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Italy, France, Switzerland,Germany, done. What’s next?

For the well-travelled Europhile, these fast- growing destinations are where to go next

The Heydar Aliyev Center in Azerbaijan. Photo: Alamy
The Heydar Aliyev Center in Azerbaijan. Photo: Alamy

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France, Spain, Italy and the UK may be among the world’s most frequented vacation hubs—with France taking the global crown with a staggering 86.9 million international tourist arrivals annually—but these already popular places can only stand to grow so much each year.

This leaves lesser known destinations, such as the Republic of Moldova, to jump farther faster. According to new data from the UN World Tourism Organization (UNWTO), in 2017, for instance, French tourism grew by 5.1%, while its landlocked competitor—nestled between Ukraine and Romania—saw a visitation spike of 19.6% when it welcomed 145,000 visitors last year.

“When you’re talking about these fast-growing destinations in Europe, there’s often a lack of name recognition, compared to more popular countries,” says Warren Chang, chief operating officer for bespoke travel outfitter Cox & Kings’ Americas division. “But so many of these places have robust histories and a really understated romantic feel—plus diversity of culture and beautiful nature.”

Another benefit, he says, is accessibility. “Off-the-beaten-path travel is more comfortable in Europe, where English is more commonly spoken, and while it might take time for a place like Moldova to develop as a stand-alone destination, it’s easy for people to tack short explorations of these countries on to their existing itineraries,” Chang says.

For the well-travelled Europhile—and those whose definitions of Europe stretch beyond Western Europe to include, as UNWTO does, countries in Central Asia and the Middle East—these are the top nine places to go next. They’re ranked by year-on-year growth.

The 13th century Noravank monastery in Armenia. Photo: iStock



Among the destinations Chang expects to surge in 2019 is Armenia. In fact, Cox & Kings is set to join outfitters like Abercrombie & Kent, Ker & Downey, and TCS World Travel, which already serve the destination. They tout historical riches such as Mt Ararat (where Noah’s Ark is said to have made landfall), the charming capital of Yerevan, and—yes—its most famous cultural descendants, the Kardashians.

Guests also get in deep with local traditions: visiting brandy distilleries, meeting carpet makers, hearing spiritual chants in ancient monasteries, and learning to make lavash (a type of local flatbread) with an Armenian family.



As Croatia deals with extreme over-tourism (it notched a record 15 million arrivals last year), the remaining Balkan locales are emerging as a fascinating, crowd-free alternative. Bosnia and Herzegovina is leading the pack, with its 16th century mosques, Ottoman architecture, and vibrant street art scene. Many travellers take day or weekend trips to scenic Mostar—a quick way to scratch the surface—but it’s also possible to dedicate a whole vacation to this historically rich country, including the diverse capital of Sarajevo, the towering waterfalls at Kravica, and the mountain village of Lukomir, said to be the country’s most isolated enclave.

The Wailing Wall in Jerusalem. Photo: iStock



The sharp percentage growth in tourism to Moldova reflects what is, in reality, an incredibly nascent tourism scene: This little republic (population: 2.5 million) has in recent years held the title of least-visited destination in Europe. But that’s changing thanks to a cultural resurgence marked by a burgeoning wine scene and unspoiled natural beauty. “The country has some of the best up-and-coming vineyards on the continent, including a vineyard that sits on top of 125 miles of underground cellar tunnels—the largest quality wine collection in the world,” says Darshika Jones, North American director for Intrepid Travel.



Yes, the World Tourism Organization places Azerbaijan in Central/Eastern Europe in its report. The Caspian Sea-facing capital, Baku, is a fascinating hodgepodge of old and new. Its cobbled Old Town streets are lined with market stalls and well-preserved buildings, while the Flame Towers downtown are a modern architectural marvel in the vein of the Burj Khalifa.

That the city likens itself to the “new Dubai” is no accident—it’s an oil-rich, fast-growing hub at the intersection of Europe, Asia, and the Middle East. Combine a visit to the capital with some of Azerbaijan’s more remote delights, such as seeing copper artisans in Lahic or petroglyphs in Qobustan National Park.

The Seljalandsfoss waterfall in Iceland. Photo: Alamy



Riding the Balkan heat wave is Macedonia, whose long-time claim to fame stems from hometown hero Alexander the Great. Like Moldova, its visitation numbers are exceedingly small—it claimed just 631,000 arrivals in 2017—making it one of the least-discovered destinations in Europe. Few luxury outfitters plan trips here, though Cox & Kings is an exception; on an itinerary that combines Macedonia with several of its neighbours, such as Croatia and Montenegro, the operator includes places that include the 10th century Byzantine church, Sveti Naum, set high on a cliff near Lake Ohrid.



Haven’t been to Iceland yet? What are you waiting for? The country has been skyrocketing to the top of bucket lists for years and has multiplied its arrivals by 450% since 2010. The red-hot growth shows no signs of slowing down as the country ramps up its luxury infrastructure with posh hotels (some with secret VIP suites) and exclusive experiences. That’s making it a focus for luxury travel outfit Black Tomato, says co-founder Tom Marchant. “We’re developing new, once-in-a-lifetime programmes everywhere from underground hot springs to vast highland lakes and waterfalls—think meditation in glacial caves, private hot spring spas, and heli-yoga atop a volcano.”



It may be surprising to see the World Tourism Organization categorize this Middle Eastern country as part of Europe, but anyone who’s eaten their way through Tel Aviv or Jerusalem will understand how well tiny Israel competes with its mainland continental rivals. The country’s diverse culinary traditions have become as big a draw as its religious and historical significance. Many itineraries focus on the dramatic landscapes and ancient towns that literally bring the Bible to life. “It’s not about what’s new in this ancient land,” says Abercrombie & Kent’s vice-president of product development, Stefanie Schmudde.



You heard it here first: Georgia is next on the lips of serious globetrotters. To many industry insiders, including Marchant, this next-big-thing seemed to come out of nowhere. But once you look behind the surface, it makes sense, he says. Why? “As culinary adventures become an increasingly prevalent catalyst for travel, Georgia’s historic cuisine is offering the perfect excuse to visit this untouched corner of Europe.” Add a batch of ultra-cool hotels, bars, and restaurants in the capital of Tbilisi—like Stamba, a new Design Hotel property in an old publishing house, with a posh, Orient Express-inspired casino—and you’ll see what all the fuss is about.


31.1% year-on-year growth

If you can’t pinpoint the tiny republic of San Marino on a map, you’re not alone: The medieval microstate sits in northern Italy, on a cluster of mountain peaks that lead down to the Adriatic city of Rimini (driving there from Florence is a straight, 3-hour, eastward journey.) In 2017, San Marino claimed more than two visitors for each of its 33,000 residents, notching 78,000 arrivals in total. It’s not a lot, but for a microstate that’s just 24 sq. miles, it’s nothing to sneeze at, either.

Despite UNWTO figures, no company points to San Marino as a particularly burgeoning destination. Abercrombie & Kent, however, said it fields rare requests here, wrapping together visits to the three castles that are marvellously situated on Monte Titano. It’s especially popular with stamp and coin collectors, said Liam Dunch, the company’s product manager for Europe, since the local versions are rare and in high demand. Here, you’ll probably spend your days—or, let’s be real, a day—looking at frescoes in the 15th century church of San Francesco or surveying the landscape from San Marino’s funicular. Its main destination? The postal museum, of course.

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