Big is not better when it comes to holiday firms

The Spanish resort of Malaga is the most popular destination for sun-seeking Brits this year, according to a flight search site Skyscanner (www.skyscanner.net), which scours the net for the most affordable air fares.

Tenerife and Alicante are the second and third most sought for destinations, making Spain (www.in-spain.info) once again by far the most desirable country for British holidaymakers.

In total, 11 Spanish destinations are in the top 50, with five in the top 10.

The United States looks likely to be more popular as a holiday destination this year as Orlando (www.orlandotouristinformationbureau.com) and New York (www.nyctourist.com) have crept into the top 10 for the first time.

New York's mayor Michael Bloomberg claims the city was the most popular in the whole of the States in 2009 for the first time in 20 years.

Other new entries in the top 10 are Johannesburg (www.joburg.org.za) and Cape Town (www.cape-town.net), which will both be hosting the FIFA World Cup (www.fifa.com/worldcup) this year.

Brisbane, Dubai, Melbourne, Perth (www.australia.com), Kuala Lumpur (www.tourism.gov.my) and Hong Kong (www.discoverhongkong.com/uk) featured in the top 50 for the first time, indicating perhaps that holidaymakers are considering travelling further afield in spite of the recession, possibly driven away from Europe by the high cost of the euro.

Dalaman in Turkey (www.gototurkey.co.uk) held on to its position as the fifth most popular destination for a second year running, with its appeal most likely driven by the fact that Turkey is outside the eurozone and so more affordable.

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