The Rise of Second Cities: How Travelers Are Choosing “Destination Dupes” as Affordable and Authentic Alternatives

Travelers increasingly choosing affordable, less-crowded cities over traditional hotspots, driven by cost savings and desire for authentic experiences. GetYourGuide data confirms the trend.

BERLIN – Feb. 24, 2026 – New data from GetYourGuide reveals a clear shift in traveler preferences toward secondary cities, or destination dupes: less crowded, culturally rich alternatives to popular tourist hotspots, indicating that today’s traveler is interested in cultural immersion. 

• In a 2025 survey, 38% of travelers say saving money motivates them to pick lookalike destinations offering unique experiences and fewer crowds.
• American travelers lean into dupe as a way to save dough, with 45% citing cost savings as a top motivator to go to a “destination dupe.”
• French travelers prioritize countering overtourism (23%) in their booking behavior.
• Globally, up to 60% would playfully “travel dupe” on social media by presenting lookalikes as originals.

This trend highlights growing demand for authentic, value-driven travel. 

“GetYourGuide’s The Explorer, an editorial platform created to inspire and inform global travelers as they book their next trips, has been seeing a strong interest in content featuring cities that aren’t typical tourist destinations,” said Lydia Winter, editor-in-chief of The Explorer. “People are looking for advice on how to discover the world in a more affordable and authentic way through an experience-first lens, whether it’s sampling street food with a local guide, visiting a local artisan workshop, or meeting archaeologists rediscovering history,” Winter said. Articles with the most traffic in the past year featuring destination dupes include  “The 10 cheapest travel destinations to visit in 2026” and "8 alternatives to bucket-list destinations".

GetYourGuide’s Top 10 Destination Dupes for 2026 Include:

1. Medellín, Colombia (a swap for Barcelona, Spain or San Francisco, USA): Spring-like weather year-round with vibrant city life
2. Ningaloo, Australia (a swap for Great Barrier Reef): Pristine coral and whale shark encounters steps from shore
3. Philadelphia, USA (a swap for New York, USA): History, arts and food with an even bigger central park than that Central Park
4. Mdina, Malta (a swap for Dubrovnik, Croatia): Medieval fortified city and Game of Thrones vibes away from the crowds
5. Matera, Italy (a swap for Naples, Italy): Ancient cave dwellings and quiet charm in Southern Italy
6. Siem Reap, Cambodia (a swap for Athens, Greece or Cairo, Egypt): Archaeological wonders and rich history
7. Hoi An, Vietnam (a swap for Kyoto, Japan): Lantern-lit historic streets and traditional craftsmanship
8. Lecce, Italy (a swap for Rome, Italy): Classic Italian architecture and Baroque beauty with fewer tourists
9. Fes, Morocco (a swap for Marrakech, Morocco): Souks, palaces and haggling galore, without the crowds.
10. Antigua, Guatemala (a swap for Cusco, Peru or Oaxaca, Mexico): Colonial architecture and volcano views with Mayan culture

This trend confirms a study conducted by GetYourGuide in Italy. 

"We're seeing travelers increasingly seek out Italy's hidden gems, places like Lecce and Matera  where they can experience authentic regional culture without the crowds,” said Francesca De Falco, GetYourGuide’s regional manager in Italy. “Our recent economic impact study shows that GetYourGuide customers are already driving meaningful revenue to smaller communities, aka Destination Dupes: over 50% of the 867 Italian municipalities where our customers book have fewer than 10,000 inhabitants. This 'second cities' trend isn't just good for travelers looking for value and authenticity, it's transforming local economies across Italy by redistributing tourism beyond the traditional hotspots," De Falco said. 

For more, visit getyourguide.com and follow along on LinkedIn, Instagram, TikTok and The Explorer. 

About the data

• GetYourGuide surveyed 1,000 travelers each in France, Germany, The United Kingdom and the United States via Toluna, on Oct. 6-7, 2025.
• Top 10 destination dupes identified using traffic patterns on GetYourGuide’s Explorer blog, GetYourGuide platform data based on cities showing the strongest growth in search interest for guided tours (FY24-FY25) and in-house travel expertise.

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