img#mv-trellis-img-1::before{padding-top:66.666666666667%; }img#mv-trellis-img-1{display:block;}img#mv-trellis-img-2::before{padding-top:100%; }img#mv-trellis-img-2{display:block;}img#mv-trellis-img-3::before{padding-top:100%; }img#mv-trellis-img-3{display:block;}img#mv-trellis-img-4::before{padding-top:100%; }img#mv-trellis-img-4{display:block;}img#mv-trellis-img-5::before{padding-top:100%; }img#mv-trellis-img-5{display:block;}img#mv-trellis-img-6::before{padding-top:100%; }img#mv-trellis-img-6{display:block;}Forget Italy and its trendy Amalfi Coast, France with the sparkly Eiffel Tower, and Croatia’s overtouristed, Westeros-ified Dalmatia: as seen in the latest report published by the UN Tourism Barometer, Europe-bound tourists now have different priorities.
In a continent battling both extreme levels of overtourism and record-breaking heat, it’s hardly surprising that tourists are now turning to lesser-known destinations that have yet to reach breaking point (and where they won’t risk heatstroke by simply being outside).
Latvia
A tiny Northeastern European nation lining the Baltic Sea, Latvia has grown 16% year-on-year according to the UN Tourism Barometer, with tourists drawn to its medieval heritage, off-path appeal, and most importantly, cooler temps.
Latvia does enjoy pleasant weather in summer, with more sunshine hours than in colder seasons, and an average daily highs of 74° on the coast, but it’s never exactly scorching-hot, nor will the infamous European aversion to AC units pose a problem here.
By the way, if you’re wondering where to go in Latvia, Riga is a good place to start: the country’s charming capital, it features a perfectly-preserved medieval center, numerous Old Town pubs serving hearty meals for under $12 and beer for $3.50, and a large ensemble of Art Nouveau buildings.
A short 28-minute drive from Riga, Jūrmala is a vibrant coastal town with a long golden-sand beach, backed by holiday villas and Soviet-era sanatoriums. If you’re chasing after fairytale towns that could belong in a storybook, Cēsis has cobbled streets, castle walls, and a sea of red-brick gabled roofs.
Malta
A tiny island-nation in the Mediterranean, Malta has always been an incredibly popular sunny getaway for vacationing Brits and Germans, but for whatever reason, Americans have always looked right past it… up until now.
As seen in the latest UN Tourism Barometer, Malta has grown 19% year-on-year as a destination, and it’s no wonder Delta has just announced it will be servicing the island nonstop from New York (JFK).
In case you aren’t familiar with Malta, it is located south of the Italian island of Sicily, and it’s best known for its postcard-ready sandy beaches, a rare sight in the Mediterranean where coastlines are typically rugged, a plethora of medieval walled towns, and a vibrant cultural landscape.
It is at the crossroads of civilizations, being as heavily influenced by Sicilian culture as it is by North African and British cultures, who actually controlled Malta from 1800 to 1964—in case you ever wonder why there are London-style telephone boxes in the streets of Valletta.
Additionally, Delta’s new flight plans next year are sure to appeal to off-season travelers who are dreaming of a Mediterranean escape beyond July: even in the fall, Malta boasts summer-like temperate highs of 82°F.
Lithuania
As we said previously, Eastern Europe is where it’s at. A neighboring country of Latvia, Lithuania is the most rapidly growing destination across the pond, with a 21% rise in arrivals.
If you love offbeat city breaks away from the usual European crowds, with the cobbled streets, ornate Baroque churches, and the hilltop fortress to go with it, Vilnius just ticks all of those boxes, and then some.
It is the capital of Lithuania, as well as its most important hub, with a UNESCO-protected Old Town that looks like it’s been copied and pasted from a storybook for children, a scenic river walk, at the confluence of the Neris and Vilnia rivers, and its fair share of hippy, Bohemian districts.
If you want to see something truly unique, you should stop by Užupis, a neighborhood that considers itself a self-proclaimed ‘country’, with its own mock constitution—apparently, everyone there has the ‘right to be happy’, and everyone has the ‘right to love and take care of the cat’.
Exploring Lithuania beyond Vilnius? Make sure you add Trakai Castle to your list, a fairytale medieval stronghold on an islet in a lake, a short half-hour train ride away from the capital.
Vinicius CostaVini, our senior lead writer at Travel Off Path, has over 60+ countries under his belt (and currently weaving tales from Paris!), and a knack for turning off-the-beaten-path experiences into informative stories that will have you packing your bags.
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Lithuania was Europe’s fastest-growing destination in early 2025, with international arrivals up 21%. Malta grew by 19%, Latvia by 16%, Finland by 15%, and Spain by 6%.
Appeared first on: traveloffpath.com
