Clarkson's Farm and The Traitors inspire British countryside breaks this summer

Almost three in ten (28%) British drivers will be holidaying in the UK countryside this summer, with many inspired by hit TV shows such as Clarkson’s Farm, The Traitors and Rivals, new data reveals.

A study by breakdown cover provider Green Flag, part of the Aviva Group, shows that more UK motorists have planned a domestic break for their summer holiday than one abroad (64% vs 48%). Among those planning rural breaks, the Lake District tops the list of destinations (34% of drivers), followed by Cornwall (24%), Yorkshire (23%) and the Peak District (21%).

Of those seeking the peaceful surroundings of the British countryside, 28% say they’ve been inspired by hit TV show Clarkson’s Farm, filmed in The Cotswolds, while 16% have been motivated by the scenic Scottish Highlands backdrop of The Traitors. More than one in ten (12%) were spurred on by the TV adaptation of Jilly Cooper’s book, Rivals, and this year’s Wuthering Heights movie.

However, Green Flag’s research found that one in five motorists (20%) would feel unprepared if their vehicle broke down in a remote countryside area. This is compounded by the fact that almost one in 10 (9%) admit that they don’t have – or are unsure if they have – breakdown cover.

Meanwhile, over a quarter of respondents admit that rural driving conditions cause them some concern. Single-track roads (27%), other motorists driving too fast (23%), difficult road surfaces such as potholes and uneven roads (23%) and no mobile signal (22%) are the biggest worries.

Summer breakdowns put holiday plans at risk 

These concerns are reflected in Green Flag's summer callout data, which shows that breakdowns remain a common cause of disruption during the summer holiday season.

Last summer, flat or faulty batteries accounted for more than a third (35%)  of Green Flag callouts, making them the leading cause of summer breakdowns. Tyre-related incidents were also common, with punctures where motorists had no usable spare tyre (10%) and tyre changes (9%) together accounting for almost one in five callouts. 

Damon Jowett, Director of Customer, Roadside & Network Services at Green Flag, said: "From the Lake District to the Yorkshire Dales, Britain's countryside remains one of the nation's favourite holiday destinations.

"Programmes like Clarkson's Farm and The Traitors have helped showcase the beauty of rural Britain to a new audience, but many of these locations can be some distance from towns, garages and other services.

"Before setting off, drivers should ensure their vehicle is roadworthy, plan their route carefully, keep essential supplies in the car and make sure they know what support is available if something goes wrong. Green Flag's nationwide road rescue network is there to help drivers, helping them get back on the road as quickly as possible."

Green Flag’s top tips for safe rural driving:

• Check your vehicle before travelling, including tyres, oil and coolant levels
• Ensure your phone is fully charged before setting off
• Carry water, snacks and appropriate clothing in case of delays
• Download maps in advance where mobile signal may be limited
• Allow extra time for narrow roads, livestock and unexpected obstacles
• Take regular breaks to stay alert 
• Make sure you know what breakdown assistance is available should you need it

ENDS

References:

_{The research was conducted by Censuswide, among a sample of 2,000+ UK motorists, with two waves of data collected between 29.06.2026 and 21.07.2026.  Censuswide is a member of the Market Research Society (MRS) and the British Polling Council (BPC), and a signatory of the Global Data Quality Pledge. We adhere to the MRS Code of Conduct and ESOMAR principles.}

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About Green Flag

With over 50 years' experience, Green Flag provides customers with breakdown cover 24 hours a day, 365 days a year. Customers have access to a network of breakdown operators across the UK and mainland Europe (Euro Plus cover required). Green Flag is part of the Aviva Group.

Customers can find out more about Green Flag products or get a quote by calling 0345 246 1557, connecting via the Green Flag Rescue Me Application, or visiting www.greenflag.com.