Secret Europe: top five under-the-radar destinations

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last updated 10 September 2018

Europe is an incredibly diverse continent brimming with history and culture, often in places that don’t typically figure on the tourist maps. I love visiting places like these, either with work or, whenever I get the chance, with my family.

New flight routes, festivals and anniversaries help to bring such destinations to the forefront, and at Preferred Hotels & Resorts we are seeing a growing demand for luxury accommodation in these less well known destinations, which have much to offer discerning frequent travellers.

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Georgia is fast becoming the hottest new destination in Europe for intrepid travellers. I loved exploring the region of Kakheti, in particular the town of Sighnaghi, with its quaint cobbled streets, terracotta roofs and multi-coloured balconies. This region is thought to be where wine originated, more than 8,000 years ago, and oenophiles will be fascinated by the ancient wine-making methods in which clay pots – or qvevri – are used to ferment the wine underground. There is nothing better than sipping a glass of the country’s finest as you enjoy views across the Caucasus mountains (top photo).

If you are a lover of modern art then a visit to the shimmering Guggenheim museum in Bilbao is essential. Some of my favourite artists, including Rothko, Warhol and de Kooning, are featured in the diverse and frequently rotating exhibitions. Designed by Frank Gehry, the museum opened just over 20 years ago, since when it has been spearheading the arts and cultural renaissance of Bilbao. The city is also enjoying a recent blossoming foodie scene.

The home of golf has so much more to offer visitors beyond some of the world’s finest links courses. For such a small town it has an impressive collection of museums, as well as an impressive ruined castle and St Andrews University, the third oldest in the English-speaking world. The town centre itself has a vibrant atmosphere, thanks to a host of independent shops, restaurants, and galleries set against the magnificent backdrop of the medieval Royal Burgh. I would highly recommend a long weekend spent exploring the town.

I am constantly in awe when I discover yet another beautiful destination in Italy that I hadn’t heard of. Matera, in the southern region of Basilicata, is about to take its place on the map for cultivated travellers, having being awarded the 2019 European Capital of Culture. Matera, an ancient city steeped in history, is home to the Sassi, a collection of cave dwellings and rock churches which date back more than 7,000 years. Now a Unesco world heritage site, they are still surprisingly undiscovered.

For travellers looking to ski somewhere a little off-the-beaten-path this winter, I recommend a visit to Åre in western Sweden. This destination has been more accessible to UK travellers since easyJet launched direct flights from Gatwick to Åre-Ostersunde last year. This resort, Sweden’s largest downhill ski area, gives the Alps a run for their money, and prides itself on a wide range of off-piste activities, including husky sleigh rides, cross-country skiing, reindeer and moose spotting, visits to indigenous Sami villages, and even a zip line park.

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