Europe remains firmly on Australians’ travel bucket lists in 2026, with 1 in 4 Australians planning a trip to the continent in the next year, according to Omio’s annual NowNext report. Notably, as travellers plan ahead, 34% say they’re actively seeking out less-crowded, under-the-radar destinations - particularly across Europe.
Capital cities continue to feature prominently in travel plans, though European travel patterns are showing signs of diversification. In addition to established city destinations, some travellers are increasingly considering smaller and less well-known locations. Booking data from multi-modal travel platform Omio indicates this shift, aligning with findings from its annual NowNext Report produced with YouGov.
The report shows that while demand for major capitals remains strong, 19 per cent of Australian travellers, compared with 21 per cent globally, intend to visit lesser-known destinations in 2026. The main factors influencing this choice include lower travel costs (49 per cent), distinctive cultural or local attractions (45 per cent), reduced crowd levels (42 per cent) and opportunities for more localised experiences (40 per cent). Omio’s internal booking data reflects a similar trend, with year-on-year bookings to secondary cities increasing by 30 per cent, compared with 15 per cent growth for major cities.
To assess emerging travel patterns, Omio reviewed year-on-year booking growth across its top 200 city destinations, comparing the period from 1 January to 1 December 2025 with the same timeframe in 2024. This analysis identified twenty destinations recording the fastest growth, which the company considers indicative of travel interest for 2026.
Veronica Diquattro, President B2C and Supply at Omio, says:“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 trending destinations for 2026
Salamanca, Spain (+168%)
A golden sandstone city steeped in history, Salamanca blends student energy with architectural grandeur. The Plaza Mayor remains its lively heart and its calendar of cultural events continues to draw visitors seeking an authentic Castilian experience. Get there in two hours by train from Madrid.
Marbella, Spain (+159%)
More than a beach escape, 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.
Monopoli, Italy (+141%)
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.
Polignano a Mare, Italy (+127%)
Even a shorter train ride from Bari, Polignano a Mare is perched dramatically on limestone cliffs and known for its turquoise coves and sweeping Adriatic views. While it draws significant attention in peak summer, visiting outside the busiest months allows travellers to experience its coastal paths, historic centre and cultural programme at a more relaxed pace.
Alberobello, Italy (+122%)
Puglia scores high on this list. One of the region's most recognisable destinations, Alberobello is renowned for its UNESCO-listed trulli houses and distinctive streetscape. Exploring the town alongside the surrounding Valle d’Itria, with its vineyards, cycling routes and smaller hill towns, offers a broader perspective on the region beyond the most visited spots. Travel during the shoulder season to avoid the summer crowds and get there via Bari by train.
Matera, Italy (+89%)
South of Puglia, in the lesser-known region of Basilicata, Matera is famous for its cave dwellings, or sassi. Its ongoing programme of exhibitions and cultural initiatives continues to build momentum following its European Capital of Culture title back in 2019. Get there by bus from Bari in just over an hour.
Bari, Italy (+88%)
A lively port and university hub with a reinvented old town, Bari, the region’s capital and second-largest city in southern Italy, offers access to the best of Puglia – as reflected by destinations three to six on this list – alongside its own thriving food culture. Get lost in narrow streets and enjoy traditionally handmade orecchiette pasta. How to get there: Bari has a well-connected airport. Or travel from major Italian cities by high-speed train.
Murcia, Spain (+77%)
Murcia’s warm climate, baroque architecture and reputation for fresh products make it a favourite among travellers looking for a quieter Spanish city with strong culinary roots. Spain’s seventh-largest city is easy to reach by plane, train or bus.
Santiago de Compostela, Spain (+77%)
Known for the Camino pilgrimage, Santiago’s historic centre is a draw in its own right, especially for travellers following the ancient routes. Get there by plane to SCQ airport or by train.
Valladolid, Spain (+68%)
Valladolid offers impressive Renaissance buildings, acclaimed regional wines and an increasingly recognised food scene. It remains an under-the-radar choice for culture lovers. Get there in approximately one hour by train from Madrid.
Segovia, Spain (+66%)
With its Roman aqueduct, fairytale castle and traditional markets, Segovia is rich in heritage. Its compact size makes it ideal for a day trip from Madrid. A high-speed train takes you there in under thirty minutes.
Lecce, Italy (+62%)
Often called the Florence of the South, Lecce blends baroque architecture with a vibrant arts scene. Its location on the Salento peninsula offers easy access to some of Italy’s most beautiful beaches. Get there by train or bus from Bari or Brindisi or travel by high-speed train from major Italian cities
Oviedo, Spain (+62%)
Set between mountains and coast, Oviedo is known for cider houses, pre-Romanesque monuments and a calm, elegant city centre. It serves as a gateway to Asturias’ natural landscapes. The regional capital can be reached by train via Madrid or via Asturias Airport.
Santander, Spain (+62%)
A refined seaside city with wide promenades and cultural venues such as the Centro Botín, Santander appeals to travellers looking for fresh Atlantic air and slower coastal living. Get there by flight, train or bus.
Jerez de la Frontera, Spain (+59%)
Jerez offers sherry bodegas, equestrian traditions and flamenco heritage. Visitors come for its historic charm and stay for its evolving food scene. Arrive by flight or take a train, for example from Seville in around one hour.
Antwerp, Belgium (+58%)
A fashion and design capital with a striking cathedral and riverside district, Antwerp attracts travellers interested in art, shopping and cutting-edge creativity. Get there from Brussels by train or bus in under an hour.
Ljubljana, Slovenia (+58%)
Slovenia’s small capital offers a relaxed alternative to Europe’s larger hubs, with riverside cafés, green spaces and a compact old town that is easy to explore on foot. Its growing cultural scene and access to lakes, vineyards and alpine landscapes make it an appealing base for a slower city break in 2026. Get there via flight, train or long-distance bus.
Ghent, Belgium (+55%)
Ghent blends medieval architecture with youthful energy and a strong cultural calendar. Its canal-side atmosphere and local food markets are major draws. Ghent is easy to reach by train or bus from Belgium’s main airports, Brussels and Brussels South Charleroi.
Dubrovnik, Croatia (+54%)
Beyond the big summer rush, Dubrovnik offers a serene off-season with scenic coastal walks, historic ramparts and mild winter temperatures. Get to Dubrovnik via flight or budget-friendly long-distance bus connections.
Annecy, France (+53%)
Nestled between lake and mountains, Annecy is ideal for outdoor enthusiasts. Its canals, fresh alpine air and proximity to ski resorts keep it popular throughout the year. In 2026, it will also welcome the animation community from around the world as the Annecy International Animation Film Festival returns in June. Take the bus from Geneva, or travel by train or bus from Lyon.
Top 20 trending city destinations on Omio
