Europe's 'under the radar' destination dupes

With more and more UK travellers open to lesser-known destinations, and long-haul costs climbing, now’s the time for tour operators to lean into the rise of destination dupes — smart, sustainable alternatives to Europe's most crowded spots.

With a growing number of UK travellers now seeking out lesser-known destinations, long-haul flight prices at an all-time high and overtourism still a concern, tour operators have an opportunity to offer new European alternatives to traditional tourist hotspots. 

Enter the rising trend of 'destination dupes' which provide consumers with a chance to explore new places while avoiding the downsides of overtourism.

This trend isn’t about abandoning the classics completely - it’s about being able to offer smart alternatives that deliver even greater value, have fewer tourists and a lighter environmental footprint.

Europe is packed with under-appreciated destinations for the discerning traveller. Scroll down for our top destination dupes in Europe and the local suppliers that operate there.

Swap New Zealand for Slovenia

Slovenia is often seen as Europe’s answer to New Zealand, offering the same jaw-dropping natural beauty on a more accessible and compact scale. With world-class hiking, rafting and cycling, plus a strong focus on sustainability, it’s the perfect “dupe” for travellers seeking nature, culture and adventure without the financial and physical drain of a flight halfway around the world.

Based in Lake Bled, M Tours is a leading DMC in Slovenia, known for quick responses, in-depth knowledge and adventure travel expertise. They offer tailor-made and group itineraries with guided or self-guided activities catering to all budgets - from school groups to high-end. Their cultural trips include an array of unique local experiences that showcase why this country is so special.

Swap Hawaii for Madeira

Madeira's dramatic volcanic landscapes, wild coastline and lush banana plantations are often compared to Hawaii. Multiple direct flight options, year-round mild weather and incredible adventure experiences mix with fascinating Portuguese culture to make this underrated gem a serious contender. From hiking through UNESCO-listed forests to curated wine experiences, celebrated Christmas markets and authentic island festivals, Madeira is finally having its moment! 

Whether you're offering active holidays, foodie tours or tailor-made escapes, DMC Madeira is a highly experienced and well established supplier able to provide high-quality service and a bespoke, hands-on approach. They delight in banishing perceptions and helping clients to discover the authentic nature of these islands in an unhurried way.

Swap Italy for Albania

People are starting to discover that Albania is fast becoming a legitimate destination dupe for Italy - offering beautiful azure beaches, sweeping Tuscany-esque vineyards, soaring mountains, historic UNESCO listed towns and spectacular Roman ruins - and all at a fraction of the price of its ever popular neighbour. 

Operating purely B2B, Albania My Way curates immersive, innovative adventure and cultural itineraries for FITs and groups that showcase the very essence of Albania. Whether introducing you to farmers at village markets, hiking secret forested trails or toasting the sunset with a family of winegrowers, their personally designed tours reflect their passion for this fascinating country.

And don't forget about Armenia and Georgia (undupable!)

Fitting the bill perfectly as exciting, unique and diverse short-haul destinations, Georgia and Armenia are beyond compare - we simply couldn't find a destination dupe that comes close! Still under the radar for most, these neighbouring countries offer rich cultural heritage, breathtaking scenery and exceptional food and wine – making them ideal for clients with smaller budgets who still want high-impact, 'exotic' experiences but just a five hour flight away. 

With improved infrastructure and direct routes now available from several UK and European hubs, they’ve never been easier to access. For tour operators seeking to meet the appetite for slower, more meaningful travel, thrilling adventures and historic and immersive cultural journeys, Georgia and Armenia offer an excellent alternative for those seeking something new and different. 

VisitGeorgia, one of the leading DMCs in the region, crafts tailor-made and group itineraries that uncover the true essence of this beautiful part of the world. Discover beautiful Tbilisi, hike to remote mountain villages, learn to prepare traditional dishes with a family and of course discover the history and culture of Georgia through its wines. 

Very professionally run and highly responsive, Caucasus Holidays in Armenia create group and tailor-made trips with an emphasis on authenticity. Their itineraries include ancient Christian churches perched on dramatic mountain tops, dining with locals and watching cowboys ride across vast mountain plains, reminiscent of Mongolia. See below for a video taster of what Armenia has to offer. 

As travellers grow more conscious of their impact and seek out more meaningful experiences, destination dupes offer a great solution. By working with trusted local DMCs, you can design itineraries that go beyond the typical choices, giving your clients fresh perspectives, fewer crowds and a deeper connection to the destination and the people that live there. Now is the perfect time to rethink how we sell Europe in 2025/26.

To explore our Europe partners, please visit: https://theadventureconnection.com/dmc-partners#in-europe

And don't forget about our property partner in Finland, Silver Birch Resort.

Set on a private peninsula in five hectares of pristine forest overlooking a lake, Silver Birch Resort's exclusive cabins provide a taste of luxury in a magnificent Arctic wilderness. It’s the perfect blend of comfort and remote isolation - wild, beautiful and without the crowds.

For more information on our DMCs and properties in Europe, please get in touch with steph@theadventureconnection.com