Aug 25: For years, travel bucket lists have been built around the same famous names—Santorini, the Amalfi Coast, Switzerland, Bali and other global hotspots. But a growing number of travellers are beginning to question whether a famous destination is always the best destination.
The shift is backed by recent travel research. Booking.com found that 29% of travellers are interested in alternative destinations offering experiences similar to well-known locations, while 44% of travellers looking for less-crowded destinations say avoiding overtourism is a motivation. Expedia’s Unpack ’25 research also found that 63% of travellers were likely to visit a lesser-known “Detour Destination” on their next trip.
This is driving the rise of destination dupes—places that offer a similar type of travel experience to famous hotspots while potentially providing fewer crowds, different cultural experiences and better value.
The goal isn’t necessarily to find a cheaper copy. It is to find the experience you want without automatically choosing the destination everyone else is visiting.
What Are Destination Dupes?
A destination dupe is an alternative destination that shares some of the characteristics travellers associate with a more famous tourist spot.
For example, travellers might consider:
- Albania instead of Greece for Mediterranean beaches
- Slovenia instead of Switzerland for lakes and Alpine landscapes
- Puglia instead of the Amalfi Coast for an Italian coastal holiday
- Montenegro instead of Croatia for Adriatic scenery
- Taiwan instead of Japan for food, culture and modern Asian city experiences
These destinations aren’t identical, and they shouldn’t be treated as replicas.
Their appeal comes from offering a comparable type of experience while bringing their own culture and identity to the trip.
Why Is Destination Dupe Travel Becoming Popular?
The destination-dupe trend reflects a change in what travellers value.
A destination may be attractive because it is famous, but travellers are increasingly asking practical questions:
Will it fit my budget?
Will it be overcrowded?
Can I have a more authentic experience somewhere else?
Can I find a similar landscape or activity without paying a premium?
These questions are changing travel discovery from a popularity contest into a search for value, convenience and experience.
Overtourism Is Making Alternatives More Attractive
Crowding has become a significant concern at many popular tourist destinations.
During peak seasons, famous attractions can mean long queues, expensive accommodation, packed public spaces and increased pressure on local infrastructure.
That can change the experience itself.
Booking.com’s 2025 travel research found that 67% of travellers wanted to use technology to find less-crowded areas, indicating that avoiding crowds is becoming part of how people plan trips.
For travellers, choosing a destination dupe can therefore be less about avoiding a famous place and more about finding a holiday that feels relaxed.
Social Media Is Changing How Destinations Become Popular
Travel discovery has moved far beyond traditional guidebooks.
A TikTok video, Instagram Reel or YouTube travel vlog can introduce an unfamiliar destination to millions of potential visitors.
This has helped lesser-known destinations gain visibility.
But it creates a contradiction.
The more a hidden destination is promoted online, the less hidden it becomes.
Booking.com found that 44% of travellers would avoid tagging a lesser-known destination on social media because of concerns about overcrowding.
The cycle is straightforward:
A destination is discovered online → travellers visit → social visibility grows → more travellers arrive.
Today’s destination dupe could eventually become tomorrow’s crowded hotspot.
Travellers Are Looking for Better Value
Travel costs are another reason alternatives are gaining attention.
Popular destinations can become significantly more expensive during peak periods, particularly when demand for accommodation and flights rises.
A less famous destination may provide travellers with an opportunity to spend their money differently.
Instead of paying a premium simply for the destination’s reputation, travellers may choose to spend more on:
- Better accommodation
- Local food
- Longer stays
- Unique experiences
- Guided tours
- Cultural activities
This makes destination dupes part of a broader shift towards value-driven travel.
The Experience Matters More Than the Destination Name
A traveller who wants a beach holiday doesn’t necessarily need to visit the world’s most famous beach destination.
Someone who wants mountain scenery doesn’t necessarily have to visit Switzerland.
A traveller looking for European architecture doesn’t have to choose the most expensive European capital.
What matters is the experience.
This is one reason destination dupes are becoming interesting for travellers moving away from traditional bucket-list tourism.
Instead of asking “Where should I go?”, they are asking:
“What kind of experience do I want?”
That small change can produce very different travel choices.
AI Could Make Destination Dupes Easier to Discover
Artificial intelligence could accelerate this trend.
Instead of searching for generic travel recommendations, travellers can increasingly describe exactly what they want.
For example:
“Find me a destination similar to Santorini with beautiful coastal views, fewer crowds and a lower budget.”
An AI-powered travel tool could potentially compare destinations according to:
- Budget
- Weather
- Activities
- Accommodation
- Travel time
- Crowd levels
- Food
- Landscape
- Family suitability
This changes travel discovery from destination-first to experience-first planning.
A Destination Dupe Can Become a Business Opportunity
The trend isn’t only relevant to travellers.
It could also create opportunities for hotels, tourism boards, airlines, tour operators and local businesses.
Instead of competing with major destinations on name recognition, emerging locations can promote specific experiences.
A smaller destination might highlight its:
- Local cuisine
- Beaches
- Heritage
- Nature trails
- Wellness experiences
- Adventure activities
- Local festivals
This allows tourism businesses to sell the experience, rather than relying entirely on the destination’s reputation.
For hotels and travel companies, this can also create opportunities to develop packages around lesser-known locations and encourage shoulder-season travel.
Real-World Example: Albania’s Growing Appeal
Albania is often mentioned in destination-dupe conversations as an alternative to more established Mediterranean destinations.
Its appeal comes from its combination of beaches, historic towns, mountain landscapes and comparatively less-developed tourism infrastructure in some areas.
But its growing popularity also demonstrates the challenge of the trend.
Once a destination becomes widely featured on social media and travel platforms, visitor numbers can increase rapidly.
That means today’s alternative destination needs to think about sustainable growth rather than simply attracting more visitors.
Destination Dupes Aren’t a Perfect Solution
There is an important catch.
A destination doesn’t remain quiet forever if thousands of people suddenly start visiting it.
Increased tourism can eventually lead to:
- Higher accommodation prices
- Traffic
- Waste and environmental pressure
- Overcrowding
- Infrastructure challenges
- Changes to local communities
That means travellers shouldn’t simply replace one overcrowded destination with another without considering the impact.
Travelling during shoulder seasons, staying in locally owned accommodation, supporting local businesses and respecting local environmental rules can make a difference.
Destination Dupes Aren’t Just About Finding a Cheaper Alternative
The term “dupe” can make the trend sound like a search for a bargain version of a famous destination.
But that misses the bigger picture.
Travellers aren’t necessarily looking for an identical replacement.
They are looking for value, experience and choice.
A destination can offer similar beaches, mountains or architecture while providing a completely different cultural experience.
That difference can actually be part of the attraction.
What Does This Mean for the Travel Industry?
The rise of destination dupes could influence how travel brands market destinations.
Hotels, tourism boards, airlines and travel companies can focus more on:
- Authentic local experiences
- Lesser-known destinations
- Off-season travel
- Sustainable tourism
- Local culture
- Personalised itineraries
- Value-focused travel
Instead of simply promoting famous landmarks, the industry can increasingly sell the experience behind the destination.
The Future of Travel May Be About Experiences, Not Famous Names
Destination dupes reflect a broader change in how people think about travel. Travellers still want beautiful beaches, spectacular mountains, historic cities and memorable food, but they are increasingly looking beyond the most famous destinations to find these experiences. Social media is expanding destination discovery, AI is making travel planning more personalised, and concerns around overtourism are encouraging travellers to explore alternatives. As a result, destination dupes could become an increasingly important part of travel culture, with travellers placing greater value on unique experiences, affordability, authenticity and fewer crowds. The future of travel may ultimately be less about ticking famous destinations off a bucket list and more about discovering places that offer meaningful and memorable experiences.