Quick summary: New internet search data shows that Australia remains the most popular emigration destination for United Kingdom residents dreaming of a life abroad, with Londoners displaying the highest volume of relocation interest among all major British cities. Immigration experts note that this persistent national preference is driven by practical migration pathways, shared legal systems, and existing family ties that simplify the transition towards an overseas lifestyle. For public policy and community well-being, tracking these consistent emigration patterns helps economists understand the shifting domestic workforce and address the long term societal impacts of skilled labour moving away from urban centres.
A new study has shown that Australia remains the top destination for UK residents dreaming of a life abroad, with Londoners displaying the strongest interest among residents of major British cities.
The research, conducted by immigration law experts Reiss Edwards, analysed Google Ads search volume data across 71 UK cities to determine the most popular emigration destinations. Australia emerged as the clear favourite overall, reflecting long-standing appeal for Brits considering a move.
Top 10 cities by emigration search interest
- London: Australia led with 3,386 searches, more than double New Zealand’s 1,498, and nearly 3 times Canada’s 1,190. The capital’s top 3 destinations totalled 6,074 searches.
- Manchester: Australia recorded 1,048 searches, ahead of New Zealand’s 492, and Canada’s 381, giving a top 3 total of 1,921. Australia outpaced New Zealand by 2.13 times and Canada by 2.75 times. Manchester outranked Birmingham by just 77 searches, a much tighter margin than the 2,338 searches separating it from London.
- Birmingham: Australia saw 971 searches, more than double New Zealand’s 452, and almost 3 times Canada’s 333. As the UK’s second-largest city by population, Birmingham accounted for 4.1% of the national Australia total, only narrowly behind Manchester.
- Glasgow: Australia generated 716 searches, ahead of New Zealand’s 319 and Canada’s 241, a lead of 2.24 times over New Zealand. As Scotland’s largest city, Glasgow’s total was well ahead of Edinburgh’s and made up 3% of the national Australia search volume.
- Liverpool: One of only two cities in the top 10 where Australia was not the top destination. The US led with 692 searches, just 44 ahead of Australia’s 648, while Canada trailed in 3rd with 223.
- Leeds: Australia recorded 648 searches, followed by New Zealand’s 316 and Canada’s 224, for a top 3 total of 1,188. Australia’s lead over New Zealand came in at 2.05 times.
- Oxford: Alongside Liverpool, the only other city where the US outranked Australia, and by an even slimmer margin: 581 searches to 571, a gap of just 10. Canada finished a clear 3rd with 205, roughly a third of each of the top two destinations’ totals.
- Bristol: Australia saw 549 searches, ahead of New Zealand’s 251 and Canada’s 191. Australia made up 2.3% of the national search total here, and Bristol’s top 3 destinations combined for 991 searches.
- Nottingham: Australia recorded 523 searches, ahead of New Zealand’s 248 and Canada’s 182, adding up to 953 across its top three. Australia led New Zealand by 2.11 times, and Nottingham sat just 26 searches behind eighth-placed Bristol.
- Plymouth: Despite being considerably smaller than most cities above it, Plymouth still generated 512 searches for Australia, more than double New Zealand’s 238 and nearly 3 times Canada’s 175.
Why Australia remains the top choice
Amar Ali, managing director of Reiss Edwards, commented on the findings: “These figures reflect a familiar pattern; Australia remains the default first choice for Brits considering a move abroad. For those looking to move abroad, Australia offers a familiar visa pathway, a shared language, and a similar legal system, as well as the possibility of existing family connections.”
“What’s more surprising is how consistent that preference is across the country, from London right down to smaller cities like Preston and Derby; the ratio of Australia searches to New Zealand and Canada barely changes. The exceptions are interesting as well. Liverpool and Oxford are the only cities where the USA edges ahead, which may reflect stronger academic and business links in those areas.”
The data highlights the enduring draw of Australia for UK residents seeking new opportunities overseas, driven by lifestyle, cultural ties, and practical migration pathways. Interest remains strong even as global factors influence emigration trends.