With overtourism on the rise in several European countries like Greece, Spain, Italy and France, travellers are now looking for destinations where they can avoid the crowds while still having a memorable holiday.
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This trend is mainly driven by Gen Zers and millennials, who want more hidden gems and authentic experiences on their travels. This can be anything from finding destination dupes for more popular holiday spots, or off-the-grid places that focus on local communities and conservation.
Finding more affordable spots is another factor supporting this shift, too.
So, which under-visited European countries should you pick for your next getaway?
Moldova: Ancient wine culture and Soviet history
Moldova is one of the least visited and one of the most pocket-friendly countries in Europe. It only had around 525,100 tourists in 2025, according to data from the National Bureau of Statistics, as reported by SeeNews.
However, travellers who are looking for authentic and immersive experiences will not be disappointed here, with unspoilt rural landscapes and rich gastronomy.
The country has a unique blend of Soviet, Latin, Slavic and Romanian culture, especially visible in its architecture, which includes Soviet-style socialist realism in the capital, Chișnǎu.
Moldova is famous for its rich wine history, with travellers being able to explore the Mileștii Mici, which holds the largest wine collection in the world, as well as Cricova Winery, a huge underground city of wine.
Marvel at the “frozen in time” feel of the Transnistria region, often seen as a living Soviet-era museum, or explore the Orheiul Vechi (Old Orhei) monastery complex around 60km north of Chișnǎu. This complex has ancient cave monasteries, which are carved into limestone cliffs.
Hikers and outdoor lovers can explore the beautiful Codrii Forest or take a walk in the Stefan cel Mare Park in Chișnǎu.
Tuck into traditional hearty Moldovan cuisine like mămăligă (polenta) and plăcinte (stuffed pastries), along with local brandy and wine.
Travellers can also get a deeper glimpse into village life through a range of crafts, traditions and farming practices passed down through generations.
Liechtenstein: Fairytale charm and Alpine beauty
Liechtenstein is another European country with very few visitors, with only around 85,000 tourists in 2022, according to Planet of Hotels. One of the world’s smallest countries and one of the only two doubly-landlocked nations, it offers stunning Alpine natural beauty and a fairytale feel – complete with hilltop castle.
Take the quick 35-minute Citytrain Vaduz tour for an overview of the country and a deeper glimpse into traditional mountain life, royal history and contemporary art.
Visit the Vaduz Castle for scenic hiking and panoramic views, or head to the Liechtenstein National Museum, Stamp Museum, or Treasure Chamber. Wine lovers can also try a wine tasting at the Prince’s winery.
Contemporary and modern art fans will also love the Kunstmuseum Liechtenstein, a strikingly modern “black cube” museum.
Skiers can stay at Malbun, a cozy ski village famous for both summer hiking and winter skiing, while wildlife enthusiasts can take a guided tour with llamas in the mountains near Triesenberg.
Looking for a unique souvenir? Get your passport stamped at the Liechtenstein Center in Vaduz.
San Marino: Hilly beauty in the oldest republic of the world
Despite being a UNESCO World Heritage microstate and the oldest republic in the world, San Marino, surrounded by Italy, still sees very few tourists. Tourism numbers reached just over two million in 2025, according to Visit San Marino.
The country is one of the most affluent microstates and offers dramatic panoramic views of the Adriatic Sea and Italian countryside.
It is best explored on foot, with travellers able to visit its three medieval towers – Cesta, the 11th-century Guaita, and the scenic Montale, along the Witches’ Path (Passo delle Steghe), which offers breathtaking views of the Adriatic Sea and Apennines.
Explore the Piazza della Libertà and Palazzo Pubblico, for an insight into San Marino’s government and to see the changing of the guard or head to the neoclassical Basilica of Saint Marinus church.
Looking for more thrill? Take the Panorama Cable Car from Borgo Maggiore to the top of the city for stunning views.
Hike the Sentiero della Rupe cliff path, or explore the State Museum of San Marino and Stamp and Coin Museum for some historical and cultural insight. Shoppers can also find an array of stamps, ceramics and artisan goods along the cobbled streets.
Kosovo: Rugged mountain landscapes and Ottoman history
Kosovo, the youngest country in Europe, has not yet seen the limelight on tourist trails. The country offers a unique blend of dramatic mountains, vibrant cafe culture and rich Ottoman history. Kosovo saw 463,092 tourists in 2025, according to data from its Agency of Statistics.
Travellers can climb to the Kalaja Fortress in Prizren for panoramic city views, or visit the 17th-century Sinan Pasha Mosque.
Stroll along Mother Teresa Boulevard in Pristina, or visit the iconic Newborn Monument. The National Library also features some striking Brutalist architecture.
Visitors can head to the UNESCO-listed Gracanica Monastery near Pristina as well, along with the 14th-century Visoki Decani Monastery near Peja.
Hikers can try the Rugova Mountains or visit the Mirusha Waterfalls for scenic trails and swimming, while wildlife lovers can visit Pristina’s ethical Bear Sanctuary for formerly caged brown bears.
Explore the oldest bazaar in Kosovo, the Gjakova Grand Bazaar for traditional cafes and crafts or tuck into local delicacies like flija (a layered pancake) and gebapa (grilled meat).
North Macedonia: beautiful nature and rich cultural heritage
Although UNESCO-listed places like Lake Ohrid are seeing rising interest in the last few years, North Macedonia as a whole still remains largely undervisited. Around 1.2 million tourists visited the country between January and November last year, according to its State Statistical Office.
North Macedonia offers beautiful nature, Balkan history and rich cultural heritage.
The capital Skopje features a mix of modern and Ottoman-style architecture and is also the birthplace of Mother Teresa.
Visit Lake Ohrid, one of the deepest and oldest lakes in Europe, or the 13th-century church of St. Jovan Kaneo. Explore Ohrid’s Old Town or head to the Monastery of Saint Naum. Jewellery lovers can also buy traditional Ohrid pearls.
In Skopje, travellers can wander through the Old Bazaar or visit the Kale Fortress and walk along the Stone Bridge. There are also a number of statues to marvel at in the Macedonia Square.
For more adventure, take a boat trip to Vrelo Cave or hike along the canyon cliffs, with a range of other smaller monasteries nearby to visit.
North Macedonia also has three national parks – Mavrovo, Pelister and Galicica – to choose from, featuring high peaks, rocky trails and glacial lakes, along with rare wildlife like the Balkan lynx and Dalmatian pelican.
Tour wineries in the Vardar Valley, where visitors can also try rakija, a local fruit brandy.
