There has never been a better time to look beyond the obvious. While the big-name destinations aren’t going anywhere, a growing number of travellers are quietly choosing somewhere less visited and finding the experience far richer for it.
Overcrowding is no longer a minor inconvenience at Europe’s most famous destinations, and it has become a defining feature. Amsterdam, Venice, and Barcelona have all introduced anti-tourism measures in recent years, from visitor caps to restrictions on new hotels. For many, the response has been simple: go somewhere else. Somewhere that still wants you there.
The shift is part of a broader change in how people approach travel. According to Euromonitor International, slow travel, which means staying longer, exploring more deeply, and engaging meaningfully with local life, is moving firmly into the mainstream, with travellers prioritising quality of experience over the number of landmarks ticked off. Rather than a whistle-stop tour of the familiar, the appeal is settling into a place, finding a favourite café, and leaving with a genuine sense of having been somewhere.
An underrated city is not necessarily obscure but simply one where the reality outpaces the reputation. It tends to have a functioning local life that continues regardless of tourist numbers, an affordable and varied food scene, and enough history or architecture to reward genuine curiosity. Crucially, it is a place where you can still feel like a visitor instead of an extra in someone else’s holiday photograph.
Several cities are overlooked despite having a great deal to offer. Ljubljana, the Slovenian capital, is compact, walkable, and lined with Art Nouveau architecture along a car-free riverfront. Plovdiv in Bulgaria, named by Time Out as one of Europe’s top underrated destinations for 2026, blends Ottoman-era old-town streets with a thriving arts scene. Ghent, often bypassed in favour of Bruges, offers mediaeval grandeur without the tour groups. Each rewards a long weekend instead of a day trip.
One of the reliable pleasures of visiting lesser-known cities is the food. Without the pressure to cater to international tastes, local restaurants simply cook what they have always cooked. Porto’s tascas, Thessaloniki’s mezze culture, and Tallinn’s growing Nordic-influenced dining scene are all far more interesting and far better value than their counterparts in more heavily touristed capitals.
Researching a lesser-known destination takes a little more effort than booking a city that has been written about a thousand times, but the returns are proportional. Prioritise neighbourhoods over landmarks, look for markets and independent eateries, and build in time to walk without a destination. If the city has hills, old fortifications, or riverside paths, pack appropriately; a good pair of women’s hiking boots suited to cobbled streets and uneven terrain will serve far better than anything designed purely for pavements. The best city breaks are rarely the most obvious ones. The cities worth seeking out are the ones that still have something to prove.
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