Tourists from the UK are flocking to this charming town in Montenegro as a substitute for Croatia.

As summer approaches, British holidaymakers are on the lookout for affordable yet equally charming alternatives to popular tourist destinations. Tivat, a picturesque town in Montenegro, has emerged as a top contender for travelers seeking a serene coastal experience without the crowds and inflated prices often associated with more popular destinations like Croatia.

According to data from Kayak, searches for flights to Tivat have surged by 74% compared to last year, while interest in Croatia has declined. The town’s waterfront promenade, lined with hotels, bars, cafes, and restaurants, offers a laid-back atmosphere with stunning views of the glistening marina filled with luxurious superyachts. Tivat has even been compared to Monaco on the French Riviera, but without the need for a billionaire’s budget.

Flight prices to Tivat have also dropped by 9% this year, making it an attractive option for a summer holiday in 2024. With airlines like easyJet and Jet2 offering direct flights from the UK, Tivat is easily accessible for British travelers looking to explore a new and less crowded destination.

In addition to Tivat, nearby towns like Perast and Kotor are also gaining popularity for their old-town charm and relaxed vibe, providing an authentic experience reminiscent of Croatian cities like Dubrovnik and Hvar.

This shift towards undiscovered gems extends beyond Montenegro, with travelers showing increased interest in lesser-known destinations across Europe. Destinations like Béziers in France, Reus and Girona in Spain, Olbia in Sardinia, and Salzburg in Austria are attracting more attention from tourists seeking unique and affordable experiences.

Rachel Mumford, a travel expert at Kayak, noted the trend of British travelers seeking out these “unsung heroes” for their vacations. Whether it’s the desire for quieter surroundings, cost-saving opportunities, or a yearning for authentic local experiences, these emerging destinations offer comparable experiences to their more popular counterparts.

As the travel landscape continues to evolve, adventurous holidaymakers are embracing the opportunity to explore hidden gems and create unforgettable memories in off-the-beaten-path locations.