A breathtaking lesser-known city mere hours from the UK offers visitors the chance to step into a real-life Wicked experience. Travel firm Omio unveiled their research to coincide with the premiere of blockbuster musical Wicked: For Good on November 21.

France's Colmar boasts Disney-like enchantment, pastel-coloured buildings and picturesque waterways. Getting there is straightforward, involving only a 1hr 30 flight from London to Strasbourg, followed by a 55-minute journey to the destination.

Additional top 10 recommendations feature Portugal's Sintra, Slovenia's Lake Bled and Britain's own Isle of Skye.

The findings emerged from fresh research revealing over a third of Gen Z (36%) are more inclined to holiday with friends they "hold space" for during the coming year versus merely 12% of Boomers.

The 'holding space' expression - signifying emotional presence with companions - transformed into a viral sensation throughout Wicked's 2024 promotional campaign, with enthusiasts now weaving it into their travel plans.

Such friendship getaways can forge stronger connections and generate enduring experiences according to Omio, reflecting the developing dynamic between protagonists Elphaba and Glinda.

Over a quarter of Britons (28%) surveyed in Omio's recent 'Now Next 2025-2026 Travel Report' acknowledge being swayed by cinema and television when selecting destinations. Whilst Oz remains unavailable for holidaymakers, enchanting storybook-style locations are experiencing growing popularity.

The research also shows that nearly two-fifths (37%) of women globally seek meaningful connections, with 44% organising reunions with family and friends. Wellness-focused getaways are increasingly popular, with more than half (59%) of holidaymakers wanting to return home feeling rejuvenated.

The study also found that travellers are choosing distinctive holiday experiences, with 32% favouring lesser-known destinations that would leave others envious. Veronica Diquattro, President of Consumer and Supply Business Europe, said: "Our extensive inventory makes finding the best route to niche destinations simple.

"Gen Z leads the charge. They are purposeful planners, determined to travel more, for longer, and sustainably. Omio meets their expectations with breadth, flexibility and digital-first solutions.

"Our report reveals a new age of smart, conscious and value-driven travel. The desire to explore is stronger than ever, and Omio is at the forefront, ensuring every trip is seamless."