Many can relate to the buzz of stumbling upon a hidden gem. This year, more people are seeking out authentic holiday experiences abroad rather than all-inclusive tourist traps, according to ABTA, the association for British travel agents. ABTA also says two in five Britons are planning to holiday in a country they've never been to this year.
It comes as war in the Middle East is causing some to switch to European destinations, while warnings of potential jet fuel shortages and the high cost of living are putting others off holidays completely. So if you're looking for a cost-effective and slightly quirky destination this summer, read on for what's proving popular.
Montenegro
Montenegro is popping up more and more on social media as a hidden travel gem. The Balkan state is now served by several UK airline routes and is popular among people who want to visit Greece, Italy and Croatia - but don't want to spend a full holiday there. Because Montenegro is small, tourists can combine a beach holiday, city break and outdoor pursuits.
Travel agency Arrange My Escape managing director Jennifer Lynch explains, If you are on the beach resort, you can go and do a day trip up into the mountains. You can do rail tours through Montenegro and you could team it up with Bosnia and Croatia as well.
Leaving the traditional family holiday behind, Montenegro is gaining traction, with young travelers sharing their adventures on platforms like TikTok. Travel blogger Em describes it as basically like Croatia, but cheaper, a blend of city and beach experience that fulfilled her wanderlust.
The Baltic Coast
Estonia, Finland, and Lithuania are becoming appealing for families, couples, and solo travelers. These countries are easy to navigate and offer diverse vacation experiences. The Baltic Sea provides beach options without the intense heat found in traditional summer spots. These destinations are especially highlighted for their less crowded attractions and temperate weather.
History aficionados might be drawn to Lithuania, boasting five UNESCO World Heritage sites, while Estonia's ferry access from Helsinki entices travelers seeking nearby connectivity.
Albania
In Albania, making travel part of your holiday is straightforward. You can fly into Corfu, Greece, and take a short ferry ride to Saranda, the entryway to the scenic Albanian Riviera. Travel blogger Amber Robertson has seen an uptick in interest around her guide to Albania, noting its stunning beaches and vibrant culture at affordable prices, garnering comparisons to the Maldives.
For those seeking an authentic experience, Albania offers beautiful historical towns, wildlife, and significantly lower costs than many traditional holiday destinations.
Northern Spain
Although Spain remains the favorite among British tourists, areas beyond Barcelona are becoming increasingly popular. Asturias and La Rioja are emerging as attractive alternatives due to Spanish government efforts to diversify tourist locations. These regions feature breathtaking landscapes, beaches, mountains, and a wealth of wildlife, making them ideal for those looking for a mix of leisure and adventure.
As tourists plan their 2026 itineraries, the trend of selecting lesser-known, yet rich in experience, destinations is likely to continue, offering travelers unique sights and cultural experiences at a fraction of traditional costs.
