Despite persistent cost-of-living pressures, Europeans are not giving up their holidays. Instead, they are becoming more strategic about where they go, seeking destinations that offer genuine value without compromising on experience. A new analysis by the travel platform Skyscanner highlights the cities where travellers can stretch their budgets furthest in 2027.
The list, based on price drops for economy return flights booked in the first half of the year for travel throughout 2026, compared with the same period in 2025, also factored in accommodation costs. The result: some destinations now offer savings of up to two-thirds on flights and significant reductions on hotel stays.
The top five value destinations
Leading the ranking is Bilbao in Spain's Basque Country. Airfares to the city have fallen by 66% and hotel prices by 63% compared with 2025. Beyond the iconic Guggenheim Museum, visitors can explore the city's renowned culinary scene, hopping between bars to sample pintxos, the region's celebrated small bites.
In second place is Wrocław in Poland, where flight prices are down 47% and hotels are cheaper than in other major Polish cities. With over a millennium of history, Wrocław offers attractions such as Cathedral Island, still illuminated by gas lanterns at night, and the UNESCO-listed Centennial Hall, a landmark of reinforced concrete architecture.
For wine enthusiasts, Bordeaux in France takes third place. Flights to the city have dropped by a third, and hotel rates by 9%. The city's famous vineyards and elegant architecture make it an attractive option for a value-conscious getaway.
Surprisingly, Zürich in Switzerland, often associated with high prices, appears fourth. Flight costs are down by a third, and hotels by 13%, making this Alpine city more accessible than usual. Rounding out the top five is Ancona in Italy, with flights down 31% and hotel prices down 13%.
Full top 10 list
- 1. Bilbao, Spain (-66%)
- 2. Wrocław, Poland (-47%)
- 3. Bordeaux, France (-34%)
- 4. Zürich, Switzerland (-33%)
- 5. Ancona, Italy (-31%)
- 6. Rhodes, Greece (-22%)
- 7. Pula, Croatia (-20%)
- 8. Carcassonne, France (-20%)
- 9. Fez, Morocco (-19%)
- 10. Krabi, Thailand (-15%)
Skyscanner's CEO, Bryan Batista, commented on the trend: “As people become more intentional about how they spend their time and money, they're making different choices about where they go, how they book and what creates lasting value. They're prioritising meaningful experiences over material possessions, seeking confidence in every booking decision, and, in some cases, using AI during the planning process.”
The findings align with broader shifts in European travel behaviour, where value and authenticity are increasingly prized. For those planning a winter escape, Tripadvisor's top winter destinations offer additional inspiration. Meanwhile, travellers concerned about disruptions might want to check which airlines pay compensation fastest.
As the travel industry adapts to new consumer priorities, destinations that offer both cultural richness and affordability are likely to remain popular. Whether it's the Basque coast, Silesian history, or the vineyards of Aquitaine, 2027 promises to be a year of smart travel choices.
