Published on
November 22, 2025
With a friendly chuckle and a genuine invitation, we’ll guide you through why Vilnius, Ghent, Tirana, Granada and Trieste are quietly becoming travel must‑visits — yet remain delightfully under‑the‑radar. Official tourism agencies in each city are actively promoting them, meaning you can enjoy well‑prepared infrastructure without overwhelming crowds.
Discover Five Underrated European Cities You Should Visit
As the world of travel continues to evolve, there are cities that quietly charm their visitors — places that haven’t yet been overrun by mass tourism but offer rich history, vibrant cultures, and growing infrastructures. These are the hidden gems of Europe: Vilnius, Ghent, Tirana, Granada, and Trieste. Official tourism agencies in each of these cities are actively promoting their unique appeal, making them prime destinations for travelers looking to escape the crowds without sacrificing authentic experiences.
Vilnius, Lithuania
Lithuania’s capital is positioning itself as a fresh alternative to the usual European city breaks. The city‑tourism body, Go Vilnius, invites travellers to explore its “unexpectedly amazing” mix of historic old town, street‑art, vibrant culture and growing gastronomic scene. The national tourism ministry reports increasing inbound visitor numbers, signalling that Vilnius is gaining momentum but remains relatively undiscovered by mass tourism. For your travel coverage, Vilnius offers the narrative of a capital city reinventing itself while retaining intimacy and authenticity.
Ghent, Belgium
Often overshadowed by Brussels or Bruges, Ghent is making its case as a visitor favourite in its own right. The city’s official tourism portal emphasises Ghent’s vibrant energy, its medieval heart and welcoming local life. From the Flemish government’s tourism site: Ghent has “medieval streets and countless cultural hotspots” waiting to be discovered. What makes it story‑worthy is the city’s policy that tourism should serve the residents first — giving your article an interesting angle on responsible growth.
Tirana, Albania
If you’re REALLY after an emerging destination feel, Tirana stands out. The national tourism body of Albania confirms its mission to promote the country internationally. Tirana blends recent urban transformation, a youthful population, and strong value for travellers who want something less familiar. While still under‑covered, it is backed by official government efforts to build sustainable tourism frameworks and reposition the city. Your audience enjoys being ahead of the curve — Tirana fits perfectly.
Granada, Spain
Often linked to the iconic Alhambra but nonetheless under‑played compared with Barcelona or Madrid, Granada has serious depth. The Andalusian government tourism site highlights the region’s architecture, heritage and striking setting at the foot of the Sierra Nevada. With official tourism boards active in promotion. For your travel‑industry piece, Granada represents how a regional city can combine high‑quality visitor experience with authenticity and less intense crowd pressure.
Trieste, Italy
Trieste sits at the north‑eastern edge of Italy, near Slovenia and Austria — and that border‑region mix gives it a unique flavour. The regional tourism site for Friuli Venezia Giulia profiles Trieste among its gems. Latest reporting shows local authorities proactively managing growth in visitor numbers to preserve what makes the city special.For a travel journalist, Trieste offers the narrative of a hidden jewel, port‑city heritage, historic architecture and seaside nuance, with infrastructure that supports tourism without heavy congestion.
Why this selection matters now
These five cities share three key traits: (1) they are officially supported by their tourism or municipal government bodies, meaning you’ll find credible data and institutional narrative; (2) they are emerging or “underrated” in the sense that they are less saturated by mass tourism; and (3) each one offers strong storytelling potential for destination features — whether heritage, culture, urban transformation or regional authenticity.
For your travel‑industry audience, they represent opportunity: destinations where investment and tourism promotion are active, yet where the visitor experience remains more relaxed. These are stories of growth, of places repositioning themselves, and of travellers seeking meaningful city breaks away from the crowd.
CityKey AttractionsAverage Pricing for Key ExperiencesOther Notable CostsOfficial Tourism WebsiteVilnius, LithuaniaOld Town, Vilnius Cathedral, Gediminas Tower, Užupis District, Museum of Occupations & Freedom Fights– Old Town Walking Tour: €10-€15 (guided) – Vilnius Cathedral: Free entrance – Museum of Occupations & Freedom Fights: €5 per entry– Public transport: €1 for a single ticket in the city – Cafes: €2-€5 for coffeeLinkGhent, BelgiumCastle of the Counts, St. Bavo’s Cathedral, Graslei & Korenlei Canals, Museum of Fine Arts– Castle of the Counts: €10 – St. Bavo’s Cathedral: Free entry – Museum of Fine Arts: €8– Canal boat tours: €10-€15 per hour – Public transport: €3 for a day passLinkTirana, AlbaniaSkanderbeg Square, Dajti Ekspres Cable Car, National History Museum, Blloku District– Dajti Ekspres Cable Car: €10 for a return ticket – National History Museum: €3– Street food: €3-€5 per meal – Local taxis: Around €2-€3 for short tripsLinkGranada, SpainAlhambra Palace, Albayzín Quarter, Generalife Gardens, Flamenco Shows– Alhambra & Generalife: €8-€14 (depends on time & season) – Flamenco Show: €25-€40 per person– Tapas at local restaurants: Free with drink – Public transport: €1-€1.50 per journeyLinkTrieste, ItalyPiazza Unità d’Italia, Miramare Castle, Seafront Walks, Coffee Culture– Miramare Castle: €8 – Trieste Coffee Tour: €15-€25 per person – Seafront Walks: Free– Espresso in cafes: €1-€2 – Public transport: €1.30 per journeyLink
What to watch for travel‑impact and tourism trends
Infrastructure: Each city shows signs of tourism infrastructure investment (official agencies promoting guides, maps, tourist services).
Sustainable growth: Ghent and Trieste explicitly display policies to balance visitor influx and local quality of life.
Value proposition: Tirana and Vilnius offer compelling value for travellers, making them suitable for budget‑savvy or early‑adopter travellers.
Heritage plus modernity: Granada and Trieste combine strong historic roots with contemporary visitor interests (food, local culture, regional landscapes).
As you plan your next travel‑industry article, imagine yourself walking the cobbled lanes of Vilnius at dusk, cruising the canals of Ghent on a quiet weekday, sipping a Balkan‑influenced cocktail in Tirana’s colourful Blloku district, catching the Spanish sun in Granada’s Albayzín quarter, or strolling Trieste’s elegant seaside Piazza Unita. These five cities are not only ready to be visited — they are ready to be written about, investigated, celebrated. For your readers seeking the new, the fresh, the less‑trodden, they are perfect features.
