Introducing Parkdean's Route PD12
Forget your passport, it's time to explore closer to home
Sometimes the best adventures are the ones waiting on your doorstep. While we often dream of faraway places, the UK is packed with incredible destinations that many of us are yet to discover.
Our latest research has found that over a quarter of us Brits have never set foot in Scotland (26%) or the North East (26%), and it's not due to distance or difficulty - they’ve just never made the list.¹
With a growing appetite for "ticking off" destinations like the ‘30 before 30’ trend (visiting 30 destinations before you turn 30), we're challenging the nation to do the same, but a little closer to home.
Our latest campaign, Parkdean Route PD12, is designed to encourage Brits to discover the hidden gems our country has to offer, and start counting up the British counties they’ve visited.
That’s why we’ve mapped our own road trip, ‘Route PD12,’ taking you across Britain's most under-explored regions, whilst proving that you don't need your passport to have an adventure.
The PD12 has twelve stops, offering Brits the chance to visit the four most overlooked regions of the country - covering Scotland, the North East, Yorkshire and the North West - combining dramatic landscapes with entertaining attractions and some of the best beaches in the country.
The most overlooked areas of Britain
We asked 2,000 UK adults which British regions they had never been to, to identify the most overlooked areas of the country. Scotland and the North East of England came out as the least visited, with over a quarter (26%) of adults saying they’d never visited either region. These regions were followed by the North West of England and Yorkshire - suggesting lots of Brits are missing out on all that the North of the country has to offer.
This could be set to change, though, with emerging travel trends suggesting that increasingly, Brits are looking to Northern staycation spots with cooler, more comfortable climates to escape the summer’s heatwaves.
Why should you take a UK road trip?
Only 4% of Brits think they've already seen the best of what Britain has to offer, and with no airport queues, luggage restrictions or language barriers to contend with, a UK road trip offers a low-stress adventure that everyone can enjoy. Not only that, but UK trips offer great value for money - with last-minute deals, shorter journeys and all-inclusive options making holidays more accessible for many.
Self-catering options, sharing accommodation with friends and family and parks in close proximity can all make a UK break affordable - something we’re passionate about with our short breaks available from as little as £99*.
Britain welcomes over 43 million overseas visitors every year², all drawn in by our beauty, culture and unique heritage. And for plenty of Brits, there's still just as much left to explore.
When was the last time you took a staycation?
Over 1 in 10 Brits (11%) haven't taken a UK break in over 5 years, but the figures vary widely by generation - a third (33%) of Baby Boomers say it’s been over half a decade since their last British holiday, while the biggest advocates for regular UK breaks were Millenials, with over half (51%) having taken a staycation in the last 12 months, closely followed by Gen Z (46%).
The rise of multi-generational holidays is likely to increase these figures further in the coming years, as we’ve seen an increase in larger family holiday bookings that include grandparents.
Why don't we visit more of the UK?
We’ve all seen photographs we couldn’t quite believe were taken in the UK and many of us have a bucket list of places we’d like to visit, so why don’t we visit more of our country?
The biggest barrier to visiting more of the UK was cost, with one in three (30%) saying that visiting other parts of the UK was too expensive while nearly a quarter (23%) said it was due to lack of time. But planning a UK break doesn’t have to be costly or take up too much time - with no flights to book, no lost travel days, and often a fraction of the cost of heading abroad.
For others, it's less about money and more about confidence: some would simply rather go abroad, and others aren't sure where to start. What we do know is that the UK can surprise us - four in five (81%) Brits admit they've stumbled across a place in the UK they had no idea was worth visiting.
The UK isn’t short of incredible places to visit, but clearly the challenge is knowing where to look and finding the time.
How well do we really know Britain?
Almost two-thirds of Brits (65%) think their UK geography knowledge is fairly good. But ask them to name all of the UK counties, and they’re not as confident, only a quarter (25%) say they definitely couldn't, while nearly a third (30%) admit they could only reel off the obvious ones.
It's not just map-reading that's a struggle. Only 22% of Gen Z and 18% of Millennials say they could confidently drive somewhere new without a SatNav or maps app, and 41% of Gen Z admit they'd be "completely lost" without their phone.
It's not just that we don't know our own geography - it turns out we're overlooking some of the best holiday destinations in the country because of it.
So next time you're planning a trip, consider the parts of the UK you've yet to explore. Route PD12 is the best place to start.
Methodology
¹ We surveyed 2,000 UK adults via OnePulse on their knowledge of Britain, experiences of visiting different parts of the country and attitudes to staycations.
² Figures according to Visit Britain’s annual data, accurate from 2024.
*Prices correct as of August 2026.