Britons are seeking Europe’s ‘unsung heroes’ this summer, says KAYAK

Britons are seeking Europe’s ‘unsung heroes’ this summer, says KAYAK

Data shows UK tourists are yearning for lesser-known summer destinations

UK holidaymakers are ditching the popular summer hot spots and instead preferring to spend their mid-year break in off-beat locations, according to travel search engine KAYAK.

According to the flight-search data , ‘hidden gem’ destinations are seeing a rise in searches compared to this time last year.

Tivat, Montenegro is leading the way, seeing a 74% increase in flight searches compared to 2023. The destination poses an alternative to Croatia, where search interest has dropped since last year. 

Brits are also venturing to Spanish locales like Reus, which has seen a significant rise from last year with a 40% increase, and Girona, up by 32%.

As searches to Barcelona (0% change) and Madrid (-1%) plateau or dip, it appears that smaller, lesser-known spots are seizing the spotlight, offering a glimpse into a quieter and less explored part of Spain. 

Olbia, on the coast of Sardinia, is generating its fair share of interest with flight searches up up 54% this summer. Situated amidst the waters of the Tyrrhenian Sea, Olbia is a lesser-known alternative to Sicily offering travellers stunning beaches and piazzas ringed by wine bars, picturesque harbours, and authentic eateries.

Béziers, in France, is another of the top trending summer destinations on KAYAK UK. With its rich history, architecture, and culture, searches for the picturesque town have more than doubled since last year (+105% increase). 

And with a current average cost of £204 for flights, the charming town is also more cost-efficient when compared to popular summer French destinations like Bergerac (£241 average) or Bastia, Corsica (£315 average).

Rachel Mumford, KAYAK Travel Expert, said: “While we see travellers still seeking out popular tourist hotspots this summer, our data suggests that there’s also an increasing desire for Brits to be more adventurous in their searches. 

“This means exploring lesser-visited cities in familiar countries. Whether it's the allure of quieter areas, saving some cash, or craving for more authentic local experiences, these ‘unsung heroes’ can offer travellers comparable experiences to their more popular counterparts.” 

For more information, visit KAYAK’s Travel Check-In: Summer 2024 and search for your summer adventure at