Barcelona Doesn’t Want Your Clients — 7 European Cities That Do
Anti-tourism protests are spreading across Europe. Barcelona is banning short-term rentals by 2028. Venice charges day-trippers up to €10 just to walk in. Amsterdam has slashed tourist marketing entirely.
For travel agents, this is not just news. It is a signal. The cities your clients have always wanted are making it harder — and sometimes unpleasant — to visit.
But here is the good news. A new wave of European cities is stepping up. They are welcoming visitors, investing in tourism infrastructure, and offering experiences that feel fresh. These are the secondary cities your clients have not heard of yet. And they are exactly what you should be selling this summer.
Why Secondary Cities Matter Right Now
The overtourism backlash is not slowing down. In Spain, activist group Menys Turisme has warned British tourists to expect a hostile atmosphere in popular areas. Lisbon has frozen new short-term rental licenses. Dubrovnik limits cruise ship arrivals.
Meanwhile, travellers are changing too. They want fewer crowds, better access, and trips that feel personal. A recent industry survey found that demand for smaller cities and cultural immersion has jumped sharply in 2026.
This is where smart travel agents win. By offering ground packages in secondary cities, you give clients something better than the same overbooked highlights tour. You give them a story worth telling.
7 European Cities to Build Ground Packages Around
1. Valencia, Spain
Valencia is having a moment. While Barcelona deals with protests and rental bans, Valencia offers world-class food, the futuristic City of Arts and Sciences, and beautiful beaches — all without the crowds.
The city hosted the America’s Cup and has invested heavily in its waterfront. Paella was invented here. Walking food tours, cycling along the Turia Gardens, and day trips to the Albufera wetlands make for strong ground packages.
2. Lyon, France
Paris will always sell. But Lyon is where French culture runs deeper. It is the gastronomic capital of France, home to legendary bouchon restaurants and the famous Les Halles de Lyon Paul Bocuse food market.
Lyon sits between the Alps and Provence, making it a perfect base for multi-day itineraries. Silk weaving workshops, wine tastings in nearby Beaujolais, and boat trips on the Saone River all translate into bookable experiences.
3. Utrecht, Netherlands
Amsterdam is actively discouraging tourists. Utrecht, just 30 minutes away by train, is doing the opposite. This charming university city has canal-side cafes, the stunning Dom Tower, and far fewer crowds.
Your clients get the Dutch canal experience without fighting through tourist traps. Day trips to the Hoge Veluwe National Park or the castles along the Vecht River add real depth to a Netherlands itinerary.
4. Bologna, Italy
Italy keeps topping booking charts for 2026, but Rome and Florence are bursting at the seams. Bologna is the answer travel agents are looking for.
Known as La Grassa (The Fat One) for its rich cuisine, Bologna offers cooking classes, covered portico walks, and easy access to Modena, Parma, and Ravenna. Train connections are excellent. For food-loving clients, this is the real Italy — and it is far easier to book than Tuscany.
5. Split, Croatia
Dubrovnik’s visitor caps and cruise restrictions have pushed demand to Split, and for good reason. This Dalmatian coast city has the stunning Diocletian’s Palace, a lively waterfront, and island-hopping options to Hvar and Brac.
Split works brilliantly as a ground package hub. Transfers, guided palace tours, boat excursions, and local wine tastings are all easy to bundle. It is also more affordable than Dubrovnik.
6. Ghent, Belgium
Brussels gets the business travellers. Bruges gets the day-trippers. But Ghent is the secret that locals keep to themselves. Medieval architecture, a thriving arts scene, and some of the best beer culture in Europe.
Ghent’s compact size makes it ideal for walking tours. Combine it with a chocolate workshop, a Flemish masters art tour, and a day trip to the World War I battlefields in Ypres. Belgium ground packages are undersold, and Ghent is the reason to change that.
7. Thessaloniki, Greece
Greece is the hottest market in 2026, with UK bookings surging past Spain for the first time. But while Athens and the islands get the headlines, Thessaloniki is quietly building a reputation as Greece’s cultural capital.
The city’s Ottoman-era markets, Byzantine churches, and incredible seafood along the waterfront make it a compelling alternative. Add in day trips to Mount Olympus and the Halkidiki Peninsula beaches, and you have a Greece itinerary your competitors are not offering yet.
How to Turn This Into Revenue
Building ground packages for secondary cities is not complicated. Start with what clients already want — a European trip — and redirect them to a city with better availability, lower prices, and a more authentic experience.
Here is a simple approach. Pick two or three of the cities above that match your client base. Research local tour operators and boutique hotels. Build a sample five-day itinerary with transfers, guided tours, and dining experiences. Then present it as an alternative when clients ask for the usual destinations.
AI-powered itinerary tools can speed this up dramatically. Instead of spending hours researching each city, you can generate detailed day-by-day plans in minutes and customise them for each client.
The Bottom Line
The biggest cities in Europe are pushing tourists away. The smart move for travel agents is not to fight that trend. It is to ride it.
Secondary cities offer better margins, happier clients, and itineraries that stand out. The agents who build these packages now will own the market before everyone else catches on.
Ready to build ground packages for Europe’s next-wave cities? Try MindDMC to generate custom itineraries in minutes — and give your clients something truly worth booking.
