New data reveals how travellers are turning to forests, wild swimming and wildlife for their next wellbeing break.
Forget spa weekends – Brits are swapping treatment rooms for tents, with new data revealing a sharp shift towards outdoor wellbeing breaks. Pitchup.com has revealed that Google demand for ‘nature holidays UK’ has surged by 60% this year in comparison to “spa break UK” which only saw an increase of 20% this year in comparison to last year*. Internal booking data shows travellers are turning to forests, wild swimming, wildlife and even goats for their next dose of wellness, choosing stays for what they can do when they arrive rather than what’s on a treatment menu.
It’s a shift away from the structured retreat – instead of booking treatments and timetables, people are finding a footpath, a lake, a patch of woodland or even a yoga mat surrounded by farm animals to spend the day exploring the outdoors.
Dan Yates, founder of Pitchup.com, said: “Our data shows travellers are increasingly choosing stays based on what they can do when they arrive, and looking beyond the structured retreat. 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.
“The growth in walking and forest stays suggests travellers no longer see a spa retreat as the only way to get a restorative break. It can be as straightforward as stepping out of a tent and onto a footpath, with much the same result – a clearer head and better sleep.”
Six ways nature is redefining wellness travel in 2026
1.Animal yoga trades the studio for the great outdoors
Pairing yoga with animals, from dogs and alpacas to goats, the practice has moved from classes to a genuine outdoor trend, with even the Duke of Sussex, Prince Harry, getting involved in a goat yoga session at a charity event in July. UK searches for “animal yoga” have also risen 60% in the past month*, while use of Pitchup.com’s farm filter is up 341% year on year, suggesting the appeal goes well beyond one royal photo opportunity.
Practising yoga outdoors adds an element you can’t script, a session interrupted by a goat wandering across the mats holds people’s attention in a way a studio session rarely does, and the informality suits travellers already moving away from structured retreats towards something looser and more playful.
Owl Barn Farm Camping in Warwickshire and Sunflower Park in Lincolnshire both offer goat yoga sessions for guests wanting to try it for themselves.
2. Forest bathing draws interest after a summer of heatwaves
Following a summer of successive heatwaves, it is little surprise that forest bathing is attracting attention. Tree cover remains the oldest form of air conditioning available, noticeably cooler than open ground, quieter than a field of unshaded pitches, and dark enough at night to allow for proper sleep in warm conditions. Use of Pitchup.com’s forest filter has increased by 737% compared with the same point last year, reinforcing the idea that shade is no longer a nice-to-have, but a reason to book.
Popular UK forests where you can pitch up include the Forest of Dean in Gloucestershire, Kielder Forest in Northumberland, Galloway Forest Park in Dumfries and Galloway, and Sherwood Forest in Nottinghamshire.
3. Birdwatching is the slow hobby with a fast-growing following
Birdwatching asks for patience rather than fitness – just going outside, waiting, and paying attention to something other than yourself. That’s mindfulness in its simplest form, and the unpredictability of an unusual sighting or unfamiliar song is part of the appeal, drawing you back into your senses rather than your head.
Free identification apps have even made it easier for beginners. Merlin Bird ID has passed 12 million downloads in 2026 alone*, and UK searches for “Merlin Sound ID” are up 200% year on year. Pitchup.com’s birdwatching filter has also risen 21%, pointing to a wider move towards quieter, wildlife-led breaks. Low Farm Campsite in Woodbridge and Polstead Country Park in Polstead are both good sites for spotting a wide range of species.
4.Naturism and the rise of body confidence
Use of Pitchup.com’s naturist filter has risen 88% compared with last year, pointing to a growing interest in stays built around comfort and openness rather than convenience. Research from Goldsmiths, University of London has linked naturist activities with greater body appreciation, improved self-esteem and higher life satisfaction – outcomes that sit alongside the other wellbeing gains driving this year’s outdoor trends.
Naturism needs space and privacy, which rural campsites can offer more naturally than most hotels. Travellers can experience naturism at Pitchup.com stays including Lions Row and Croft Naturist Country Club.
5.Cold water and the rise of blue wellness
Cold water has moved from endurance test to wellbeing staple. It travels under the name blue wellness, the idea that time spent in, on or beside water offers broadly what green space does, and it has turned a swim in a river, lake or the sea from something to be endured into the reason for the trip.
Use of Pitchup.com’s wild-swimming filter has increased by 102% compared with last year, pointing to growing interest in holidays centred on natural swimming spots. The trend continues to gain traction on social media, with the #WildSwimming hashtag generating 104.1 million views across more than 7,700 TikTok posts.***
Waterside and coastal pitches put you in the water before the day starts, the perfect wake up remedy. Whitehouse Farm, Suffolk sits beside its own swimming lake, while Port nan Gael Campsite, Isle of Mull has shore access on Loch Scridain.
6.Walking has had an upgrade
Walking remains the most accessible wellbeing activity there is, requiring no equipment, instruction or expense, and new data suggests it is enjoying a considerable resurgence. Use of Pitchup.com’s “walkers’ paradise” filter, which helps travellers find outdoor stays in areas particularly well suited to exploring on foot, has increased by 1,552% compared with the same point last year, while UK Google searches for “luxury walking holidays” have risen by 170% in the past month compared to the year before.*
Some of that growth reflects travellers seeking out new routes, while others are turning to Nordic walking, a variation that uses two specially designed poles planted behind the walker to bring the arms, shoulders, back and core into work usually done by the legs alone.
It began in Finland as summer training for cross-country skiers, and it still looks unmistakably like cross-country skiing without the snow. Looking odd isn’t putting people off – in fact, Google searches for “Nordic Walking” have increased by over 300% in the past three months compared to the same period last year.*
Few campsites hire poles out, which makes Camp Korana in Čatrnja, Croatia a beautiful starting point, lending sets to guests for the hilly ground around the Korana river canyon minutes from Plitvice Lakes National Park. In the UK the South West Coast Path runs past Mount Pleasant Eco Park in Porthtowan, Cornwall, while Malham Cove is a short drive from Ash Keys Caravan Park, North Yorkshire – great spots for walking fans.
