intimacy: We’ve seen a massive move away from big-bus tours. Our travelers are now prioritizing small-group or private experiences that allow for real conversation and a deeper connection to the culture.
- After-Hours Access: From “After-Dark” tours of the Tower of London to private viewings of the Vatican Museums, we offer the keys to places usually closed to the public.
4. The Rise of “Slow Adventure”
British travelers are increasingly looking to “unplug.” We’ve seen a surge in bookings for nature-based, eco-conscious activities.
- Back to Basics: Think foraging walks in the Cotswolds, stargazing in the dark-sky reserves of Wales, or sustainable wildlife spotting in the Scottish Highlands.
- Eco-Transparency: We make it easy to find and support operators who prioritize the environment and give back to their local communities.
5. Travel for Every Passion
Whether you are a “Foodie,” a “History Buff,” or an “Adrenaline Junkie,” we have a category that fits your DNA.
- Culinary Journeys: Food is the universal language. Our cooking classes and market tours are currently our fastest-growing category, as travelers seek to bring home the tastes of their holiday.
- Bucket List Moments: From skydiving over the Palm Jumeirah to husky sledding under the Northern Lights, if you’ve dreamed it, we have a way to make it happen.
Don’t Just Visit. Discover.
Your next holiday shouldn’t just be a change of scenery; it should be a change of perspective. At Viator, we are proud to be the world’s leading marketplace for travel experiences, helping you turn every trip into a collection of unforgettable stories.
Where will your curiosity take you? Explore thousands of top-rated experiences and book your next adventure at Viator.com.