The Unexpected Reason Tourism Is Surging in Smaller Cities

I heard a jazz trio playing in the corner of a brick café in Petaluma, California, shortly after sunset. Across from me, a couple from Chicago sipped wine and marveled at how relaxed everything was. One of them said, “This feels more like what we needed, but we were supposed to be in San Francisco.” This sentiment, which is becoming more prevalent in smaller cities across the nation, is indicative of a more profound change in the way and destinations that people choose to visit.

Places that have long been regarded as secondary or just ignored are seeing a modest surge in tourism. Visitors who may have previously chosen New York, Geneva, or Santorini are now flocking to cities like Asheville, Quebec City, Ghent, and Bodrum. This change is being driven by preference rather than merely price. More than landmarks, travelers are looking for locations where they can still feel free to breathe, stay, and interact.

People are tired of crowded tourism and exorbitant lodging prices, especially since the pandemic. Daily tourist restrictions and new charges have garnered international attention in cities like Venice and Amsterdam. However, rather than completely discouraging travel, these rules are encouraging individuals to explore lesser-known locations that feel significantly better in every aspect save crowd density.

Intriguingly, social media has contributed to this change. Previously criticized for promoting excessive travel, social media sites such as Instagram are increasingly promoting less visited places as fashionable substitutes. Travelers can experience something remarkably similar to the original, but with a different rhythm and frequently at a shockingly low cost, with destination dupes, as they are now known. In addition to saving money, going to Bodrum rather than St. Tropez or Ghent rather than Bruges frequently enhances the experience by lowering stress levels.

These trends aren’t artificial; rather, they’re the result of changes in behavior that represent how individuals choose to navigate space. Many are looking for quieter, more immersive experiences, traveling more slowly, and staying longer. They are picking locations that allow for exploration, where a lengthy lunch is an essential component of the experience rather than a compromise on the timetable. Smaller cities are quite good at providing that independence.

Additionally, tourists are boosting local economies by spending time in these locations. Once struggling with foot traffic, restaurants, bookshops, and boutique inns are now completely booked on weekends. Communities who don’t normally rely on tourists benefit most from this influx of income from tourism. What used to seem like a forgotten halt en route to another location is now the final destination.

According to data released by Expedia and Skyscanner in recent months, searches for alternative cities have increased dramatically. Instead of Seoul, try Taipei. Perth rather than Sydney. Pattaya rather than Bangkok. These are deliberate decisions made by tourists seeking something new and more grounded, not just inexpensive options.

Last spring, I ended up in Lecce one evening rather than Florence. I ended up staying three days longer than I had expected due to a brief diversion. The food was delicious, the pace felt more suited for strolling than racing, and the streets were lined with honey-colored Baroque houses. I recall thinking that I had simply seen the city unfold without ever looking up a landmark on Google Maps.

This change is being driven by more than just personal preferences. Decisions are becoming more and more influenced by environmental consciousness, particularly among younger tourists. Due to the substantial carbon footprint of flights, many people are choosing more eco-friendly and exciting road vacations or regional train travel. Traveling near home has become more popular not just due to its ease but also because it reflects ideals of resourcefulness and responsibility.

Flexibility is also very important. Traveling locally allows for spontaneity that is rarely possible on foreign trips. It’s simpler to depart on a Friday and return on Sunday night, completely rejuvenated, without having to deal with visa paperwork or lengthy flights. It is more financially and emotionally accessible because travelers can change their plans without incurring fines or dealing with difficult difficulties.

One more benefit? Time. Short journeys are particularly well-served by smaller cities. These locations let people make the most of their limited vacation time without feeling pressured, whether it’s a five-day “work-from-anywhere” arrangement or a two-day weekend break. A growing number of small communities, from rural art havens to coastal towns, are ready to welcome tourists without the weight of scale.

Smaller city tourist boards are becoming noticeably more deliberate as this trend continues. They’re making investments in smart infrastructure, such as walkable areas, better public transportation, and boutique lodging, and they’re focusing their marketing efforts on tourists who want authenticity. However, in contrast to major cities around the world, they are using this approach gently in order to avoid the dangers associated with unrestrained visitor expansion.

The fact that these locations provide something that cannot be duplicated is probably what inspires me the most. a feeling of exploration. A dinner with locals without any translations on the menu. A event where nobody is attempting to sell you a magnet. These moments seem genuine—and quite uncommon. And smaller cities are in a unique position to provide that kind of connection as more people look for it.

This does not imply that big cities are disappearing. They continue to be iconic and will continue to draw a certain number of tourists. However, the story is changing. People are starting to realize that they may have a Parisian experience without really visiting the city, or that the most popular or costly trip isn’t usually the best one.