Where Europe still delivers value this summer

From Latvia to the Balkan coast, these destinations offer the beauty, culture and atmosphere travellers want – without the price or crowds.

While Europe remains the default summer fantasy for many travellers, this year, getting there may feel less straightforward. Between overtourism, soaring airfares, the Iran war driving up fuel costs and the rollout of the EES system causing long queues and delays, the continent faces new headwinds for its busiest season. July flights from the US to Europe are already down more than 11% from the same period last year, including dramatic drops to the summer's most visited destinations like Paris, Dublin and Rome. 

That does not mean travellers are giving up on Europe; instead, they are becoming more selective about what feels worth the money, the hassle and the crowds. According to Rome2Rio's 2026 Travel & Mobility Trends Report, traveller searches for smaller cities are up 35% globally. In March, the European Travel Commission also reported growing interest among long-haul travellers in going beyond the best-known capitals and seeing more local, less crowded experiences 

"People still want the Italy or France feeling, but without the squeeze," said Bryce Collins, founder of INTRO Travel. "Croatia is a good example, especially if you step beyond Dubrovnik. Places like Korčula give you the same Venetian architecture and Adriatic coastline but slower pace and fewer crowds, so it feels familiar but not as hectic."

Classic Europe, without the classic costs

Beyond affordability, people are also looking for ease of movement and safety, especially as travel disruptions in the Middle East continue to put travellers on higher alert. "Rising costs and travel fatigue are steering Americans away from whirlwind, multi-stop trips and toward itineraries that minimise transit and maximise immersion," said Bryan Lewis, founder and CEO of Tenon Tours, which specialises in European travel. "They're choosing depth over distance."

This explains why many smaller European countries are looking newly attractive. Albania, Latvia and Lithuania still have average short-term rental prices below €100 (£87) a night, according to PriceLabs, which collects publicly available data from Airbnb, Vrbo and Booking.com. Food, museum tickets and tourist taxes also tend to be lower than Western Europe's summer heavyweights.

Value snapshot: Slovenia

Central four-star room: €120-160 (£105-140; $140-187)

Dinner for two at a smart-casual restaurant: €50-70 (£43-60; $58-82)

Public transport ticket: €1.30 (£1.15; $1.53)

Museum entry: €8-13 (£7-11; $9-15)

Coffee and pastry: €5-8 (£4-7; $5-9)

Slovenia might be this summer's best example of compact European charm. Its small size (it's roughly the same size as Wales) means most of its highlights are within just a few hours' drive, allowing travellers to fit in lake swims, wine tastings, city strolls and mountain views. Travel experts often compare its scenery to Switzerland and northern Italy, but without the costs and the crowds. 

Savvy travellers have already caught on. Luxury operator Unforgettable Travel Company has seen a 286% year-on-year rise in bookings to Slovenia, especially among active travellers.

"Slovenia offers better value for accommodation, travel and expenses compared to more popular destinations; about 15% more affordable than Austria and 25% more affordable than Switzerland," said........

© BBC