The Rise of Second Cities: Why Destination Dupes Are Trending for Easter 2026

With Easter soon approaching and many Brits searching the internet for the perfect holiday destination (+9900%*), new data from leading travel experience marketplace GetYourGuide reveals the destination dupes providing affordable, up-and-coming destinations which rival the typical tourist hotspots. 

In a recent survey from the leading global platform for unforgettable travel experiences, Brits have shown a clear shift in traveller preferences toward Destination Dupes. More than half (56%) have visited or would consider visiting a ‘copycat’ alternative to a famous hotspot – rising sharply to 65% of Gen Zs and 79% of Millennials. 

Affordability is the leading motivator driving the rise in Destination Dupes, with 4 in 10 (39%) citing lower costs as the key reason to swap a big-name destination for its lesser-known counterpart. Curiosity (34%), easier access (30%) and the appeal of fewer crowds (27%) also rank highly, while a third (29%) say they actively love discovering hidden gems.

Notably, 4 in 10 Brits (40%) admit they would visit a lookalike destination and let others believe it was the original – rising to half of Gen Zs (50%) and 7 in 10 Millennials (65%)– highlighting the growing social currency and shareability of under-the-radar travel.

GetYourGuide has collated travel expertise and search data to compile the top destinations for Brits to have on their radar for Easter 2026. Merging affordability with authenticity, these Second Cities should be number one on your travel list. 

Less crowded, more authentic European escapes:

Swap Naples for Matera, Italy: Matera offers an atmospheric blend of ancient cave dwellings, winding stone pathways and centuries-old history carved directly into the cliffs. Its unique Sassi districts create a sense of timeless tranquillity far removed from more crowded Italian hotspots. Visitors can enjoy a slower pace while exploring one of Europe’s most extraordinary urban landscapes.

Matera: Sassi Tour with Cave House and Rupestrian Church | GetYourGuide

Swap Marrakech for Fes, Morocco: Fes provides a rich cultural experience with sprawling souks, ornate palaces and artisan workshops set within one of the world’s oldest medinas. The city’s maze-like streets allow travellers to immerse themselves in Moroccan heritage without the heavy footfall of Marrakech. It’s an ideal destination for those seeking vibrant culture paired with a more relaxed atmosphere.

Fez: Souk Tour and Traditional Home Cooking Class | GetYourGuide

Swap Dubrovnik for Malta’s Mdina: Mdina, known as the “Silent City,” offers a serene alternative with its fortified walls, medieval streets and golden limestone architecture. Its cinematic ambience featured in Game of Thrones, adds a sense of grandeur without the crowds of Dubrovnik. The peaceful setting makes it perfect for history lovers and wanderers alike.

Malta: The Three Fortified Cities Tour including Boat Trip | GetYourGuide

Swap Rome for Italy’s lesser-known Lecce: Lecce captivates visitors with its stunning Baroque architecture, ornate churches and elegant piazzas bathed in warm southern light. Often called the ‘Florence of the South,’ the city offers all the charm of classical Italy with a fraction of the tourist traffic. Its lively food scene and relaxed pace make it a rewarding alternative to Rome.

Lecce: Street Food Tasting and Sightseeing Tour | GetYourGuide

Long-haul, less-travelled adventures;

Swap Athens or Cairo for Cambodia’s Siem Reap: Siem Reap serves as the gateway to the awe-inspiring temples of Angkor, offering a remarkable blend of archaeological grandeur and spiritual history. The region’s lush landscapes and ancient ruins create a sense of adventure that rivals the classical wonders of Greece or Egypt. Beyond the temples, the town offers a warm cultural welcome and a thriving local food scene, inspiring temples of Angkor, offering a remarkable blend of archaeological grandeur and spiritual history. The region’s lush landscapes and ancient ruins create a sense of adventure that rivals the classical wonders of Greece or Egypt. Beyond the temples, the town offers a warm cultural welcome and a thriving local food scene.

Siem Reap: Angkor Wat Sunrise and Full-Day Sightseeing Tour | GetYourGuide

Swap Barcelona for Medellín, Colombia: Medellín delights visitors with spring-like weather all year and a vibrant mix of art, innovation and urban greenery. Once transformed, the city now thrives with lively neighbourhoods, cablecar views and a dynamic cultural energy comparable to Barcelona. It’s an excellent choice for travellers seeking warmth, creativity and modern Latin American flair – car views and a dynamic cultural energy comparable to Barcelona. It’s an excellent choice for travellers seeking warmth, creativity and modern Latin American flair.

Medellín: Comuna 13 Graffiti Tour w/Street Food & Cable Car | GetYourGuide

Swap NYC for Philadelphia, USA: Philadelphia combines rich American history with a flourishing arts, dining and cultural scene, offering an engaging alternative to New York City. The city boasts expansive green spaces, including Fairmount Park, which surpasses Central Park in size, providing room to explore and unwind. Its compact layout makes it easy to experience landmark sites, museums and neighbourhoods at a more relaxed pace.

Philadelphia: Revolution and The Founders History Tour | GetYourGuide

One destination experiencing a big surge in Destination Dupe culture is Italy, as explained by Francesca De Falco, GetYourGuide’s regional manager of Italy:

“Many tourists know Italy for Rome and the Amalfi Coast, but travellers are also discovering new must-visit ‘destination dupes’ like Lecce and Matera. Our data confirms the trend: more than half of the Italian municipalities where GetYourGuide travellers book experiences have under 10,000 residents, showing many people are choosing destinations off the beaten path. That’s good news for everyone — travellers get authenticity without the crowds, and local communities are more likely to get the economic boost that travel brings,” said Francesca De Falco, GetYourGuide’s Regional Manager of Italy.

For more, visit getyourguide.com and follow along on LinkedIn, Instagram, TikTok and The Explorer. 

About the data

• GetYourGuide surveyed 1,000 travellers each in France, Germany, The United Kingdom and the United States via Toluna, on Oct. 6-7, 2025.
• Top destination dupes list identified uses traffic patterns on GetYourGuide’s Explorer blog, GetYourGuide platform data based on cities showing the strongest growth in search interest for guided tours (FY24-FY25) and in-house travel expertise.
• Google Trends showed a +9900% increase in searches for Easter holiday destinations from February 2025 to February 2026.

About GetYourGuide 

GetYourGuide is a leading global online marketplace to discover and book experiences worth traveling for. Travellers can use GetYourGuide to find things to do in more than 18,000 cities, including tours from local experts, exclusive access to must-see attractions, as well as immersive bucket-list experiences. More than 50,000 supply partners leverage GetYourGuide’s easy-to-use platform to grow their businesses, offering 200,000 experiences to travellers around the world. For more information, follow GetYourGuide on LinkedIn, Instagram and TikTok and visit getyourguide.com. 

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