Planning a European vacation in 2025? We’re with you. But where should you go in Western Europe and the UK this year? Major cities like Paris, Barcelona, and London are always tempting options, but we advise you to skip these overrated destinations in favor of something a little more exotic. There are plenty of underrated cities to visit in Western Europe if you just dig a little deeper.
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- Why You Should Visit Underrated Cities in Western Europe and the UK in 2025
- Best Underrated Cities to Visit in Western Europe and the UK in 2025
- Bristol, UK
- Bruges, Belgium
- Aarhus, Denmark
- Genoa, Italy
- Bilbao, Spain
- Baden-Baden, Germany
- Lucca, Italy
- Braga, Portugal
- Annecy, France
- Bergen, Norway
- Killarney, Ireland
- Wrap-up: Best Underrated Cities to Visit in Western Europe and the UK
Why You Should Visit Underrated Cities in Western Europe and the UK in 2025
There are many benefits of visiting off-the-beaten-path destinations. First, there aren’t as many crowds in these under-the-radar cities. Long lines and overcrowded attractions can make many major cities almost impossible to enjoy–so skip them altogether in favor of one of these destinations instead. If that’s not enticing enough, these under-the-radar cities are typically cheaper in several aspects, including accommodation, food, and attractions. And of course, it’s always empowering to be one of the first to discover a destination that’s still largely under the radar.
Visiting underrated cities in Western Europe and the UK also makes sure you’re not contributing to overtourism. Overtourism can become a huge problem when too many visitors are flocking to the same place. It not only causes long lines and crowding (annoying both for tourists and locals), but it can also lead to long-term environmental and infrastructural consequences for the destination in question. And you want to be part of the solution, don’t you?
Best Underrated Cities to Visit in Western Europe and the UK in 2025
We encourage you to look past the most famous cities in favor of something new and exciting. Experience these underrated cities in Western Europe and the UK before they’re discovered by the rest of the world.
Bristol, UK
Explore the creative city of Bristol from the water. Credit: Visit Bristol
Closest major airport: Bristol Airport (BRS)
Alternate route: Fly to London (any airport) and take the train
Situated on the western edge of England near the border with Wales, the fabulous city of Bristol is often overshadowed by larger UK cities like London. Well, no longer! Bristol may be smaller, but its quirky personality and creative vibe set it apart. In fact, we like to think of it as the Berlin of the UK.
Speaking of creativity, Bristol is the birthplace of Banksy, the famous pseudonymous street artist. While Banksy’s identity continues to be the subject of speculation, it’s no question that the artist has inspired street art around the world. This makes Bristol an exceptionally good place to take a street art tour or try your hand at a spray art session. For a more immersive art experience, visit Wake the Tiger, an “amazement park” where you can explore different worlds and interact with the exhibits.
Those who’d rather get their heart rates up can check out The Wave, an inland surfing spot about 30 minutes north of the city. Try surfing or bodyboarding, or set up shop next to the water for a relaxing afternoon.
Bristol is also famous for its delicious cider, so be sure to pop into a few pubs to try the local stuff. If you’re more of a foodie, head to Finzels Reach, where you’ll find plenty of food and craft brews. Left Handed Giant brewpub and Bocabar are a few local favorites.
My Personal Favorite in Bristol
My favorite spot in Bristol, though, is the Harbourside. This area is lined with bars, restaurants, shops, and more, and the famous Millennium Square is just a short walk away.
Bruges, Belgium
Experience the tranquility of the canals and streets of Bruges. Credit: Visit Bruges | © Jan Darthet
Closest major airport: Brussels Airport (BRU)
Alternate route: N/A
You may know Bruges from the 2008 Martin McDonagh film In Bruges, but we assure you that the city is a much friendlier place than it is in the film. Often overlooked in favor of Brussels or Antwerp, this UNESCO World Heritage city’s air of mystery is what drew us there. Situated in the northwest of Belgium on the North Sea, it has many picturesque canals and medieval alleyways.
Bruges is a place of Burgundian and Flemish heritage, and it was an art hotspot in the 15th century. Explore the works of artists like Jan van Eyck and Hans Memling in the museums dotted around the city, such as the Groeningemuseum (Groeninge Museum) and the Museum Sint-Janshospitaal (St John’s Hospital Museum).
Bruges may be small, but it has a wealth of hidden gems that are waiting to be discovered–and the beauty of it is that you can see the city as you’d like it. It has many faces, some of which are covered by themed walking routes designed to display different aspects of its personality. The Silent Nostalgia walk, for example, takes you through small passageways to hidden monuments not frequented by your typical tourist. The Contemporary Hotspots walk, on the other hand, showcases the more modern and up-and-coming side of Bruges.
Another way to explore is by bike. One of our favorite things about Bruges is that it encourages sustainable tourism, making it one of the best underrated cities to visit in Western Europe. Much of the accommodation in Bruges is cycling-friendly, and a cycling tour is a great way to see the city.
My Personal Favorite in Bruges
If you’re interested in local food and drink, you absolutely have to try the Belgian chocolate and the Belgian beer. One of my favorite activities in Bruges is the Belgian chocolate making workshop.
Aarhus, Denmark
Enjoy the view of Aarhus from above at one of the city’s many rooftop hangout spots.
Closest major airport: Aarhus Airport (AAR)
Alternate route: Fly to Copenhagen (CPH) and take the train
The second-largest city in Denmark often gets overshadowed by the famous (and more expensive) capital city of Copenhagen, but Aarhus has just as much to offer. Situated on the east coast of the Jutland Peninsula, it’s known for its beautiful harbor on the Kattegat Sea. The harbor houses many of the city’s most popular attractions like Dokk1: a cultural center, library, and government building all rolled into one.
If you want to discover what makes Aarhus unique, though, you’ll have to look for its hidden treasures. Denmark is one of the most progressive countries in the world when it comes to gender equality, and Aarhus is home to KØN – Gender Museum Denmark, where you can learn more about the history and cultural significance of this topic. The underground Viking Museum is another hidden gem for those interested in the history of the area. You can also learn about how Aarhus transformed from a Viking village into a metropolis on a walking tour.
To live like the locals, check out The Harbor Bath, located in a newer district called Aarhus Ø. Designed by a famous Danish architect, this triangular complex floats in the sea and contains a diving pool, a 50-meter swimming pool, and two saunas. Locals have been known to take the plunge at any time of year.
You can also take part in the local coffee culture. Denmark is a country of “hygge”, after all, so you’ll find plenty of cozy coffee shops to try. Money-conscious travelers can also check out one of the food markets. The permanent Aarhus Street Food market has more than 30 kitchens on site, while the Nicolinehus Market Hall boasts food from all over the world.
My Personal Favorite in Aarhus
My favorite spot is the Salling Rooftop pictured above. It’s a great place to relax and enjoy the view of the city.
Genoa, Italy
The seaside neighborhood of Nervi is home to gorgeous landscapes and plenty of art and culture.
Closest major airport: Genoa Airport (GOA)
Alternate route: Fly to Milan (any airport) and take the train or bus
This northern Italian city is located on the Ligurian Sea, so it combines delicious food (it’s where pesto genovese was created, after all), beautiful nature, and plenty of culture. Genoa is an up-and-coming destination and has even made Lonely Planet’s Best in Travel list for 2025.
The picturesque streets of the historic center are must-sees, of course. But did you know that Genoa’s city center is also home to a network of historic shops called “botteghe storiche”? Some of these shops have been active for at least 70 years, while others have been in operation for more than 200. These certified historic shops range from bakeries and chocolateries to clothing and furniture shops and everything in between. The city has created a certification process to preserve their legacy and keep them authentic–something you’ll find nowhere else in Italy. You can explore these shops on your own or take a guided tour.
The combination of nature and culture here is unmatched. One day you could be visiting the Palazzi dei Rolli, a network of 42 UNESCO World Heritage palaces that were once inhabited by Genoan aristocracy. The next day, you could be hiking or biking along the coast or through the mountains in search of amazing views. The diversity of activities here makes it one of the best underrated cities in Western Europe.
My Personal Favorite in Genoa
Genoa has a well-kept secret in Nervi, an area on the eastern border of the city and my personal favorite. This area is much less busy than the city center and has an amazing promenade with views of the sea and the cliffs that overlook it. Adventurous travelers can go cliff diving into the sea, while others can enjoy the view or make their way down to the pebbled beaches. Nervi is also home to spectacular parks, gardens, and art museums.
Bilbao, Spain
Bilbao’s titanium Guggenheim Museum is one of the city’s main attractions.
Closest major airport: Bilbao Airport (BIO)
Alternate route: N/A
The south of Spain is amazing, but the north is so underrated it hurts. If you’re ready to check out the Basque Country, head to Bilbao, located on the Bay of Biscay. This industrial port city is home to attractions like the iconic Guggenheim Museum, whose curved titanium exterior is just as much of a draw as the artwork inside.
The Casco Viejo, or Old Town, is also a must-see, but you should visit the Biblioteca de Bidebarrieta, or public library, while you’re there. La Hucha Txikitera is another lesser-known attraction in Old Town–it’s a traditional Basque piggy bank that represents the local culture and history.
Those interested in street art can follow the Ruta de Murales, or Mural Route. This walking route will take you through Bilbao’s La Vieja neighborhood so you can feast your eyes on the vibrant street art created by both local and international artists.
The neighborhood of Irala is another hidden gem. This area is quieter than most other parts of Bilbao and is home to a variety of attractions that will resonate with any type of visitor. The Basilica de Begoña, for one, is a beautiful church posted up on a hill. Not only is the architecture itself incredible, but it also offers panoramic views of the city. Iglesia de San Antolín de Irala is another must-see. Sports fans will want to visit San Mamés Stadium and Museum to learn more about the football (soccer to all you Americans) culture in the city.
My Personal Favorite in Bilbao
End your day in the Irala neighborhood by visiting one of my favorite places and one of Europe’s largest covered markets: Mercado de la Ribera. With plenty of food options to choose from, you’ll experience Basque culinary arts like never before.
Baden-Baden, Germany
Visit the Trinkhalle, part of the Kurhaus complex. Credit: Baden-Baden Kur & Tourismus GmbH, C. Cancellieri
Closest major airport: Karlsruhe/Baden Baden Airport (FKB)
Alternate route: Fly to Stuttgart (STR) and take the train or bus
Baden-Baden is a small spa town in southern Germany near the French border. Situated in Germany’s Black Forest, it’s known for its thermal baths and as such, it became a coveted 19th-century resort destination. The Kurhaus spa complex is a major draw. It’s home to the Trinkhalle and the luxurious Casino Baden-Baden, which inspired Fyodor Dostoevsky’s famous novella The Gambler. You can learn more about the thermal baths and their history during a guided tour.
Baden-Baden is home to more than just spas and casinos, though. The small Old Town is lined with pastel-colored buildings straight out of a fairytale, and the Rose Society Garden at Beutig is the perfect photo spot during summer. The Ornamental Garden Paradies is another hidden gem, stretching across three streets. This park and residential area’s centerpiece is a waterfall that descends 130 feet.
Those interested in the Black Forest aspect of Baden-Baden should hike to Battertfelsen, or Battert Rock. Located in a nature preserve, this incredible rock formation offers panoramic views of Baden-Baden as well as the massive expanse of the Black Forest and Rhine plain.
My Personal Favorite in Baden-Baden
If you’re a foodie like me, you should know that Baden-Baden is one of the best places to try the famous Schwarzwälder Kirschtorte, or Black Forest cake. This cake originated in the Black Forest region and consists of chocolate sponge cake with layers of cherry liqueur in the middle. Finally, it’s topped with whipped cream–a sweet way to end the day.
Lucca, Italy
Enjoy the view of the city from Guinigi Tower.
Closest major airport: Pisa Gal Galilei (PSA)
Alternate route: Fly to Florence (FLR) and take the train or bus
Located in Tuscany just north of Pisa, Lucca often gets overshadowed by nearby cities like Pisa itself and Florence. Lucca, however, is not only a great base for visiting these nearby cities; it also has a lot to offer in and of itself. It’s known for its preserved city walls from the Renaissance period as well as the Casa di Puccini, the birthplace of acclaimed composer Giacomo Puccini.
The city walls, built in the 15th and 16th centuries, provide a unique vantage point of the city. At any time of year, you’ll find locals strolling along the walls to enjoy the views of the castle and more. There’s a permanent exhibition in the basement of Baluardo Santa Croce that will tell you the story of the walls more in depth, or you can opt for a guided tour.
Climbing the Torre Guinigi, or Guinigi Tower, is another must-do in this charming city. This Romanesque-Gothic tower stands 45 meters tall and has a garden at the top where you can sit, relax, and enjoy the view.
Lucca’s city center is also dotted with fountains and river parks where you can stroll or cycle through the peaceful city. The Via dei Fossi is a popular area lined with elegant fountains and plenty of charm. Built in the late 1300s, this street played a major role in defending the city and supporting its economy, as it was used for the silk trade.
My Personal Favorite in Lucca
After a long day, I found it’s best to park yourself in the Piazza dell’Anfiteatro for a meal or a glass of wine. It used to be a Roman amphitheater, but it has transformed into a bustling square lined with restaurants and bars.
Braga, Portugal
Explore the iconic Bom Jesus do Monte complex while you’re in Braga.
Closest major airport: Porto Airport (OPO)
Alternate route: N/A
Just an hour northeast of Porto, Braga was awarded the Emerging Destination Award at the World Travel Awards in 2023 and 2024. Currently the Portuguese Capital of Culture, 2025 will be a big year for Braga as a diverse program of activities will take place. With more than 2000 years of history, Braga is also the oldest town in Portugal and was known in the Roman times as Bracara Augusta. To catch a glimpse of its Roman history, check out the Termas Romanas, which are ruins of the Roman baths.
The city is known for its religious heritage, and as such, the Bom Jesus do Monte complex is one of its most popular attractions. The complex houses an incredible neoclassical church perched atop 17 flights of elaborately decorated steps. When you descend to the city center, visit the medieval Braga Cathedral. This cathedral houses the Gothic Kings’ Chapel as well as a museum of sacred art.
There’s more to do in Braga besides just visiting churches, though. Braga’s historic center begins at the Arco da Porta Nova–once the main entrance to the city’s old town–which was constructed in the 1500s and rebuilt in the Baroque style in the 18th century. You’ll also want to visit Avenida da Liberdade, a central street lined with shops and cafes that is the beating heart of Braga. If you’re looking to hit all the highlights in a short period of time, opt for a half-day city tour.
My Personal Favorite in Braga
End your day by sitting in an esplanada, an outdoor seating area attached to a cafe. Whether you’re in the mood for a coffee or a beer, sitting in an esplanada for a few drinks is a favorite local pastime. My favorite one is A Brasileira, and it’s been in operation for centuries.
Annecy, France
Annecy’s Palais de L’ile is one of the city’s most unique attractions.
Closest major airport: Geneva Airport (GVA)
Alternate route: Fly to Lyon (LYS) and take the train or bus
The small alpine city of Annecy is nestled just south of Geneva and the Swiss border. Since it’s located in the French Alps, you can experience all the skiing and natural beauty here without the Swiss prices. The Vieille Ville, or Old Town, is located directly on the shores of Lake Annecy. The town’s picturesque canals have even led some visitors to liken it to Venice.
Annecy has the best of both worlds: majestic mountain landscapes surround the charming city center. As you’re exploring the Vieille Ville, don’t miss the Palais de L’ile. This medieval castle is situated on an island in the middle of Thiou Canal and used to be a prison. Today, it serves as an art and history museum. The Vieille Ville is also home to a local farmer’s market and plenty of opportunities to drink regional wine and taste local cheese. You can even book a private cheese and wine tasting.
Those looking for a gorgeous view without leaving the comfort of the city should visit the bell tower of Basilique de la Visitation, a 20th-century Catholic church. If you’re willing to venture a bit further, the Château de Menthon-Saint-Bernard was inspired by the castle in the Walt Disney classic movie Sleeping Beauty.
My Personal Favorite in Annecy
You have to get out onto the lake while you’re in town. Those who prefer to stay landlocked can hike or cycle around the shoreline (I recommend a picnic by the lake!), or you can opt for a swim or even a boat trip on Lake Annecy. If you’re visiting during winter, take advantage of the nearby ski slopes in the Annecy Mountains. Paragliding over the mountains is another choice activity for adrenaline seekers.
Bergen, Norway
Explore the traditional wooden houses that still stand in Bryggen.
Closest major airport: Bergen Airport (BGO)
Alternate route: N/A
Bergen is on Norway’s southwestern coast, clear across the country from the capital city of Oslo. Surrounded by mountains and fjords, Bergen’s landscape is probably what comes to mind when you think of a proper Norwegian experience. In fact, it’s bordered by Norway’s longest and deepest fjord, the Sognefjord.
Those looking to take advantage of this landscape can get out on the fjords via kayak or boat tour, or opt for a scenic cruise to Mostraumen. You may also have the opportunity to explore the many caves hidden in the cliffs.
But there’s more to Bergen than beautiful landscapes. The historic center is home to Bryggen, a medieval wharf featuring colorful wooden boat houses. Bryggen became a UNESCO World Heritage site in 1972 and is one of the city’s main draws. The nearby fish market is a must-visit if you want to try the freshest local catches.
Bergen is also home to many museums worth visiting. The Troldhaugen is the former home of famous Norwegian composer Edvard Grieg, while the Lyskervet contains artworks by Norwegian artists like Munch and Dahl. The Gamle Bergen Museum features historic wooden houses and actors in costume if you’d like to step into the Norway of old.
My Personal Favorite in Bergen
If you’re looking for a view, my favorite spot is the Fløyen mountain peak. There is a funicular that can take you there, and you’ll have access to a restaurant at the top as well as some hiking trails.
Killarney, Ireland
The Torc Waterfall is one of Killarney National Park’s most beautiful sights.
Closest major airport: Kerry Airport (KIR)
Alternate route: Fly to Shannon (SNN) and take the bus
The small southwestern Irish town of Killarney sits in County Kerry on the shores of Lough Leane. It’s actually a stop on the Ring of Kerry scenic drive, but it’s worth more than just a quick stop. This town is a nature enthusiast’s paradise if you just take the time to explore it properly.
Killarney is home to many 19th-century buildings such as St. Mary’s Cathedral. Ross Castle is another must-see, located directly on the shores of the lake. The real draw, though, is Killarney National Park. It can be reached by walking across the bridge from St. Mary’s Cathedral.
The national park covers about 26,000 acres of land, and you’ll want to explore as much as possible. From historic sites and gorgeous waterfalls to lakes and woodlands, it really has it all. Torc Waterfall, in particular, is not to be missed. You can choose to hike or cycle through, or opt to get out on the lake in a boat or a kayak. The Muckross House, a Victorian mansion, sits in the park, as well as the Muckross Abbey–a former Franciscan friary built in the 1400s. You can also take a private tour of the park to make sure you hit all the highlights.
If you’re looking for a good mix of cozy Irish culture and beautiful, unspoiled nature, Killarney is one of the best underrated cities to visit in Western Europe.
My Personal Favorite in Killarney
The town center is, of course, full of Irish restaurants and pubs that’ll serve hearty food and delicious drink. The Taproom at Killarney Brewing & Distilling Co. is certainly one of my favorite places to visit in town.
Wrap-up: Best Underrated Cities to Visit in Western Europe and the UK
These are some of the best underrated cities to visit in Western Europe and the UK, but they only scratch the surface of what’s out there waiting to be discovered. These up-and-coming destinations certainly have a lot to offer, though, so we hope we’ve inspired you to beat overtourism by getting off the beaten path in Europe in 2025.
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