Destination ‘dupes’ – Five alternatives to Europe’s holiday hotspots
Take the road less travelled this year and discover one of Europe’s best-kept secrets with fewer crowds and unique highlights for excellent value.
As you’d expect, Europe’s top travel hotspots are popular for a reason, and there’s plenty to love about them. What can be a little off-putting, though, is the fact that they are so widely loved in the first place! With larger crowds during the peak travel seasons and a more tourist-oriented experience, these in-demand options can be difficult to fully connect with in amongst the noise. Not to worry, though – there are hundreds of destination ‘dupes’ or alternatives, which are under-appreciated and every bit as special as Europe’s favourite holiday settings.
What is a destination ‘dupe’?
For those not in the know, ‘dupe’ is a slang term for duplicate, and it’s often used to describe better-value alternatives to the big-brand products. The quality is the same, and is sometimes even better, but the price tag is much lower. While the word is generally used across social media platforms for makeup, fragrances, and other cosmetic products, you might be surprised to find out that it’s making its way into travel, too.
In 2024, an Expedia report noted destination ‘dupes’ were one of the largest emerging travel trends, and the interest in quieter holidays has only grown in the years since. With that in mind, our team has been thinking of the areas that mirror their favourite spots without the bustle of the crowds. From beach retreats on the Mediterranean and charming, white-washed villages to medieval wonders and lakeside vistas, here are five destination ‘dupes’ on your doorstep that deserve a spot on your 2026 travel wish-list.
Our top five destination ‘dupes’
Switch the Amalfi Coast for Malta
While the ever-photogenic Amalfi Coast continues to draw millions of visitors to its shores every year, there are other options on the Mediterranean which boast equally impressive landscapes and similarly charming coastal towns. Take Malta, for instance, with its unspoilt white-sand beaches, colourful fishing towns and dramatic coastal landscapes.
While there’s plenty to enjoy on the seafront, the country’s 14th-century capital, Valletta, and the ‘silent city’ of Mdina comprise fascinating medieval landmarks, perfect for an afternoon’s exploration. Alternatively, for a more scenic day’s sightseeing reminiscent of Amalfi’s bucolic scenes, look no further than Gozo, Malta’s idyllic sister island.
Our recommended tour – Valletta, Mdina & the Wonders of Malta
Opt for Lake Maggiore over Lake Garda
If an escape to the Italian Lakes is on your travel wish-list but you’re after a more intimate experience, Lake Maggiore offers the perfect alternative to Lugano, Como, and Garda to the east. Known for its quintessentially Italian atmosphere, gentle waters, and breath-taking Borromean Islands, Maggiore is more than worthy of a space in your 2026 travel plans.
Rail enthusiasts can enjoy a wide variety of heritage routes nearby, including alpine shuttles and the historic Centovalli Railway. Among the region’s delightful waterside towns, Stresa, which stands across the water from beautiful Isola Bella, and charming Baveno stand out and promise rewarding exploration for casual explorers.
Our recommended tour – Lake Maggiore, Zermatt & the Centovalli Railway
Choose Costa de la Luz instead of Costa del Sol
Every year, millions of sun-seekers flock to Spain’s south coast for its warmer climate and bustling beach resorts. What many don’t realise, though, is that the nearby Costa de la Luz is just as worthy of a visit with only a fraction of the foot traffic. Nestled on the west side of Spain’s southern tip, this delightful region is ideal for a more authentic taste of Andalucian culture.
Beach lovers can flock to a number of unspoilt coves, while sightseers will have plenty to feast their eyes on with Seville and Cadiz within a stone’s throw of the coast.
Our recommended tour – Paradores & Pousadas of Spain & Portugal
Book Sardinia over the French Riviera
Perhaps unexpectedly, Sardinia is rapidly emerging as an affordable option to rival the glamour of the French Riviera. What’s more, despite having a similar climate, stylish high-end resorts, and no fewer than 49 blue flag beaches, this Italian island still feels like a hidden gem. While certain popular resorts can feel crowded at peak season, particularly on the east side of the island, Sardinia’s western coast is virtually untouched. From historic Alghero, Sardinia’s ‘Little Barcelona’, to the colourful seaside towns of Bosa and Castelsardo, there’s also no shortage of rewarding exploration to be enjoyed on the island.
Our recommended tour – Classic Sardinia
Swap Santorini for Puglia
When we think of Santorini, our minds often conjure images of windmills, white-washed towns and coastal vineyards, but it can be a bit harder to enjoy the island’s bucolic vistas with other like-minded travellers exploring in their droves. That’s why Puglia, Italy’s enchanting southern tip, is the ideal alternative. With its distinctly Mediterranean heritage, sprawling farmland vistas, and exquisite rural towns, the region offers a similar but slower-paced experience to the Greek island. Be sure to stop at Alberobello for its unique, white-brick trulli huts, and take in the ancient rock-cut architecture of Matera.
Our recommended tour – Heritage of Southern Italy – Puglia & Basilicata
Embrace Europe’s hidden gems with Newmarket Holidays
Whether you’re keen to avoid the mid-summer crowds or want to experience a change of scenery when booking your holidays this year, our itineraries feature some of the best hotspot alternatives to breathe new life into your yearly travel plans. To get the ball rolling on your next escape, or for more information on our featured itineraries, give one of our friendly holiday planners a call. If your heart lies further afield, we also have a wide range of escorted tours across Asia, Africa, the Americas and Oceania, which you can browse on our dedicated destinations page.
