Nostalgia tourism is identified as new trend

A recent poll reveals that 90% of UK travellers revisit a country or city with a sentimental association rather than discovering somewhere new.

Conducted by Expedia.co.uk and a senior professor of psychology at University College London, the top reasons for 'nostalgia tourism' given by the 500 people polled is a desire to relive youthful experiences.

Almost 28% said they go back to a destination where they had a memorable childhood holiday while more than a fifth visit somewhere they lived or studied when younger. Almost 6% tried to relive memories of their honeymoon and 4.4% their wedding day or engagement. Only 8% were disappointed with their nostalgia destination, while 88% had such a good time they intend going back again.

The top place to revisit was the UK, with traditional seaside resorts like Blackpool and Brighton particularly popular.

Expedia.co.uk managing director Caroline Cartellieri said: 'Although new and exotic places are always popular we have seen a rise in bookings to classic European and domestic destinations, so decided to investigate what was behind this trend.

'As the research shows nostalgia has become a big driver in destination choice.'

Professor Adrian Furnham at University College London said: 'It is important not to overlook the profound pleasure that going back to a place that is fondly remembered can give.'