Brits are becoming a nation of armchair explorers - watching other people have adventures instead of discovering what is on their own doorstep

Thursday 24^th September 2026

 

Britain is becoming a nation of armchair explorers, with more than three quarters of adults (77%) saying they spend more time watching other people have adventures on TV or social media than discovering new places themselves.

 

And three quarters (75%) say they are more likely to Google a nearby county and look at its highlights on a screen than go and visit it in real life. 

 

According to the poll of 2,000 people by The Camping and Caravanning Club, nearly eight out of ten Brits (79%) have driven straight through an area of natural beauty in the UK without stopping to see what was there.

 

The study was commissioned as part of The Camping and Caravanning Club's Race Across the County campaign, which aims to get Brits off the sofa and uncover the adventures waiting much closer to home. 

 

The campaign was inspired by the idea that Britain has historically seen itself as a nation of explorers, but modern life means many of us may now be getting our sense of adventure through television or social media. It sees two familiar faces; TV travel companions Tricia Sail and Cathie Rowe take on a challenge to head into their neighbouring county and discover for themselves the incredible beauty and adventure awaiting them across the nearby county border of Pembrokeshire.

 

The aim is to encourage people to treat a neighbouring countyas somewhere to discover, showing how even a local camping trip can bring new landscapes, different cuisines, distinctive accents and communities.

 

Despite our reputation as a nation of travellers our knowledge of where UK counties are on the map is shaky, with 93% unable to correctly label Shropshire and Herefordshire, and a further 88% failing to identify Northamptonshire.

 
The poll also showed that the average Brit has visited just 27 UK counties in their lifetime - equivalent to fewer than three in 10 of Britain’s 92 historic counties.

 

Other places including Nottinghamshire and Rutland (87%), Lancashire (86%), Northumberland (85%) and Cumbria (83%) were also all equally as hard for people to pin down on a map.

 

More than a third (35%) did not know the UK has both historic and ceremonial counties, while 37% cannot name their own neighbouring counties - despite three in five (61%) saying they would consider a short camping trip there.

 

Yet more than three quarters (76%) say the UK is the most beautiful country in the world suggesting the problem is not a lack of appreciation for what is on our doorstep.

 

Cornwall was named the most beautiful county people had visited (37%) followed by Devon (32%), the City of London (24%), Cumbria (19%) and North Yorkshire and Dorset (both 18%).

 

Food provides another reason to cross a county border, with Yorkshire pudding (54%) and the Cornish pasty (52%) named Britain's most iconic regional foods, ahead of the Bakewell tart and Cheddar cheese (both 36%).

 

More than half (51%) believe trying local food is one of the best experiences of visiting somewhere new, while the average Brit would travel 100 miles to taste a famous regional food where it originated.

 

Local language is also part of the experience of exploring a new county, although more than one in four (27%) have never heard "Howay", two in five (40%) do not recognise "Gert lush" and 38% have never encountered "Bostin'".

 

Sabina Voysey, Director General of The Camping and Caravanning Club, said: "We tend to think of adventure as something that requires a long journey, a plane ticket or weeks of planning, but Britain can change dramatically within a short distance."

 

She added: “There are different landscapes, foods, accents, traditions and communities sitting on our doorstep, and camping gives people the chance to really connect with an area of the UK they might otherwise only drive through.

 

“When you camp somewhere, you’re not simply visiting for a few hours or using it as somewhere to sleep - you are spending time in the incredible outdoors, meeting people and experiencing the sights, sounds and flavours that give that place its identity.”

 

"Taking a trip into a neighbouring county is about rediscovering that sense of curiosity and showing people that an unfamiliar adventure does not have to be on the other side of the world… it could be just across the border. We encourage all to explore the UK’s beautiful counties, and those hidden gems right under our noses!” 

 

Tricia Sail and Cathie Rowe said: "We're both embarrassed to admit there are parts of the UK even we haven’t explored. We recently took a trip to Pembrokeshire and despite it being just a short drive, it’s somewhere where you feel a million miles away from everyday life. This is what makes exploring a nearby county so brilliant, you get to see completely different things.

 

"This experience has made us realise that real adventure doesn't have to be on the other side of the world – it's right on our doorstep. As two friends who love an adventure, we've now made a commitment to making time for more local trips in future and we can't wait to see where we end up next."

 

If you want to be inspired to take a camping trip this autumn for as little as £13 per person per night, view Tricia and Cathie’s most recent adventure with The Camping and Caravanning Club and see what you can discover: www.campingandcaravanningclub.co.uk/raceacrossthecounty.  

 

-Ends-

 

Editors Notes

TOP 10 COUNTIES OR LOCAL AREAS BRITS HAVE VISITED AND THINK ARE MOST BEAUTIFUL 
1. Cornwall - 37%
2. Devon - 32%
3. City of London - 24%
4. Cumbria - 19%
5. North Yorkshire - 18%
6. Dorset - 18%
7. Cheshire - 14%
8. Cambridgeshire - 14%
9. Bristol - 14%
10. Isle of Wight - 13%

TOP 10 MOST ICONIC REGIONAL FOODS 
1. Yorkshire pudding - 54%
2. Cornish pasty - 52%
3. Bakewell tart - 36%
4. Cheddar cheese - 36%
5. Cumberland sausage - 33%
6. Melton Mowbray pork pie - 29%
7. Lancashire hotpot - 27%
8. Pie and mash - 26%
9. Shortbread - 25%
10. Haggis - 21%

TOP 10 REGIONAL WORDS OR PHRASES BRITS HAVE NEVER HEARD 
1. Gert lush - 40%
2. Bostin' - 38%
3. Glaikit - 37%
4. Dreich - 35%
5. Shwmae - 34%
6. Prynhawn da - 34%
7. Dinnae fash - 33%
8. Iechyd da - 32%
9. Hwyl - 32%
10. Da iawn - 32%

TOP 10 MOST RECOGNISABLE REGIONAL WORDS OR PHRASES 
1. Champion - 92%
2. Now then - 91%
3. Give over - 91%
4. Wee - 91%
5. Pet - 91%
6. Dead on - 90%
7. Boss - 90%
8. Brown bread - 90%
9. Bonnie - 90%
10. Our kid - 89%

Notes on the research

The survey polled 2,000 UK adults, with results available by age, gender, region, nearest city, county respondents grew up in, number of UK holidays or short breaks taken in the past year and whether respondents have ever camped, caravanned or travelled by motorhome.

 

For Q6, respondents were shown a numbered map of the 48 ceremonial counties of England and asked which number corresponded with each of 12 named counties.

 

All statistics in this release have been rounded to the nearest whole number. Averages have also been rounded to the nearest whole number for use in copy.
For more information or images contact us.  

 

Notes for Editors

1. The Camping and Caravanning Club is celebrating its 125th anniversary in 2026. The Club remains committed to inspiring the camper in everyone and currently represents the interests of 572,000 members.

 

2. The Club has delivered a high NPS score this year of 81% across its Club Site network and 90% for its Service Centre. 

 

3. Club members receive up to 30% off every Club Site stay and get exclusive access to privately run, smaller sites. 

 

4. Get involved: for the latest news, information and inspiration from The Camping and Caravanning Club, and to engage with those who’ve enjoyed holidays with the Club, visit www.facebook.com/campandcaravanning,  www.instagram.com/campandcaravan and www.youtube.com/@campandcaravanning.