Hobby Trips: The best destinations for activity holidays

The best destinations for activity holidays

Activity-based holidays are becoming increasingly popular, with many families and couples taking a break from their everyday routines and trying out new challenges. Whether you’re a fishing enthusiast or a keen cyclist,  GO Outdoors is here to help you explore the best places across the UK to take an activity-based holiday.

We will examine various activities, including mountain biking, horse riding, kayaking, and fishing. We will also analyse Google searches to discover the most in-demand hobby trips of 2024 and those that are losing popularity.

If your usual holiday spot loses its charm, you could book a fun trip to try out new hobbies. There are plenty of places in the UK to take a walking holiday if you want to adopt a new, active lifestyle.

Peterborough is the best place for an activity holiday

Rank	City	Country	Hobby trip score (/10)
1	Peterborough	England	9.18
2	Sheffield	England	9.17
3	Cambridge	England	9.10
4	Milton Keynes	England	8.94
5	Swansea	Wales	8.90
6	Oxford	England	8.85
7	Swindon	England	8.80
8	Nottingham	England	8.53
9	York	England	8.46
10	Belfast	Northern Ireland	8.43

1. Peterborough, Cambridgeshire | Hobby trip score: 9.18/10

Peterborough is the ideal location for an activity holiday in the UK. The city offers several tours and trails for birdwatching, running, or cycling lovers. One of the popular trails for birdwatchers is the Castor and Water Newton Circular, a lovely scenic route with breathtaking views of the surrounding woodlands and open fields. For families keen to learn fishing, in the warmer months, the open lake at Castor Blackwater contains silverfish and bream, along with the predators that follow them. 

Peterborough offers excellent hotel options, with over half (56%) being four-star rated. This means families can look forward to a good night’s sleep following a long day of activities.

2. Sheffield, South Yorkshire | Hobby trip score: 9.17/10

Sheffield is a wonderful place for an activity holiday in the UK. The South Yorkshire city covers a third of the Peak District and is home to many areas of Outstanding Natural Beauty. Many of the Peak District’s paths, hills, crags and reservoirs are easily accessible by bus or train from the centre. Sheffield also offers the most birdwatching and fishing trails, as well as horseriding centres within ten miles of the city. One of the most popular fishing reservoirs is the Wire Mill Dam in the Rivelin Valley, a fishing pond with vast woodland. The picturesque spot is also popular for walking and picnicking and is brimming with different bird species. 

3. Cambridge, Cambridgeshire | Hobby trip score: 9.10/10

Cambridge is an ideal spot for a family break. For families and couples alike, a trip to the green area of Cambridge involves excellent options for cycling, bird-watching, running, and horse riding, with plenty of challenging and accessible trails. One of the most popular running trails in the area is the Cambridge City Circular, a 6.4 km winding trail around the university city. 

Some of the most beautiful cycling routes can be found in Cambridge, including The Newmarket Rides Moulton Circuit, an eight-mile route that follows a path of rolling valleys, ancient woodland, seasonal streams, and clusters of lime-washed cottages.

Cambridge experiences just 38.4mm of rainfall each year, meaning the weather is unlikely to dampen any planned outdoor activities in the area.

Cambridge is the best cycling destination in the UK, with 9.3 routes per 1,000 people

Rank	City	Country	Cycling routes per 1,000 people	Bike repair shops per 100,000 people	Average annual mean wind speed at 10 m (knots) by district	Average rainfall (mm)	Hotels rated 4*+	Apartments rated 4*+	Holiday homes rated 4*+	All accommodation rated 4*+	Cycling score (/10)
1	Cambridge	England	9.3	4.0	8.13	38.4	42%	19%	33%	27%	9.37
2	Edinburgh	Scotland	5.6	1.4	10.19	50.1	61%	40%	50%	39%	8.73
2	Belfast	Northern Ireland	1.7	1.5	8.53	62.6	62%	32%	33%	32%	8.73
4	London	England	1.4	1.2	7.78	41.3	55%	47%	60%	42%	8.65
5	Reading	England	2.9	1.9	7.78	43.1	55%	20%	33%	35%	8.64
6	Brighton and Hove	England	2.5	1.6	7.78	44.9	39%	28%	46%	31%	8.37
7	Bangor	Northern Ireland	0.6	3.3	9.43	61.2	50%	0%	0%	40%	8.35
8	Leeds	England	1.5	1.5	7.83	45.9	53%	25%	6%	27%	8.18
9	Bournemouth	England	1.7	2.5	7.78	50.1	30%	5%	0%	17%	8.03
10	Bristol	England	4.5	2.1	7.83	47.9	45%	6%	15%	16%	8.00

1. Cambridge, Cambridgeshire | Cycling score: 9.37/10

Cambridge has the best cycling trails in the UK, scoring 9.37 out of 10. The city also has the highest cycling rate in the country, with one in three residents cycling to work. 

Cambridge recorded the most cycling routes, 9.3 routes per 1,000 people, and four bike repair shops per 100,000 people. On average, Cambridge receives less rainfall than most other cities, with 38.4 mm per year, and the annual mean wind speed is low (8.13 knots at 10 metres).

One of the best places to go mountain biking in Cambridge is Wandlebury Country Park. The 13.4 km circular trail is moderately challenging and takes three hours and 11 minutes to complete. It’s great for hiking, mountain biking, and road biking. The trail is open year-round and is beautiful to visit anytime. With its cycling-friendly atmosphere and variety of scenic routes, Cambridge is a fantastic destination for both casual and professional cyclists.

2. Edinburgh, Scotland | Cycling score: 8.73/10

Edinburgh also impressed with its cycling activities, scoring 8.73 out of 10. There are 5.6 cycling routes per 1,000 people and 1.4 repair shops per 100,000 people.

Scotland’s capital is a wonderfully bike-friendly city, and riding gives you the perfect opportunity to discover its ancient area. From pedalling around Arthur’s Seat and Edinburgh Castle to heading up into the majestic Pentland Hills. Some popular trails include the Silverknowes and Cramond path, which covers superb views over the Firth of Forth. It is a popular spot for cyclists, dog walkers and rollerblades. Another popular spot is The Innocent Railway Path, which is the longest cycle route in the southeast of the capital.

3. Belfast, Northern Ireland | Cycling score: 8.73/10

Northern Ireland’s capital is joint second with Edinburgh in terms of cycling options. Belfast has 1.7 cycling routes per 1,000 people and 1.5 bike repair shops nearby. The average annual wind speed is 8.53 knots (at 10 metres) or 9.8 mph.

Belfast and its surrounding countryside make great cycling destinations. There are several national cycling routes and shorter rides for beginners. The Comber Greenway is a seven-mile traffic-free section of the National Cycle Network, with views of Stormont, Sccrabo Tower, and the Belfast Hills. The Maritime Heritage Trail is a four-mile flat trail connecting East Belfast and Sailortown and is suitable for all ages and abilities. 

Belfast is the best fishing spot in the UK, with 75 different fish species!

			per 100,000 people					Percentage of
Rank	City	Country	Fishing trails	Tackle shops	Fishing venues	Number of fish species	Average rainfall (mm)	Hotels rated 4*+	Apartments rated 4*+	Holiday homes rated 4*+	All accommodation rated 4*+	Fishing score (/10)
1	Belfast	Northern Ireland	1.5	2.1	7.8	75	62.6	62%	32%	33%	32%	9.34
2	Swansea	Wales	1.6	3.2	4.0	75	68.3	38%	18%	14%	20%	8.59
3	Cambridge	England	1.3	3.4	4.3	15	38.4	42%	19%	33%	27%	8.42
4	Sheffield	England	1.4	1.8	1.7	19	43.7	41%	12%	29%	21%	7.72
5	Swindon	England	1.6	2.6	4.5	5	46.3	40%	27%	20%	29%	7.71
6	Poole	England	0.6	5.0	4.7	15	50.3	50%	0%	19%	25%	7.59
7	Oxford	England	2.5	2.5	0.5	15	42.2	57%	4%	20%	28%	7.54
8	Plymouth	England	0.4	1.5	12.4	66	66.5	38%	35%	40%	26%	7.49
9	Stoke-on-Trent	England	1.1	2.2	10.5	6	48.0	50%	0%	38%	26%	7.42
10	Norwich	England	1.5	2.5	2.7	7	40.0	29%	32%	13%	23%	7.36

1. Belfast, Northern Ireland | Fishing score: 9.34/10

Belfast scored the best for its fishing amenities out of 50 UK areas, achieving 9.34 out of 10. With 75 fish species to spot and 7.8 fishing venues per 100,000 people, it is a must-visit for individual anglers and clubs. Belfast is known for big salmon catches, and in 1999, a 10-metre (32-foot) salmon sculpture was commissioned to celebrate the regeneration of the River Lagan, which flows through the city.

Although fishing within the city centre isn’t advisable, you can find both sea trout and brown trout on its outskirts. Plenty of fishing spots are available alongside the River Lagan, including Lagan Meadows and Ormeau Park. You’ll need a rod licence and permit to fish in freshwater lakes, loughs, and rivers in Northern Ireland.

2. Swansea, Wales | Fishing score: 8.59/10

Swansea is another popular fishing destination, with 1.6 fishing trails per 100,000 people and 75 fish species to catch. Pluck Lake in Llansamlet, Swansea, has perch, roach, rudd, pike, carp, bream, and trench fish that can be seen from mid-March to mid-October.

The number of fish in Wales is difficult to estimate; up to 500 species have been recorded from the UK and Ireland, and at least 250 are off the Welsh coasts. The majority are bony fish, with 25 species of cartilaginous fish (skates, rays, sharks) and three jawless fish (lampreys and hagfish). There are also marine fish in Wales that are protected under various pieces of legislation, including herring, cod, mackerel, and long-snouted seahorses.

3. Cambridge, Cambridgeshire | Fishing score: 8.42 out of 10

Cambridge has 3.4 tackle shops per 100,000 people, and the average annual rainfall is just 38.4mm. The city also maintains over two-fifths (42%) of its hotels rated four stars or above.

Cambridge has many great fishing venues, including the River Cam in the city centre, which offers free coarse, chub, and pike fishing.

On its outskirts, Cambridge’s low-lying countryside has many spots in lakes, rivers, and drains. Rivers such as the Cam, the Nene, and the Great Ouse are nationally renowned for their vast catches of silverfish, pike, and zander, with the Nene being primarily known by predator anglers as one of the country’s best pike and zander waters.

Peterborough is the best bird-watching destination in the UK

						Percentage of
Rank	City	Country	Bird-watching trails per 100,000 people	Number of bird species	Average rainfall (mm)	Hotels rated 4*+	Apartments rated 4*+	Holiday homes rated 4*+	All accommodation rated 4*+	Bird-watching score (/10)
1	Peterborough	England	9.5	334	38.8	56%	31%	100%	5%	9.41
2	York	England	10.3	274	41.3	57%	36%	25%	40%	9.08
3	Aberdeen	Scotland	10.5	330	51.4	53%	18%	0%	26%	8.81
4	Sheffield	England	10.2	320	43.7	41%	12%	29%	21%	8.59
5	Milton Keynes	England	10.2	280	40.1	44%	21%	0%	27%	8.28
6	Edinburgh	Scotland	4.3	310	50.1	61%	40%	50%	39%	8.11
7	Cambridge	England	13.4	233	38.4	42%	19%	33%	27%	8.01
8	Swansea	Wales	8.6	375	68.3	38%	18%	14%	20%	8.00
9	London	England	1.5	470	41.3	55%	47%	60%	42%	7.91
10	Leeds	England	4.1	324	45.9	53%	25%	6%	27%	7.44

1. Peterborough, Cambridgeshire | Bird-watching score: 9.41/10

Peterborough topped our list of the best bird-watching locations, scoring 9.41 out of 10, so grab your binoculars and head to Cambridgeshire. Peterborough recorded the third-best variety of birds, with 334 species to spot, and shares the highest percentage of top-rated holiday homes, with 100% rated four stars and above.

Nature lovers can immerse themselves in the parks and nature reserves in and around the city. Some top-rated birding trails include Castor Hanglands and Ferry Meadows, which offer serene lakeside views.

2. York, North Yorkshire | Bird-watching score: 9.08/10

York offers many great spots for bird-watching, including national parks and nature centres, with 10.3 trails per 100,000 people.

The North Yorkshire forests on the outskirts of York have a variety of habitats, from ancient deciduous forests to coniferous woodlands, where specialist birds such as Crossbills, Redstarts, and Tree Pipits live. The North York Moors National Park resides many Whinchats and unusual Ring Ouzels. These areas are unique places for wildlife lovers, with diverse habitats and spectacular scenery.

3. Aberdeen, Aberdeenshire, Scotland | Bird-watching score: 8.81/10

Aberdeen is another brilliant place to visit to see distinct birds, with 330 species. There are many trails and reserves to visit, including Crynoch Burn Circular and longer trails like Sheddocksley to Kingswells.

The city of Aberdeen makes up the northeast corner of Scotland, a large area with a wide range of habitats. The habitat diversity and presence of many of Scotland’s specialty birds make the region a magnet for birdwatchers visiting the UK. If you’re willing to drive just 27 miles north of Aberdeen at the dramatic cliff face of the Bullers of Buchan, you will spot some picture-perfect puffins.

York offers the best running trails in the UK, with almost four-fifths of trails rated 4+ stars

			Running trails				Percentage of
Rank	City	Country	Per 100,000 people	Moderately difficult	Rated 4 stars and higher	Average rainfall (mm)	Hotels rated 4*+	Apartments rated 4*+	Holiday homes rated 4*+	All accommodation rated 4*+	Running score (/10)
1	York	England	41.2	43%	79%	41.3	57%	36%	25%	40%	9.39
2	Reading	England	37.3	46%	81%	43.1	55%	20%	33%	35%	9.32
3	Sheffield	England	31.6	58%	80%	43.7	41%	12%	29%	21%	9.07
4	Cambridge	England	44.2	48%	76%	38.4	42%	19%	33%	27%	8.99
5	Derby	England	26.9	52%	79%	44.3	35%	37%	38%	28%	8.98
6	Middlesbrough	England	24.8	68%	89%	44.3	11%	0%	20%	7%	8.81
7	Derry/Londonderry	Northern Ireland	6.0	100%	100%	72.2	67%	11%	33%	27%	8.39
8	Brighton and Hove	England	15.5	63%	76%	44.9	39%	28%	46%	31%	8.24
8	Oxford	England	30.3	47%	76%	42.2	57%	4%	20%	28%	8.24
10	Nottingham	England	22.5	56%	78%	42.7	60%	15%	10%	19%	8.12

1. York, North Yorkshire | Running score: 9.39/10

York has many popular running trails, including circular trails in woodlands and along beautiful rivers. There are 41.2 trails per 100,000 people, and almost four-fifths (79%) are rated four stars and above. There is also a great variety of excellent hotels, with nearly three in five (57%) rated four stars or higher.

Running around the city is one of the best ways to explore, and its scenic paths and parks alongside the River Ouse run right through central York. You could also enjoy the fantastic historic views of the York City Walls Circular, which has many sights along the way. If you prefer to take in the countryside air, Yearsley Wood is a popular spot, offering many different routes to get out and about in nature. Whether you choose a short or longer route, you should ensure you have the appropriate running gear.

2. Reading, Berkshire | Running score: 9.32/10

Reading is surrounded by countryside, with an extensive network of bridleways and footpaths, making it an ideal place to run in nature. There are 37.3 running trails per 100,000 people, and 81% of Reading trails were rated four stars or higher. Confident runners could map out a route along St James’ Way, which offers the most elevation gain at 1,549 metres.

There are also more accessible routes, such as Prospect Parks, with its rolling fields and regency-style houses, making it an excellent place to take in scenic nature views. There is also a path along the River Thames & Kennet, which runs nearly three miles to Fobney Island Nature Reserve.

3. Sheffield, South Yorkshire | Running score: 9.07/10

Sheffield scored impressively for its running trails, with under two-thirds (58%) of moderately tricky trails and over four-fifths (80%) rated four stars or higher. The city offers plenty of vast green spaces, where hikers and runners flock to its surrounding hills, ancient woods, and winding valleys. Some of the most popular running trails are in the Peak District National Park moors just outside the city, including Low Bradfield, Agden Reservoir, Dale Dike Reservoir, and Padley Gorge.

Several great parks are in the centre, including a route along the River Don paths and the ‘linear park’ run starting at Sheffield Botanical Gardens. There are also some lovely woodlands at Ecclesall Woods, which can be followed along the River Sheaf walk.

London is the best area to take up horseback riding in the UK, with 17 riding tours

Rank	City	Country	Number of horse riding centres within 10 miles	Number of Horseback Riding Tours	Number of horseback riding tours per 100,000 People	Average rainfall (mm)	Hotels rated 4*+	Apartments rated 4*+	Holiday homes rated 4*+	All accommodation rated 4*+	Horseback riding score (/10)
1	London	England	10	17	0.2	41.3	55%	47%	60%	42%	9.32
2	Leeds	England	5	4	0.8	45.9	53%	25%	6%	27%	8.59
3	Sheffield	England	10	2	0.4	43.7	41%	12%	29%	21%	8.34
4	Newcastle upon Tyne	England	9	1	0.3	43.2	49%	20%	17%	26%	8.16
5	Southampton	England	6	2	0.7	47.5	38%	7%	17%	20%	8.12
6	York	England	4	1	0.6	41.3	57%	36%	25%	40%	8.05
7	Belfast	Northern Ireland	4	2	0.6	62.6	62%	32%	33%	32%	7.98
8	Edinburgh	Scotland	1	6	1.2	50.1	61%	40%	50%	39%	7.65
9	Peterborough	England	4	1	0.6	38.8	56%	31%	100%	5%	7.59
10	Warrington	England	8	1	0.6	55.2	36%	6%	0%	13%	7.42

1. London | Horseback riding score: 9.32/10

London offers the best horseback riding experiences, with 10 riding centres within 10 miles of the city and 17 horse riding tours in the area. This makes it an excellent place to take up the sport as a family. Families new to horse riding should ensure children have the appropriate equipment, including riding tights and gloves. London has some highly rated accommodation options, with almost two-thirds (60%) of holiday homes rated four stars and above.

Equestrians say that horse riding in the area offers a great escape from city life. London has a long-standing horse riding heritage with cultural significance, and despite being one of the busiest cities in the world, a surprising number of stables are opening their doors for riding tours. One of the most famous stables offering tours is Wimbledon Village Stables, which has over 3,000 acres of countryside, with routes looping through Wimbledon Common and Richmond Park.

2. Leeds, West Yorkshire | Horseback riding score: 8.59/10

Leeds is another great city for a horseback riding getaway. There are four horse riding tours, and over half (53%) of hotels are rated four stars or higher.

The city has many stables offering classes for all levels and countryside routes. Some popular ones are Back Lane Stables, which offer beginner—to competition-level courses such as riding, jumping, and hacks. They also have a pony club for young riders and are centre members of the Pony Club and British Riding Clubs, opening up opportunities for adults and children.

3. Sheffield | Horseback riding score: 8.34/10

Sheffield placed third for its horseback riding facilities, with 10 riding centres within 10 miles of the city and two horse riding tours.

Sheffield has many equestrian centres, riding schools, and trails to follow. Grenoside Equestrian Centre houses an extensive collection of horses and ponies, offering lessons and cross-country courses for all ages and abilities. Coloured Cob is a centre with stables and accommodation dating back to 1610, located in bridleways next to Creswell Crags.

Kayaking is the most in-demand hobby, with a 45% increase in searches

		UK Google searches
Rank	Hobby	July 2022 – June 2023	July 2023 – June 2024	Year-on-year search change
1	Kayaking	42,270	61,290	45%
2	Horseback riding	20,570	27,310	33%
3	Mountain biking	4,270	5,380	26%
4	Hiking	17,940	22,480	25%
5	Running	5,330	6,390	20%
6	Bird-watching	4,050	4,380	8%
7	Cycling	31,360	33,450	7%
8	Fishing	55,050	58,000	5%
9	Airsoft	150	130	-13%
10	Rock climbing	3,650	3,130	-14%

1. Kayaking | Annual search increase: 45%

Kayaking saw the highest surge in searches in 2024, skyrocketing by over two-fifths (45%) in the last year. Many have taken up kayaking as it’s a low-impact sport with health benefits, the mental peacefulness of being out on the water, or the challenge of navigating rapids.

Kayaking is an excellent way to relax on a sunny afternoon and an affordable activity for a family getaway. Beginners are not required to be experts at kayaking but should prepare before going out on the water. By joining a club, you’ll be able to improve your technique, reduce your risk of injuries, and become aware of safety issues when out on the water. Once you’re ready to go out alone, you’ll need a kayak set complete with a kayak and paddles.

2. Horseback riding | Annual increase: 33%

Horseback riding has also seen a sharp increase in searches by a third (33%) in the last year. It is an exhilarating hobby, and learning to communicate with a horse and doing complex manoeuvres can be fun. Riding a horse can also create a sense of peace, especially when riding in the countryside.

Some popular activities include trail riding, where riders travel through the woods, mountains, or meadows alone or in groups. In the UK, riding for pleasure is one of the most popular equestrian activities. Those new to horse riding may be unaware that it is a physically demanding sport, and it is known that your stamina, endurance, and fitness levels can increase. Safety should always be a priority, and all riders should wear a riding hat.

3. Mountain biking | Annual increase: 26%

Mountain biking searches have increased by over a quarter (26%) last year. According to Mintel’s UK Cycling Market Report in 2022, mountain bikes were the most popular type in Britain, with one in three (33%) bikers owning one.

Mountain biking is a great hobby because it offers excellent exercise without requiring any experience or purchasing a gym membership. It’s easy to pick up, requiring you to buy some biking gear and go out. You can find local routes, bridleways, and trails in the UK on tracking apps like All Trails and Komoot. Alternatively, you could seek out a trail park. There are lots of these in the UK, and they’re a great place to learn, as the only trail traffic is fellow cyclists.

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Methodology:

We included 40 cities and towns across England and Wales, looking at the most populated locations using Census data sourced from Nomis using the major towns and cities list. To ensure a wide geographical spread, we also used The Geographist to look at the top five most populated cities in Scotland and Northern Ireland.

Mountain biking: Using All Trails, we recorded the number of mountain biking trails and those rated “moderately” difficult. Using Yelp, we recorded the number of bike repair shops in each location, adjusting the map search to ensure that only shops in the targeted location were recorded and filtered these to “Bike Repair/Maintenance”. Data was collected on 01/07/2024.

Horse Riding – Using the British Horse Society, we recorded the number of horse-riding centres within 10 miles of each location on 13/08/2024. Using TripAdvisor we recorded the number of horseback riding tours normalised against each location’s population size on 13/08/2024. We used both the raw number of horseback riding tours and the number of horseback riding tours per 100,000 people for the overall score calculation.

Fishing – Using All Trails, we recorded the total number of fishing trails. normalised against the population of each location on 01/07/2024. Both the raw number of fishing trails and fishing trails per 100,000 people were used for the overall score calculation. Using NBN Atlas, we recorded the number of species of fish that can be encountered in each location’s local authority area, looking at records from 2004-2024 on 02/07/2024. The raw number of tackle shops and the number of tackle shops per 100,000 people were used for the overall score calculation. Using the Angling Trust we sourced the number of fishing venues for each location, taking just venues that are attributed to the location. We also included the number of tackle shops, attributing just those within the location of interest. This was done by setting the map over the location and then taking the fishing venues and tackle shops “nearest” to or within the location. We then calculated the number of fishing venues and tackle shops as per 100,000 of each location’s population. This data was collected on 12/08/2024.

Bird watching – Using All Trails, we sourced the number of bird-watching trails, which we then calculated as per 100,000 of each location’s population on 01/07/2024. Using NBN Atlas, we recorded the number of species of birds that can be encountered in each location’s local authority area, looking at records from 2004-2024. This data was collected on 02/07/2024.

Running – Using All Trails, we sourced the number of running trails, those rated four stars or higher, and those rated “moderately” difficult, calculated as a percentage of the total number of trails on 27/06/2024.

Using booking.com, we searched for various accommodations available in each location, including hotels, apartments and holiday homes, recording the number of each type of accommodation. We then recorded the number of 4-star and upwards-rated properties for each accommodation type. We combined the figures for each accommodation type to calculate the total percentage of these accommodation types that are rated 4 stars and higher. This data was collected on 04/07/2024.

Using Spark Weather, we recorded the average temperature (ºC) during each month for each location and then calculated the average annual temperature. We also recorded the average rainfall for each month to calculate the average annual rainfall for each location. This data was collected on 02/07/2024.

We then created an index using these factors, giving each location a normalised score out of 10 for each factor before averaging each location’s scores out of 10 to show the best destinations for hobby trips.

Using Google Keyword Planner we looked at which hobby-based retreats are increasing and decreasing in popularity. We used the search term ‘[ACTIVITY] holiday/getaway/vacation” for each of the above activities and others, taking the UK search volume between April 2023 and May 2024 and the previous 12 months to calculate the year-on-year change in search volume.