Salamanca Cathedral is a late Gothic and Baroque catedral in Salamanca city, Castile and Leon in SpainTravellers are increasingly opting for Europe's secondary cities over traditional capitals, according to Omio's latest data. The multi-modal travel booking platform has observed a significant shift, with bookings to smaller destinations rising by 30% year-on-year in 2025, compared to a 15% increase for major cities. This trend is driven by factors such as lower prices, fewer crowds, and a desire for authentic local experiences.
Omio's NowNext Report, in collaboration with YouGov, highlights that 21% of travellers plan to visit lesser-known destinations in 2026. Veronica Diquattro, President B2C and Supply at Omio, noted, "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."
The report lists the top 20 rising travel hotspots for 2026, with Spain and Italy dominating the rankings. Salamanca, Spain, leads with a 168% increase in bookings, followed by Marbella, Spain, and Monopoli, Italy. Other notable destinations include Polignano a Mare and Alberobello in Italy, and Murcia and Santiago de Compostela in Spain.
This shift in travel preferences is attributed to the ease of reaching these destinations through various transport modes, offering travellers a broader range of options. As the trend continues, secondary cities are expected to gain further popularity, providing unique cultural experiences and a break from the bustling tourist crowds of major capitals.
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