As the summer travel season heats up, a fascinating trend is emerging among UK holidaymakers: a growing appetite for venturing beyond Europe’s well-trodden tourist paths. While iconic destinations like Barcelona and Madrid still hold their allure, data from KAYAK reveals a surge in interest towards lesser-known “unsung hero” destinations. European travel alternative destinations

This shift in preference can be attributed to several factors. Overtourism, with its crowded attractions and inflated prices, is prompting many travelers to seek out more authentic and less congested experiences. Additionally, the rising cost of living has made budget-conscious travelers more eager to explore destinations that offer better value for their money. And for some, the desire for novelty and the thrill of discovery is driving them to explore hidden gems that promise unique cultural encounters and off-the-beaten-path adventures.

This summer, it seems that the allure of the unexplored is stronger than ever, as travelers trade familiar landmarks for the charm of Europe’s hidden corners. From the sun-drenched coasts of Montenegro and Sardinia to the historic towns of France and Spain, a new wave of destinations is capturing the imagination of those seeking a more personalized and enriching travel experience. European travel alternative destinations

Tivat in Montenegro is a prime example, boasting a significant increase in flight searches. It’s emerging as an alternative to popular spots like Croatia, where search interest has declined.

Tivat, Montenegro:

Nestled on the breathtaking Bay of Kotor, Tivat is a rising star on Montenegro’s Adriatic coast. Known for its luxurious marina, Porto Montenegro, Tivat exudes a sophisticated charm. Visitors can stroll along the picturesque promenade, explore the town’s historic center, or take a boat trip to the nearby island of Our Lady of the Rocks, home to a beautiful church and museum.

• Activities/Attractions: Yacht spotting at Porto Montenegro, swimming at Plavi Horizonti beach, visiting the Naval Heritage Collection museum.
• Best time to visit: Spring (April-May) and autumn (September-October) offer pleasant temperatures and fewer crowds than the peak summer months.
• Transportation: Tivat Airport (TIV) has direct flights from several European cities. Local buses and taxis are available for getting around town and exploring the surrounding area.
• Local cuisine: Sample fresh seafood dishes like grilled octopus or black risotto, or try the hearty Montenegrin stew called “kačamak.”

Reus, Spain

Brits are also venturing to Spanish locales like Reus, which has seen a significant rise from last year with a 40% increase, and Girona, up by 32%.

This Catalan city, located just a short drive from the sun-kissed beaches of the Costa Dorada, is gaining popularity as a gateway to the region. Reus is famous for being the birthplace of renowned architect Antoni Gaudí, and his modernist influence can be seen throughout the city.

• Activities/Attractions: Exploring the Gaudí Centre Reus, strolling through the picturesque Plaça del Mercadal, day trips to the beaches of Salou or Cambrils.
• Best time to visit: Spring and autumn are ideal for enjoying the city and surrounding beaches without the summer crowds.
• Transportation: Reus Airport (REU) is a hub for low-cost airlines. Trains and buses connect Reus to other cities in Spain.
• Local cuisine: Indulge in Catalan specialties like “pa amb tomàquet” (bread with tomato), “fideuà” (a noodle dish similar to paella), or “crema catalana” (a creamy custard dessert).

As searches to Barcelona (0% change) and Madrid (-1%) plateau or dip, it appears that smaller, lesser-known spots are seizing the spotlight, offering a glimpse into a quieter and less explored part of Spain.

Olbia, Sardinia

Olbia, on the coast of Sardinia, is generating its fair share of interest, with flight searches up up 54% this summer. Situated amidst the waters of the Tyrrhenian Sea, Olbia is a lesser-known alternative to Sicily offering travellers stunning beaches and piazzas ringed by wine bars, picturesque harbours, and authentic eateries. Perched on the northeastern coast of Sardinia, Olbia is a gateway to the island’s stunning beaches and emerald waters. The city boasts a charming historic center, a bustling port, and proximity to the renowned Costa Smeralda.

• Activities/Attractions: Relaxing on Pittulongu beach, exploring the archaeological site of Nuraghe Riu Mulinu, boat trips to the Maddalena Archipelago.
• Best time to visit: Spring (May-June) and autumn (September-October) offer warm temperatures and fewer crowds than the peak summer season.
• Transportation: Olbia Costa Smeralda Airport (OLB) has flights from major European cities. Ferries connect Olbia to mainland Italy and other Sardinian ports. Car rentals are recommended for exploring the island.
• Local cuisine: Enjoy Sardinian specialties like “porceddu” (roast suckling pig), “culurgiones” (stuffed pasta), or “seadas” (fried pastries filled with cheese and honey).

Béziers, France

Béziers, in France, is another of the top trending summer destinations on KAYAK UK. With its rich history, architecture, and culture, searches for the picturesque town have more than doubled since last year (+105% increase). Steeped in history, Béziers is a picturesque town in southern France, known for its Roman amphitheater, Gothic cathedral, and scenic canal. The town is surrounded by vineyards and is a great base for exploring the Languedoc wine region.

• Activities/Attractions: Visiting the Cathédrale Saint-Nazaire, taking a boat ride along the Canal du Midi, wine tasting in the surrounding countryside.
• Best time to visit: Spring and autumn are pleasant, but Béziers also comes alive during the summer with festivals and events.
• Transportation: Béziers Cap d’Agde Airport (BZR) has limited flights. Train connections are available from major French cities.
• Local cuisine: Sample local wines and regional dishes like “cassoulet” (a hearty bean stew), “magret de canard” (duck breast), or “aligot” (a cheesy mashed potato dish).

And with a current average cost of £204 for flights, the charming town is also more cost-efficient when compared to popular summer French destinations like Bergerac (£241 average) or Bastia, Corsica (£315 average).

Rachel Mumford, KAYAK Travel Expert, said: “While we see travellers still seeking out popular tourist hotspots this summer, our data suggests that there’s also an increasing desire for Brits to be more adventurous in their searches. 

“This means exploring lesser-visited cities in familiar countries. Whether it’s the allure of quieter areas, saving some cash, or craving for more authentic local experiences, these ‘unsung heroes’ can offer travellers comparable experiences to their more popular counterparts.”  European travel alternative destinations

Final thoughts

As the summer travel season unfolds, a clear message emerges from KAYAK‘s data: UK travelers are increasingly seeking out Europe’s lesser-known treasures. Whether driven by a desire to escape over-tourism, discover unique experiences, or find more budget-friendly options, this trend towards alternative destinations is undeniable.

Tivat, Reus, Girona, Olbia, and Béziers offer a glimpse into a different side of Europe—one that is less crowded, less expensive, and brimming with authentic charm. From Montenegro’s stunning coastline to the historic towns of Spain and France, these destinations provide a refreshing alternative to the usual tourist hotspots.

So, if you’re looking for a European adventure that’s a little off the beaten path, why not consider one of these “unsung heroes”? You might just discover a hidden gem that exceeds your expectations and leaves you with a truly unforgettable travel experience. After all, sometimes the most rewarding journeys are the ones that lead us to the places we least expect.

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