As social media feeds fill with identical hotel lobbies and crowded city squares, a growing number of travellers are seeking out quieter corners of Europe. According to recent data from Airbnb, Gen Z travellers in particular are driving a surge in bookings for rural destinations across Italy, France, Spain and Germany. The platform has identified the fastest-growing rural spots by year-on-year search increases, offering a guide to places that remain largely off the beaten path.
Spain: Cave Houses and Riverside Bars in Rojales
In the province of Alicante, the village of Rojales offers an alternative to the throngs of Barcelona. Its most distinctive feature is a collection of cave houses (casas cueva) dating back to the 18th century, carved into the local sandstone. Visitors can also explore the shell house, a quirky architectural curiosity, and the archaeological museum. The River Segura provides a scenic backdrop for a number of bars and restaurants, making it easy to combine cultural exploration with relaxation. For those interested in the broader region, Alicante has emerged as Europe's top trending summer destination for 2026.
France: Gérardmer, the Pearl of the Vosges
In eastern France, the small resort town of Gérardmer sits beside a lake in the Vosges mountains. A six-kilometre walking path encircles the water, while more demanding hiking trails climb into the surrounding peaks. In winter, the town offers skiing; in summer, swimming and kayaking on the lake. Every two years in April, Gérardmer hosts a daffodil festival featuring a parade of floats covered in the flower. The town's nickname, the pearl of the Vosges, reflects its blend of natural beauty and alpine charm.
Germany: Braunlage and the Harz Mountains
Braunlage, a health and winter sports resort in the Upper Harz Mountains, serves as a base for the Harzer-Hexen-Stieg, a long-distance hiking trail that runs the length of the mountain range and through Harz National Park. In summer, mountain biking routes and the Wurmberg cable car offer panoramic views. For those focused on wellness, the town has numerous spa resorts with saunas and swimming pools. The region's appeal extends beyond outdoor activities; it is part of a broader trend in Europe's longevity retreats shifting from elite clinics to mainstream wellness destinations.
Italy: Brixen and Arco in South Tyrol and Trentino
Brixen (Bressanone in Italian) lies in South Tyrol, northern Italy. Its Old Town is particularly atmospheric in December, when the Christmas market draws visitors. Outside winter, more than 400 kilometres of hiking trails pass by the peaks of the UNESCO-listed Dolomites. Year-round, the city offers museums and galleries, including one dedicated to cheesemaking. Further south, Arco in Trentino sits near Lake Garda but offers a quieter alternative, with its own medieval centre and climbing routes on the surrounding cliffs.
These destinations reflect a broader shift in European travel preferences, as younger generations seek out authentic experiences away from overcrowded hotspots. Whether it's the cave dwellings of Rojales, the lakefront trails of Gérardmer, the mountain paths of Braunlage, or the alpine meadows around Brixen, the continent's rural landscapes are increasingly becoming the focus of attention.
