Iceland tops TUI’s winter wish list with 92 percent surge in holiday searches - Get updated on what's happening in tourism!

Holidaymakers in the UK are embracing a new kind of winter escape, according to TUI’s latest search data. The travel company reports a 92% increase in searches for Iceland compared with the same period last year, reflecting a growing appetite for cooler climates and once-in-a-lifetime experiences.

Alongside Iceland, Lapland has also seen a strong upswing, with searches up 42%. The trend follows one of the hottest British summers on record, pushing travellers to seek destinations where they can chase the Northern Lights, relax in geothermal spas, and explore icy landscapes instead of beaches.

Winter wanderlust: from glaciers to geysers

“Iceland’s 92% surge in searches shows that holidaymakers are ready to swap sunshine for snow-filled adventures,” said Chris Logan, Commercial Director at TUI UK & Ireland. “In a destination as extraordinary as Iceland, where you can hike glaciers, witness geysers and even spot the Northern Lights, this growing interest comes as no surprise. Our tailored packages make these bucket-list experiences more accessible than ever, with flexible trip durations and excursions included.”

TUI’s Musement division, specialising in tours and experiences, offers a wide selection of excursions that combine relaxation, culture and adventure – from whale watching in Reykjavik to glacier hikes and Golden Circle tours that take in the famous Gullfoss “Golden Waterfall” and active geysers.

Exclusive winter packages

TUI package with excursions included

A seven-night stay at the 4T Reykjavik Lights Hotel on a bed-and-breakfast basis starts from £826 per person, including return flights from Manchester Airport on 28 January 2026, 20kg hold luggage, transfers and two excursions – a Northern Lights hunt and the Golden Circle tour.

Plan-your-own itinerary

Travellers preferring flexibility can choose TUI’s plan-your-own-itinerary option. A seven-night stay at the 3T Hotel Fron in Reykjavik on a bed-and-breakfast basis starts from £550 per person, with flights from London Gatwick on 14 January 2026, including luggage and transfers.

Experiences beyond imagination

Golden Circle & Blue Lagoon with Kerid Crater – from £179pp

Visit Thingvellir National Park, stand between the American and Eurasian tectonic plates, see the Strokkur geyser erupt and marvel at Gullfoss Waterfall before relaxing in the Blue Lagoon.

Classic Whale-Watching Tour in Reykjavik – from £90pp

Spend three hours at sea with marine experts in search of minke and humpback whales, dolphins and porpoises – with lucky guests occasionally spotting orcas.

Glacier Hiking & South Coast Tour – from £136pp

Explore Iceland’s Seljalandsfoss, Skógafoss and Gljúfrabúi waterfalls before gearing up to trek on the Sólheimajökull glacier, part of the country’s fourth-largest ice cap.

A new era of winter travel

As travellers prioritise authentic and experiential journeys, TUI’s data shows a clear move away from traditional beach holidays towards immersive winter adventures. With packages that include key excursions and flexible itineraries, Iceland has emerged as one of the most inspiring – and fastest-growing – destinations for the 2025/26 winter season.

More information and booking options are available at tui.co.uk, in TUI holiday stores, or via the TUI app.

Image Credit: © Elke Romig