New research commissioned by Bluestone National Park Resort suggests parents are under growing pressure to create an Instagram-worthy summer - despite simpler childhood memories proving far more meaningful.

A study of 1,000 UK parents reveals a huge 66%[1] dread the six-week break, with 35% admitting they feel flat-out stressed and 31% pressured before the holidays have even started.

At its core this stress is a pressure to perform: over 8 in 10 parents (81%) admit to comparing their own holidays to the ones they see on social media two-thirds, two-thirds (66%) worry about keeping the kids entertained and over half (54%) stress about planning enough activities.

However, when parents were asked to think back to their own best childhood summers, beach days (62%) and traditional UK holidays (48%) topped the list - far ahead of anything abroad (32%). Which makes sense, given long-haul flights, airport queues and delays were named by nearly half of parents as by far the worst part of travelling with kids.

The findings point to a growing disconnect between the pressure parents feel to curate the "perfect" summer and the moments families ultimately value most. While social media often celebrates packed itineraries and standout experiences, parents' own happiest memories are rooted in simpler pleasures: time outdoors, unstructured play and being together.

It is a philosophy that underpins Bluestone National Park Resort's summer programme, A Summer of Salt and Soil, which encourages child-led exploration, outdoor adventure and family connection in the heart of the Pembrokeshire Coast National Park, also dubbed as ‘the quiet Cornwall’. Built around a "free-range" approach to family holidays, it gives children the freedom to roam, discover and play, while giving parents permission to slow down alongside them.

Its new Summer Bucket List encourages families to embrace simple adventures, ticking off experiences both on the resort and across Pembrokeshire, from toasting marshmallows outdoors to ziplining through Bluestone’s Steep Ravine and visiting award winning beaches. It celebrates the idea that the most memorable family moments don't have to be extravagant to be fun.

To coincide with the research, Bluestone has also launched its biggest ever family giveaway. One UK family will win seven holidays over seven consecutive years, offering the chance to build lasting traditions around simple family adventures throughout their child’s primary school years, rather than the pursuit of perfection.

Rebecca Rigby, Director of Operations at Bluestone National Park Resort, said:

"As a parent myself, I know the enormous pressure many families feel to make every day of the school holidays memorable, but our research shows the moments that stay with us aren't usually the most expensive or the most elaborate. They're the simple days spent outdoors, exploring, laughing and making time for one another.

"At Bluestone, we believe the best family holidays come from slowing down rather than cramming more in. Our Summer of Salt and Soil is about giving families permission to swap pressure for play, screens for nature, and picture perfect moments for memories that last long after the holidays are over."

Bluestone has limited availability remaining for summer breaks, with families booking a 7-night stay able to save 10% on their holiday.

For more information, visit www.bluestonewales.com.

-ENDS-

Notes to Editors

PRESS QUERIES:

For more information, please contact Gwen Davies or Dani Sakota at Golley Slater: gndavies@golleyslater.co.uk / 02920 786002 or dsakota@golleyslater.co.uk / 02920 786157.

Images to accompany the release can be downloaded here: [https://tinyurl.com/yaxyshpd]

COMPETITION

Bluestone’s ‘Every Summer Sorted’ competition is live on Facebook and Instagram until Sunday 9th August.

Facebook: https://www.facebook.com/BluestoneWales

Instagram: https://www.instagram.com/bluestonewales

Full Terms & Conditions can be found on Bluestone’s website here: [https://tinyurl.com/5n7z94ht

ABOUT BLUESTONE NATIONAL PARK RESORT

Bluestone National Park Resort is a 5* luxury holiday destination located within 500 acres of the Pembrokeshire Coast National Park. Since opening in 2008, Bluestone has been committed to sustainability and enhancing the local environment. The resort offers over 400 accommodation units and a wide range of activities for all ages, from water parks and aerial adventures to spa experiences and nature trails.

Bluestone was voted the no.3 Holiday Park and Resort in the UK and ‘Wales Top Resort’ in the 2025 Which? Survey, outperforming Center Parcs, Warner Leisure Villages, Parkdean and Forest Holidays. It was also named the Best Small Company for UK Parks and Lodges Holidays at the prestigious British Travel Awards 2024.

The resort has recently introduced accommodation ‘Collections’, designed to make it easier for guests to choose the style, comfort and experience that suits them best. These include the Village Collection, Silver Collection, Gold Collection and Platinum Collection.

For more information, visit: https://www.bluestonewales.com

SURVEY DATA:

The research was conducted by Censuswide, among a sample of 1000 UK Parents of Children aged between 4-12 (natrep based on children). The data was collected between 03.07.2026 - 09.07.2026. Censuswide is a member of the Market Research Society (MRS) and the British Polling Council (BPC), and a signatory of the Global Data Quality Pledge. We adhere to the MRS Code of Conduct and ESOMAR principles.

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