Does the holiday park need saving? Local operator disputes Dyer's narrative

A North Devon holiday park operator has issued a "respectful rebuttal" to the central premise of a new Sky documentary which suggests the Great British holiday park needs "saving."

Following the debut of The Dyers' Caravan Park on Tuesday, 24 February on Sky One, Woolacombe Bay Holiday Parks, a family-run business based in the area, has highlighted a surge in demand that contradicts the show's narrative of an industry in distress.

According to the operator, forward bookings for its 2026 season are currently 16 per cent ahead of the same period last year. These local figures align with national Google Trends data, which shows online searches for “holiday parks” reached a four-year peak this January.

While the Sky show follows actor Danny Dyer as he attempts to breathe new life into parks, Kevin Darvill, Sales & Marketing Director at Woolacombe Bay, says the "saving" narrative is at odds with current performance.

“Demand is strong and growing, forward bookings for 2026 are currently 16 per cent ahead, and guests are looking for high-quality, flexible breaks without all the faff.”

He added: “If you’ve watched Danny Dyer’s Holiday Park, you’ll have seen how much character and charm our sector has, especially in family-owned sites where the focus is on the guest and long-term sustainability... But the idea that UK holiday parks need saving doesn’t reflect what we’re seeing on the ground.”

The operator points to a "massive surge" in both bookings and investment. Data from real estate firm Savills suggests the sector has entered 2026 with momentum, noting that deal volumes in 2025 doubled year-on-year. This investment is reportedly being driven by improved lending conditions and a lower interest rate of 3.75 per cent, allowing operators to upgrade facilities and accommodation.

Data from Grant Thornton UK, a multinational professional services network based in London and the seventh-largest in the world by revenue, shows that UK holiday parks are experiencing significant growth, with the sector's value increasing by 25 per cent over the last five years, driven by a lasting shift toward domestic "staycations".

Despite cost-of-living pressures, demand for high-quality, amenity-rich, and coastal locations remains strong, with bookings for 2025 and 2026 showing continued, robust growth.

The surge in interest is being linked to several external factors making domestic breaks more attractive than trips abroad:

• Travel Friction: Concerns that new EES checks could lead to longer airport queues for those travelling in and out of the EU.
• Political Climate: Reports of fewer people travelling to the USA for political reasons.
• Extreme Weather: The threat of extreme heat in traditional European destinations. The operator noted that while sunshine is a draw, being confined to an air-conditioned hotel room "appeals to few families."

As the business continues to invest in its North Devon sites, it suggests that 2026 could be another significant year for the sector, driven by operators "improving what the Great British holiday looks like today."