In an era where many travellers are searching for experiences that feel more meaningful than a typical holiday, new research suggests that Britain’s appetite for authentic, lesser-known destinations is growing.
At the centre of that trend is the remote South Atlantic island of St Helena — a place where volcanic landscapes, centuries of history and remarkable wildlife come together in one of the world’s most isolated inhabited communities.
A Different Kind of Journey
An independent study of UK travellers has revealed that half of respondents would consider visiting St Helena after learning more about the island.
The findings point to a wider shift in travel habits, with many people seeking destinations that offer reflection, discovery and a genuine connection with local culture rather than crowded tourist hotspots.
Perhaps the most striking result was how quickly perceptions changed. Before receiving information about the island, participants ranked St Helena as their fifth most appealing remote island destination. After reading a short introduction, it moved into first place, surpassing globally recognised destinations such as Madagascar and the Galápagos Islands.
One of the World’s Last Remote Frontiers
Positioned between Brazil and Africa in the South Atlantic Ocean, St Helena remained largely inaccessible for generations. Air travel to the island only became possible in 2017 following the opening of its airport, making this remarkable destination more accessible while preserving its sense of seclusion.
For travellers looking to disconnect from fast-paced modern life, that remoteness has become one of the island’s greatest attractions.
Nature, History and Wonder
St Helena’s appeal stretches across wildlife, history and adventure.
The island is home to Jonathan, recognised as the world’s oldest living land animal at 194 years old. It is also famously associated with Napoleon Bonaparte, who spent his final years in exile there.
Beneath the ocean’s surface, visitors can encounter whale sharks and vibrant marine ecosystems, while on land they can explore dramatic hiking trails carved through ancient volcanic landscapes.
What Today’s Explorers Are Looking For
The research highlights a growing demand for travel experiences that feel personal and memorable, particularly among younger adults looking to step away from conventional tourism.
Key findings:
- 50% said they would be likely to visit St Helena after learning more about the island.
- 54% described the island’s remoteness as one of its most appealing features.
- 47% were drawn to the history of Napoleon Bonaparte’s exile.
- 44% highlighted whale sharks and marine wildlife as major attractions.
- 42% expressed interest in diving and snorkelling experiences.
Travel with Purpose
For many readers, travel is not simply about ticking destinations off a list but about gaining perspective, appreciating creation and engaging respectfully with different communities and cultures.
Places like St Helena offer the opportunity to slow down, experience nature in its raw beauty and discover stories that have shaped the world in unexpected ways.
As travellers increasingly seek journeys that leave a lasting impression rather than a fleeting social media moment, this small island in the South Atlantic may be quietly becoming one of the world’s most compelling hidden gems.
Research referenced: “Remote by Nature. Exceptional by Experience” traveller study conducted by GSIQ Tourism Insights in March 2026 among 2,006 UK adults open to international long-haul travel.
Photo credits: Diana Jarvis & Mathias Falcone