Travelers are increasingly turning to walking, forests, wild swimming and wildlife-focused stays for wellness breaks, with Pitchup.com data showing sharp increases in searches and filter use for nature-based experiences.
Use of Pitchup.com’s “walkers’ paradise” filter has increased 1,552% compared with the same point last year, while use of its forest filter has risen 737%. Interest in wild swimming is up 102%, and use of the platform’s naturist and birdwatching filters has increased 88% and 21%, respectively.
The data also shows a shift in broader travel searches. Google searches for “nature holidays UK” have increased 60% this year compared with last year, while searches for “spa break UK” have risen 20% over the same period, according to Pitchup.com.
Dan Yates, founder of Pitchup.com, said travelers are increasingly selecting stays based on the activities available at their destination.
“Our data shows travellers are increasingly choosing stays based on what they can do when they arrive, and looking beyond the structured retreat,” Yates said.
“Walking, swimming and wildlife watching are a chance to slow down and spend less time looking at a screen – and they’re simpler to organise than a spa weekend,” Yates added.
Animal-focused activities are also contributing to the trend. UK searches for “animal yoga” have risen 60% in the past month, while use of Pitchup.com’s farm filter is up 341% year over year. Owl Barn Farm Camping in Warwickshire and Sunflower Park in Lincolnshire offer goat yoga sessions.
Birdwatching has also gained interest, with UK searches for “Merlin Sound ID” up 200% year over year. Pitchup.com’s birdwatching filter has increased 21%.
Cold-water recreation is another area of growth. The platform’s wild-swimming filter has risen 102%, while the #WildSwimming hashtag has generated 104.1 million views across more than 7,700 TikTok posts.
Walking-related searches have increased as well, with UK Google searches for “luxury walking holidays” rising 170% in the past month compared with the same period last year. Searches for “Nordic Walking” have increased more than 300% over the past three months.
Yates said the increased interest in walking and forest stays indicates travelers are looking beyond traditional wellness retreats.
