The 10 UK Winter Destinations Leading the Sauna Boom

Sauna is becoming an increasingly important part of UK winter travel, with new data revealing where sauna culture is growing fastest beyond London.

An analysis of more than 570 publicly listed sauna venues, compiled by Finnmark Sauna, shows that while the capital still has the highest number of saunas overall, strong clusters are now forming in coastal and outdoor-led destinations across the UK. 

These are places where sauna is commonly paired with sea swimming, long walks and time outdoors, making it part of the wider travel experience rather than a standalone spa treatment.

Interest in sauna remains high through late winter. Searches for “sauna” are up 34% year on year, with more than 1.2 million searches each month, as travellers look for warming, low-effort ways to feel better during colder months without overhauling their routines.

The Top 10 UK Destinations Leading the Sauna Boom

After analysing 574 publicly listed sauna venues and grouping them by commonly used geographic regions, Finnmark Sauna has identified the UK destinations with the highest concentration of saunas.

The figures show that sauna is no longer limited to luxury hotels or urban spas. Many of the destinations near the top of the ranking are coastal or rural areas where outdoor activity remains popular year-round.

Cornwall, East Sussex, Devon and Dorset all feature prominently. In these regions, sauna is frequently used after cold-water swimming or long coastal walks, offering warmth and recovery rather than indulgence. The experience often takes place in simple, design-led settings overlooking the sea, reinforcing sauna’s growing role in experiential travel.

The Scottish Highlands also rank highly. In colder and more exposed landscapes, the sauna has long been used as a practical way to warm up after time outdoors. The number of venues reflects that ongoing demand, particularly during winter travel when recovery and warmth become essential.

Why Sauna Has Become Part of Winter Travel

Interest in sauna consistently rises through the winter months, as colder temperatures and shorter days shape how people travel and spend their time.

As winter settles into a slower rhythm, warmth, recovery and rest become more important, particularly on trips that involve time outdoors. Sauna fits naturally into this pace, offering a low-effort way to warm up and recover without demanding physical intensity.

Unlike high-intensity fitness trends that often fade as winter wears on, sauna fits easily into colder-weather travel. It requires minimal physical effort while still delivering noticeable benefits, making it easier to maintain alongside sightseeing, walking and outdoor exploration.

According to Finnmark Sauna, many people turn to the sauna in January as a way to support their body through winter rather than overhaul their routine entirely.

Jake Newport, CEO of Finnmark Sauna, explains:

“Winter is when people feel the impact of cold and lower energy the most. Sauna works because it supports the body without asking more from it, which is why it continues to fit so well with winter travel.”

This seasonal demand helps explain why sauna venues continue to open in counties where colder weather and outdoor activity are already part of everyday life.

7 Wellness Benefits Behind the Sauna Trend 

Below, Finnmark Sauna have shared some of the ways in which sauna can support your body:

1. Stress and sleep: Heat exposure has been shown to lower cortisol levels while increasing endorphins, helping the nervous system relax. Many users report improved sleep after sauna sessions, likely due to the body cooling naturally after heat exposure.
   
2. Mental well-being: Studies have associated regular sauna use with improved mood and fewer symptoms of anxiety and depression, potentially due to increased circulation and serotonin activity during heat exposure.
   
3. Pain and stiffness: Sauna therapy can help ease muscle and joint discomfort by improving blood flow and reducing inflammation, which may feel particularly beneficial during colder months.
   
4. Heart health: During a sauna session, heart rate and circulation increase in a way that mirrors light physical activity. Long-term studies from Finland have linked regular sauna use with improved cardiovascular outcomes.
   
5. Blood pressure: Research from the University of Bristol has shown that a single sauna session can lower blood pressure and improve arterial flexibility, reducing strain on the heart over time.
   
6. Exercise recovery: Athletes and recreational exercisers commonly use sauna to support muscle recovery. Research suggests it can reduce soreness and improve oxygen delivery to muscles after exercise.
   
7. Winter illness: Some studies reviewed in the Mayo Clinic Proceedings have found that regular sauna users experience fewer colds during winter, with heat exposure activating the body’s natural immune responses.

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