British SMEs are increasingly looking beyond Europe and the US for growth, with research from Travel Counsellors for Business revealing a shift in business travel towards emerging global destinations.
The study, which surveyed 1,000 UK SMEs, shows rising intent to travel to regions including Asia, Africa and the Middle East over the next 12 months, signalling an update in how small and medium-sized businesses are pursuing international opportunities as they plan for 2026.
According to the research, intentions to travel to Asia in the next 12 months have risen sharply to 26%, closely followed by Africa (16%). Looking ahead to the next 12 months, Asia is the most frequently cited emerging region for future business travel (25%), followed by the Middle East (19%), Australia (18%), South America (13%) and Africa (13%).
Europe and North America have traditionally dominated corporate travel, accounting for 79% and 33% of companies’ business trips last year, respectively. However, research shows this trend is changing, with the number of SMEs planning trips to Europe in the next 12 months falling by 12% year-on-year, signalling a shift away from established business hubs.
The rise of emerging destinations is also supported by Travel Counsellors’ booking and sales data. In FY2025, Riyadh in Saudi Arabia became the organisation’s fifth most-booked corporate travel destination, followed by Texas in sixth place and Johannesburg in ninth. Significant year-on-year2 booking growth has also been recorded in locations including Borneo, Pahang, South Africa National Park, and Aruba, all of which saw more than a 20-fold increase in bookings.
Melanie Quinn, Director, Travel Counsellors for Business, comments: “This data highlights the ambition and creativity of UK SMEs as they look to unlock growth on a global stage.
“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.”