UK small and medium-sized enterprises are re-drawing the global business map.
According to new research from Travel Counsellors for Business, British SMEs are increasingly looking beyond Europe and the United States, with a marked rise in business travel to Asia, Africa and the Middle East as they plan for growth in 2026.
The findings suggest a shift not just in destinations, but in mindset. Faced with domestic uncertainty, tighter margins and intensifying competition in traditional markets, SMEs are becoming more outward-looking, seeking opportunity in faster-growing regions and emerging commercial hubs.
Asia and Africa move into focus
The study, which surveyed 1,000 UK SMEs, shows a sharp rise in intent to travel to Asia over the next 12 months, up 26 per cent year-on-year. Africa follows closely, with intent rising by 16 per cent, while the Middle East continues to gain traction as a strategic destination for British businesses.
When asked to identify regions they expect to prioritise for business travel in the year ahead, Asia tops the list at 25 per cent, followed by the Middle East (19 per cent), Australia (18 per cent), South America (13 per cent) and Africa (13 per cent).
The data points to a diversification of international ambition. Rather than relying on established transatlantic and European routes, SMEs are increasingly exploring markets aligned with infrastructure investment, energy transition, technology, manufacturing and regional trade growth.
A shift away from traditional hubs
Historically, Europe and North America have dominated UK outbound business travel, accounting for 79 per cent and 33 per cent of SME trips respectively last year. However, Travel Counsellors’ research shows that this dominance is beginning to soften.
The proportion of SMEs planning business travel to Europe over the next 12 months has fallen by 12 per cent year-on-year, signalling a gradual rebalancing away from established commercial centres in favour of new opportunities further afield.
This does not mean Europe and the US are losing relevance, but it does suggest that SMEs are increasingly supplementing traditional markets with exploratory travel to regions offering higher growth potential and less saturated competition.
Booking data backs up the trend
Travel Counsellors for Business’ own booking and sales data reinforces the survey findings. In FY2025, Riyadh emerged as the company’s fifth most-booked corporate travel destination, reflecting Saudi Arabia’s growing pull as it accelerates investment under Vision 2030.
Texas ranked sixth, while Johannesburg placed ninth, highlighting the continued importance of US regional hubs alongside a growing appetite for African markets. Elsewhere, year-on-year booking growth exceeding twenty-fold was recorded in destinations including Borneo, Pahang, South Africa National Park and Aruba — a clear signal of expanding geographical horizons.
These shifts suggest SMEs are no longer simply following established trade routes, but actively testing new markets through face-to-face engagement, partnerships and on-the-ground intelligence.
Business travel as a growth tool
Melanie Quinn, Director of Travel Counsellors for Business, says the data reflects a renewed confidence among UK SMEs despite economic headwinds.
“This data highlights the ambition and creativity of UK SMEs as they look to unlock growth on a global stage,” she says. “While Europe and the US continue to play an important role in UK-outbound business travel, we’re seeing businesses actively explore new markets across Asia, Africa and the Middle East, seeking out further revenue opportunities and forging business-building partnerships.”
For many SMEs, international travel is no longer a discretionary expense but a strategic investment, a way to diversify revenue streams, reduce over-reliance on domestic demand and build resilience in uncertain conditions.
Supporting complex travel patterns
As SME travel becomes more global and complex, the need for specialist support is growing. Travel Counsellors for Business provides 24/7 hands-on assistance through dedicated corporate Travel Counsellors, combining personalised service with technology designed to manage multi-region itineraries and fast-changing schedules.
Quinn adds: “We support SMEs at every stage of their growth journey, combining highly personalised service with industry-leading technology. Our goal is to make business travel feel seamless, while providing high-touch support aligned to each client’s wider business strategy.”
Taken together, the data paints a picture of UK SMEs entering 2026 with a broader, more confident global outlook. As traditional markets mature and competition intensifies, emerging regions are no longer seen as peripheral — they are becoming central to growth strategies.
For business travel providers, airlines and destinations alike, the message is clear: the future of SME travel is more diverse, more ambitious and far more global than before.