These underrated European cities are seeing a surge in travelers

A traditional Euro trip is on many travelers’ bingo cards this summer, but heat waves and sky-high hotel rates are not.

So more jet-setters are looking for alternatives to crowded European cities and are instead turning to less-visited locales, according to a new Chase Travel report published by Bloomberg. More specifically, lesser-known spots, including Brussels, Munich, Zurich and Warsaw, were among the top locations with the most tourist interest, followed by Amsterdam and Vienna.

“We’re seeing a desire to go to places or destinations where the rates aren’t so exorbitant,” Misty Belles, vice president of global public affairs at luxury travel consulting group Virtuoso, told Bloomberg. “If you can’t afford Italy or France. or some of the traditional destinations, Belgium will be better value.”

The data, based on spending by Chase cardholders, found that London, Rome and Paris were still the most reserved cities among tourists. However, rising prices due to inflation continue to hamper plans. Last year, Virtuoso revealed that average rates at luxury hotels across Europe surpassed $1,700 per night – a 69% jump from the average $979 per night people spent in 2019.

At the same time, bad weather has also altered travel patterns and this year is no different. In 2023, the continent was hit by floods, forest fires, droughts and the hottest year on record. “Last summer, Europe was very crowded and incredibly hot,” Belles added. Travelers are now looking for cooler locations, even if that means heading further north. Virtuoso data recorded a 33% increase in bookings to the Netherlands, a 31% increase in trips to Austria and a 26% increase in bookings to Germany.

“Don’t worry about Italy, everything will be fine,” explained Belles. “But other parts of Europe are starting to attract significant numbers.”

Of course, if you need to visit one of the world’s most iconic tourist destinations, like Mykonos or the Amalfi Coast, it all comes down to a matter of time. “Our peak season for places like Italy and Greece is now September,” Rebecca Masri, founder of luxury travel app Little Emperors, told Bloomberg. Those interested in saving on hotels during off-peak hours should book a trip after Labor Day, and while the weather won’t be as hot, it will at least be more pleasant — and definitely less crowded.