Europe's Next Hotspots: Discover less-traveled and more affordable European destinations

In a time when many European destinations feel a bit too popular and pricey, the Balkans are a welcome respite. Apart from Croatia and Slovenia, this region feels completely undiscovered in the best way possible.  

"The Balkans are having a moment because they offer what southern Europe used to offer 20 years ago - genuine discovery, exceptional value and that feeling of being somewhere before everyone else arrives," says Lee Thompson, chief marketing officer and co-founder at Flash Pack, an adventure travel company that brings together solo travelers. "You can drive from one to another fairly freely, stop at a genuinely local restaurant where tourists are nowhere to be seen and eat food that hasn't been optimized for anyone but the people who live there. Travelers are craving that right now." 

Case in point: Albania was Flash Pack's number one destination for American travelers in 2025, with a 300 percent increase in bookings there in a single year. "It's no wonder it's booming," Thompson says. "It feels like an undiscovered Greece before everyone knows about it. It is a secret gem in Europe." 

You're in luck: We've done the legwork. Here are some less-traveled alternatives for planning a trip around Europe. 

Albania: Affordable Mediterranean 

This tiny, mountainous country, north of Greece and south of Montenegro, is a haven for outdoorsy types thanks to epic hiking trails through the Albanian Alps. The beauty begins just minutes from Tirana International Airport, where you'll be driving through pastures reminiscent of a Greek island.  

Perhaps the best thing of all? It's more affordable than places like Greece and Switzerland. "Albania is one of the most budget-friendly destinations in Europe, meaning the dollar stretches a long way," Thompson says. "But it's not just about value - Albania is also one of the most beautiful and undiscovered countries in Europe." 

Make the capital city, Tirana, your home base, and rent a car for hiking excursions and beach time. Because Albania is rather small, about the size of Vermont, it's easy to explore. "We absolutely loved visiting castles, UNESCO sites, going into town for aperitifs and people-watching," says Sara Campana, a travel content creator who is hosting a group trip through Bosnia and Herzegovina in October with her partner, Ryan Lee Banks. "Traveling in Albania, and in the Balkans in general, is surprisingly easy. There are a lot of transport options, which are very affordable, so both the country and surrounding countries are easy to reach," Campana says. 

Flash Pack's Untouched Albania trip exists because travelers said they wanted something that felt genuinely undiscovered. "And right now, it still does," Thompson says. "Albania has been on a steep learning curve when it comes to tourism. It's not been the easiest destination to operate in. But it's getting better fast. They're building more roads, they're understanding hospitality better, and the raw appeal of the place is undeniable." 

Montenegro: Magnificent mountain-edged coastline

Next, head to Montenegro, about a 3-hour drive from Albania. More than just a hot spot for the uber wealthy, this tiny Balkan country has much to offer all sorts of travelers. Highlights include rugged mountains, 180 miles of dramatic coastline and historic villages.  

"Montenegro is often overshadowed by bigger destinations like Croatia," Campana says. "People assume that more popular equals better, but we found that's not always true. It still feels authentic, without being staged for tourism." 

What surprises people most is the diversity of the landscape here. "People expect a small coastal country and then find themselves rafting through the Tara River Canyon, one of the deepest in Europe, or staring up at the mountains in Durmitor National Park," Thompson says. "It packs a ridiculous amount of geography into a tiny space. On our trip, you go from a jeep safari in remote Bosnian highlands to a private speedboat across Boka Bay in Montenegro in the space of a few days. That contrast catches people off guard every time." 

With a stunning Adriatic coastline, it's surprising that there are no crowds. Add to that the opportunity for mountain adventure without long travel days, and Montenegro is a true rarity. "The Bay of Kotor alone would be enough," Thompson says. "It looks like a Norwegian fjord dropped into the Mediterranean." 

Bosnia and Herzegovina: Beautiful emerald rivers and peaks 

This southern European nation is not on the radar for most U.S. travelers - but it should be. From castle ruins to bucolic charm to impressive waterfalls that are worth the trip alone, it has beauty around every corner. 

The first thing that strikes visitors is how visible the aftermath of Bosnian War, which ended in 1995, still is. "What's remarkable is how the country has developed since then," Thompson says. "Sarajevo is one of the most culturally layered cities in Europe. It's got a great restaurant scene, a great bar scene and a great vibe." 

The East-meets-West atmosphere here is a delightful mix of Ottoman and Austro-Hungarian architecture. To fully experience the merging of the two, stop by Sarajevo's Meeting of Cultures, a street marker that marks their physical intersection. "You can literally stand there, look on your left to see the bazaar, and look on your right, and it physically seems like you've been catapulted into Vienna," Campana says. 

From Sarajevo, take a scenic 2-hour train ride on Eurail to Mostar, a picture-perfect Medieval town with an arched bridge straight out of a fairy tale. Campana recommends spending at least one night there because by day the town is often filled with cruise-goers. By 5 p.m., however, the town is empty. 

From there, take a day trip to Kravice Waterfalls, just outside the city of Ljubuški. This natural wonder, surrounded by lush green forests, is reminiscent of an exotic island. The shallow blue-green water is perfect for swimming, and the boulders are ideal for R&R. 

Despite the suffering this country has endured, Campana says, people have worked hard to maintain their pride and keep the country very welcoming. "We were looking at one of the ‘roses' of Sarajevo (the location of where bombs exploded)," she says. "And an elderly lady stopped to chat with us and told us what she was doing back in the days when that bomb exploded. It was heartbreaking, but we felt so privileged that she took some time to talk with us about it." 

Ten years from now, "it'll be one of Europe's standout destinations," Thompson predicts. "The raw material is already there. The history, the landscape, the food, the hospitality. What's happening now is early-stage discovery, and that always accelerates. The smart travelers are going now, while you can still have a traditional lunch in a village like Lukomir and be the only foreigner at the table." 

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When to go: 

Shoulder months - late spring through early autumn or May to October - are ideal for fewer crowds and warm weather.  

Where to stay: 

Check Airbnb or booking.com for local guesthouses that can add so much joy to the trip. "Locals are incredibly welcoming, and you'll have a more authentic experience while supporting local families," Campana says. "Many times, the owners were elderly people who treated us like their grandkids. They fed us, brought us fruits from the garden and kissed us on the cheek. It just felt like we were part of their families." 

Pro tips: 

• Carry cash. "Bosnia and Herzegovina uses the convertible mark and Montenegro uses the euro, so you'll be switching currencies in a single trip," Thompson says. "Credit cards work in cities and hotels, but plenty of smaller places are cash only." 

• Try new foods. "I also always say to try everything that's put in front of you," Thomspon says. "From ćevapi in Sarajevo to fresh seafood on the Montenegrin coast to burek from a place that's been making one dish for 50 years, the food is honest and fantastic."

This article originally appeared on USA TODAY: Europe's Next Hotspots: Discover less-traveled and more affordable European destinations

Reporting by Sarah Sekula, Studio USA TODAY / USA TODAY

USA TODAY Network via Reuters Connect

Copyright Reuters or USA Today Network via Reuters Connect

This story was originally published June 26, 2026 at 10:00 AM.