Over half of frequent travelers say they’ve skipped a destination because it felt overcrowded — and that backlash is reshaping where people are booking for 2026. Here are the underrated destinations gaining real momentum this year, and why each one is worth booking before the secret gets out.
Why ‘Underrated’ Is the Defining Travel Trend of 2026
Rising costs and overtourism taxes in hotspots like Italy, Croatia, and Spain are pushing travelers toward destinations offering similar scenery and culture at a fraction of the price — often $50–100 a day versus $200+ in Western Europe’s most famous spots. Social platforms are accelerating this: TikTok and Instagram are turning once-quiet places into fast-rising searches almost overnight.
1. Tirana & The Albanian Riviera, Albania
Often called Croatia’s affordable “dupe,” the Albanian Riviera offers turquoise Mediterranean coastline with flight searches up 66% year-over-year. See our full Tirana travel guide.
2. Cork, Ireland
Kayak’s #1 ranked emerging destination for 2026 — a compact, food-focused alternative to Dublin’s crowds. Read our Cork travel guide.
3. Tbilisi & Kakheti Wine Country, Georgia
Georgia’s 8,000-year-old wine tradition and Tbilisi’s balconied Old Town have exploded across social media. See our Tbilisi travel guide.
4. Sofia, Bulgaria
One of Europe’s most affordable capitals, with mountain hiking accessible directly from the city center. See our Sofia travel guide.
5. Zakynthos, Greece
A Kayak top-10 emerging destination offering iconic Greek island scenery — including the famous Shipwreck Beach — without Santorini-level crowds. See our Zakynthos travel guide.
6. Quito, Ecuador
A high-altitude colonial capital increasingly used as a gateway to the Galápagos and Andes, drawing travelers looking beyond the usual South American circuit. See our Quito travel guide.
7. Hoi An, Vietnam
Vietnam is one of 2026’s standout emerging countries, and Hoi An’s lantern-lit Ancient Town and famously affordable tailoring lead the charge. See our Hoi An travel guide.
8. Krakow, Poland
Deep medieval history at some of the best value pricing left in Europe. See our Krakow travel guide.
9. Big Sky, Montana, USA
Expedia’s #1 globally trending destination for 2026, with search interest up 92% — proof that “underrated” applies domestically too. See our Big Sky travel guide.
10. Sardinia, Italy
Even within an over-touristed country, Sardinia offers a genuinely different, less-crowded experience than the mainland’s hotspots, helped by new direct US flights. See our Sardinia travel guide.
How to Actually Beat the Crowds
- Travel in shoulder season (typically April–May or September–October in the Northern Hemisphere)
- Book flights and key accommodation as soon as a destination starts trending — prices rise fast once word gets out
- Look one town over from the famous landmark — nearby alternatives are often just as scenic and far quieter
- Follow flight-search tools (not just social media) for genuine year-over-year interest spikes, which tend to predate price increases
Frequently Asked Questions
What makes a destination ‘underrated’ in 2026?
Generally: comparable scenery or culture to a famous hotspot, meaningfully lower prices, and search/flight interest that’s rising fast but hasn’t yet peaked.
Are underrated destinations less safe or harder to visit?
Not necessarily — most on this list have solid tourism infrastructure already; they’re simply less crowded and less expensive than their famous counterparts, not less developed for visitors.
How quickly do ‘underrated’ destinations stop being underrated?
It varies, but historically a viral moment or a few years of steady search growth is enough to noticeably raise prices — booking early in the trend is where the value is.
Keep Planning
Browse our full Destinations hub for more guides, or see Budget Travel for more on getting the most out of a value-focused trip.
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