Britons Ditch Mediterranean Hotspots for Budget “Destination Dupes”

British holidaymakers, known for their enduring affection for Mediterranean beaches, are increasingly diversifying their travel choices.

A burgeoning trend for “destination dupes,” largely fueled by social media platforms like TikTok, is inspiring tourists to explore more affordable and less crowded alternatives to traditional hotspots. Latest figures reveal a notable shift from familiar locales like Málaga and Benidorm towards emerging destinations in the Balkans and other regions.

 

The Rise of “Destination Dupes”

The term “destination dupes” was originally coined by the travel firm Expedia in 2023, recognizing a growing pattern among influencers who were promoting “duplicate destinations.” This trend mirrors the popular phenomenon of “dupe” culture in fashion, where affordable imitations of designer items gain traction.

 

In the travel sphere, it translates to identifying locations that offer comparable scenic beauty, cultural experiences, or adventurous pursuits to popular, often expensive destinations, but at a significantly lower cost. TikTok, with its vast reach and visual appeal, has become a primary driver, showcasing stunning yet budget-friendly alternatives.

 

Flight Data Reveals a Geographic Shift

Analysis of Civil Aviation Authority (CAA) data for 2024 highlights a dramatic reorientation in British travel patterns. Flights from the UK to Bosnia and Herzegovina surged by an impressive 284% compared to the previous year, while trips to Montenegro saw a substantial increase of 164%. Albania, often dubbed “the new Croatia” due to its picturesque coastlines and growing tourism infrastructure, experienced a 61% rise in UK visitors.

 

Beyond Europe, the data, analyzed by Manchester Airports Group, also revealed a doubling of flights to Azerbaijan between 2023 and 2024. Furthermore, several African nations — Tunisia, Rwanda, Morocco, and Ghana — featured in the top 10 for the largest increases in UK flight traffic during the same period, indicating a broadening of horizons for British travelers.

 

Why Travelers Are Opting for Alternatives

Several converging factors are compelling Britons to seek out these “dupe” destinations:

• Cost of Living Crisis: The most significant driver is undoubtedly the ongoing cost of living crisis. As travel blogger Tara Tadlock, who boasts nearly 15,000 Instagram followers, explains, summer months typically see accommodation prices skyrocket in popular Mediterranean areas, with some restaurants even adjusting menus to charge extra. “The cost of living is a huge driver,” Tadlock states, highlighting the immediate financial benefit of choosing more affordable locales where daily expenses are lower.
• Escaping Overtourism and Crowds: Beyond budget constraints, a strong desire to escape the pervasive issue of overtourism is influencing choices. Many traditional hotspots have become excessively congested, leading to diminished experiences where tourists face long queues, overcrowded attractions, and a diluted sense of authenticity. “The experience I think is a little dampened when you have to wait in line for two hours,” Tadlock noted, reflecting a common sentiment among travelers.
• Post-COVID Adventure Seeking: The post-pandemic period has also ignited a burst of adventurous spirit among some holidaymakers. Having been confined for extended periods, there’s a renewed appetite for exploring lesser-known places and unique cultural experiences that offer something different from the typical resort holiday.
• Insta-Friendly Scenery for Less: Influencers adeptly highlight that these “dupe” destinations often offer equally stunning, Instagram-worthy scenery – from Montenegro’s dramatic Kotor Bay and Albania’s pristine beaches to North Macedonia’s serene lakes and historical sites – all for a fraction of the cost of their more famous counterparts.

 

A Multi-Generational Travel Trend

The “destination dupes” trend is not exclusive to younger generations. While TikTok’s influence is undeniable among Gen Z travelers, CAA figures demonstrate that millennials and even their parents comprise the majority of passengers heading to regions like the Balkans.

 

Under-25s accounted for one in five arrivals in Albania and 13% of those flying to Montenegro, but older demographics also showed significant interest. Research by Expedia confirms this, indicating that 76% of boomers (born between 1946 and 1964) prioritize quieter places compared to only 40% of Gen Z.

 

However, younger generations are significantly more inspired by online influencers (41% versus 5% for boomers) when seeking new adventures.

 

The Power of Social Media and Sustainability Awareness

Andrew Macmillan, Chief Strategy Officer at Manchester Airports Group, emphasized the transformative power of social media on travel choices. “Since 2019, the rise in popularity of platforms like TikTok has resulted in hidden gem destinations becoming not so hidden,” he noted, leading to a surge in trips. This digital word-of-mouth has democratized travel information, making once-obscure destinations easily discoverable.

 

Furthermore, there’s a growing consumer awareness around sustainability and the environmental and social impact of tourism. Travelers are increasingly considering the effects of their choices on local communities and ecosystems.

 

Choosing “dupe” destinations, which often have less developed tourism infrastructures, can align with a desire for more responsible and sustainable travel practices, as they help to disperse tourist traffic away from overstressed areas.

 

Enduring Appeal of Traditional Hotspots

Despite the significant rise of “destination dupes,” old habits die hard for many British holidaymakers. Traditional Mediterranean hotspots continue to attract millions. In 2024, Tenerife remained the most popular holiday destination from the UK, receiving 3 million passengers, followed by Málaga, Mallorca, and Alicante. In comparison, while Bosnia and Herzegovina saw an almost threefold increase, it hosted only 80,000 visits.

 

Albania welcomed just under a million passengers, and Montenegro over 220,000. This stark contrast underscores that while the appetite for new, affordable, and less crowded destinations is growing rapidly, the established appeal of classic Mediterranean getaways remains incredibly strong.

 

The evolving travel landscape for Britons showcases a dynamic interplay between affordability, the desire for authentic experiences, the powerful influence of social media, and a growing awareness of sustainable tourism, all reshaping how and where people choose to holiday.