Most travelers stick to the famous destinations — Paris, New York, Tokyo — but the real magic often happens off the beaten path. I asked 15 travel experts and business leaders to name a city they've visited that few people know but everyone should. Their answers reveal places rich with culture, history, nature, and surprising energy.
Here’s a closer look at 14 underrated cities — and why your next ticket should be heading there.
1. Hallstatt, Austria: A Living Fairy Tale
"Hallstatt in Austria absolutely blew me away. It's tucked between a shimmering alpine lake and towering mountains, and it looks like something out of a fairy tale." — Ryan Stone, Founder & Creative Director, Lambda Video Production Company
Hidden deep in Austria’s Salzkammergut region, Hallstatt seems plucked straight from fantasy. With just under 800 residents, it remains a serene enclave of pastel houses perched against dramatic mountain backdrops.
The town, a UNESCO World Heritage Site, is known for its salt mining history dating back 7,000 years. Despite recent tourism booms, it's still remote—reaching Hallstatt typically requires trains, ferries, and patience.
According to Statistik Austria, Austria recorded 154 million overnight stays in 2023, showing growing interest in smaller towns outside Vienna and Salzburg.
Must-sees include the Hallstatt Skywalk, the Dachstein Ice Caves, and the centuries-old Bone House (Beinhaus) at St. Michael's Chapel.
2. Cleveland, Ohio: Culture Rising from the Rust
"Cleveland completely shattered my expectations. The West Side Market, the food scene in Ohio City — it’s alive with energy." — Mike Wall, CEO, EZ Sell Homebuyers
Long synonymous with industrial decline, Cleveland is enjoying a full-blown revival.
The city’s Rock & Roll Hall of Fame, world-class museums, booming restaurant scene, and redevelopment along the Cuyahoga River all paint a new picture.
According to the Downtown Cleveland Alliance, downtown’s residential population grew 48% since 2010, reflecting renewed energy.
Food lovers flock to Ohio City’s breweries, while culture buffs can visit the Cleveland Museum of Art, which houses over 61,000 pieces. Despite its snowy reputation, Cleveland summers explode with street festivals, markets, and lakefront activities.
3. Toledo, Spain: A Timeless Intersection of Cultures
"Quiet streets, unreal vistas, and an antiquated atmosphere create a surreal experience in Toledo." — Alexandra Dubakova, Head of Marketing, Freetour.com
Perched above the Tagus River, Toledo is a stunning mosaic of Christian, Muslim, and Jewish influences. Its labyrinth of cobbled alleys and fortress walls transports visitors straight back to the Middle Ages.
Recognized by UNESCO as a World Heritage City (UNESCO Toledo), Toledo's legacy includes the soaring Toledo Cathedral, the Alcázar of Toledo, and the works of artist El Greco.
Spain welcomed over 85 million tourists in 2023, yet few detour from Madrid to experience Toledo’s preserved history firsthand. Sunset views from Mirador del Valle alone are worth the trip.
4. Coober Pedy, Australia: Life Beneath the Dust
"Coober Pedy is something else. It's the opal capital of the world, and a huge portion of the town lives underground." — Matt Little, Owner & Managing Director, Festoon House
Welcome to the wildest outback town in Australia. Here, temperatures soar so high that residents live underground — in dugouts carved from the sandstone.
Nicknamed the Opal Capital of the World, it produces over 70% of the world’s opals. Visitors can stay in underground hotels like the Desert Cave Hotel, tour churches buried beneath the earth, and explore surreal desert landscapes like the Moon Plain.
Tourism in South Australia hit 6.5 million visitors in 2023, yet Coober Pedy remains an offbeat, unforgettable side trip.
5. Buffalo, New York: Beyond the Rust
"Buffalo’s reputation is outdated. It’s full of incredible food, passionate sports fans, and a creative spirit." — Loris Petro, Marketing Manager, Kratom Earth
Buffalo is no longer just a punchline. Architectural marvels like Frank Lloyd Wright’s Darwin D. Martin House and the resurgent waterfront at Canalside Buffalo show a city rebuilding on its own terms.
The food scene is booming, led by old-school institutions and trendy new spots. Sure, there are wings — but also gourmet Italian, artisanal markets, and the city’s signature beef on weck.
According to the U.S. Census Bureau, Buffalo saw its first population increase in 70 years. Buffalo is proof that Rust Belt cities can shine again.
6. Tirana, Albania: A City Shaking Off Its Past
"Tirana has that raw energy you only get in cities still figuring themselves out — but in a good way." — Spencer Romenco, Chief Growth Strategist, Growth Spurt
Tirana’s chaotic streets tell a story of rebirth. After decades under a brutal communist regime, Albania’s capital is now alive with street art, trendy cafes, and outdoor markets buzzing with life.
Skanderbeg Square, once a symbol of dictatorship, is now an open gathering place filled with fountains and color. The Bunk'Art museums, set inside old Cold War bunkers, showcase Albania’s painful history in raw, immersive exhibitions.
In 2023, Albania posted a 30% increase in tourism arrivals (INSTAT Albania), and Tirana’s mix of affordability, vibrancy, and authenticity makes it one of Europe’s most exciting emerging capitals.
"Tirana mixes Ottoman architecture, communist history, and modern cafes — it feels completely unique." — Odellé Joubert, Chief Operating Officer, Dentaly Go
7. Wollongong, Australia: Where Surf Meets Seclusion
"The beaches are stunning — clean, clear, and usually uncrowded. It’s Australia without the crowds." — Daniel Vasilevski, Director & Owner, Bright Force Electrical
Often overshadowed by Sydney, Wollongong offers pristine beaches backed by lush cliffs, without the tourist hordes. Favorites like Austinmer Beach and North Wollongong Beach are perfect for surfers, swimmers, and sunbathers looking for space.
The Grand Pacific Drive — one of Australia’s most scenic coastal routes — winds south from Sydney, passing through the Sea Cliff Bridge with panoramic ocean views.
Despite New South Wales welcoming over 10 million domestic visitors in 2023, Wollongong remains a well-kept secret among Australian travelers.
8. Erfurt, Germany: Medieval Charm Without the Crowds
"Sometimes the most remarkable places are the ones you've never heard of. Erfurt is a perfect example." — Saddat Abid, CEO, Property Saviour
Erfurt’s Old Town feels frozen in time. Cobblestone alleys, half-timbered houses, and the magnificent Erfurt Cathedral set the stage for a city largely spared from World War II destruction.
The Krämerbrücke (Merchants' Bridge) is Europe’s longest bridge lined with inhabited buildings (Krämerbrücke Info) — housing artisan shops, bookstores, and cafes.
While Germany received over 35 million tourists in 2023, Erfurt remains blissfully quiet compared to bigger cities like Munich and Berlin.
9. New Buffalo, Michigan: Laid-Back Lakefront Living
"New Buffalo blends laid-back beach life with surprisingly sophisticated dining and shopping." — Sean Swain, Company Owner, Detroit Furnished Rentals LLC
Located along the southeastern shore of Lake Michigan, New Buffalo delivers small-town charm with big-time amenities. Fine dining, boutique shopping, and outdoor adventures — from paddleboarding to hiking Warren Dunes State Park — make it a year-round destination.
The town’s close proximity to Chicago (just 90 minutes by car) attracts city-weary visitors looking for fresh air and relaxation without sacrificing good food and comfortable stays.
Tourism to Michigan generated over $24 billion in economic impact in 2023, and New Buffalo stands out as a quieter, polished lakeside escape.
10. Hobart, Tasmania: Where Art Meets Wilderness
"Hobart’s food scene and culture blew me away — it’s such a hidden treasure." — Sebastian Wade, Real Estate Consultant, Eden Emerald Buyers Agent
At the bottom of the world, Hobart offers rugged landscapes and cultural sophistication in equal measure. It’s home to MONA (Museum of Old and New Art) (MONA Official), one of the boldest, most controversial museums anywhere.
Beyond art, Hobart charms with its bustling Salamanca Market, panoramic hikes up Mount Wellington, and fresh seafood on every menu.
Tasmania saw a 25% increase in visitors in 2023, thanks to travelers discovering its untouched beauty and unexpected cultural depth.
11. Davao City, Philippines: Order, Nature, and Flavor
"Davao is clean, organized, and surrounded by incredible nature. Most people have no idea." — Adam Yong, Founder, Agility Writer
In a country better known for chaotic cities and idyllic beaches, Davao stands apart. It’s clean, safe, and environmentally conscious — a rare combination in Southeast Asia.
The city enforces strict rules on smoking, speed limits, and waste management, resulting in spotless streets and thriving green spaces like People’s Park.
Nearby attractions include Mount Apo, the Philippines' highest mountain (Mount Apo Info), and the crystal-clear waters of Samal Island.
Philippine tourism topped 5 million arrivals in 2023, yet few international visitors explore Davao’s unique blend of nature and order.
12. Toledo, Ohio: Art, Gardens, and Relaxed Living
"Toledo has this peaceful, laid-back vibe — and incredible gems like the Toledo Museum of Art." — Doug Crawford, Founder, Best Trade Schools
Overshadowed by nearby cities like Cleveland and Detroit, Toledo offers serious cultural weight without the crowds.
The Toledo Museum of Art is world-class — with a massive glass pavilion and masterpieces from Van Gogh to Monet — and it's completely free to enter.
Nature lovers can explore the Toledo Botanical Garden or kayak along the Maumee River. Festivals like the German-American Festival show off the city’s ethnic heritage (German American Festival).
Ohio drew over 219 million visitors in 2023 (Ohio Tourism), but Toledo remains a calm, affordable base for those who want art, food, and peace without big-city chaos.
13. North Fort Myers, Florida: Where Bikers and Nature Lovers Meet
"North Fort Myers offers stunning outdoor landscapes and a real sense of community." — Sonny Da Badger, Content Creator, Support Bikers
Florida is full of tourist traps — but North Fort Myers isn’t one of them. This laid-back town north of Fort Myers proper is a favorite among bikers, outdoor enthusiasts, and anyone tired of crowded beaches.
The Matlacha Pass Aquatic Preserve offers kayaking and scenic drives with water views on all sides (Florida State Parks). Cyclists and motorcyclists love the low-traffic roads winding through mangroves, past colorful fishing villages like Matlacha.
Florida set a new record with 135 million visitors in 2023, but somehow North Fort Myers maintains its small-town feel — the perfect antidote to the glitz of Miami or the chaos of Orlando.
14. Innsbruck, Austria: Urban Charm in the Heart of the Alps
"Innsbruck offers the perfect balance between alpine adventure and charming old-town life." — Sebastiaan Post, Content Marketer, Ostbacher Stern
Tucked between towering alpine peaks, Innsbruck feels like a secret for those who crave both outdoor adventures and rich city culture.
In winter, visitors can ski right from the city limits. In summer, they hike, bike, and paraglide through the surrounding Nordkette Mountains (Innsbruck Tourism).
Meanwhile, Innsbruck’s Old Town, with its medieval Golden Roof and baroque streets, reminds you you’re still deep in Europe’s historical heart.
The Tirol region posted a 15% increase in tourism numbers in 2023 (Tirol Werbung), as more travelers realize you don't have to choose between mountain thrills and cultural riches — you can have both.
Final Thoughts: Why These Hidden Cities Matter
These 14 destinations prove that travel’s true magic lies off the main roads.
Whether it’s an underground desert town in Australia, a lakeside Austrian village seemingly untouched by time, or a vibrant Balkan capital pulsing with youthful energy, these cities invite you to slow down, explore, and connect in ways the major hotspots simply can’t offer.
While major cities groan under the weight of mass tourism, these overlooked places are still writing their stories — and lucky travelers can become part of them.
If you're looking for authenticity, adventure, and true discovery — skip the bucket list and book a trip to one of these underrated treasures.
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