Delight at Yorkshire village becoming Booking.com’s number one
East Yorkshire councillors and businesses have shared their joy and surprise at the small village of Skipsea being named as an on-trend travel destination
The East Riding coastal village has been named as the place with the fastest growing rise in internet searches for 2027, according to new data.
The study was completed by travel site Booking.com, which has named Skipsea as a stand-out destination in its annual travel predictions. The East Riding village stands alongside premium destinations such as Christchurch in New Zealand, Bratislava in Slovakia and Pescara in Italy in the research.
The news that Skipsea is one of the top hotspots of 2027 has baffled some local people. But many councillors are not at all surprised that online attention is now shifting to the undiscovered and underappreciated beauty of the quiet East Yorkshire coast.
The blend of tradition, natural beauty and peaceful environment means it is a destination that is only going to become more popular as people look to take a break from their busy lives, according to Cllr Nick Coultish, Cabinet Member for Culture, Leisure and Tourism at East Riding Council.
“It’s no surprise to see Skipsea growing in popularity,” he said. “With its stunning coastal scenery and access to local attractions, it’s one of many East Riding destinations offering visitors a unique and relaxing experience along our wonderful coastline.
“Whether it’s exploring nearby nature reserves, enjoying traditional seaside towns or taking in the area’s beautiful landscapes and wildlife, this part of the East Riding has a lot to offer.”
The study was conducted through Booking.com searches made by UK travellers between January 1st and August 31st, 2026, compared year-on-year, for stays between December 1st, 2026 and September 30th, 2027.
Holidaymakers are increasingly looking to get off the beaten track
UK travellers are increasingly searching for Skipsea in East Yorkshire, with the destination seeing a growth of +218%. This makes it the number one place in the whole of the UK for an increase in searches by holidaymakers.
Skipsea ranked just above Dalavich in Argyll and Bute and Torpoint in Cornwall for search increases. It proves holidaymakers are increasingly looking for unusual destinations ‘off the beaten track’ according to Ryan Pearson, UK and Ireland Regional Manager at Booking.com.
“Our latest Travel Predictions reveal that Brits are increasingly looking beyond the usual holiday hotspots, with searches for Skipsea in East Yorkshire rising by an impressive 218% year-on-year, making it the top trending domestic destination for UK travellers in 2027,” he said.
“With its beautiful coastline, scenic countryside and charming seaside towns, Yorkshire has plenty to offer. This rise in searches highlights a growing interest in discovering lesser-known towns and more unexpected holiday destinations.”
Skipsea is renowned as a small, friendly village and boasts a pub, school, shop, church and village hall. There is plentiful holiday accommodation there too, from basic camping in a field to luxury and many caravan sites to choose from.
Skipsea has history in the shape of its castle and 12th century church. And the famous Mr Moo’s ice cream parlour and cafe is well known around the region for its award winning desserts.
Skipsea caravan sites confirm ‘the past summer was ridiculously busy’
Victoria Kirby, who runs the Samara Holiday Park in Skipsea and backed-up theBooking.com study, claiming social media users and TikTok were fuelling interest in the village and its coastline. She explained many holidaymakers captured Skipsea’s natural beauty on cameraphones and then shared online with friends – sparking new interest from around the country.
Bookings on her site were up in 2026 too, with a 75% increase on 2025’s numbers, Mrs Kirby explained. “The past summer was ridiculously busy,” she said. “I think people come here because it is so quiet. There is no phone reception, people come here to log off and I think it boosts their mental health. We have the beach, the countryside – people just come here and reset. They walk into Skipsea, go to the pub and just sit and read next to their caravans.”
It is this sense of people living such busy lives that means there is a real demand for freedom, according to Mrs Kirby, who moved to the East Yorkshire Coast from Huddersfield ten years ago.
“There are no busy roads here, no traffic noise. It’s just a quaint, quiet and pretty place.There are not many places you can go where you can truly cut off. There’s no 4G or 5G here – you get a maximum one bar reception on your phone,”she said.
“And when you’re here you’re in the middle of the East Yorkshire coast really – it’s five minutes to Hornsea and ten minutes into Bridlington. It’s a great location for exploring.”
A quieter alternative for tourists
The village is particularly good for people who enjoy the great outdoors the region offers, a spokesperson for tourist organisation Visit Hull and East Yorkshire explained.
“We’re pleased to see Skipsea receiving recognition! It does offer visitors a quieter alternative to some of the nearby coastal destinations, while still being within easy reach of everything East Yorkshire has to offer,” she said.
“It’s a great base for walking and cycling, with easy access to the coast, the Yorkshire Wolds, nature reserves, and neighbouring towns such as Hornsea, Bridlington and Withernsea.”
The Visit Hull and East Yorkshire team highlighted local highlights just a short drive from Skipsea such as:
- Exploring Spurn National Nature Reserve, renowned for its unique peninsula landscape and migrating birds.
- Visiting Withernsea, climbing the historic lighthouse for spectacular 360-degree views across the coast and countryside, and calling in at the ever-popular Pie Lady.
- Walking sections of the England Coast Path and taking in the area’s dramatic coastal scenery.
- Discovering Hornsea Mere, Yorkshire’s largest freshwater lake, perfect for wildlife watching and enjoying the outdoors. Hornsea also has a good variety of independent businesses within the town and at Hornsea Freeport shopping. Hornsea Museum is always a must visit too.
- Venturing into the nearby Yorkshire Wolds, where rolling chalk hills, picturesque villages and quiet walking routes provide a striking contrast to the coastline. This is perfect for walkers or cyclists with part of the Trans Pennine Cycle trail running through Hornsea and the Yorkshire Wolds Way National Trail for walkers.
- For those who are into seafood, Bridlington harbour is close by to watch seafood landing before heading to nearby eateries to sample.
A coastline seeing serious investment
In October Skipsea Sands Holiday Park revealed it is set to undergo a major £5million transformation, with significant upgrades to its on-park facilities, activities and retail offer. By Easter 2027, guests will be able to book new activities including an indoor adventure climbing experience, indoor adventure golf and off-road driving experiences for children aged four and over.
Families will also benefit from expanded indoor and outdoor adventure play areas, a bounce park, sports court, and a Bear Grylls themed escape room.
International travel recognition is no new thing for the region. Last year Hull was included in the prestigious National Geographic’s ‘Best Of The World 2026’ list. Council chiefs said it was ‘a huge honour’ and paid tribute to the city’s museums, diverse cultural offer and unique attractions. The magazine put Hull in the top 25 destinations on the planet thanks to its ‘defiant spirit’ and ‘laid-back charm’.