- ‘Euro Summer’ is trending with Google searches having doubled in the last quarter*, however over half of European travellers are skipping the hotspots for hidden gems**
- Bookings in Albania rise by almost 300%*** sparked by Queen of Holidays and Albanian pop signer Dua Lipa
- GetYourGuide reveals the lesser-known Euro Summer hotspots to visit before they blow up next year
Move over Amalfi Coast and Greek island-hopping —there’s an alternative #EuroSummer in town and it’s not too late to get on board.
Google searches for “Euro Summer” doubled in the last quarter, no doubt fuelled by the endless stream of celeb snaps — Kylie Jenner in Italy, Jennifer Aniston in Mallorca, the Bezos’ wedding in Venice and enough Aperol Spritz to fill an Olympic-sized pool.
But while the A-listers are soaking up the sun in the usual hotspots, savvy British travellers are looking elsewhere.
According to the European Travel Commission, over half (55%) of European travellers are now seeking out destinations that are off the beaten track—places with personality, peace, and fewer tags on Instagram.
GetYourGuide, the leading platform to search and book unforgettable travel experiences, reveals the top five rising stars of European travel based on growing UK consumer bookings.
These under-the-radar gems are perfect for catching the last of the summer sun—think fewer crowds, more charm and TikTok backdrops your friends haven’t already seen a million times.
“2025 has been the year of #eurosummer with over 6 million mentions on TikTok – but it’s not just the obvious destinations making waves. At GetYourGuide, we’ve seen a surge in bookings for alternative #eurosummer gems – a clear sign that British travellers are opting to spend their holiday budget on authentic travel experiences”, comments GetYourGuide spokesperson Benjy Potter.
“Sarande, dubbed the ‘Albanian Riviera’, has seen experience bookings sky rocket by 300% compared to last year while Bratislava – where you can still get a flight for £70 return this month, has seen visitors saw by 160% year on year.
“For travellers wanting an authentic taste of Euro Summer that won’t break the bank, GetYourGuide is the app for discovering the true heart of a destination through in-the-know experts and hidden gem tours.”
Sarandë, Albania, bookings up 279% YOY
Blue Eye Spring and Lekursi Castle Sunset Tour
“French Riviera who? This is your last chance to discover the unspoilt and underrated beauty of the town dubbed the “Albanian Riviera” before everyone jumps on it next summer. Ask Dua Lipa – she loves the coastal town so much that she’s reportedly building a mansion there. The Blue Eye is a breathtaking natural spring, famous for its crystal-clear waters that shimmer in shades of electric blue and turquoise—like something straight out of a fairytale. Discover the natural wonder and historic charm of the new hotspot on a sunset tour around the Lëkurësi Castle.”
Flights with Wizz Air from £155p return from London, Luton, to Tirana (29th August – 5th September)
Kotor, Montenegro, bookings up 94% YOY
From Kotor: Blue Cave and Bay of Kotor Boat Tour
“Despite being on travel hotspot lists for a few years, Montenegro has been able to keep hold of its charm and is loved for its wild beaches, off-the-beaten-paths and smiling locals. Step back in time as you take in the stunning natural surroundings, from medieval architecture to Venetian palaces and brooding mountains. The best way to experience Montenegro’s beauty is by boat, so don’t skip out on a cruise around the bluest of Blue Caves in a tour of the Bay of Kotor.
Flights with Easyjet from £266p return from London Gatwick, to Tirana (29th August – 5th September)
Riga, Latvia bookings, up 164% YOY
From Riga: Hill of Crosses & Jelgava Highlights
“Once hailed the ‘Paris of the North’ Riga is an ideal September city break with manageable temperatures in the early twenties and a varied itinerary to keep any traveller busy. There’s stunning riverside walks, craft beer culture, nearby beaches and the historic old town. But for those looking to really immerse themselves in the culture, and even cross off two countries in one unforgettable day trip, try the Hill of Crosses & Jelgava Highlights Tour. Here you’ll visit northern Lithuania’s world-famous Hill of Crosses, a haunting symbol of faith and resilience, as well as returning to Latvia to discover Jelgava’s baroque palace, promenade, cathedral, and hidden corners.”
Flights with RyanAir from £158p return 29th August – 5th September
Bratislava, Slovakia bookings, up 160% YOY
Bratislava: Čičmany, Bojnice Palace & High Tatras Day Tour
“When you think of Bratislava you might think Christmas markets, but this beautiful city has more to offer all-year round. It’s a city entirely accessible by foot, and for outdoorsy-types there’s cycling, paddleboarding, forest hikes, and boat trips on tap. To soak in some of its most breathtaking sites, make sure to visit the Disney-like Bojnice Palace, and explore majestic High Tatras and the glacial lake of Štrbské Pleso. Why not make the most of the last-minute deals with flights for less than £70 return.”
Flights with RyanAir from £65p return 29th August – 5th September.
Tbilisi, Georgia bookings up 260% YOY
From Tbilisi: Kakheti Wine Region Tour with 9 Wine Tastings
“There’s a real buzz about Georgia at the moment, and now is the perfect time to visit for a trip that blends old world charm with modern excitement. If you’re a self-confessed foodie and lover of the grape, there’s so much to experience and learn about Georgian cuisine. After exploring the chic capital of Tbilisi, take a day tour to the Kakheti wine region where you’ll meet family-run vineyards, sample local produce from Georgian bakeries, explore towns by foot and finish the day with a sample of Chacha, a potent local grape vodka. Cheers!”
Flights with Pegasus from £267p return 29th August – 5th September.
So, whether you're chasing the last rays of sunshine or a fresh take on Europe, these underrated spots and GetYourGuide’s unforgettable experiences are your ticket to finishing your summer on a high.
** Research from European Travel Commission (July 2025)
***Looker Data Source Market: Britain. Bookings: April-July 2024 vs April-July 2025
“2025 has been the year of #eurosummer with over 6 million mentions on TikTok – but it’s not just the obvious destinations making waves. At GetYourGuide, we’ve seen a surge in bookings for alternative #eurosummer gems – a clear sign that British travellers are opting to spend their holiday budget on authentic travel experiences”
“Sarande, dubbed the ‘Albanian Riviera’, has seen experience bookings sky rocket by 300% compared to last year while Bratislava – where you can still get a flight for £70 return this month, has seen visitors saw by 160% year on year.
“For travellers wanting an authentic taste of Euro Summer that won’t break the bank, GetYourGuide is the app for discovering the true heart of a destination through in-the-know experts and hidden gem tours.”
