The best cities to travel to in 2024

With millions of TikTok and Instagram videos posted every day sharing the most popular travel locations, hidden travel gems are increasingly difficult to come by. There’s nothing more satisfying than stumbling on a place that’s virtually untouched by the social media scene, and our list offers you the chance to do just that.

We’ve discovered Europe’s best-kept travel secrets. This is not your typical travel list; these are the best places to travel in 2024 that haven’t yet been embraced by the masses (so, shh, let’s keep it between us!). By analysing data such as review ratings, number of mentions in online articles and the TikTok and Instagram pulse, we’ve revealed some of the best hidden gem locations across Europe, as well as in the UK.

Here are some of our key findings at a glance:

• Ljubljana is the top ‘hidden gem’ destination in Europe to visit this year
• Copenhagen, Krakow, Florence, and San Sebastián also feature among the top locations
• Glasgow is the best destination to visit in the UK

Ready to discover somewhere new? Here are the top European locations to visit in 2024.

Top 15 ‘hidden gem’ destinations in Europe

1. Ljubljana, Slovenia

Ljubljana stands proudly as the top destination in Europe. The vibrant capital city of Slovenia is the epitome of a hidden gem, with 1,961 online articles mentions in one month — one of the most modest numbers on our list. Clearly, it’s still flying under the radar!

The city claims the third-lowest number of monthly internet searches for the destination, with only 480, highlighting its undiscovered status. It has the lowest number of Instagram hashtags at only 2,068, and a humble number of TikTok hashtag views at just over 772 million (that seems like a lot, but it’s the fourth lowest on our list).

Despite flying under the social media radar, the city maintains an average review rating of 4.5 out of five. Showcasing incredible architecture and home to the beautiful Ljubljanica River, it’s no wonder visitors leave feeling impressed with their experience. Local specialities like potica (a nut roll) and Carniolan sausage are a must-try, and the vibrant Central Market is a great place for foodies.

The city is known for its chilled-out atmosphere, and its relatively small size allows for easy travel on foot or bicycle.

2. Copenhagen, Denmark

Copenhagen takes the second spot in our ranking. Mentioned in 3,766 articles in a month, it’s a little more recognised than Ljubljana, but still keeps a pretty low profile. And with an average rating of 4.7 out of five, the city is sure not to disappoint.

Take a gentle stroll along the Nyhavn Harbour, snap photos of the colourful 17th-century buildings and dip into cafes to taste local cuisine. Perch’s Thehandel is one of Copenhagen’s oldest shops, serving exceptional tea in a delightful store that dates back to 1835. It’s without a doubt one of the best hidden gems in the city.

3. Krakow, Poland

Third is the Polish city of Krakow. With 2,087 article mentions, it’s slightly more recognised than Ljubljana, but a better-kept secret than Copenhagen. It seems TikTok hasn’t taken hold of the city yet — with just over 98 million TikTok hashtag views, the lowest figure on the list. Though the social hype isn’t there, it has an impressive average review rating of 4.5 out of five, and we can see why!

Krakow embraces tourists with its charming old town, historic architecture — including the Wawel Castle — and a lively atmosphere that will leave you craving more.

The cultural Spanish city of San Sebastián ranks in the top 15 best hidden gems in Europe. The city has the third lowest number of TikTok hashtag views (506.3 million) and Instagram hashtags (2.4 million), so it’s slightly less popular on social media than other cities, proving that the city’s charm is underrated. And with a search volume of 3,600, it’s at the lower end of the list in terms of demand.

San Sebastián is a city nestled on the northern coast of Spain. Catch some rays on the beaches, including the beautiful La Concha, or head deep into the city for pintxos bar-hopping.

Top five destinations to visit in the UK

1. Glasgow, Scotland

Glasgow ranks as the best UK travel destination. Although the city may not come to mind initially, the Scottish city boasts an impressive average review rating of five out of five, the best score on our list. With a fairly low 8,897 mentions in online articles and a monthly search volume of 1,300, it maintains a hidden allure. Clearly, Glasgow has mastered the art of combining acclaim with modesty, making it a top-tier destination in the ranking.

Scotland’s largest city is interesting, upbeat, and a perfect mix of modern and historical elements. Nature lovers can explore Glasgow’s hidden gardens, a wonderful day out, and music lovers can explore the Britannia Panopticon, the world's oldest surviving music hall.

Glasgow is also home to a variety of fantastic bars and restaurants. The best way to find these hidden gems? Go and discover them for yourself! Talking to the locals is a great way to find out how to best discover a new location.

2. Edinburgh, Scotland

Another Scottish city, Edinburgh, comes in second place. With an average review rating of five out of five, the city is clearly loved by tourists.

It’s been mentioned in 6,145 articles in the past month, coming seventh on the list — not bad for secrecy considering it’s Scotland’s capital! Edinburgh is home to regal castles, mediaeval architecture and The National Museum of Scotland for history fanatics to enjoy. It also has a great nightlife, from fine dining to beer gardens and live music venues at your disposal.

3. Manchester, England

Third on the list is Manchester. Over the last month, the location has featured in 70,000 articles, the city is more popular in the media than the top two destinations but has a modest monthly search volume of 720. It also joins Glasgow and Edinburgh with a review score of five out of five — pretty impressive if you ask us.

Manchester has a vibrant atmosphere, known for its eclectic street art, boutique shops and charming cafes. And it would be hard to ignore that the city is ideal for football fans, as it’s home to two of the world's most famous football clubs.

Top 20 destinations to visit in 2024

When combining both indexes, Scotland takes the lead as the ultimate destination in Europe, with Glasgow emerging as the top destination overall, surpassing all cities in the continent — UK included. Glasgow is a vibrant, exciting city, ideal for travelling, working, and a perfect destination for digital nomads seeking a temporary home.

Following closely is Edinburgh, securing the second spot. With a perfect round review score of five out of five, the city is undoubtedly a great option for travellers to explore.

Rome and Florence are also top destinations on the list. Both Italian cities are well-known, but have plenty of low-footfall destinations to stumble on. In Rome, the ancient ruins of Ostia Antica are a must-visit, lesser known by the wider world. In Florence, the street art is a real hidden gem that is often overlooked by tourists.

Top tips for visiting new destinations

Travelling is fun, that’s something we can all agree on. But, it’s important to be mindful of the way that we travel and the mark we leave on the destinations we visit. By incorporating these expert tips into your travel routine, you can remain environmentally conscious and make the best of your experience, wherever you’re travelling to.

Sustainable tourism

As tourism grows each year, so does the potential for environmental damage. Being responsible is important for maintaining communities and ecosystems. Minimise single-use plastics, adopt the ‘leave no trace’ rule, leave environments as you found them, and buy from local businesses.

Google is your best friend

Research the destination’s history, local customs and environmental challenges. A quick internet search can make all the difference. Understanding cultural nuances can elevate your experience and leave a positive impression on the locations you visit.

Visiting Scotland responsibly

Since Scotland ranks three times on our list, we thought we‘d share some tips on how to elevate your visit.

• Respect the landscape by following Scotland’s Outdoor Access Code, helping you to explore the great outdoors responsibly and safely.
• Travel by train, bus or bike to help cut harmful emissions.
• Support eco-friendly businesses, like Eden Mill, Scotland’s first carbon-neutral distillery.

Methodology and sources

We analysed over 30 cities in the UK and Europe, comparing them against a series of metrics. We also analysed each city's hashtags on social media platforms TikTok and Instagram. Each metric received a score out of 10 to create a final index.

• Total review score of each location
• Total number of TikTok hashtag views
• Total number of Instagram hashtag posts
• Number of articles mentioned in