'Croatia, but cheaper': The quirky holiday spots on trend for 2026

Many can relate to the buzz of stumbling upon a hidden gem. This year, more people are seeking out authentic holiday experiences abroad rather than all-inclusive tourist traps, according to ABTA, the association for British travel agents. ABTA also says two in five Britons are planning to holiday in a country they've never been to this year.

It comes as war in the Middle East is causing some to switch to European destinations, while warnings of potential jet fuel shortages and the high cost of living are putting others off holidays completely. So if you're looking for a cost-effective and slightly quirky destination this summer, read on for what's proving popular.

Montenegro

Montenegro is popping up more and more on social media as a hidden travel gem. The Balkan state is now served by several UK airline routes and is popular among people who want to visit Greece, Italy, and Croatia - but don't want to spend a full holiday there.

Because Montenegro is small, tourists can combine a beach holiday, city break, and outdoor pursuits, explains Jennifer Lynch, managing director of travel agency Arrange My Escape. If you are on the beach resort, you can go and do a day trip up into the mountains, she says. You can do rail tours through Montenegro and you could team it up with Bosnia and Croatia as well.

Jennifer says it's not a traditional family holiday destination, but there are some packages available for adventurous types. She estimates an eight-day family adventure package would cost about £1,825 per person. Some young people have been finding the country an attractive choice for a holiday and sharing experiences on TikTok. Travel blogger Em says there's value to be had in Montenegro. It was basically like Croatia, but cheaper, she says. Kind of a combination of a city and a beach break. It was one of the first places I went to that sparked my obsession with travel.

The Baltic coast

Estonia, Finland, and Lithuania are becoming popular tourist destinations for families, couples, and solo travelers. As with Montenegro, the three countries are easy to travel between – the Finnish capital Helsinki and the Estonian capital Tallinn are linked by ferry. The Baltic Sea offers beach getaways for those who would rather not swelter in Spain or inland. Tallinn's temperature is usually about 21C in July, but the city can be lashed with heavy rain.

History buffs may be drawn to Lithuania, with its five UNESCO world heritage sites. Tucked away on the Baltic coast is the German Riviera. Rügen, Germany's largest island, is a popular spot for domestic tourists with its chalk cliffs, national parks, and unspoiled fishing villages. It's three hours from Berlin by train.

Some might be put off by a three-hour train after a flight from the UK, but ABTA's Emma Brennan says growing numbers of people – both young and older – are treating travel as part of their holiday experience. As soon as you're on the journey, you're getting to explore places, you're making stops along the way, and so you're getting under the skin of a different part of the destination, rather than just getting there and focusing on one area, she says.

Albania

In Albania, it's easy to make travel part of your holiday. You can just fly to Corfu [in Greece], then you can catch a half-hour ferry across to Saranda, which is sort of the entry to the 'Albanian Riviera', explains travel blogger Amber Robertson. She's seen a steady rise in the number of people viewing her guide to Albania in recent years. You've got really beautiful beaches, good beach clubs, getting that sort of Greece feel - but at a cheaper price.

Amber notes, Barat and Gjirokastër are really old beautiful stone towns that have a lot of culture. Jepson estimates an all-inclusive, seven-night package for a couple in what she's heard referred to as the Maldives of Europe would cost about £1,400, while a family of four would spend about £2,300. Their money goes quite a lot further in these locations, she adds.

Northern Spain

Spain remains the most popular destination for British tourists, but more are venturing beyond Barcelona or the Costa del Sol. Regions like Asturias and La Rioja are gaining traction, driven by efforts to redistribute tourism across the country. It's a very different offering up there. You've got beaches, but then you've got greenery and mountains and wildlife, Brennan explains. ABTA members report more holidaymakers are building their itineraries based on particular interests, such as food and wine.

Overall, the evolving landscape of travel underscores a growing preference for unique and affordable experiences, as travelers seek out destinations that provide authentic engagement while remaining budget-friendly.