With a staggering increase of up to 900% in travel scams over the past 18 months1, largely driven by advances in AI, travel industry professionals are warning tourists of five common scams many are falling for.
Regulators have warned that £11 million was lost to holiday fraud in 2024 alone2, with opportunistic scammers taking advantage of rising last‑minute bookings and a surge in travel deals.
Almost a third (30%) of adults have fallen victim to a travel scam or know someone who has3. To help holidaymakers protect themselves, Post Office is sharing practical tips for identifying and avoiding holiday scams:
- Unlicensed or fake tour guides
In busy, tourist hotspots, unlicensed guides will walk alongside you, offering an informal tour before demanding payment. To avoid this, always book tickets for attractions and tours through official sites, at museum kiosks or through accredited providers.
- The friendly local
Unlike direct scams, this plays on building trust. Locals who may initially seem friendly might offer directions or even take you to where you need to be. This can end in an aggressive payment demand. If you need assistance, seek help from inside a shop or cafe, consult a map or use your phone’s GPS for directions.
- Friendship bracelets
Popular in major European cities, scammers place a “friendship bracelet” around your wrist under the guise of a free gift, then refuse to remove it without payment. Avoid engaging and keep walking if you are approached.
- AI travel agents
Scammers are now using AI technology, including voice cloning, to impersonate a travel agent or design fake websites to get money. Warning signs include unofficial booking links, fake social‑media pages, sudden changes to payment details or pressure to pay immediately. Paying with a credit card, as opposed to a bank transfer, can offer enhanced protection so if something goes wrong, the cost could be refunded.
Before booking, check that websites are secure and ensure they are ATOL-protected to prevent losing money or being stranded abroad. Look at company reviews, avoid paying through unverified Facebook or social media listings, and verify accounts through official contact numbers. Often, scam sites purposely won’t have contact details readily available.
- Closed attractions
Fraudsters claim a landmark is closed due to an event or maintenance, then divert travellers to a shop or unofficial tour where they receive a commission. Always check operating hours on the attraction’s official website, app or posted signage before altering your plans.
If you think you’ve been a victim of fraud or cybercrime, contact your bank immediately and report the incident so they can help protect your accounts and guide you on the next steps.
Adam Edinburgh, Head of Post Office Travel & New Products, commented:
“Scams have evolved from traditional street cons to modern digital tricks. Staying aware is your strongest tool: take a moment to pause before you pay, check details carefully and trust your instincts if something feels off.
“Travel insurance adds an extra layer of reassurance on your trip. It helps protect belongings such as passports, travel documents and valuables, if they’re lost, stolen or damaged, and gives you access to round‑the‑clock assistance when you need support abroad. And if an unexpected event disrupts your plans, the right cover can help you get back on track so you can continue your travels with confidence.”
Find out more about Post Office Travel Insurance, visit: https://www.postoffice.co.uk/travel-insurance
