By: Stuart Kerr, Travel Correspondent
Published: 13/09/2025 · Updated: 13/09/2025
Contact: editorial@holidaymate.com
In the age of overtourism, Europe’s greatest luxury may no longer be five-star hotels or Michelin-star dining, but something more elusive: peace and authenticity. The continent is dotted with overlooked towns, villages, and rural corners that offer not only a respite from the crowds of Paris or Venice, but also an invitation to experience Europe in a more intimate, genuine way. These hidden gems are becoming the new lodestars of 2025 travel.
The Shift to Quiet Corners
A recent European Travel Commission report found that over 55% of Europeans now prefer off-the-beaten-path destinations. It’s a trend driven by rising costs in major cities, climate anxiety, and a collective yearning for slower, more rooted experiences. Instead of a three-night dash through Barcelona, travellers are heading inland to villages in Catalonia where traditions remain intact.
The surge in these so-called “detour destinations” is reshaping the map. As AP reports, towns like Hallstatt in Austria, Český Krumlov in the Czech Republic, and Bolgheri in Italy are thriving precisely because they offer authentic alternatives to overburdened hotspots.
Where the New Buzz Is
Some of these names might not ring a bell—yet. Forbes’ annual ranking placed Bosa in Sardinia and Nesso on Lake Como among the most enticing hidden gems of 2025. Both combine postcard-perfect landscapes with affordability and cultural depth.
Equally captivating, Travel Off Path highlights villages like Brisighella in Italy, Tomar in Portugal, and Nafplio in Greece as Europe’s under-the-radar stars. These destinations are gaining momentum not because they have reinvented themselves, but because travellers are finally recognising their timeless value.
According to Condé Nast Traveler, Tomar tops HomeToGo’s list of hidden gems for summer 2025, with its medieval charm and affordability drawing international attention. Other mentions include Puy-l'Évêque in France and the stone-clad beauty of Nafplio, where boutique stays cost a fraction of Santorini’s rates.
Why Now?
Part of the appeal lies in cost. The ETC Quarterly Report notes that countries like Montenegro, Bulgaria, and Croatia are outpacing larger markets in arrivals thanks to affordability and favourable exchange rates. At a time when airfares are volatile and inflation squeezes travellers’ budgets, these destinations offer both value and atmosphere.
But beyond budgets, there’s a growing hunger for experiences that feel unique. Overtourism in Europe’s megacities has diluted the sense of discovery. Smaller towns provide a corrective, offering festivals, cuisine, and landscapes with little of the commercial varnish that now clings to major tourist hubs.
Case Studies in Hidden Gems
Take Albania, for instance. Long dismissed as a peripheral destination, it has rebranded as one of the continent’s fastest-growing holiday spots. As Holidaymate noted in our coverage of Albania’s tourism boom, the country blends affordability with Adriatic coastlines and Balkan culture, making it a quintessential hidden gem.
Closer to the mainstream, the Amalfi Coast might seem an unlikely candidate for obscurity. Yet even there, there are pockets of tranquillity if you know where to look. Our own guide to the hidden gems of Amalfi shows how to navigate beyond Positano’s crowds to discover secluded coves and sleepy villages.
And then there’s the bigger picture: is Europe running out of space for its millions of annual visitors? As we asked in Is Europe Full?, the strain on infrastructure and communities is undeniable. Hidden gems represent not just an alternative, but a pressure valve for a continent grappling with its own popularity.
Looking Ahead
Europe’s emerging hidden gems are unlikely to stay hidden for long. But right now, they offer a perfect mix of authenticity, affordability, and calm. They are villages where bakers still set their ovens by sunrise, towns where wine is served from the vineyard next door, and regions where travellers are guests, not consumers.
For those willing to wander off the well-trodden path, 2025 might just be the year to discover Europe’s quieter treasures—before the rest of the world catches on.
About the Author
Stuart Kerr is a travel correspondent for Holidaymate.com, specialising in European slow travel, island escapes, and sustainable tourism. Contact him at editorial@holidaymate.com.
Read more about Stuart here →
