Published on
January 6, 2026
UK small and medium-sized businesses are increasingly looking beyond their traditional markets and setting their sights on new opportunities across Asia, Africa and the Middle East. According to data from Travel Counsellors for Business, there has been a clear rise in business travel interest to these emerging regions, signalling a shift away from the usual focus on Europe and North America.
Based on a survey of 1,000 UK SMEs, business travel intentions to Asia are up by 26% over the next 12 months, while interest in Africa has grown by 16%. This change highlights how SMEs are actively exploring less familiar markets in search of growth and fresh opportunities.
For the first time, regions such as Asia, Africa and the Middle East are topping the list of international business travel priorities for UK SMEs heading into 2026 reflecting a more global outlook and a willingness to tap into fast-growing economies beyond traditional business hubs.
Emerging Regions Gain Traction
According to the research, Asia tops the list of emerging business destinations, with 25% of SMEs indicating that they plan to travel there in the next year. The Middle East follows closely at 19%, while Australia and South America each see around 13% of SMEs planning travel. Africa, despite its rising popularity, remains a secondary priority, with 13% of SMEs intending to travel there in the same period.
The data reflects a growing trend where businesses are no longer solely focused on the well-established business hubs of Europe and North America. While these regions remain important, with Europe accounting for 79% and North America 33% of business travel last year, the trend is clearly shifting. Intentions to travel to Europe have dropped by 12% year-on-year, suggesting that UK businesses are diversifying their travel destinations to pursue fresh opportunities abroad.
Rising Destinations Across Asia, Africa, and the Middle East
Supporting this trend, Travel Counsellors’ booking and sales data show a sharp rise in corporate bookings for emerging destinations. Riyadh, Saudi Arabia, became the fifth most-booked corporate destination in FY2025, followed by Texas in sixth and Johannesburg in ninth place. These cities, along with other lesser-explored locations, are drawing an increasing number of business travelers seeking new markets.
Emerging regions such as Borneo, Pahang, South Africa National Park, and Aruba have all seen dramatic year-on-year increases in bookings, with some locations experiencing more than a 20-fold growth. This surge indicates that UK SMEs are actively looking beyond the conventional business destinations to tap into the potential of regions that are poised for economic growth.
The rising interest in regions like Asia and Africa is driven by the continued expansion of markets, greater connectivity, and a shift in business priorities. Countries like Saudi Arabia and South Africa are becoming increasingly attractive due to their rapidly growing economies, while destinations like Borneo and Aruba offer opportunities for businesses to engage with emerging markets, tourism, and environmental sectors.
The Role of Travel Counsellors for Business
To support this growing demand, Travel Counsellors for Business is helping SMEs navigate the complexities of international travel by providing personalized services and 24/7 support. The company’s dedicated corporate Travel Counsellors work with businesses at every stage of their growth journey, ensuring that travel plans are seamless and well-organized.
Melanie Quinn, Director at Travel Counsellors for Business, commented that the research highlights the ambition of UK SMEs in exploring global markets. She stated, “While Europe and the US continue to play an important role in UK-outbound business travel, we’re seeing businesses actively explore new markets across Asia, Africa, and the Middle East, seeking out further revenue opportunities and forging business-building partnerships.”
With the rise of remote work and the increasing importance of global connectivity, the role of business travel has evolved. Companies are increasingly seeking destinations that offer not only business opportunities but also new ways to engage with international markets, build partnerships, and unlock growth potential.
The Shift Towards Diversified Markets
As SMEs adapt to the global landscape, there is a growing recognition that markets beyond traditional European and North American hubs offer unique opportunities. For instance, countries in Asia like China and India, and in Africa such as Kenya and Nigeria, are seeing increasing demand for business partnerships, exports, and investment.
In the Middle East, Dubai, Qatar, and Saudi Arabia have long been recognized as key business hubs, but now cities like Riyadh are gaining traction as significant players in the global economy. In South America, Brazil and Argentina continue to offer access to vast markets, while destinations like Chile and Peru provide additional opportunities for businesses to grow and diversify.
These changes in business travel patterns are indicative of a broader trend toward globalization, where SMEs are no longer limited to traditional markets but are seeking dynamic growth opportunities in emerging regions. This diversification also reflects a desire to take advantage of global trade agreements, infrastructure improvements, and the digital transformation of industries.
Looking Ahead: The Future of SME Business Travel
With 2026 just around the corner, UK SMEs are poised to continue this trend of exploring new global destinations for business growth. As airlines and businesses adapt to the changing landscape, more destinations in Asia, Africa, and the Middle East will become key players in corporate travel.
For businesses, this means more diverse opportunities for expansion, a chance to forge international partnerships, and the ability to tap into some of the world’s fastest-growing economies. The shifting dynamics of business travel also signal a need for more personalized services, flexible travel plans, and a deeper understanding of local markets.
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