British Airways Holidays has named Gibraltar one of its eight ‘rising star’ destinations for 2025. The designation is based on a notable increase in holiday package searches on ba.com during January. The annual Travel Trends Report tracks search data to predict popular destinations for the year ahead.

Why it matters

This recognition suggests that Gibraltar’s growing popularity isn’t accidental. Recent government efforts, including the Where the Med Begins marketing campaign and investments in tourism infrastructure like the Northern Defences and WWII Tunnels, are likely paying off. Malta, which was a ‘rising star’ in last year’s report, is now among the most searched-for destinations—could Gibraltar follow suit?

Travel trends driving demand

The British Airways report identifies three trends influencing travellers each aligning with Gibraltar’s offerings:

Taste Hunting:
69% of UK travellers consider food when choosing a holiday. Gibraltar’s diverse culinary scene, blending British, Mediterranean, and Moroccan influences, is well-placed to attract these ‘taste hunters.’

Paperback-Packers:
According to BA’s findings, holidays remain prime reading time for many. Gibraltar’s rich history, high-profile international literary events, and visits to the Gibraltar Garrison Library, offer ‘paperback-packers’ the chance to combine their love of books with cultural exploration.

Trivial Pursuits:
70% of travellers want to learn something new while away. Gibraltar’s historical sites, military heritage tours, and nature attractions like the Upper Rock Nature Reserve provide immersive experiences that align with this trend. The study found that younger travellers particularly seek destinations with activities—something Gibraltar’s adventure tourism sector can capitalise on.

Being named a ‘rising star’ puts Gibraltar on the radar of holiday planners, potentially increasing visitor numbers. For members in hospitality, retail, and services, this presents a chance to attract new customers. Consider how your business can appeal to ‘taste hunters,’ ‘paperback-packers,’ and experience-seeking travellers.

What’s next?

If Gibraltar follows Malta’s trajectory, our businesses could benefit from sustained growth in UK tourism. Now is the time to enhance customer experiences, align your product offerings with emerging trends, and hope for increased footfall.

Read British Airways Press Release