Europe has long been a magnet for travelers, with iconic capitals like Paris, Rome, Madrid, and Vienna drawing millions of visitors every year. But with overtourism straining many capitals, more travelers are now looking for alternatives—destinations that still offer culture, charm, and affordability without the overwhelming crowds.
The answer? Second cities.
According to new research by luggage storage company Radical Storage, second cities—defined as the second-most populated city in each European country—are often more rewarding than their capitals. In fact, out of the 44 European countries studied, the second city was found to be a better tourist destination than the capital in 10 of them.
The study scored each city based on six key factors: shopping, accommodation, food, culture, accessibility, and local attractions, ranking them on a scale from 0 to 10. The results reveal a fascinating list of destinations where culture meets affordability, and where the pace of life feels more authentic than in bustling capitals.
So, which second cities should you add to your bucket list in 2025? Let’s explore the top contenders and why they’re perfect for your next European adventure.
1. Novi Sad, Serbia – A Youthful Hub of Culture and Music
Topping the list is Novi Sad, Serbia’s vibrant second city, scoring 5.87 out of 10. Often overlooked in favor of Belgrade, Novi Sad has carved out its own identity as a hub of youth culture and creativity.
Crowned European Youth Capital in 2019 and a UNESCO Creative City in 2023, Novi Sad is both walkable and buzzing with energy. Students and young travelers flock here thanks to its affordable lifestyle and legendary EXIT Festival, one of Europe’s most famous music events held in the Petrovaradin Fortress.
- Top attractions: The 17th-century Petrovaradin Fortress with its tunnels and clock tower, the Gothic Name of Mary Church, and the colorful old town (Stari Grad).
- Laid-back vibe: Enjoy cozy laneway bars, quirky galleries, and the 700-meter Danube beach, a favorite local hangout spot.
- Affordability: With 102 attractions rated 4 stars or more, average entry fees of just €1.7, and main meals costing around €8.4, Novi Sad is one of the cheapest cultural gems in Europe.
2. Barcelona, Spain – Mediterranean Magic Beyond Madrid
It might be hard to call Barcelona a hidden gem, but when compared to Spain’s capital, Madrid, it offers a different vibe—and one that scored 5.75 in the study.
Barcelona is a melting pot of Mediterranean charm, modernism, and global culture. While the crowds are undeniable, the city still delivers experiences you won’t find anywhere else.
- Architecture: Marvel at Gaudí’s masterpieces, from the iconic Sagrada Família and Casa Batlló to the whimsical Park Güell.
- Culture & festivals: Dive into tapas traditions, sip on cava, or join in on La Mercè Festival and Sant Jordi’s Day, where locals exchange books and roses.
- Beach lifestyle: Few major European cities blend sandy beaches with urban life as seamlessly as Barcelona.
Ranked 1st for cultural attractions, 2nd for shopping, and top for accessibility, Barcelona proves that second cities can sometimes outshine capitals.
3. Gyumri, Armenia – The Black-Stone Beauty
Armenia’s second city, Gyumri, might not be on every traveler’s radar, but it’s bursting with cultural depth. With a score of 5.72, Gyumri blends history, architecture, and affordable living.
Known for its black tufa stone buildings, Gyumri is a strikingly unique cityscape.
- Historic landmarks: Visit the Sev Berd (Black Fortress), the 19th-century Church of Saint Arsenius, and the Jrapi Caravanserai from the 10th century.
- Cultural soul: Explore cobblestone old town streets, quirky cafés, and sample traditional Armenian dishes like harissa (a wheat-meat stew) and panrkhash (cheese with bread).
- Value for money: A hotel stay costs around €25.4 per night, while entry fees for top attractions average only €1.7—making Gyumri one of the best budget-friendly second cities in Europe.
4. Cluj-Napoca, Romania – Transylvania’s Cultural Capital
With a score of 5.59, Cluj-Napoca is the beating heart of Transylvania and is often preferred to Bucharest for its higher quality of life, cleaner air, and community vibe.
- Nature meets history: Stroll through Cetatuia Park, explore the Turda Gorge, or wander the mysterious Hoia-Baciu Forest. On the cultural side, check out St. Michael’s Church and the quirky Steampunk Transylvania Museum.
- Culinary scene: With 261 restaurants rated 4 stars or higher, you’ll find plenty of options serving both Romanian delicacies and international fare. Meals average around €9.7 per person—a steal compared to Western Europe.
- Accessibility: Ranked 10th for accommodation and 12th for shopping, Cluj-Napoca also has an expanding airport that makes it an easy gateway into Eastern Europe.
5. Banja Luka, Bosnia and Herzegovina – Wellness Meets Adventure
Bosnia’s capital, Sarajevo, gets much of the attention, but Banja Luka, with a score of 5.51, is quietly becoming a wellness and adventure hotspot.
- Outdoor fun: Go rafting, kayaking, or hiking along the Vrbas River, then relax in the thermal springs of Srpske Toplice.
- Cultural landmarks: Don’t miss the Ferhadija Mosque, Kastel Fortress, and the Christ the Saviour Cathedral.
- Affordability: Meals average just €7.6, while hotel rooms cost around €31.2, making it one of the most budget-friendly cities in the Balkans.
Despite ranking lower on accessibility, Banja Luka shines in restaurant quality and accommodations, earning 2nd place overall for lodging.
6. Kutaisi, Georgia – The Gateway to Natural Wonders
Scoring 5.48, Kutaisi is often chosen over Tbilisi for its compact size, history, and affordability. It’s also the perfect base for exploring western Georgia’s caves, canyons, and mountains.
- Must-see landmarks: Gelati Monastery (UNESCO site), Bagrati Cathedral, and the magical Prometheus Cave.
- Local experiences: Ride the Soviet-era Kutaisi Cable Car, browse the Green Bazaar, and sample local favorites like chkmeruli (chicken in garlic sauce) and khinkali (meat-filled dumplings).
- Budget-friendly: For hotels, meals, and attractions, expect to spend only around €36.2 per day—compared to €54.4 in Tbilisi.
7. Kaunas, Lithuania – The Quirky Cultural Capital
Lithuania’s Kaunas, scoring 5.47, offers a mix of medieval history, Soviet architecture, and modern creativity. Once named European Capital of Culture in 2022, it’s packed with unique museums and cultural landmarks.
- Top attractions: The 14th-century Kaunas Castle, the House of Perkūnas, and the Rumsiskes Open-Air Museum.
- Offbeat experiences: Explore the Devil’s Museum (dedicated to folklore and mythology) or the Sugihara House, honoring the Japanese diplomat who saved thousands during WWII.
- Food culture: Try cepelinai (potato dumplings) or šaltibarščiai (cold beetroot soup). Meals are affordable, making Kaunas a great alternative to pricier Baltic capitals.
Why Choose Second Cities Over Capitals?
Second cities offer a refreshing alternative to crowded capitals, and here’s why they should be on your radar:
- Affordability: Accommodation, food, and attractions are almost always cheaper than in capital cities.
- Authenticity: With fewer tourists, you get a more genuine feel of local life.
- Accessibility: Many second cities are well-connected via airports and rail, making them easy to reach.
- Culture and community: From festivals to local traditions, second cities often showcase a country’s culture more intimately.
- Less stress, more charm: Walkable streets, friendlier locals, and slower pace make them perfect for meaningful travel.
Final Thoughts: Europe’s Best Kept Secrets
Whether it’s Novi Sad’s music scene, Gyumri’s black-stone architecture, Cluj’s natural wonders, or Kutaisi’s ancient monasteries, second cities across Europe are proving that travel doesn’t always mean ticking off the capital first.
For 2025, consider swapping the hustle of Paris for Lyon, skipping Rome for Milan, or passing on Vienna for Graz. The possibilities are endless, and your wallet—and sanity—will thank you.
By embracing Europe’s hidden gems, you not only discover incredible destinations but also support more sustainable tourism that spreads the benefits of travel beyond overcrowded capitals.
So next time you plan your trip, remember: the second city might just give you a first-class experience.
