The Isles of Scilly is one of the top travel destinations among internet users, new research reveals.
According to a survey by Continental Research, 29% of British citizens who booked a holiday online this year chose a UK destination, compared to 22% who chose Spain and 11% who chose France.
Scilly was named as one of the most desired destinations in the UK.
Devon and Cornwall were also popular, followed by the Lake District and Scotland.
Reasons for holidaying in the UK included visiting friends and family and enjoying the country’s rural areas, mountains and beaches.
Colin Shaddick, director of Continental Research, said: “What is noticeable is the UK holiday market has improved considerably in recent years, with innovative boutique hotels, well-reviewed restaurants and stunning scenery being some of the reasons why people are rediscovering it.
“Clearly the UK’s hit and miss weather drives many holidaymakers abroad. However, it does rate favourably as a main holiday destination for other reasons.
In particular the opportunity to visit friends and family, stay in a holiday home, enjoy the mountains and countryside as well as having things to do for the children.
This mix of reasons will help the UK appeal to a wider market and explain its growing popularity.”
Tourist organisation VisitBritain says it expects the number of overseas visitors to the UK to rise next year.
The poll also found that 17 million people expect to book all or part of their 2007 holiday on the internet.