Ten little-known European cities that will skyrocket in popularity in 2026

European tourism is changing: travelers are increasingly choosing lesser-known cities over crowded resorts. Find out which 10 European destinations will be the most popular in 2026 and why interest in them is growing rapidly

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European tourism is gradually shifting its focus. While Barcelona, Venice, and Paris continue to suffer from tourist overload, more and more travelers are consciously choosing less popular destinations. These are cities with an authentic atmosphere, a slower pace of life, and more moderate prices — and according to analysts' forecasts, they will become the new tourist hits in 2026.

This is according to a recent report by the international transport and tourism platform Omio, which analyzed traveler behavior and booking trends in Europe.

Why tourists are discovering “second-tier” cities en masse

According to the authors of the study, after a period when European capitals enjoyed the greatest popularity, tourist interest is beginning to shift. In 2026, 21% of travelers plan to visit lesser-known cities.

The reasons for this choice are entirely pragmatic:

● lower prices for accommodation, food, and entertainment (51%);

● fewer tourists and, accordingly, a more comfortable vacation (44%);

● unique sights, culture, and local flavor that have not been lost to mass tourism (40%).

This trend is confirmed by Omio's statistics: the number of bookings in “second-tier” cities has increased by 34% year-on-year. For travelers, this means not only new experiences, but also more flexible route planning — conveniently, tickets for trains, buses, or planes between such cities can be selected and booked in advance online through services such as Visit Ukraine.

Segovia — an unexpected leader in growth of interest

According to Omio, Segovia in Spain will see the biggest surge in tourist interest in 2026. This small city in the central part of the country with a population of about 55,000 has shown a 96% increase in interest.

Segovia is located just 90 kilometers from Madrid, making it an ideal destination for a short trip or a combination with a visit to the capital. The famous pilgrimage route, the Way of St. James, also passes through the city.

The city has the status of a museum city and is included in the UNESCO World Heritage List. Among its key attractions are the majestic Gothic Cathedral of Segovia and the Alcázar Palace of the Spanish kings, often referred to as one of the most beautiful castles in Europe.

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Spain and Belgium are the main beneficiaries of the new trend

Interestingly, several Spanish cities occupy several positions in the ranking. In addition to Segovia, tourists are increasingly turning their attention to Murcia and Malaga, which offer a mild climate, rich history, and a much calmer atmosphere than the popular resorts.

Belgium is not far behind: Antwerp, Ghent, and Bruges are showing steady growth in interest. These cities combine medieval architecture, artistic heritage, and convenient transport links, making it easy to combine them in a single trip.

Top 10 lesser-known European cities whose popularity is growing rapidly

According to the Omio report, interest in the following destinations will grow the fastest in 2026:

● Segovia, Spain — +96%

● Murcia, Spain — +86%

● Bari, Italy — +85%

● Antwerp, Belgium — +69%

● Ghent, Belgium — +66%

● Malaga, Spain — +63%

● Faro, Portugal — +51%

● Krakow, Poland — +51%

● Bruges, Belgium — +49%

● Rotterdam, Netherlands — +49%

For Ukrainian tourists, these cities often become convenient stops on combined routes through Europe, especially given the well-developed rail and bus connections, for which tickets can be conveniently planned in advance.

We remind you! Global tourism in 2026 offers new destinations and formats for recreation. Read about the 10 places in the world that Time Out has named the most promising for travel and why they are worth your attention.

Photo: shutterstock

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