UK travellers say they would visit St Helena - drawn by the island’s remoteness

New research has revealed growing appetite among UK travellers for remote, off-the-beaten-track destinations, with half of the respondents saying they would consider visiting the British Overseas Territory of St Helena after learning more about the island.

The independent study* of UK travellers suggests growing demand for destinations that feel authentic, uncrowded and genuinely different, with St Helena’s extraordinary remoteness emerging as its biggest attraction.

While many travellers know little about St Helena, interest rises dramatically once they discover the island’s unique mix of dramatic landscapes, wildlife, marine life and history. In one of the standout findings, St Helena jumped from the fifth most appealing remote island destination to first place after respondents were shown a short description of the island, overtaking destinations including Madagascar and the Galápagos Islands.

Located in the heart of the South Atlantic Ocean between Brazil and Africa, St Helena is one of the world’s most remote inhabited islands. Air access to the island only became possible in 2017 with the opening of St Helena Airport, helping to open up one of the world’s last truly remote destinations to travellers.

Known for its dramatic volcanic scenery and rich marine biodiversity, the island is also famously home to Jonathan the tortoise, the world’s oldest living land animal at 194 years old, as well as the place of Napoleon Bonaparte’s final exile.

The study revealed a particularly strong appetite for the island’s wildlife and outdoor experiences, including whale sharks, diving, hiking and marine adventures.

Key findings - The “Ready to Book” Explorers:

• 50% said they would be likely to visit St Helena after reading about the island
• 54% said the island’s remoteness was one of its most appealing features
• 47% were attracted by Napoleon Bonaparte and the island’s history
• 44% highlighted whale sharks and marine life as key reasons to visit
• 42% were interested in diving and snorkelling experiences

Researchers also found growing demand for “bucket-list” and off-the-beaten-track travel experiences, particularly among younger travellers seeking meaningful adventures, authentic local culture and less crowded destinations.

Jonathan Passaportis, Head of Tourism for St Helena Government: “What’s exciting about this research is how strongly people respond once they discover St Helena. The island has an incredible story to tell, from Jonathan the tortoise and Napoleon’s history to whale sharks, dramatic hiking trails and the feeling of complete escape.

“Younger travellers (25-44 yrs) are increasingly looking for places that feel unique, authentic and memorable, and the research shows St Helena really resonates with those looking for something beyond a traditional holiday.”

*The “Remote by Nature. Exceptional by Experience” Traveller Researchwas conducted by GSIQ Tourism Insights in March 2026 among 2,006 UK adults open to international long-haul travel.