For sun-seekers and beach lovers, nothing compares to the feeling of warm sand between your toes and the perfect swimsuit for the occasion. But have you ever wondered how beach culture and swimwear style change from one paradise to the next?
This blog examines the countries where people spend the most time in their swimwear, ranked according to the fame of their beaches and their appeal to international holidaymakers. We'll also dive into the unique swimwear cultures that define these stunning coastal havens.
A guide to the world's beach hotspots and their men's swimwear styles. Learn about swimwear culture in top destinations like Brazil, Australia, and the Mediterranean, and find your perfect style.
The Top Sun-Seeking Travellers
While the countries below are the destinations, the relentless pursuit of the sun is often led by travellers from nations with less reliable weather. Travel industry data suggest that tourists from Northern European countries (such as the UK, Germany, and Scandinavia), the United States, and Canada are among the most prolific sun-seekers, flocking to the destinations listed above to soak up the rays.
United Kingdom - the search for sun
British holiday culture is characterised by a strong desire to travel, with a significant majority planning summer holidays and many looking to explore new places. Their choices are a mix of classic favourites and emerging trends, heavily influenced by the pursuit of good value.
Brits are increasingly seeking authentic and budget-friendly alternatives to traditional hotspots. This is driving interest in "White Isle Dupes" like Durrës, Albania, which offers a vibrant beach club scene without the high cost of Ibiza. "Fandom travel" is another growing trend, with people planning trips around major events, such as travelling to Manchester for the Oasis reunion tour. Despite the appeal of abroad, domestic travel remains strong, with the UK's own coastal towns and cities like London featuring prominently on travel itineraries
Popular Holiday Destinations for UK Travellers
Classic European Favourites: Spain, Italy, Greece, France
Trending International 2025: Durrës (Albania), Agadir (Morocco), Tropea (Italy), Pefkos (Greece)
Popular Domestic London, Coastal towns (e.g., Seaview, Ingoldmells, Bamburgh)
Trending Domestic 2025 Bushmills (Northern Ireland), Balloch (Scotland), Portrush (Northern Ireland), Manchester
Affordability is the number one factor when planning a trip, even more influential than work schedules or school holidays. This focus on value suggests that shopping for holidays likely involves careful budgeting and seeking out good deals on travel and accommodations. Furthermore, with 90% of Brits saying tours and experiences are an important part of their travel budget, it indicates that spending on activities is a significant and planned part of their holiday shopping.
France - Men's swimwear
In France, particularly on the stylish beaches of the Côte d'Azur, men's swimwear trends towards sleek and sophisticated styles, with swim briefs (Speedos) and square-cut trunks being widely popular and socially acceptable. However, a key rule governs beach attire beyond the sand: swimwear is strictly for the beach and poolside. French etiquette and often local laws require men to be fully clothed—wearing a shirt, shorts, and shoes—when leaving the beach, walking through town, or entering shops and restaurants. This norm maintains a clear separation between relaxed beach time and public decorum, even in the most bustling coastal resorts.
Canada - The search for warmer destinations
Driven by long, harsh winters, the desire for a "sun holiday" is a powerful annual ritual for many Canadians. This exodus to warmer climates is a significant tourism trend, with Canadians being prolific travellers to sun-drenched destinations like Mexico, the Dominican Republic, and Cuba. This pursuit of vitamin D directly fuels the need for men's swimwear, as shopping for new board shorts, swim trunks, and swim briefs becomes an essential pre-trip ritual in preparation for beach resorts and escaping the cold at home.
Australia - Beaches and Men's Swimwear
In Australia, the beach is more than just a place to swim; it's a fundamental part of the national identity and a "way of life". The culture revolves around an active, laid-back enjoyment of the coast, from surfing and ocean swimming to simple relaxation on the sand.
Australian beaches are incredibly diverse. You can find world-famous, bustling spots like Bondi Beach in Sydney, which offers a vibrant mix of sunbathing, surfing, and city culture, as well as pristine, remote stretches like Whitehaven Beach in the Whitsundays, known for its stunning white silica sand and turquoise water.
The popular men's swimwear styles in Australia include:
Board Shorts: These longer shorts are a classic and popular choice, especially for surfing and casual beachwear.
Swim Trunks & Shorts: These styles offer a more fitted look than board shorts, with shorter legs, and are a versatile option.
Swim Briefs: Known internationally as Speedos, briefs are also a common sight, particularly for serious swimming or within certain fashion contexts.
Brazil - The home of swim briefs
Brazil is the undisputed spiritual home of the men's swim brief, where the style is not just accepted but celebrated as a core part of the beach culture. On iconic beaches like Copacabana and Ipanema, the "sunga" – as it is locally known – is the standard and most common choice for men of all ages. This preference stems from a cultural comfort with the body, a practical desire for an even tan, and a deep-seated view of the beach as a space for confidence and body positivity, making the brief a powerful symbol of Brazilian leisure and sensuality.
Sun, Sand, and Style: The World's Top Beach Destinations and Their Swimwear Cultures
The following countries are consistently celebrated for their incredible beaches and vibrant sun-seeking tourism, giving us a clear picture of where swimwear is worn the most.
Australia
Legendary surf spots; heavenly beaches in NSW, WA; Honeymoon Bay, Lee Point. Known for a more conservative style, popular brands like Seafolly and Billabong often feature full-coverage bottoms.
Brazil
Iconic beaches of Copacabana and Ipanema in Rio de Janeiro. The undisputed home of the daring, high-cut "Brazilian bikini," a global symbol of sensuality and confidence.
The Caribbean (Various Islands)
Turks and Caicos, Bahamas, Aruba, Cuba, Dominican Republic (Punta Cana). An explosion of vibrant colours, tropical prints, and floral patterns that reflect the region's festive and laid-back spirit.
France
Chic shores of the French Riviera, including Saint-Tropez. Timeless elegance is key. Sophisticated one-pieces and chic bikinis with ruffles or refined cutouts are de rigueur.
Italy
The glamorous Amalfi Coast, the island of Capri, and the stunning Sardinia. Swimwear is a fashion statement, often featuring luxurious textures, metallic fabrics, and glamorous details from high-end designers.
Spain
The Costa Brava, the Balearic Islands (Ibiza, Formentera, Mallorca), and the Canary Islands.
Thailand
Pristine islands like Maya Bay and southern beach destinations.
United States
Diverse coastlines from South Florida and California to Hawaii. Varies by region: functional and sporty styles in California surf culture; bold and celebratory cuts and prints in Miami.
A Deeper Dive into Sun-Seeking Cultures
Beyond the beautiful landscapes, these destinations have developed unique relationships with beachwear.
The Runway Effect in Europe: In France and Italy, the beach is an extension of the fashion world. In France, elegant one-piece swimsuits have made a major comeback, associated with a retro and chic look. Meanwhile, Italians treat the shoreline as a glamorous fashion show, where swimwear from designers like Dolce & Gabbana is chosen to combine elegance and sensuality.
The Spirit of Celebration in Latin America & The Caribbean: The vibe here is festive and confident. Brazilian swimwear is designed to flatter the figure and maximise tanning, often featuring bright colours and lightweight fabrics that reflect the country's joie de vivre. Similarly, the Caribbean's aesthetic is a vibrant mix of tropical and animal prints, creating a lively and relaxed beach environment.
Relaxed and Functional Styles in the US and Australia: In these countries, swimwear often prioritises comfort and activity. Australian women are known for a more conservative approach, favouring full-coverage bottoms. In the US, particularly in California, sporty designs that can handle surfing and other water activities are extremely popular.
The never-ending search for men's swimwear
So, whether you're braving the chilly waters of a Canadian lake, embracing the surf culture of Australia, or jetting off to emulate the confident style of the Brazilian coast, one thing is universal: every man deserves a swimsuit that makes him feel confident and ready for the sun. From the classic appeal of men's swim briefs and sunga to the relaxed fit of board shorts and the versatile swim trunk, the search for the perfect pair ends here.
No matter your destination or your local beach culture, you can find the style that suits you. Explore the full collection and elevate your holiday wardrobe at Club Seven Menswear, where global style meets perfect fit.
