‘I’ve been to 35 countries in Europe – these are the best for tourists’

Europe’s allure is undeniable, with its rich mix of cultures, historic landmarks, and picturesque landscapes. Destinations like Paris, Rome, and Barcelona are often at the top of every traveller’s bucket list.

As a travel journalist, Lonely Planet author, and host of the Travel Goals Podcast, I’ve been lucky enough to travel all over Europe for work and holidays.

The more I travel in Europe, the more I rate slightly lesser-known cities, resort towns, and tiny villages, where you can escape the crowds and high prices. 

There’s no better time to explore beyond the tourist hotspots. In 2024, mass tourism protests erupted across several European hotspots as frustrated locals pushed back against the influx of visitors that are increasingly straining infrastructure, causing inflated prices and disrupting daily life.

The rise of social media sharing and the ease of international travel have exacerbated the situation, leading to huge over-tourism.

Quieter spots in Europe

The situation has become particularly dire in wildly popular cities like Venice, Barcelona, and Amsterdam.

Narrow streets and historic squares designed centuries ago struggle to accommodate the modern-day surge of tourists. Venice, for instance, has imposed strict measures to curb the number of visitors, including entrance fees and limiting access to popular sites.

Given the disdain for tourist in the more popular destinations, there’s never been a better time to explore lesser-known places that offer all the charm, history, and beauty of their more famous counterparts without overwhelming crowds and inflated prices.

Here are some of my top picks for where to holiday in Europe this summer.

Sarajevo, Bosnia-Herzegovina

Bosnia-Herzegovina’s fascinating and hugely underrated capital, Sarajevo, has a distinct East-meets-West vibe with a long, complex history, Austro-Hungarian architecture and intriguing museums.

In the 1990s, Sarajevo endured the longest siege of a capital city in modern history during the Bosnian War. The siege resulted in significant loss of life and infrastructure damage. Post-war reconstruction has slowly transformed Sarajevo into a modern city with a growing tourism sector.

Start your visit in Baščaršija, Sarajevo’s old bazaar and cultural heart. Here, narrow cobblestone streets are lined with small shops selling traditional crafts, jewellery, and delicious local delicacies. Don’t miss trying the famous cevapi; grilled minced meat sausages served with some bread.

A visit to Sarajevo wouldn’t be complete without a visit to the Sarajevo Tunnel Museum. This poignant site offers insights into the city’s recent past during the Bosnian War, providing a deeper understanding of its people’s resilience and complex history.

Letojanni, Sicily

Roman ruins, rugged beaches, and foodie finds, there’s plenty to discover in sun-soaked Sicily, Italy’s largest island. Located in the heart of the Mediterranean, Sicily has a history, culture, and dialect that differs from mainland Italy.  

Thanks to HBO’s smash series The White Lotus filming season two here, Sicily has caught the attention of set-jetting tourists, but you can still find some under-the-radar spots like Letojanni.

Located on Sicily’s picturesque coast, Letojanni is a charming seaside town that offers a quieter escape from tourist-heavy areas like Taormina. Here, you’ll find long beaches with crystal-clear waters and sunbed hire.

Stroll along the promenade, lined with palm trees, hotels, restaurants, and cafes, and enjoy the glorious views of the Ionian Sea. To taste authentic Sicilian cuisine, dine at a local trattoria, where you can feast on fresh seafood, pasta alla Norma, and cannoli.

Letojanni is also an excellent base for exploring nearby attractions. Take a short drive to Taormina to visit the ancient Greek Theatre or go on an epic hiking trip to Mount Etna, Europe’s highest and most active volcano.

Ljubljana, Slovenia

Slovenia’s capital is one of Europe’s greenest cities and is an outdoor haven with pavement cafes, street food, and beautiful parks.

The heart of Ljubljana beats in its enchanting Old Town, where cobblestone lanes wind their way past colourful Baroque facades, quaint cafes, and lively markets.

The iconic Triple Bridge, a harmonious union of architecture and engineering, is a testament to the city’s unity.

The pretty Ljubljanica River flows through the city’s heart, lined with cafes and restaurants that offer the perfect spot to enjoy an alfresco meal or coffee.

Explore the medieval Ljubljana Castle, perched on a hill overlooking the city. The castle offers panoramic views and a glimpse into the city’s history. The lively Central Market is another must-visit, where you can sample local produce, cheeses, and traditional Slovenian dishes.

Eindhoven, Netherlands

Urban-chic Eindhoven is a Dutch city known for its innovative spirit and design prowess. It is probably best known for previously being the headquarters of Phillips, one of the largest electronics companies in the world.

While Amsterdam often steals the spotlight, Eindhoven offers a refreshing alternative with its contemporary art scene, cutting-edge design, and design-focused arts and culture scene.

The city is home to the renowned Dutch Design Week, attracting designers and enthusiasts worldwide. Even if you can’t visit during the festival, Eindhoven’s design legacy is evident year-round.

Explore the Strijp-S district, a former industrial area turned creative mini-city on the site of a former Philips estate. The renovated site consists of warehouses and historic buildings that have been revitalised into a unique mix of living, working, and creative spaces.

It’s an exciting hub for expats and local hipsters to relax, create, and enjoy in a dynamic industrial area with cafes, bars and boutiques.

Stay in the stylish Kazerne Hotel for a boutique stay in the city. Housed in a former military barracks and industrial warehouse, this stylish property features a shared lounge, terrace and restaurant.

Tampere, Finland

For a wellness break without the heaving crowds, head to Tampere, the sauna capital of the world. Located between two large lakes, Tampere is a scenic Finnish city that combines natural beauty with a rich industrial heritage.

It’s a fantastic destination for those looking to experience Finland’s unique culture outside of the busy capital, Helsinki.

Tampere is one of the best places to experience Finnish sauna culture, regarded as one of the country’s most essential cornerstones of identity. In 2020, UNESCO even inscribed Finland’s sauna culture as an element on its Intangible Cultural Heritage list.

The city has plenty of public saunas to visit, but one of the most beloved is Rajaportin. Built in 1906, this is Finland’s oldest working public sauna and has remained largely unchanged throughout the decades.

It’s not the fanciest of saunas, but its cramped, historic interior will transport you back in time and offer a glimpse into early 20th-century Finnish saunas and rituals. It’s one of the more reasonably priced saunas in Tampere, with a charming courtyard café and massage services that are available on request.

One of Tampere’s other highlights is the Vapriikki Museum Centre, a diverse complex housing multiple museums, including the Natural History Museum and the Finnish Hockey Hall of Fame.

Kotor, Montenegro

Kotor, a coastal town in Montenegro, is a UNESCO World Heritage site known for its pretty bay and medieval architecture and is surrounded by the dramatic limestone cliffs of Orjen and Lovćen. 

Despite its raw beauty, Kotor remains less crowded than many Mediterranean destinations, offering a more peaceful experience.

The Old Town of Kotor is a maze of narrow streets, historic buildings, and charming squares. Climb the ancient city walls for incredible views of the bay and surrounding mountains.  

 Make sure to visit the historic Cathedral of Saint Tryphon. This Romanesque cathedral, dating back to 1166, is one of Kotor’s most significant landmarks and houses a rich collection of relics and frescoes.

The Bay of Kotor is also a major draw, offering opportunities for boat tours, swimming, and exploring nearby beaches. Visit the Blue Cave on the Lustica Peninsula, known for its clear blue waters and natural beauty.

Moliets-et-Maa, France

While Moliets-et-Maa is wildly popular in the summer months, outside of peak season, this surf town empties out, leaving you with empty beaches.

This French seaside resort is considered one of the best surfing spots in Europe and is best visited in late September or October when you’ll get a bigger swell.

For newbies, There are plenty of surf schools and surf camps in Moliets and the wider Landes area with effortlessly cool, qualified instructors ready to guide you into surfing glory.

With 8 km of cycling trails through the town and towards the beaches. Moliets is also best explored on two wheels. Hire a bike and wizz through scented pine forests and alongside strips of seaside shops and cafes.

Book one of the swish villas at La Clairière aux Chevreuil villas for a luxurious stay. Several of these luxe villas feature a private swimming pool inside a large garden with a terrace.

Salema, Portugal

Sleepy Salema might just be the last fishing village in the Algarve that’s escaped the attention of international tourists, who flock to Portugal’s south coast for a sunny escape by the sea.

Far from the crowded tourist hubs of Albufeira and Lagos, Salema, with its whitewashed houses, vibrant bougainvillaea vines and narrow cobbled streets, offers a quieter western Algarve retreat with bracing, azure blue waters, seafood restaurants and small yet buzzing cocktail bars.

The heart of Salema is its beautiful blue flag beach, Praia da Salema. This expansive stretch of powder-soft golden sand is framed by rocky, yellow-coloured cliffs and offers crystal-clear, bracing waters perfect for swimming, snorkelling and paddleboarding.

Plenty of private villas and swish-gated resorts are dotted on the inland hilltops. Simply Salema has some of the best oceanfront properties in the village. They offer an impressive selection of large, luxurious villas with heated swimming pools and outdoor areas, ideal for a family holiday or group break.

Wye Valley, UK

Forget the crowded Cotswolds in England this summer and head to The Wye Valley. Bordering England and Wales, this Area of Outstanding Natural Beauty features rolling countryside, attractive market towns, hiking trails, mountains, and outdoor activities.

One of the area’s most natural features is the flowing River Wye. This meandering river begins in Plynlimon in mid-Wales and flows south, becoming part of the border between Wales and England and eventually meeting the Severn.

It’s a long and very accessible river with plenty of paddle spots and waterside pubs, making it the perfect place to try paddle boarding.

Enjoy the gorgeous scenery of the Wye Valley as you paddle along, spotting wildlife and simultaneously getting a great core muscle workout. Several companies in the area offer SUP experiences for all ages, including the family-run Inspire2Adventure.

Nearby, foodie-focused Abergavenny is worth visiting. This lively market town hosts the biggest annual event in the UK foodie calendar – the Abergavenny food festival. 

During this time, Abergavenny comes to life with innovative food stalls, events, entertainment and chef demonstrations.

There are also plenty of cafes and restaurants for foodie fans to check out, including The Hardwick, Pizzorante, and The Oak Room at the Angel Hotel.