Every year brings new travel trends, and this year is shaping up to be the year of alternative itineraries. As seasoned favourites become increasingly busy and prices rise, more travellers are looking beyond the usual holiday hotspots for their next escape. Travellers are seeking places that feel authentic, less crowded, and often more affordable.

Emerging destinations combine affordability, cultural richness and natural beauty and can offer a reminder that travel can still feel fresh, surprising, and rewarding. Whether you’re planning a solo adventure, a family holiday, or a long-awaited break with friends, these destinations are worth considering for your next getaway.

1. Tirana, Albania

Albania’s capital is undergoing a quiet transformation. Vibrant street art, open-air cafés and wide pedestrian areas give Tirana a charm that feels both relaxed and alive. Just a short drive from the Adriatic coast, it offers a base for day trips to beaches, mountains, and UNESCO heritage sites, without the price tag of nearby Mediterranean neighbours.

2. Alentejo, Portugal

Alentejo remains relatively undiscovered compared to Portugal’s more famous tourist destinations, offering untouched landscapes, authentic experiences, and a chance to unwind in a serene environment. It’s ideal for travellers seeking cultural richness, outdoor activities, and a peaceful coastal escape.

3. Kotor, Montenegro

Montenegro’s popularity is on the rise, but Kotor still offers an old-world experience that feels untouched by mass tourism. Set on a fjord-like bay and surrounded by dramatic peaks, the city’s fortified old town is a maze of cobbled alleys, hidden piazzas and sweeping views. As boutique hotels and hiking trails develop, it’s an ideal option for adventurous but relaxed summer travel.

4. Penang, Malaysia

While many flock to Thailand or Bali, Penang offers an equally rich, and often less crowded, experience. Its capital, George Town, is a UNESCO World Heritage site where Chinese mansions, British colonial buildings and colourful street murals sit side by side. The island is also known for its cuisine, considered some of the best in Southeast Asia.

5. São Miguel, Azores

The Azores, an autonomous Portuguese archipelago in the mid-Atlantic, are becoming one of Europe’s most exciting natural escapes. São Miguel, the largest island, features crater lakes, geothermal springs, and tea plantations. Ideal for walkers, couples, and eco-conscious travellers, it offers the feeling of far-flung adventure without straying too far from home.

6. Essaouira, Morocco

With its blue-shuttered houses, windswept beaches and laid-back rhythm, Essaouira is a world away from the bustle of Marrakech. A favourite among artists and surfers, the city is ideal for those looking to combine a coastal break with cultural depth. New direct flights and improved infrastructure make it more accessible than ever for UK travellers.

7. Gozo, Malta

Gozo offers a peaceful and authentic Mediterranean experience with its stunning natural landscapes, historic sites, and relaxed pace. Highlights include the ancient Ġgantija temples, beautiful beaches like Ramla Bay, and scenic coastal cliffs. It’s perfect for outdoor activities such as hiking, diving, and cycling, as well as exploring traditional villages and enjoying local cuisine.

8. Puglia, Italy

Italy never goes out of style, but some regions are only just being discovered. Puglia, in the heel of the boot, is known for its olive groves, whitewashed towns and dramatic coastlines. From the iconic trulli houses of Alberobello to the Baroque architecture of Lecce, Puglia balances authenticity with elegance.

9. Lofoten Islands, Norway

Norway’s Lofoten Islands offer rugged landscapes, Arctic beaches and the possibility of seeing the Northern Lights or midnight sun, depending on when you visit. Ideal for outdoor enthusiasts and photographers, this remote destination is gaining recognition for its unique blend of wilderness and charm.

10. Calabria, Italy

If the Amalfi Coast feels too polished, Calabria might be your answer. This southern region of Italy offers crystal-clear waters, hilltop villages and a raw, unspoilt beauty. With fewer tourists and lower prices, it’s becoming a smart choice for travellers looking for a slower, more authentic Italian summer.

These destinations are exciting, but they can also bring challenges such as limited healthcare access or less-developed transport systems. This is where travel insurance becomes essential. It offers reassurance that you will be supported in case of medical issues, cancellations, or unexpected disruptions while you explore new territory.