Frightened by anti-tourism protests, high prices, and large crowds, travelers are looking for alternative vacation spots.
Traditionally, tourists have certain unquestionable favorites, such as Paris or Rome, which seem to never lose their appeal. However, there are many worthy cities that gain popularity among travelers at certain points.
Sam Sears, a travel expert for Travel Off Path, has identified five European cities that are unexpectedly gaining popularity in 2025.
“Although some destinations are now repulsive due to anti-tourism protests and unbearable crowds, lesser-known cities are experiencing a surge in popularity. Places that you usually don’t visit are becoming increasingly popular,” he notes.
1. Pristina, Kosovo. Sears states that the history of Kosovo is full of turbulent events related to its tense relations with Serbia. Nevertheless, Kosovo has overcome these challenges and has eventually become one of the most fashionable destinations in the Balkans, along with Albania and Montenegro.
“The most significant increase in the number of tourists was observed in the capital Pristina. Most of them were struck by a sense of the unknown, whether it was a walk through the charming bazaar district or a visit to the more modern part of the region, surrounded by cozy cafes, quaint frescoes and mesmerizing architecture, in particular, the National Library of Kosovo. And don’t be surprised if you see a familiar face – the popular statue of Bill Clinton,” the seasoned traveler shares his impressions.
One of the city’s main attractions, which has received rave reviews, is the Prishtina Bear Sanctuary. Admission costs only $3.50, which highlights how affordable everything is in Prishtina, he adds.
2. Vilnius, Lithuania. The magnificent Lithuanian capital is one of the most affordable European destinations, but it is still unfairly overlooked by many tourists. However, in recent years, Vilnius has seen a steady influx of digital nomads, leading to an increase in travelers seeking to discover the hidden gems of Europe.
“The picturesque Old Town alone is worth a visit. With its cheap beer, timeless cobblestone streets, and numerous baroque churches, this city is a true time capsule, and despite its newfound popularity, it remains relatively sparsely populated,” says the travel expert.
3. Varna, Bulgaria. This is definitely one of the most underrated beach destinations in Europe, although the local resorts are incredibly affordable without sacrificing luxury or beach quality.
There are many resort towns along the Bulgarian coast, but Varna is leading the way with a 25% increase in the number of tourists. Many people are also heading outside of Varna to stunning destinations like Golden Sands and Albena for all-inclusive vacations.
4. Tbilisi, Georgia. The travel expert notes that over the past few years, this city has become one of the most fashionable in Europe, largely due to the increase in the number of digital nomads. At the same time, the expansion of Tbilisi’s transportation links with the rest of Europe has led to a 11% increase in the number of visitors year-on-year.
He especially recommends that tourists pay attention to Tbilisi’s nightlife and local wine traditions.
5. Vienna, Austria. Many tourists still often ignore the Austrian capital in favor of Paris and other European attractions. However, in the first half of 2025, Vienna saw a steady increase in the number of tourists, which means that people are starting to visit the city not only during Christmas, which many consider to be the best time to visit.
“In the city that’s nicknamed ‘The City of Music’, you’ll find many dedications to world-renowned musicians like Mozart and Beethoven, stunning imperial palaces, and cafes that even Paris could envy. Vienna itself is full of surprises and memorable attractions,” Sears notes.
