The questions coming through enquiry forms have started to sound different.
Clients aren’t always asking for Venice. They’re asking for “somewhere like Venice, but quieter.” They don’t necessarily want Barcelona in August. They want the vibe without the crowds.
The industry is calling it “echo-city” travel. And recent booking data suggests it’s becoming a significant factor in destination selection.
TL;DR
- A growing share of UK travellers now actively avoid tourist hotspots
- Search interest for “hidden gem destinations” has risen sharply
- Echo-cities offer similar experiences to famous destinations, minus the crowds
- Spring and autumn bookings appear to be driving this trend
- Destination knowledge becomes a genuine differentiator for agents
What Is Echo-City Travel?
An echo-city is a lesser-known destination that offers a similar experience to a famous one.
Think Verona instead of Venice. Agadir instead of Marrakech. Puglia instead of the Amalfi Coast. Oporto instead of Lisbon. Valencia instead of Barcelona.
Same region. Similar culture, food, and scenery. Fewer selfie sticks blocking the view.
The term captures something travellers have been expressing for a while: fatigue with overtourism. They’ve seen the photos of queues snaking around the Trevi Fountain. They’ve heard stories about Amsterdam locals protesting cruise ships. They want the holiday, not the headache.
Why This Matters for Agents
- Clients actively seeking alternatives often need expertise to find them
- Echo-cities frequently offer better value for money
- Destination knowledge becomes genuinely valuable in these conversations
The Numbers Behind the Shift
Industry research suggests this isn’t a small trend.
According to recent UK travel surveys, a significant and growing share of travellers now factor crowd avoidance into their destination choices. Search interest for “hidden gem destinations” has risen sharply year on year, indicating clients are doing their research before enquiries.
This pattern appears strongest in spring and autumn. Shoulder-season travellers want pleasant weather and peaceful streets. They’re often willing to travel outside school holidays to get both.
Interestingly, this behaviour spans age groups. It’s not only retirees seeking quiet. Younger travellers report similar frustrations with fighting for restaurant tables and beach space.
Why This Matters for Agents
- Many clients may be open to alternatives before they’re even suggested
- Shoulder-season bookings can spread income more evenly through the year
- Echo-city knowledge offers something online booking engines struggle to replicate
The Swaps Gaining Traction
Here’s where it gets practical. These echo-city swaps are appearing in booking patterns right now.
Venice → Verona + Lake Garda Verona delivers romance, history, and Italian charm without the cruise-ship crowds. Add Lake Garda for a twin-centre that ticks every box. Clients get a similar experience with more breathing room.
Marrakech → Agadir For clients who want Morocco but feel overwhelmed by medina chaos, Agadir offers beaches, souks, and Atlas Mountain excursions. It’s Morocco at a gentler pace.
Amalfi Coast → Puglia Puglia is having a moment. Whitewashed towns, incredible food, coastline that rivals anywhere in Italy. And it’s easier to get a table for dinner without booking months ahead.
Barcelona → Valencia Valencia has the architecture, the beaches, and the food scene. What it doesn’t have is La Rambla gridlock. Clients who’ve “done Barcelona” often respond well to Valencia.
Dubrovnik → Split or Montenegro Game of Thrones put Dubrovnik on every bucket list. Split offers similar Dalmatian coast beauty with more elbow room. Montenegro is emerging as a quieter alternative on the Adriatic.
Why This Matters for Agents
- These swaps work because they deliver on the original promise
- Twin-centre itineraries can increase booking values
- The conversation shifts from “talking clients out of” to “upgrading their experience”
The Positioning Opportunity
This trend creates space for agents to differentiate through destination knowledge.
Framing matters. Leading with the benefit helps: better experiences, not compromises. Language like “Same region, better experience, fewer people” tends to resonate.
When clients mention a popular destination, validating their choice before offering an alternative often works well. “Venice is beautiful. Have you considered adding Verona? You get the romance without the queues.”
Social media lends itself to this topic. Comparison content sparks conversation and can attract enquiries from travellers already thinking about alternatives.
Why This Matters for Agents
- Positioning around expertise builds a recognisable brand
- Echo-city knowledge is difficult to replicate with a Google search
- The value sits in knowledge, not only in booking
You Might Also Be Wondering…
Do echo-cities have the same flight access? Often, yes. Budget airlines have expanded routes to secondary cities. Connections through regional airports are worth checking too.
Will clients feel like they’re missing out? Rarely. Most travellers who choose echo-cities report higher satisfaction because they could actually enjoy the destination without crowds.
Is this trend here to stay? Overtourism pressures aren’t going away. Neither, it seems, is the desire to escape them.
Agent Advantage Insight
Echo-city travel hands agents a genuine differentiator. Online booking platforms tend to push popular destinations because algorithms favour volume. Agents can offer something different: local knowledge, thoughtful alternatives, and itineraries that deliver on the holiday promise. When a client wants “somewhere like Santorini but quieter,” having the answer ready is valuable. That’s the kind of expertise worth paying for.
