From dream countries to top experiences, M&S’ new survey reveals what’s topping travel wishlists across the UK and what to pack.
February 2026 As the Winter Olympics in Milano Cortina comes to a close, interest in winter getaways is starting to spike. Whether you want to hit the slopes just like the Olympians or fancy a hike across the Dolomites, packing your warmer pieces in your suitcase is essential.
A new M&S survey of 2,000 adults reveals the dream destinations and experiences topping the nation’s travel bucket lists with Italy featuring in the top 10.
Most-wanted destinations
When it comes to specific countries, some clear favourites emerged. The top 10 dream destinations include:
Italy was shown as a firm favourite to the nation as a trip to tick off their bucket list. With so much to do there from visiting the ski slopes to seeing the Vatican City, it is no surprise that it was topping the list.
However, Japan still leads the list thanks to its striking blend of natural beauty, deep-rooted traditions and modern pop culture, from temples and cherry blossoms to anime and neon skylines. Australia follows closely, offering sunshine, world-famous beaches, and bucket-list landmarks like the Sydney Opera House and the Great Barrier Reef.
Gen Zs are the most adventurous
Younger generations – Gen Z (16 – 28) and Millennial (29 – 44) – are driving the highest levels of wanderlust across most experience types. With particular interest in adventure and skiing destinations (Gen Z; 13%, Millennial; 12%) and Winter getaways (Gen Z; 15%, Millennial; 12%) it shows the readiness to wrap up warm and hit the slopes in the Northern Alps in Italy.
The importance of thermals
Head of product development technology at M&S, Gail Downie, shares advice to dress effectively for Briton’s upcoming winter getaways.
“When temperatures plummet, layers are key to staying warm. But there’s nothing worse than feeling bulky and uncomfortable.
“On top of being insulating, the material thermals are made from creates small pockets between the fibres which trap air close to the skin.
“Investing in thermals helps you get more wear out of your existing wardrobe. For example, thermal tights or leggings mean you can still wear skirts and dresses when temperatures dip. Similarly, long-sleeved thermal tops or bodies sit seamlessly beneath lightweight knits or blouses.”
Gail’s favourites: the thermals worth packing
For anyone planning a winter getaway in 2026, Gail Downie’s go-to thermal picks from M&S are designed to make cold-weather packing both practical and stylish. From ski trips in the Dolomites to crisp city breaks in Tokyo or New York, these essentials are built to layer seamlessly under everyday outfits while delivering serious warmth.
M&S 2 Pack Heatgen Medium Warmth Thermal Socks
https://www.marksandspencer.com/2pk-heatgen-medium-warmth-thermal-socks/p/clp60743492?
No winter suitcase is complete without dependable thermal socks, and this Heatgen two-pack is designed for comfort on the move. Crafted with insulating Heatgen technology, they help retain body heat without feeling heavy or restrictive, making them ideal for long sightseeing days, winter hikes or simply navigating chilly airport terminals. The medium warmth level ensures versatility, offering enough insulation for snowy climates while still being breathable for everyday wear. Soft, cushioned and easy to pair with boots or trainers, they’re a simple upgrade that makes a noticeable difference when temperatures drop.
M&S Heatgen™ Maximum Thermal Long Sleeve Top
https://www.marksandspencer.com/thermal-maximum-warmth-long-sleeve-vest/p/clp60465903?
For those heading to colder destinations or planning outdoor winter activities, the Heatgen Maximum Thermal Long Sleeve Top is a key layering piece. Engineered to trap warmth while remaining lightweight, it provides essential insulation without adding bulk to your outfit. The soft-touch fabric sits comfortably against the skin and fits neatly under knitwear, fleeces or outerwear, allowing you to build layers without sacrificing mobility or style. Whether you’re hitting the slopes, exploring snowy cities or enjoying alpine evenings, this thermal top ensures you stay warm while maintaining a streamlined silhouette. It’s the kind of dependable base layer that transforms a standard winter wardrobe into a cold-weather-ready system.
M&S Heatgen™ Medium Thermal Long Johns
https://www.marksandspencer.com/thermal-medium-warmth-cotton-long-johns/p/clp60464373?
Thermal long johns are often overlooked, but they’re one of the most effective ways to stay comfortable in colder climates. The Heatgen Medium Thermal Long Johns offer breathable warmth that works perfectly under jeans, trousers or ski wear. Designed with comfort in mind, the cotton-rich blend feels soft against the skin while the Heatgen technology helps lock in body heat, making them ideal for travel days, outdoor excursions or simply navigating frosty mornings. The medium warmth rating strikes a balance between insulation and flexibility, meaning they’re suitable for everything from winter city breaks to active getaways. Easy to pack and even easier to wear, they’re a smart investment for anyone wanting to make the most of their winter wardrobe while travelling.
Together, Gail’s favourites demonstrate how the right thermals can elevate a winter packing list. Lightweight, comfortable and effective, these essentials ensure you stay warm without compromising on style, no matter where your bucket-list travels take you.
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