‘Croatia, but cheaper’: The quirky holiday spots on trend for 2026

Travelers are increasingly drawn to lesser-known locales that offer unique charm without the usual tourist crowds. According to ABTA, a British travel agents’ association, many are prioritizing “authentic” escapes over traditional all-inclusive resorts. Two out of five UK visitors plan to visit a country they’ve never explored before this year. Amid global uncertainties, such as the Middle East conflict and rising travel costs, some are shifting their focus to Europe, while others are delaying trips altogether.

Montenegro has emerged as a standout destination, gaining traction on social media as a hidden treasure. Its growing appeal lies in its affordability compared to neighboring Greece, Italy, and Croatia, as well as its ability to blend coastal relaxation with cultural exploration and mountain adventures. Jennifer Lynch, managing director at Arrange My Escape, highlights how Montenegro’s compact size allows for seamless combinations of activities. “You can start with a beach resort, then take a day trip into the mountains,” she explains. “Rail tours and connections to Bosnia and Croatia make it easy to experience multiple regions in one trip.” While not a typical family getaway, adventurous travelers can find packages starting at around £1,825 per person for an eight-day trip.

Meanwhile, the Baltic states—Estonia, Finland, and Lithuania—are attracting attention for their ease of access and scenic appeal. Helsinki, Finland’s capital, and Tallinn, Estonia’s capital, are linked by ferry, offering a budget-friendly way to explore both. The region’s cooler climate and tranquil beaches provide a welcome alternative to the sweltering heat of Spain. Though summers in Tallinn can bring heavy rain, the historical allure of Lithuania, home to five UNESCO sites, adds cultural depth to visits.

Rügen, a German island dubbed the “German Riviera,” is also rising in popularity. Located three hours from Berlin by train, it boasts chalk cliffs, national parks, and charming fishing villages. Despite the lengthy journey, ABTA’s Emma Brennan notes that many travelers now view the trip as part of the adventure. “The journey itself becomes a highlight, with opportunities to stop and discover different parts of the destination,” she says. This approach aligns with the trend of seeking immersive, off-the-beaten-path experiences rather than sticking to well-trodden cities.

Albania, often overlooked, is another destination gaining traction. Travel blogger Amber Robertson describes it as a blend of Greek beaches and cultural richness. “You can fly to Corfu, then take a short ferry to Saranda, which marks the start of the Albanian Riviera,” she explains. “It’s like a mini Greece, but at a lower cost.” The island’s ancient stone towns, such as Barat and Gjirokastër, further enhance its appeal. A seven-night all-inclusive package for a couple in June costs approximately £1,800, with families paying around £3,400 for similar stays.

With shifting priorities and a desire for authenticity, these destinations are reshaping summer travel plans. Whether it’s Montenegro’s versatility, the Baltic’s tranquility, or Albania’s affordability, they offer alternatives to the usual holiday hotspots.