Overtourism. ‘Been there, done that.’ A sense of adventure. Good value. And bragging rights – especially on social media.

If you’ve ever wondered what’s driving the trend for untraditional destinations, check off all of the above.

The good news for the travel trade: untraditional doesn’t have to mean remote. Sometimes it’s just a new take on an old favourite.

One travel advisor booked the Slovakian capital of Bratislava as part of a multi-city Europe trip.

Another passed over a typical one-resort sun vacation in St. Vincent and the Grenadines and instead pulled together an island-hoping itinerary for her clients, from Saint Vincent to Mayreau to Bequia.

Other untraditionals are really, truly, out there. Where is Svalbard anyway? “It’s a mere 1,300 kilometres from the North Pole,” a travel advisor tells Travelweek. She hosted a group there last July.

Travelweek asked these three agents about their off the beaten track trips: how they packaged them and who they worked with to put them together.

And because having the alternative product to sell is just as important as knowing how to sell it, Travelweek talked to two tour operators about atypical vacation options.

Jamie Milton, President of Uniglobe Carefree Travel in Saskatoon, SK, had clients looking to go to Italy and Greece this spring, “but the pricing was out of their budget. I suggested an itinerary of Vienna, Bratislava and Budapest instead. It came in a lot less expensive and the clients ended up loving it. It’s not exactly off the beaten path, but an example of how clients are open to looking at less-busy European stops if it means savings and fewer crowds.”

Milton says she also seeing more clients looking at the Philippines as an alternative to more touristed southeast Asian destinations like Thailand, Bali and Vietnam. “The value is incredible and there’s more service available from Canada now, and more DMCs offering the Philippines as a destination.”

Milton says she uses Goway frequently for customized trips, and Exotik Journeys.

Authentic, Boutique Properties

Some atypical trips come together without a tour operator. Jennifer Gaskell, who runs Pink Palm Travel in Oakville, ON, says she often turns to to Canlink when she’s looking for “authentic, boutique properties and destinations that aren’t heavily marketed but deliver an exceptional experience.”

Gaskell says she enjoys building out-of-the-box itineraries this way. “While I think tour operators can be incredibly valuable, I often find I can create a more personalized experience by working directly with trusted resort partners and local suppliers,” she says.

One recent example: clients who were looking for an all-inclusive vacation in Saint Vincent.

“After talking through what they really wanted from the trip, we completely changed direction. Instead of spending their entire stay at one resort, they’re now doing an island-hopping itinerary that combines the mainland of Saint Vincent with Mayreau in the Grenadines and Bequia.”

She booked Windward Mayreau, and Bequia Beach Hotel. “Both will offer completely different experiences, with ferries taking them to and from their destination. From Mayreau, they will be able to explore the Tobago Cays, which was a priority for them,” says Gaskell.

“I would say most travellers probably wouldn’t put this type of itinerary together on their own, but it’s exactly where working with a travel advisor adds value,” she points out. “I find I’m booking a lot of Saint Vincent recently because people are nervous about booking a ‘newer’ destination. I love booking Sandals and high-end all-inclusives, but my priority is finding the right fit for the client. If their vision aligns better with an island-hopping itinerary or a boutique hotel experience, that’s the direction I’ll recommend.”

All the Way Up to the Arctic Circle

Just because a travel style is an emerging trend, doesn’t mean it’s for everyone.

“Although the media frequently discusses travelling to ‘less touristy’ or off-the-beaten-path locations, we find that most clients still opt for the security of a trip that doesn’t stray far from major centres,” says Jennifer McPherson with TurnKey Travel.

Her agency specializes in custom itineraries, and the majority of destinations tend to be Western Europe in countries like Italy and Portugal, with some trips to Africa and southeast Asia and Japan.

That said, one remote destination that got McPherson’s (and her client’s) business is Svalbard, specifically, Longyearbyen. “This Arctic Circle centre offers outdoor activities in both summer and winter – the latter being very popular due to the Northern Lights,” says McPherson.

Her best-practice tips for booking travel up North: “Not all excursions operate year-round. If someone has their heart set on dogsledding, the summer months allow for a version where the sleds use wheeled carts. For Northern Lights, it’s October to March. Work through all logistics first and be flexible with your flights as they are less frequent to more remote places. Communication can be challenging as Internet access may be spotty and supplier reps may not respond as quickly as you are used to. Lastly, smaller communities mean limited resources (and usually higher prices) so best to plan ahead to bring key supplies with you.”

McPherson says her agency sometimes uses a supplier like Expedia TAAP and Viator to book the hotels and tours. “For some specialized trips or groups such as African safaris or international sporting events, we will work with suppliers such as Goway, local DMCs or a specific tour company for that region.”

“These Places Stand on Their Own”

Christian Wolters, President for Intrepid Travel in Canada, says Intrepid’s Meaningful Travel Index surveying 2,000 Canadians shows 81% want to visit places that aren’t heavily featured on social media, while 64% say they prefer hidden gems over famous tourist destinations.

“This shift is being driven by real, lived experiences,” he says. “More than seven in 10 Canadians (71%) say overcrowding at popular destinations has already worsened their travel experience. At the same time, this isn’t just about avoiding crowds. It’s about the excitement of discovery. Travellers are increasingly seeking places that feel personal, unexpected and genuinely new, moving beyond simply checking off iconic destinations.”

He added that Intrepid is seeing real momentum in Central Asia, in places like Uzbekistan, Kazakhstan and Kyrgyzstan. Also Albania and the Balkans, and northern Vietnam.

Tirana with Transat

Speaking of Albania and the Balkans, we asked Transat about its decision to add Tirana for summer 2026. Transat’s flights to TIA operate out of Toronto until Oct. 8.

“Albania has emerged as one of Europe’s fastest-growing tourism destinations in recent years,” says Sebastian Ponce, Transat’s Chief Revenue Officer. “The country has gained significant international attention thanks to its preserved coastline, rich cultural heritage, improving tourism infrastructure and reputation as an authentic alternative to some of the Mediterranean’s more established destinations.”

Passenger traffic at Tirana’s airport more than tripled between 2019 and 2024, Ponce added. TIA is also an excellent gateway to the Balkans, plus it was one of the largest European destinations not previously served nonstop from North America – until Transat launched its flights, that is.

When selling untraditional travel spots, one thing to avoid is treating these destinations as ‘the next’ somewhere else, says Wolters. “Albania isn’t ‘the next Croatia,’ and Uzbekistan isn’t ‘the next Italy.’ These places stand on their own, and travellers are increasingly looking for destinations with their own distinct identity and stories. Helping clients understand what makes these places special is ultimately what inspires confidence to book.”

Source: Travelweek
Lead image caption: Tobago Cays and Mayreau Island in St. Vincent and the Grenadines