Published on
August 25, 2025
In the midst of the escalating problem of overtourism throughout Europe’s capitals, second cities in nations such as Spain, Armenia, Serbia, Romania, Bosnia and Herzegovina, and Georgia have become the top destinations of choice for visitors. They provide a less hectic tempo, authentic cultural experiences, and reasonable travel costs, thus becoming ever more appealing. From Novi Sad’s lively culture to Cluj-Napoca’s natural splendor, these second cities are becoming increasingly popular for their original charm and reduced crowds, beating their capitals in total charm. This is redefining European tourism, as more travelers look for authentic, less crowded destinations outside the beaten tourist trails.
With Europe’s capital cities struggling with the increasing problem of overtourism, second cities are now becoming leading tourist attractions. A study conducted by Radical Storage has shown how popular these smaller cities are, listing them as the second-most inhabited cities in their nations. Surprisingly, in 10 out of 44 European nations researched, the second-largest city is a more popular destination than the capital. Here are some of these new hotspots.
Novi Sad, Serbia: A Hidden Gem in the Balkans
Novi Sad, the second-largest city in Serbia, has earned the top position in Radical Storage’s rankings. Renowned for its lively cultural scene and rich history, Novi Sad has swiftly become a popular destination for travelers. The city holds several prestigious honors, including its recognition as the European Youth Capital in 2019 and its designation as a UNESCO Creative City in 2023.
What makes Novi Sad stand out is its walkability and relaxed atmosphere compared to Belgrade, the bustling capital. The city is home to the famous EXIT music festival, attracting young visitors from around the world. Alongside music, Novi Sad offers a range of cultural experiences, from the imposing Petrovaradin Fortress with its iconic clock tower and tunnel network to the serene 700-meter beach along the Danube River.
Novi Sad’s compact nature allows visitors to easily explore its many attractions, including Stari Grad (Old Town), where you’ll find beautiful sites like the Gothic Revival Name of Mary Church. With over 100 attractions rated 4 stars and an average meal cost of just €8.4, Novi Sad provides an affordable, yet rich cultural experience. Additionally, with hotel rates averaging €33.5 per night, Novi Sad is a budget-friendly alternative to Serbia’s capital.
Barcelona, Spain: A Mediterranean Masterpiece
While Barcelona may not be a hidden gem, its status as Spain’s second-largest city makes it an enticing destination with a distinctive Mediterranean flair. Famous for its beautiful beaches, iconic Antoni Gaudí architecture, and lively cultural scene, Barcelona has long been a favorite among tourists. Despite its popularity, the city retains a more laid-back atmosphere compared to Madrid, offering a warm and inviting Mediterranean charm.
Barcelona ranks first in the study for cultural and local attractions, making it a must-see for art and history lovers. Visitors can immerse themselves in the works of Gaudí, from the unfinished La Sagrada Familia to the colorful Park Güell. The city is also renowned for its culinary scene, where you can indulge in tapas and Catalan specialties while enjoying one of the many lively festivals such as La Mercè.
Barcelona excels in both rail and air connectivity, making it highly accessible while offering a wide range of cultural experiences, even amidst the pressures of overtourism. The city ranks second for shopping and is home to numerous cultural landmarks. Dining in Barcelona is affordable, with a typical main meal priced at around €12.8, and with a variety of accommodation options throughout the city, visitors can easily find suitable places to stay.
Gyumri, Armenia: A Cultural Haven
Gyumri, Armenia’s second-largest city, secures third place in the Radical Storage study. Steeped in history and known for its vibrant arts scene, Gyumri offers a distinct experience compared to the capital, Yerevan. Visitors can explore the city’s distinctive architecture, featuring black tufa stone buildings, and immerse themselves in Armenia’s rich heritage by visiting landmarks like the Sev Berd Fortress and the Church of Saint Arsenius.
The city is also celebrated for its charming cafés, where travelers can savor traditional dishes such as harissa (a wheat and meat stew) and panrkhash (a cheese and bread dish). With hotel rates averaging €25.4 per night and meals costing around €7.6, Gyumri presents an affordable yet authentic destination. The city’s top-rated accommodations and restaurants further enhance its appeal, making it a hidden gem for those seeking a cultural and immersive travel experience.
Cluj-Napoca, Romania: A Peaceful Retreat
Nestled in the heart of Transylvania, Cluj-Napoca ranks fourth in the list of Europe’s best second cities. Known for its youthful energy, Cluj-Napoca offers a higher quality of life compared to Bucharest, with better healthcare, cleaner air, and a safer environment. The city’s compact size and natural beauty make it an ideal destination for outdoor lovers, with attractions like the Apuseni Mountains and the Turda Gorge.
Cluj-Napoca is a city of contrasts, where historical landmarks such as St. Michael’s Church sit alongside modern museums like the Steampunk Transylvania Museum. The city’s café culture is also thriving, with affordable meals averaging €9.7. Visitors can also explore the Hoia-Baciu Forest, famous for its mysterious atmosphere, making Cluj-Napoca an intriguing destination for adventurers.
Banja Luka, Bosnia and Herzegovina: Nature and Wellness Combined
Banja Luka, Bosnia and Herzegovina’s second-largest city, ranks fifth in the Radical Storage study. Known for its laid-back pace of life, the city offers a range of outdoor activities like kayaking, rafting, and hiking, as well as wellness experiences in the nearby hot springs. For history buffs, Banja Luka is home to monuments like the Ferhadija Mosque and the Kastel Fortress.
With an average hotel price of €31.2 and meals costing around €7.6, Banja Luka provides an affordable alternative to Sarajevo, with a strong café and nightlife scene to complement its outdoor offerings. The city’s diverse attractions and accessibility make it an ideal destination for travelers seeking a balance of culture, nature, and relaxation.
As overtourism overwhelms Europe’s capitals, second cities in Serbia, Spain, Armenia, Romania, Bosnia and Herzegovina, and Georgia are rising as the new hotspots, offering unique cultural experiences, affordability, and fewer crowds, making them more appealing to travelers.
Kutaisi, Georgia: Gateway to Natural Wonders
Located in Georgia’s second-largest city, Kutaisi fills out the top six in the list. The city effortlessly blends rich history, infectious culture, and accessibility to natural wonders like the Prometheus Cave and Bagrati Cathedral. It acts as a gateway to the western Georgia landscape’s dramatic scenery, with its canyons, caves, and mountains. Kutaisi is now a destination of choice for nature lovers and adventure seekers alike.
At hotel prices of around €36.2 per night, Kutaisi provides a more affordable option compared to the capital city of Tbilisi. There are local specialities such as chkmeruli (chicken in milk and garlic sauce) and khinkali (dumplings) to indulge in as tourists indulge in the city’s captivating history.
