As Europe grapples with the challenges of overtourism, some destinations are actively encouraging British travellers to visit, eager to showcase their unique charms and hospitality.

Whether you’re seeking sunny beaches, vibrant cities, or rich historical sites, these countries offer an array of experiences, often at more affordable prices and with a warmer welcome than the bustling hotspots of Europe.

Here’s a look at six fantastic holiday destinations that are still eager for British tourists despite the crowds elsewhere.

Morocco:

Morocco aims to double its tourism numbers to 26 million by 2030, aided by its role in co-hosting the 2030 World Cup. New budget airline routes, such as Manchester-Tangier on Ryanair, make Morocco more accessible.

Marrakech, with its lively Djemaa el Fna square and historic medina, remains a highlight. Other attractions include the tranquil Jardin Majorelle, founded by Yves Saint-Laurent, and the coastal resorts of Agadir and Essaouira. The Atlas Mountains and nearby desert offer breathtaking adventures.

Saudi Arabia:

Saudi Arabia is making significant strides in tourism under Crown Prince Mohammed bin Salman, aiming to attract 150 million tourists by 2030. With relaxed visa regulations and the launch of Riyadh Air, the kingdom is welcoming the world.

Attractions include the ancient oasis of AlUla, the coastal city of Jeddah, the capital’s national museum and the Diriyah Gate area. Plans include Red Sea resorts and a Saudi-owned cruise line, Aroya.

However, potential visitors should consider the country’s human rights record and safety advisories from the UK and US governments.

Albania:

“Albania – all you need is here,” proclaims tourism minister Mirela Kumbaro, as she sets her sights on making Albania a regional tourism leader by 2030. The goal: attract visitors numbering five times the nation’s population of 2.8 million.

With the expansion of Tirana airport and the construction of a new tourist-focused airport in the south, Albania is more accessible than ever. “You can make a lot of friends. Friendship and hospitality are core to our tourism,” Kumbaro assures.

From Tirana’s vibrant museums to the serene Lake Ohrid, shared with North Macedonia and known as “Lake Como on a budget,” Albania promises affordability and charm. Coastal Durres, near Tirana, offers lovely beaches and excellent dining options.

Cuba:

Following the USSR’s collapse in the early 1990s, Cuba turned to tourism for economic salvation. Today, President Miguel Díaz-Canel highlights the island’s allure, from comfortable hotels to beautiful beaches and safe environments.

Havana, with its rich culture and architecture, remains a favourite, but the eastern city of Matanzas, known as the “Athens of Cuba,” offers a slower pace and scenic beauty. Varadero, with its stunning 12-mile beach, continues to captivate visitors.

Northern Ireland:

Northern Ireland aims to boost its tourism economy by up to 75 percent compared to 2019. Initiatives include subsidised travel costs for visitors, such as new easyJet routes to City of Derry airport.

Derry, with its historic walled city and stunning landscapes, is a top destination. Belfast offers attractions like Titanic Belfast, the Ulster Museum, and the poignant “Peace Wall.” Scenic train trips to Bangor also add to Northern Ireland’s appeal.

Florida:

Despite a slight drop in British visitors, Florida remains keen on the UK market. Brett Laiken, Florida’s vice president of marketing, emphasises ongoing investments to rekindle British interest.

Beyond the popular Orlando theme parks and Miami beaches, Brits can explore the twin cities of Tampa and St. Petersburg or the unique Florida panhandle, offering distinct experiences away from the usual tourist trails.