As over tourism and rising prices reshape travel behaviour, travellers are increasingly swapping famous hotspots for under-the-radar alternatives. A growing number of travellers are rethinking where they go, not whether they travel at all. In 2025, “destination dupes” emerged as a smart alternative to over touristed hotspots, with 32% choosing less expensive destinations and 18% planning to avoid major tourist hubs altogether.
Travel by Luxe explores how these “destination dupes” deliver better value, a more relaxed pace, and deeper cultural engagement, while still capturing the essence of the places travellers are drawn to in the first place.
2026 Travel Trends and Behaviours
According to YouGov’s U.S. International Traveller Outlook 2026 report, travellers are adjusting plans and budgets in response to rising costs and crowded destinations.
- 21% of travellers plan to take fewer international trips, and 20% will stop travelling abroad in favour of domestic vacations.
- 45% plan to travel off-peak to secure lower prices, while 36% will book flights further in advance.
- 30% would stay in budget properties, and 22% would stay with family or friends.
- 24% plan to cut back on activities and excursions, and 23% on restaurants and cafés.
- 15% of travellers may switch from full-service to budget airlines.
Five European Destination Dupes to Watch
- Slovenia instead of Switzerland: Alpine scenery, crystal-clear lakes, and charming towns, with fewer crowds and a more relaxed pace.
- Bilbao instead of Barcelona: World-class architecture, thriving food culture, and coastal access, without the overwhelming tourist congestion.
- Puglia instead of Tuscany: Rolling countryside, historic villages, and exceptional cuisine, offering an equally rich Italian experience at a gentler pace.
- Alentejo instead of the Algarve: Dramatic coastlines, quiet beaches, and authentic Portuguese culture, far from peak-season crowds.
- Ljubljana instead of Vienna: Elegant architecture, café culture, and walkable city charm, paired with a calmer, less commercial atmosphere.
Travel Expert Amy Doherty of Travel by Luxe says:
“Choosing destination dupes allows travellers to enjoy the same culture, scenery, and experiences as popular hotspots, but with fewer crowds and a more relaxed pace. At Travel by Luxe, for example, our itineraries focus on emerging European gems where clients can explore authentically, connect with local communities, and create memorable journeys that feel both special and effortless.”
Making the Most of Alternative Destinations
While destination dupes offer the charm of quieter streets and fewer crowds, travellers can elevate the experience even further by focusing on what makes each location unique.
- Wander local markets and workshops: Explore artisan crafts, cooking classes, and festivals to engage directly with the destination’s traditions.
- Savour the region’s signature flavours: Prioritise food tours, wine tastings, or local culinary experiences that highlight what makes the area unique.
- Stroll hidden streets and scenic corners: Take advantage of quieter towns to discover charming alleyways, secret viewpoints, and off-the-beaten-path landmarks.
- Share moments with locals: Join guided tours, home visits, or community experiences that create authentic connections with residents.
- Pause to soak it all in: Take time to relax, reflect, and document your journey so every experience resonates long after the trip ends.
“Destination dupes are about more than avoiding crowds. They offer an opportunity to discover the soul of a place. Travellers can enjoy iconic landscapes, rich culture, and local traditions in a more relaxed, authentic setting. Each itinerary is designed to highlight what makes these destinations unique while preserving the essence of the experiences people seek in more famous locations.
Even when exploring lesser-known gems, thoughtful planning allows every trip to feel seamless and memorable. From curated food and wine experiences to walking hidden streets and engaging with local communities, travellers can create journeys that are both immersive and effortless. The smaller scale of these destinations often gives clients more space to explore and connect on a personal level.
As travellers look to 2026, we are seeing a desire to uncover charming streets, sample local delicacies, and find hidden viewpoints in quieter destinations. These trips allow people to enjoy the excitement of discovery without the crowds, making every experience feel personal and memorable. As travel designers, our role is to guide clients to these gems with bespoke itineraries so each journey is unique to them and full of authentic moments and lasting memories,” says Travel Expert Amy Doherty from Travel by Luxe.
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