The major European seaside tourism destinations continue to attract millions of visitors every year, but something is changing in travellers’ preferences. In fact, more and more people are choosing to move away from the most crowded places to enjoy holidays full of tranquility, nature and authenticity.
This new trend is photographed by the 2026 Island Hot List published by Expedia, the annual ranking that identifies the emerging islands destined to record the greatest increase in interest from tourists. Among the ten selected destinations are three European islands, all positioned in the top five, confirming that it is not necessary to cross half the world to discover places that are still little traveled but full of charm.
According to data collected by the platform, online searches dedicated to holidays on the islands increased by 55% compared to the previous year, while conversations on social media dedicated to this type of trip grew by approximately 20%. A clear sign of the growing desire for destinations that offer spectacular landscapes, uncrowded beaches and a slower pace of life.
Porto Santo, the best kept secret of the Madeira archipelago
In second place in the world ranking is Porto Santo, a small Portuguese island located north-east of Madeira. Despite being part of the same archipelago, it remained for a long time in the shadow of the more famous Madeira, thus managing to preserve a relaxed atmosphere and decidedly less intense tourism.
The island is easily reachable both with a short plane connection and with a ferry which leaves from Funchal and takes about two and a half hours. Once you arrive, the landscape changes completely: no large resorts or crowded beaches, but long stretches of sandy coast and nature that is still well preserved.
According to Expedia, interest in Porto Santo has grown by 85%, one of the most significant increases in the entire ranking. The credit goes above all to its main beach, Praia do Porto Santo, which extends for about nine kilometers and represents one of the longest sandy beaches in the Portuguese Atlantic.
In addition to the crystal clear sea, the island offers numerous corners to explore. The Dunas de Porto Santo, shaped by the wind, offer an almost desert-like landscape, while the natural pools of Porto das Salemas, formed by volcanic rock, are perfect for a swim immersed in nature.
Even the gastronomy tells the story of the island’s identity. Among the symbolic dishes, scabbard fish stands out, traditionally accompanied by banana and passion fruit, an unusual combination that combines sweet and savory flavours. Also worth trying is the poncha, a typical Madeiran cocktail prepared with sugar cane aguardente, honey and citrus fruits.
Syros, the authentic Greece that conquers those who want to avoid the crowds
Fourth in the international ranking is Syros, an island in the Cyclades often overshadowed by the popularity of Santorini and Mykonos. Precisely this lower tourist exposure has today become one of its main strengths.
Searches dedicated to Syros have increased by 60%, a sign that the number of travelers interested in discovering a different face of Greece is growing, where tradition, culture and the sea coexist without the excesses of mass tourism.
The heart of the island is Ermoupoli, an elegant capital characterized by neoclassical palaces, Venetian buildings and squares animated by cafes and restaurants. Walking through its streets you perceive a more urban atmosphere than other islands in the Cyclades, without however losing its typically Mediterranean charm.
A few kilometers away is Ano Syros, the medieval village built on the hill, with narrow alleys, white houses and panoramic views of the Aegean Sea. For those seeking the sea, the beaches of Galissas and Kini represent two of the most popular locations thanks to their clear waters and relaxed pace.
The experience on the island also passes through the table. In addition to fresh fish, Syros is famous for loukoumi, a dessert of oriental origin produced in numerous variations flavored with rose, bergamot or mastic, often accompanied by local white wines.
Lofoten, where nature is the true protagonist
Those who imagine an island as an exclusive synonym of tropical beaches might change their minds when observing the fifth place in the ranking, occupied by the Lofoten Islands, an archipelago located beyond the Arctic Circle, in Norway.
In recent years, interest in this destination has increased by 50%, fueled by the growing demand for nature tourism and outdoor experiences.
Lofoten offers spectacular scenery: mountains that emerge directly from the sea, deep fjords, unexpected white beaches and small fishing villages with traditional red houses on stilts, known as rorbu.
During the summer the phenomenon of the midnight sun allows you to experience practically endless days, ideal for excursions and trekking. Among the most famous routes is the one that leads to Reinebringen, a panoramic point from which you can admire one of the most photographed landscapes in Norway.
From September until late spring, however, the Lofoten sky becomes one of the best natural observatories to witness the spectacle of the Northern Lights, which attracts thousands of enthusiasts every year.
The archipelago is also a perfect destination for kayaking among the fjords, nature photography and observation of marine fauna, while the local cuisine offers dishes based on Arctic cod, the protagonist of the Norwegian gastronomic tradition, together with rich fish soups.
Tourism towards more authentic destinations is growing
The popularity of these islands reflects a broader shift in travel habits. More and more tourists prefer lesser-known destinations, capable of offering authentic experiences, a more direct relationship with the territory and greater sustainability compared to overcrowded locations.
According to Expedia experts, the islands also represent an interesting solution from an economic point of view. Holiday packages, all-inclusive formulas and off-season offers often allow you to keep costs down without sacrificing the quality of the experience.
For those who are planning a holiday in 2026, the advice is to book the most popular destinations in advance and, when possible, choose the low season periods, which allow you to find more competitive prices and experience the places with greater tranquility.
The ranking of the emerging islands of 2026
According to Expedia’s 2026 Island Hot List, the ten islands to watch are:
- St. Lucia (Caribbean)
- Porto Santo (Portugal)
- Praslin (Seychelles)
- Syros (Greece)
- Lofoten Islands (Norway)
- Palawan (Philippines)
- Culebra (Puerto Rico)
- Sanibel (Florida, United States)
- Phu Quoc (Vietnam)
- Fiji
Three European destinations that demonstrate how, even without going too far, it is still possible to discover islands capable of surprising landscapes, culture and authenticity, before they become the new protagonists of international tourism.
