Italy may not have qualified for the FIFA World Cup, but ‘Bel Paese‘ may end up having the last laugh this summer. New research from InsureandGo reveals that Italy has become the top choice holiday destination for Brits looking to escape the FIFA World Cup frenzy this summer – and there are a lot of people looking for such an escape. Nationally, 32% of UK adults say they have no interest in watching this year's tournament and are looking for ways to get away from it.

As the top choice ‘escape destination’ for Brits this summer, Italy has leap-frogged holiday destinations that usually outrank it for UK holidaymakers – countries such as Spain and Portugal, where the football will be on every screen in every bar this summer because, unlike Italy, they actually qualified.

Where are Britain's World Cup escapees are heading this summer?

Italy 21%

Greece 17%

Spain 16%

Portugal 13%

Bahamas 12%

Canada 10%

Norway 10%

Whilst back at home the nation remains divided over this summer’s football – 47% say they will watch the World Cup matches and 22% are still making up their minds – those who have decided to escape are doing so with some purpose. With the World Cup running for six straight weeks from 11 June to 19 July, far longer than a typical tournament, the case for booking early and booking smart has rarely been clearer.

Women are leading the exit, with 38% saying they won't be watching the games at home, compared to 23% of men. In Wales, where the national team didn't make it to the tournament either, more than four in ten adults (41%) say they won't be watching the World Cup matches – the highest of any UK region. People in Wales are most likely to be heading to Greece for their escape from the World Cup this summer (23%).

There is, though, a sting in the tail for the less diligent planners. Around half of those booking a World Cup escape have inadvertently chosen a country that is actually competing in the tournament. Spain, Portugal, Canada, Norway and Mexico all feature prominently among the so-called escape destinations, meaning many Brits determined to avoid the football may find it has beaten them there. For those who genuinely want to get away, Italy -- uniquely unqualified -- remains the safest bet on the board.

Garry Nelson, former professional footballer and Head of Corporate Affairs for InsureandGo comments: “For people that love the beautiful game, this summer has prompted many to re-think their usual summer holiday dates, with around two in five people taking holidays abroad earlier or later than usual to ensure they are in the UK to enjoy the games with their friends.

However, around a third of Brits have no interest in the World Cup and, for them, the prospect of a much longer tournament dominating screens, pubs and outside events this summer is quite off-putting. For these people, many are planning a World Cup escape, and Italy emerges as an ideal choice. From Venice to Naples, Florence to Siena and Rome to Verona – this amazing country is brimming with culture, history, beauty and fine food. And as World Cup-winning hopes fade for many of its neighbouring countries come mid-July, Italy may well end up having the last laugh this summer, powered by a boost to tourism from people clamouring to escape the football hysteria in their own countries.”

For more information on InsureandGo visit https://www.insureandgo.com