Winter touring bookings rise as UK holidaymakers embrace townsizing

Caravan and Motorhome Club reports growing demand for quieter, small-town travel during winter and early spring

UK leisure vehicle holidaymakers - caravanners, motorhomers, campervanners and roof tenters - are increasingly choosing a relaxed, more considered style of travel. The Caravan and Motorhome Club is reporting its highest level of winter touring bookings in recent years. The trend, known as “townsizing”, reflects a growing preference for visiting smaller towns, rural villages and countryside destinations, particularly outside the traditional peak season.

With more UK Club campsites than ever open year-round, members are touring throughout winter and into early spring, taking advantage of quieter roads, fewer crowds and greater flexibility. The Cotswolds and Yorkshire are proving especially popular, driven by demand for scenic routes, market towns and longer, more relaxed stays.

Townsizing centres on enjoying the journey as much as the destination. Holidaymakers are travelling via less-frequented routes, spending time in overlooked towns and villages and supporting local markets, independent shops and rural businesses. Leisure vehicle touring lends itself to this approach, offering comfort, affordability and the freedom to explore at your own pace throughout the year.

Reflecting this townsizing trend, the Club asked members on its online community platform, Club Together, to highlight which UK small town or village they have found to be the most welcoming or friendly. Locations such as Melrose, Garlieston, Keswick, Bedale, Alnwick, Leyburn, Thirsk, North Berwick, Fowey, Castleton, Berwick-upon-Tweed, Brixham, Sheringham, Wells-next-the-Sea, Looe, Bude and Cromer were repeatedly praised for their hospitality, charm and relaxed atmosphere. The North East and Scottish Borders stood out as particularly friendly regions.

The growing appeal of smaller towns is also reflected in wider national policy. The UK Government has recently launched its first-ever UK Town of Culture competition, inviting towns of all sizes to showcase their unique stories, heritage and community spirit. The initiative, which aims to restore pride in local places, highlights the cultural and economic importance of towns across the country - reinforcing the appeal of townsizing and the value of spending time in overlooked destinations beyond the traditional tourist hotspots.

UK government* data shows that among adults who took a holiday in England in 2024–25, 28% stayed in the countryside or a village, nearly as many as those who visited traditional coastal or seaside towns (30%) and more than those who stayed in a city or large town (26%). This demonstrates a strong interest in rural and smaller‑settlement travel, reflecting the growing appeal of townsizing - quieter, place-based breaks that let holidaymakers explore local communities and enjoy a slower pace.

Winter touring also brings practical benefits, including better value and easier access to local attractions. Many Club members choose off-season travel to enjoy coastal paths, countryside walks, seasonal markets and country pubs in a calmer setting, often staying longer in one location and becoming part of the local rhythm.

This shift mirrors wider travel trends. Recent VisitBritain research shows that a significant proportion of UK travellers are actively seeking peaceful, uncrowded breaks, while ABTA continues to report growth in countryside and rural getaways, particularly among holidaymakers who prioritise flexibility, value and more sustainable travel choices.

The rise of shorter, more frequent breaks throughout the year is also supporting the townsizing trend. Leisure vehicle touring makes spontaneous winter weekends and short stays more accessible, encouraging year-round exploration of smaller destinations and reducing pressure on peak-season hotspots.

Many Caravan and Motorhome Club campsites reflect the spirit of townsizing. To highlight just a few, Bourton-on-the-Water Club Campsite in Gloucestershire offers access to one of the Cotswolds’ best-known villages alongside riverside walks and traditional market town charm. Bridport Bingham Grange Club Campsite in Dorset places visitors close to a lively market town and the Jurassic Coast, with strong local food and walking routes. Burford Club Campsite in Oxfordshire sits near the historic town of Burford, surrounded by rolling countryside, wildlife parks and traditional pubs. Bunree Club Campsite in Argyll, Scotland, offers waterside views and proximity to charming local villages. Dornafield Dartmoor Club Campsite in Devon provides access to a picturesque market town and countryside walks.  Clumber Park Club Campsite in Nottinghamshire is set within the historic Clumber Park estate, offering woodland trails, lakeside walks, and easy access to nearby market towns.

Harvey Alexander, Director of Marketing and Membership Services at the Caravan and Motorhome Club, said: “We are seeing a clear shift towards all-year travel, more meaningful travel, particularly during winter and early spring. Townsizing allows our members to explore the UK in a way that offers flexibility, value and a deeper connection to the places they visit. Our growing network of year-round campsites supports this change in how people choose to tour.”

With more pitches available throughout the year and a growing appetite for relaxed, off-season travel, townsizing is becoming an increasingly important part of how UK holidaymakers choose to explore the country.

For further details about the Club, how to join and make a booking, visit camc.com

ENDS

*Main report for the Participation Survey (April 2024 to March 2025) - GOV.UK

About the Caravan and Motorhome Club 

With over 1 million members and 118 years of experience, the Caravan and Motorhome Club is the UK’s No 1 touring club - as rated on TrustPilot - and helps its members get more from the great outdoors, whether glamping or touring. 

• Membership: £69 per year 

• Access to 2,700+ campsites across the UK and Europe 

• Escorted tours in Europe, North America, Australasia & Africa 

• Expert travel advice and member offers 

• Visit UK holiday deals & offers to see the range of offers 

Find out more or join: 

www.camc.com | 01342 318 813 

More Ways to Stay: Experience Freedom 

Want to try glamping?  

Experience Freedom, from the Caravan and Motorhome Club, offers luxury stays in safari tents, glamping pods, yurts, motorhome hire, tent camping and more – across 10 beautiful UK locations. Open to both members and non-members, Experience Freedom combines comfort with the great outdoors. Operated by the Caravan and Motorhome Club, the brand benefits from decades of expertise in high-quality campsite management. Club members enjoy up to 20% off glamping stays for themselves and their guests. 

Find out more or join: 

www.experiencefreedom.co.uk | 01342 777533 

Media Contacts: 
Caravan and Motorhome Club - Nikki Nichol - nikki.nichol@camc.com | 07771 834443 
Four Agency (Helen Coop, Manav Hartono, Maja Bull) - camc@four.agency