The best-value countries to visit in 2023, according to the experts

January has long been the most popular time to book a summer holiday. The Christmas comedown, grim weather and punishing health regimes often lead us to think of happier times and sunnier climes. And, in turn, tour operators try to tempt us with deals and discounts at every turn. 

However in recent years, the January sales have somewhat lost their lustre. The online age has encouraged more last-minute bookings, which has been entrenched by the lingering “don’t plan too far ahead” mentality of the pandemic. Today’s proliferation of flight and destination options also means travellers are less worried about missing out. Pair this with the emergence of other “shopping events” such as Black Friday, and the economic uncertainty ahead, and it’s reasonable to assume that the New Year sale might prove something of a damp squib in 2023.

Nevertheless, tour operators are pushing ahead with their January markdowns and many maintain it remains their biggest booking period. Moreover, trade body Abta has predicted a boom in sales on “Sunshine Saturday” (January 7) – typically the most popular day of the year for holiday bookings. Its recent research also suggests that around a third of travellers are planning to book earlier than normal in order to get the best price for their holiday.

Is the traditional January travel sale really on the decline? Do the holiday deals advertised still offer good value? We take a look and provide tips on securing a decent deal all year round. 

Is January still a good time to book a summer holiday?

Telegraph Travel’s consumer expert Nick Trend suggests rumours of the death of January deals are somewhat exaggerated. “January is still a key time for summer holiday bookings, and a vital moment for travel companies to gauge demand – especially for the school holidays – and get some much needed cash into their coffers. All the major operators are offering some kind of incentive – from straight discounts to “free” added extras.

“The problem for the consumer is judging whether prices might still drop further if they hold off from booking now. My advice is always the same: look at the bottom-line price you are being offered (rather than the size of the supposed discount) and – instead of trying to guess whether it is going to go up or down – decide if you think it offers reasonable value right now. If so, why not book?”

Of course there are other reasons to book ahead beyond simply securing the cheapest prices. “The advantage of committing now is that you have the biggest choice of accommodation and flights to choose from, and – once booked – you can relax and look forward to your summer break knowing that it is all sorted,” says Nick.

Many travel companies are still shouting about their New Year deals. British Airways Holidays says January remains its “biggest sale of the year” and easyJet promises a saving of up to 20 per cent on over 1.7 million seats across its network. It may also be worth noting that both easyJet and BA are offering an extra £300 off certain holidays until early next week as an extra incentive to book now. 

However, it can be seen that the supremacy of January bookings has certainly weakened. Thomas Cook’s brand director, David Child, reveals: “Last year, our busiest month was July (though January was a very close second) as people snapped up last-minute summer getaways.”

Still, he added the benefits of booking now include more choice and “locking in your price, especially if you book all-inclusive so you don’t risk missing out on the holiday you want if it becomes out of your budget”.

How to spot a good deal in the January travel sales (and beyond)

With so many deals and offers landing in our inboxes, it can be difficult to assess what represents good value. Jo Rhodes, acting deputy editor of Which? Travel, says that while it’s certainly possible to bag a bargain at this time of year, holidaymakers should do their research before booking. 

“Time-limited offers aren’t always everything they promise – in fact, when Which? has analysed these kinds of deals in the past, we’ve found that in more than half of cases, they were the same price, or even cheaper, after the sale ended.

“As with any significant purchase, make sure to do your research rather than making a snap decision. Reviews can be a good indication of what to expect. Just be suspicious of fake comments: clusters of reviews using repetitive language or multiple reviews from accounts which have never posted before are often red flags.

“Choosing a company with a flexible booking policy and taking out comprehensive travel insurance from the day you book should be top priorities to ensure you’re covered in the event you’re unable to travel. Also take the time to check your insurance policy carefully, so you are sure it suits your individual needs.”

The time-limited nature and shouty slogans of sales can panic buyers into purchases, but experts say savvy travellers can find decent deals all year round. Nicky Kelvin, head of aviation website The Points Guy UK, suggests a number of hacks for finding cut-price flights including signing up to newsletters, setting up price alerts and utilising internet tools. 

“­You can search the internet to try to find cheap flights and holiday deals at any time. Google Flights is an excellent tool that can help you find some amazing deals all year round – not just during January. It also allows you to search a wide range of dates and multiple destinations at the same time, plus check historic prices.”

Kelvin adds: “Low-cost airlines will generally sell their cheapest seats first, so getting in early will secure you the best deals. Other airlines’ prices can fluctuate greatly throughout the year and it’s always good to set alerts on Google Flights and wait for big sales which come around every few months.”

Which? Travel’s Jo Rhodes echoes this sentiment: “The New Year definitely isn’t the only time to bag a discount; for example, you may find cheap tickets on routes where airlines are trying to fill seats. If you can be flexible on your travel dates and choice of destination, it’s worth setting up price alerts as costs will fluctuate throughout the year”

So, the message is to do plenty of online research, but for the luddites among us, outsourcing this admin to a trusted travel agent remains a good option if you provide them with your parameters. Abta CEO Mark Tanzer says: “Our number-one piece of advice is to book with a reputable travel company, such as an Abta-affiliated travel agent or tour operator, who can help you find the holiday you’re looking for at the price you want to pay.”

Which destinations offer the best value for summer 2023?

With travellers more price-conscious than ever, booking patterns have already shifted this January. Thomas Cook’s David Child says: “Greece remains the most popular among our customers for summer but we’re seeing countries like Egypt and Tunisia emerge as alternative options for families who still want five-star but at a lower price. Also, Fuerteventura is a less expensive Canary Island than the more famous ones and is outselling Gran Canaria as people take advantage of the cheaper deals on offer.”

Before booking, it’s also worth considering the costs on the ground. Choosing an all-inclusive trip will likely prove a money-saving move now, but if you opt for a self-catering break in a typically pricey destination, you might ultimately cancel out savings made on flights and accommodation. This is particularly pertinent given the grim economic outlook and weak pound. 

As such, a number of tour operators have shifted their focus for 2023 to destinations where local costs are low. Tui and Jet2 have both added a number of Balkans options, with the latter launching new flights to Tivat in Montenegro later this year from both Stansted and Manchester. Among Jet2’s holiday options for summer 2023 is an all-inclusive stay at Bulgaria’s four-star Melia Sunny Beach from £565 per person. On the Costa del Sol, most comparable options from the companies were at least £400 more expensive for a couple. 

For any destination, check exchange rates and consider whether you’ll need to hire a car – something which has skyrocketed in price post-pandemic.

Ultimately, if you are planning on booking a holiday this “Sunshine Saturday”, set aside plenty of time to compare deals, check reviews, booking policies and consider any extra costs. And if you do decide to hold off, it doesn’t mean your dream summer holiday is off the table. 

Where are you heading this summer? Do you have any tips for bagging a holiday bargain? Let us know in the comments below…