Beyond the Tourist Map: Why Secondary Destinations Are the Future of Travel

As the global travel industry gears up to celebrate World Tourism Day a powerful shift is taking shape. Online travel platform Agoda has reported a significant surge in interest toward secondary destinations - cities and towns that have long existed outside the typical tourist spotlight.

This trend signals more than just a change in traveler preferences. It reflects a broader transformation in how people approach travel, community engagement, and economic opportunity. For entrepreneurs, policymakers, and local business leaders, the rise of secondary destinations offers both challenges and unprecedented potential.

What Are Secondary Destinations?

Secondary destinations are smaller cities, towns, and regions that often exist in the shadow of major tourist hubs. Instead of Paris, Rome, or Bangkok, think Lyon, Bologna, or Chiang Mai. These locations may lack the global brand recognition of their larger counterparts, but they often offer rich cultural experiences, authentic local flavor, and less crowded environments.

The United Nations World Tourism Organization (UNWTO) has been advocating for diversification in travel for years, stressing that distributing visitors more evenly helps reduce overtourism in hotspots while stimulating growth in underdeveloped areas.

Why Are Travelers Choosing Secondary Destinations?

Several factors are converging to drive this shift:

  • Authenticity over commercialization: Modern travelers increasingly seek experiences that feel “real,” from homestays to local cuisine, rather than standardized tourist attractions.

  • Affordability: Costs in secondary destinations — from accommodations to dining — are often significantly lower.

  • Sustainability: Conscious travelers want to reduce their footprint by avoiding overcrowded cities and supporting lesser-known communities.

  • Technology access: Platforms like Agoda, Airbnb, and Tripadvisor make discovering and booking these destinations easier than ever.

Entrepreneurial Opportunities in the Shift

For business leaders, the rise of secondary destinations is not just a travel story; it’s an economic and entrepreneurial one. Here’s why:

  1. Hospitality Startups
     Boutique hotels, eco-lodges, and unique accommodations can thrive in emerging destinations. Entrepreneurs who blend local culture with modern amenities stand to capture growing demand.

  2. Local Experiences as Products
     Tours, cooking classes, handicrafts, and adventure sports can become the backbone of secondary travel markets. Platforms like GetYourGuide already connect travelers with local entrepreneurs, but the field remains wide open.

  3. Digital Marketing for Small Businesses
     Many small-town businesses lack the expertise to promote themselves globally. Agencies and consultants specializing in digital visibility for local enterprises will find a rising customer base.

  4. Sustainable Tourism Ventures
     Secondary destinations offer the perfect environment for eco-tourism, community-led projects, and responsible travel initiatives - areas that attract both tourists and investors.

The Entrepreneurial Era Perspective

In the Entrepreneurial Era, we see the rise of secondary destinations as a metaphor for business itself. Too often, entrepreneurs focus only on the “major cities” of opportunity - saturated industries, crowded markets, or trends dominated by established giants. Yet real growth often lies in the overlooked, the underdeveloped, the “secondary” spaces.

Just as travelers are finding joy in hidden gems, entrepreneurs can build thriving ventures by focusing on niche markets, underserved communities, and overlooked customer needs.

Challenges That Must Be Addressed

While opportunities abound, the transition must be handled with care. Overdevelopment could turn secondary destinations into the very hotspots travelers are trying to avoid. Issues like infrastructure, waste management, and cultural preservation will require collaboration between governments, entrepreneurs, and local communities.

Transparency, sustainability, and respect for local traditions must remain at the heart of growth strategies. Without them, the authenticity that attracts travelers could easily be lost.

Final Word

The shift toward secondary destinations, highlighted by Agoda ahead of World Tourism Day, is more than a travel trend. It is a reminder that in both tourism and business, value often lies beyond the obvious.

For local entrepreneurs, it is an invitation to reimagine what their towns and cities can offer. For global travelers, it is an opportunity to engage more deeply with cultures. And for business leaders across industries, it is proof that hidden markets often become the engines of tomorrow’s growth.

As the world moves forward, those who embrace the spirit of discovery - whether in travel or in business - will be the ones who create lasting impact.