Spain’s lesser-known cities dominate the list of trending European holidays

This is according to a report by Omio, which found 21 per cent of holidaymakers plan to visit lesser-known destinations in 2026. They are making their decision in search of lower prices (51 per cent), fewer crowds (44 per cent), unique culture or attractions (40 per cent) and more authentic and local experiences (34 per cent).

Salamanca - a lively Spanish city steeped in history - took the top spot. It's located two hours from Madrid.

President B2C and Supply at Omio, Veronica Diquattro, said: "Travellers are rethinking what makes a city break memorable. Instead of defaulting to major capitals, they are seeking places with character, better affordability and a strong sense of local identity. Secondary cities often times offer exactly that.

"At Omio, we see this shift reflected in booking patterns across Europe, driven in part by how easy it has become to reach these destinations through a mix of transport modes. This trend shows no sign of slowing as we move into 2026.”

The top list features must-visit destinations in Italy, France, Belguim and more - but Spain dominates the list, making up nine of the 20 rankings.

Trending European destinations for 2026

1. Salamanca, Spain (+168%)
2. Marbella, Spain (+159%)
3. Monopoli, Italy (+141%)
4. Polignano a Mare, Italy (+127%)
5. Alberobello, Italy (+122%)
6. Matera, Italy (+89%)
7. Bari, Italy (+88%)
8. Murcia, Spain (+77%)
9. Santiago de Compostela, Spain (+77%)
10. Valladolid, Spain (+68%)
11. Segovia, Spain (+66%)
12. Lecce, Italy (+62%)
13. Oviedo, Spain (+62%)
14. Santander, Spain (+62%)
15. Jerez de la Frontera, Spain (+59%)
16. Antwerp, Belgium (+58%)
17. Ljubljana, Slovenia (+58%)
18. Ghent, Belgium (+55%)
19. Dubrovnik, Croatia (+54%)
20. Annecy, France (+53%)

Marbella was the second place named as a rising travel destination for 2026. This is a more popular holiday spot in Spain, but it is "more than just a beach escape".

The experts added: "Marbella has evolved into a year-round destination with hiking routes in the nearby Sierra Blanca, a growing contemporary food scene and increasing appeal among travellers seeking a more refined, lifestyle-driven luxury experience.

"A steady calendar of cultural festivals and sporting events keeps the city lively well beyond peak summer. Get there by bus from Málaga or take a train from Madrid to Málaga and then catch the bus."

Italy swept the top 10 with a number of recommendations, including Alberobello, Matera and Bari.

Monopoli was third on the list. The experts continued: "With its whitewashed old town, harbour views and fresh seafood, Monopoli offers a slower, sun-drenched alternative to Italy’s bigger coastal hubs. Its mild winters make it an appealing off-season retreat. Get there by train in around half an hour from Bari."