The Scottish Highlands have been named the world’s most desirable family road trip in a new survey of 2,000 UK adults.

The Highlands topped the international list with 31% of respondents choosing the region, narrowly ahead of America’s Route 66 on 28% during the famous highway’s centenary year.

The research was commissioned by USA holiday specialist Ocean Florida and asked people which of the world’s great road trips they would most like to experience with their family.

Australia’s Great Ocean Road finished third on 21%, followed by California’s Pacific Coast Highway on 19%.

Iceland’s Ring Road and the drive from Miami to the Florida Keys were both chosen by 17%, while Ireland’s Wild Atlantic Way attracted 16%.

A wider Florida fly drive adventure was selected by 10%, Germany’s Romantic Road by 9% and America’s Blue Ridge Parkway by 7%.

While the Highlands took the individual crown, the United States dominated the wider results with five American journeys appearing among the top 10.

The result comes as Route 66 marks its 100th anniversary in 2026, with events taking place across the United States to celebrate one of the world’s most famous roads.

But the survey suggests the ingredients of a memorable road trip have less to do with famous destinations than what happens along the way.

Among respondents who had experienced a family road trip, 56% agreed that some of their best family memories had been made on the road.

Roadside attractions were considered part of the appeal by 41%, while 40% picked stopping for scenic photographs.

Sharing stories and conversations along the journey was chosen by 37%, with 33% remembering singing along together as an important part of the experience.

Another 22% valued listening to the family playlist, while the old fashioned road trip game still has life in it, with 19% choosing games such as I Spy.

Natalie, Head of Brand Marketing for Ocean Florida said:

“We’ll give Scotland this one, just!

“But with five American experiences making the top ten, it’s clear the British love affair with the great American road trip is going nowhere.

“Route 66 turning 100 is a brilliant reminder of what makes this kind of travel so enduring.

“It’s freedom, stopping somewhere because it catches your eye, changing the plan, finding something you weren’t expecting and experiencing a destination rather than simply arriving in it.

That’s increasingly how people want to travel.

“The itinerary needs to fit the family, rather than the family fitting the itinerary.”

For anyone who has driven through the Highlands, the result may not be particularly difficult to understand.

There are roads through mountains, glens and along stretches of coastline where pulling over and simply looking around can become as memorable as wherever you thought you were heading.

And in the centenary year of America’s most celebrated highway, there is something rather satisfying about Route 66 discovering that the road through the Highlands takes some beating.