Smaller cities are gaining attention as travelers look for lower costs, fewer crowds, and experiences that feel less predictable.
1. Fewer Crowds
Overcrowding is becoming a major reason to skip famous destinations.
KAYAK’s 2026 travel research found that 85% of surveyed travelers would rather visit a rural area or smaller city than a major hub, partly because of thinner crowds.
2. Lower Prices
Smaller destinations can also offer better value for accommodation, dining, and activities.
KAYAK specifically identifies value as a major factor behind the shift toward less-established destinations as travelers deal with economic uncertainty.
3. More Authentic Experiences
Travelers are looking beyond famous attractions for experiences that feel connected to local life.
KAYAK found 30% of surveyed travelers want a more genuine experience, such as visiting local bakeries, independent restaurants, and neighborhood businesses.
4. Social Media Is Finding the Hidden Gems
Smaller cities are not necessarily staying hidden.
KAYAK found that roughly one in eight travelers had been inspired to visit lesser-known destinations after discovering them online, helping previously overlooked places enter mainstream travel planning.
5. Shorter Trips Make Them Easier
Smaller cities often work well for weekend or short-haul trips.
KAYAK found that 61% of travelers planned several shorter trips in 2026, while searches for one-to-three-night hotel stays increased 6% year over year.
6. Travelers Want Something New
Familiar destinations can start feeling repetitive, especially when the same landmarks dominate social feeds.
KAYAK found 74% of Gen Z and 72% of Millennials want to visit places they have never been before, helping drive interest toward destinations outside the traditional tourist circuit.