Cornwall is set to cash in on the "Poldark effect" with the South West county proving a popular spot for tourists this year.
Nearly two in three of those polled said they intended taking a holiday in the UK this year, a survey by Post Office Travel Insurance found.
The survey showed that Scotland and Cornwall - where the BBC Poldark series was filmed - are the two top spots for tourists this year.
Cornwall managed to push other West Country holiday counties Devon and Dorset down the popularity list.
Wales was in third place, with Devon, the Lake District and Cumbria, and London all equal fourth.
In seventh place was Yorkshire, followed by Dorset, Norfolk and Derbyshire's Peak District.
For those planning a UK break, the most popular type of trip is a countryside short break. The next most popular trip is a city break, with a beach holiday third.
A Post Office Travel Insurance spokeswoman said: "Cornwall tied top with Scotland as this year's most sought-after destination.
"But Cornwall's near neighbour and close competitor Devon was some way behind in fourth place, suggesting that the impact of the Poldark TV series has worked to Cornwall's advantage in the race to attract tourists."
A total of 2,064 UK adults were surveyed, of whom 63% (1,284 people) said they would be taking a holiday in the UK during 2015.
These were the most popular destinations:
10. Peak District, Derbyshire