British holidaymakers are shunning traditional European tourist destinations in favour of lesser-known Eastern European and Balkan countries, according to new data.
In fact, nearly half of UK travellers are now looking for more authentic experiences abroad, whilst 49 per cent are prioritising destinations that offer better value for money.
Alternative European destinations experience a surge in popularity, with one in three British tourists expressing growing concern about overtourism in typical European holiday spots.
Countries such as Bosnia and Herzegovina, North Macedonia and Albania are among the top choices for travellers hoping to escape the crowds and avoid rising costs of mainstream destinations.
Places like Bosnia are a hit with holidaymakers
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The data by Wizz Air showed seat sales to countries including Czechia, Estonia and Montenegro have soared in the past year, particularly during the peak travel period from May to August.
Bookings for Eastern European destinations have seen a substantial increase for the first half of 2025 compared to the same period in 2024.
The underrated Balkan nations are drawing particular attention from cost-conscious travellers hoping for unique experiences. Rising costs in traditional tourist hubs are driving this trend, with 48 per cent of Britons saying they are going further afield for more distinctive holidays. More than half want to immerse themselves in local cultures away from tourist crowds.
That’s not the only way things are changing. Whilst three in five Britons believe booking early secures the best deals, 11 per cent now book their trips just days before departure, embracing a more spontaneous approach to travel.
However, a third of travellers reported booking too far in advance causes anxiety about potential plan changes.
Discovering a new culture is also high on the list of demands from tourists, with 54 per cent of British tourists wanting to engage with local cultures far from the crowds.
Managing director at Wizz Air UK, Yvonne Moynihan, commented: “At Wizz Air, as part of our Customer First Compass initiative, we’re committed to making travel accessible and affordable for everyone without compromising on the destination and experience.
“It is clear that British travellers are in search of more than a holiday; they want authentic, culturally rich experiences, without the premium price tag.
Albania has grown in popularity, according to the research
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“We are thrilled to see a rise in off-the-beaten-track destinations like Moldova, Bosnia and Herzegovina, and Montenegro. There is a lot of world out there to be discovered, and these emerging destinations offer incredible value.”
The airline has recently launched new routes from Birmingham to Romania’s Sibiu and Suceava, with fares starting from £17.99.
This comes as Wizz Air announced its Tel Aviv service will return to the UK airport within weeks.
