MUGFOUNDRY

There are many reasons that Britons have a long-standing love affair with the beaches of the Mediterranean.

But research suggests more travellers are swapping Mallorca for North Macedonia and Alicante for the Albanian Riviera, seemingly inspired by a Gen Z-driven TikTok trend for ‘destination dupes’.

Flights from the UK to Balkan countries including Bosnia and Herzegovina,Montenegro and Morocco have soared over the past two years, analysis of Civil Aviation Authority (CAA) data shows.

Experts say social media is influencing holidaymakers to explore lesser-visited locations, as people lean into ‘slow tourism’ — and away from overcrowded hotspots.

But popularity brings problems. Last summer, Metro‘s Alice Murphy travelled along the Albanian Riviera, widely dubbed the ‘Maldives of Europe’, and discovered it looks a lot different than what we see online.

With that in mind, we asked travel experts for their top ‘dupes’ for summer 2025.

Calabria, Italy

Dupe for: Puglia, Italy

If Puglia is in the heel of Italy, Calabria would be in the toe. This Southern region boasts stunning sandy (and rocky) beaches along its rugged coastline – but despite it being a holiday favourite among Italians, it’s is largely unknown to those outside of the country.

Traces of the region’s history can be found scattered around the region, dating back to the 6th and 7th century in the Caves of Zungri, a settlement consisting of caves dug into the sandstone and natural springs.

You can also head to Tropea, a village founded by none other than Hercules himself (yes, really) after liberating the settlement from giants (okay, maybe not really). Tropea was also crowned Italy’s most beautiful village in 2021.

Altea, Spain

Dupe for: Santorini, Greece

Whitewashed buildings, panoramic views and romantic sunsets are just three of the things that make Santorini a highly sought-after holiday destination.

But the beautiful Greek island has been dealing with many challenges.

Last year, mayor Nikos Zorzos warned that the high number of visitors and the building boom of the last few years could ‘destroy’ Santorini.

The strain on services from cruise ships has led to the government imposing a tourist tax of €20 (roughly £16.80) on passengers disembarking during peak summer.

Altea, found in the Costa Blanca region, boasts the same winding cobbled streets, blue-domed landmarks and views over the sea — hence its nickname, the ‘Santorini of Spain’.

Located south of Valencia and just a stone’s throw from Benidorm, tourists can wander through the old town, stopping off to sip a café con leche in the square. Its charming streets are lined with white-washed houses, small boutiques and bright bougainvillea.

Plovdiv, Bulgaria

Dupe for: Historic cities such as Berlin or Paris

Bulgaria is known for its budget-friendly ski resorts and fairytale seaside towns, but it’s also home to the oldest city in Europe.

Ancient ruins, charming architecture and a thriving arts and culture scene are just some of the reasons why the historic outpost of Plovdiv appeared on many must-visit lists for 2025.

Founded in 6000 BC, history buffs can marvel at the remnants of the city’s past, including the Ancient Theatre of Philippopolis, which dates back to Roman times, and the cobbled streets of the Old Town, which mix medieval and 19th-century architecture.

It offers much of the history, art and culture of major European capitals such as Paris and Berlin, without the crowds or costs.

But there’s much more to Plovdiv than its historical sites, the city is a cultural hub in Bulgaria and has been the European Capital of Culture twice, most recently in 2019.

As of January 1, 2025, Bulgaria is part of the Schengen free-travel zone, along with neighbouring country Romania, and now that border controls have been simplified for EU citizens, Plovdiv may well become a new tourist hotspot.

Liverpool, UK

Dupe for: London, UK

Of course, a trip to London never disappoints, but head further north, and Liverpool is full of surprises.

The Cavern Club is a must visit for any Beatles fans, said to be the place where John, Paul, George and Ringo found their sound – they played there 292 times. If sport is more your thing, you can take a a behind-the-scene tours of Anfield Stadium, home to Liverpool FC.

The city also has the UK’s largest number of museums and galleries outside of London, including Tate Liverpool and The International Slavery Museum.

And, when you consider London is one of the most expensive cities in the world, you can stay in a three-star hotel in Liverpool for two nights for just £162 (based on two people sharing, in January).

Chiang Dao, Thailand

Dupe for: Phuket, Thailand

Experts at Booking.com say that Chiang Dao – often dubbed ‘Little Tuscany’ due to its wine production – is a doppelganger Phuket, Thailand’s largest and most popular tourist island.

Chiang Dao means ‘City of Stars’ due to its peaks that reach up to 2,186m. But it’s best known for the sights below ground: the stalactite-laden caves and Buddhist shrines within.

A must-see is Wat Tham Pha Plong Chiang Dao, the ‘walking temple’ with jungle views from a gilded hilltop temple accessible by a staircase lined with Buddhist proverbs. Hot springs and a waterfall can also be explored in the Pha Daeng National Park.

Perth, Australia

Dupe for: Sydney, Australia

Let’s start with the fact that Perth is the only Australian destination you can get to from the UK with a direct flight.

Though it’s considerably smaller than Sydney, Perth is just as beautiful – Cottesloe Beach gives the Harbour City’s iconic Bondi a run for its money.

Perth’s Cultural Centre includes the Perth Institute of Contemporary Arts and the Art Gallery of Western Australia and for nature lovers, Nambung National Park is a must-visit for The Pinnacles: limestone formations that may have been formed up to 500,000 years ago.

It’s no surprise that flight searches are up 109%.

Vlorë, Albania

Dupe for: Split, Croatia

Bordering Greece and just a hop across from Croatia, Albania shares a climate with these holiday behemoths, but not the crowds or the steadily climbing costs.

For pristine, unspoiled beaches against a backdrop of impressive mountains and cheap-as-chips restaurants, head to Vlorë, situated on the flamboyantly named ‘Albanian Riviera’.

By day, you can relax by the idyllic Ionian Sea or head to one of the area’s growing music and wellness festivals.

By night, this historic destination comes alive, with the vibrant old town bustling with boutique shops and eateries. It’s quieter than Croatia’s Split, but doesn’t compromise on atmosphere.

The cost of living in Albania’s capital, Tirana, is around 61% lower than in London, leading to Albania being named as one of the cheapest up and coming holiday destinations.

Metro’s Martina Andretta spent a remarkably cheap weekend there in March, parting with just £70 a day. Check out her itinerary in full here.

In some areas, a meal for two in an inexpensive restaurant will cost as little as £5. And did we mention the cuisine takes inspiration from both Italy and Greece? What’s not to love?

Curaçao, Caribbean

Dupe for: St Martin, Caribbean

If you want sun, sea and sand, you can’t go wrong with the Caribbean, and Expedia says that the Dutch Caribbean island of Curaçao could be a great alternative to the more popular St Martin.

Go scuba diving to check out the coral formations of the Mushroom Forest and cave, or out of the water, the cheery multi-colored 18th-century buildings on the Handelskade waterfront are sure to bring a smile to your face — reminiscent of St. Martin’s French colonial past.

This article was originally published on 29 November 2023, and has been updated to reflect recent data.

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