While Switzerland sits in its alpine corner, counting its chocolate bars and polishing its watches, savvy travellers have discovered that spending their life savings on a cup of coffee in Zurich isn’t the only way to enjoy a spectacular summer vacation.
The world is teeming with destinations where visitors can experience breathtaking landscapes, rich cultural immersion, and memorable adventures without requiring a second mortgage.
As travel trends shift faster than airport security lines, these 6 countries are enjoying their moment in the spotlight, proving that the best vacation spots aren’t always the most obvious ones.
Popular Summer Destination Country in 2025
1. Abu Dhabi
Abu Dhabi, where history and innovation are dance partners, not opposed forces, emerges from the desert like a radiant mirage.
Travellers are increasingly drawn to Abu Dhabi’s perfect balance of luxury and cultural authenticity. The Sheikh Zayed Grand Mosque stands as an architectural masterpiece, welcoming visitors with its 82 white marble domes and reflective pools. For those seeking adventure, the vast Empty Quarter desert offers thrilling dune bashing expeditions and serene stargazing opportunities.
Unlike its flashier neighbour Dubai, Abu Dhabi maintains a more measured pace that allows visitors to appreciate both its modern achievements and cultural heritage.
The newly opened Louvre Abu Dhabi represents this fusion perfectly, housing priceless artworks within a contemporary structure inspired by traditional Arabic design.
With consistently warm weather and pristine beaches along the Arabian Gulf, Abu Dhabi provides the perfect summer escape for travellers looking beyond Europe’s crowded hotspots.
2. Thailand
Thailand is a symphony of the senses. From Bangkok’s vibrant street food alleys, electric with life, to the peaceful rhythms of northern temples, it is a contrast in harmony.
Thailand continues to reinvent itself for summer travellers seeking authentic experiences beyond the well-trodden tourist paths.
While Phuket and Bangkok remain popular, savvy visitors are venturing to less crowded destinations like Koh Lipe with its crystal-clear waters and vibrant coral reefs, or the mountainous region of Pai with its hot springs and waterfalls.
The country’s famous hospitality, combined with affordable luxury accommodation, makes it an attractive alternative to Europe’s summer crowds.
Visitors can participate in traditional cooking classes, explore ancient temples at Ayutthaya, or simply relax on pristine beaches—all while spending a fraction of what a similar experience might cost in more traditional Western vacation spots.
3. Cambodia
Cambodia pulses with quiet strength. Whether in the bustling markets of Phnom Penh or along the gentle bends of the Mekong River, life unfolds with grace, resilience, and an ever-present smile.
Tourism in Cambodia has evolved beyond the famous Angkor Wat complex, though this ancient wonder remains a must-visit site with its intricate stone carvings and spiritual significance.
The growing interest in sustainable travel has highlighted Cambodia’s eco-tourism initiatives, particularly in areas like the Cardamom Mountains, where visitors can trek through pristine rainforests and support conservation efforts.
Culinary tourism is also on the rise, with travellers enjoying cooking classes that showcase the complex flavours of Khmer cuisine.
4. Nepal
Nepal is the sound of prayer wheels resonating against the Himalayan quiet. Kathmandu is a chaotic beauty, but turn down a hill and the world relaxes—sharp air, monasteries on cliffs, and mountain trails that reach up toward the clouds. It’s a holy quiet here, as if time itself decelerates to allow the mountains to breathe.
While most associate Nepal with spring and fall trekking seasons, summer reveals a different side of this Himalayan nation. The monsoon rains transform the landscape into a vibrant green paradise, perfect for photographers and nature lovers.
Cultural festivals abound during summer months, including the colourful Gai Jatra and Janai Purnima celebrations. Adventure seekers can enjoy white water rafting on rain-swollen rivers or mountain biking through terraced hillsides.
For those preferring urban experiences, Kathmandu’s ancient temples and bustling markets offer deep cultural immersion.
5. Sri Lanka
Sri Lanka glimmers in green and gold—a teardrop of an island steeped in history and cinnamon. The train journey through the hill country, along rain-shrouded tea estates and waterfalls. The land speaks in a thousand voices—Buddhist prayer chants, the scream of peacocks, the surf crash.
Travellers can explore ancient Buddhist temples and colonial fortresses, spot leopards and elephants on safari, surf world-class breaks, or relax on pristine beaches—all within a country smaller than Ireland.
The famous train journey from Kandy to Ella winds through misty tea plantations and offers some of the world’s most spectacular rail views.
Summer brings perfect weather conditions to the east coast beaches like Arugam Bay, a surfer’s paradise, while the cultural triangle featuring ancient cities of Anuradhapura and Polonnaruwa remains accessible year-round.
Wellness tourism is booming, with traditional Ayurvedic retreats offering rejuvenating experiences at a fraction of Western prices.
6. Bhutan
Bhutan is like a secret safely hidden away from the world. Hidden high up in the Himalayas, its valleys are threaded with fluttering prayer flags and fortress-monasteries clinging to cliffs. Life here moves at a slower pace, dictated by Gross National Happiness and profound spiritual respect. Even the air is cleaner, as if it has been blessed as well.
The Land of the Thunder Dragon has carefully managed its tourism to preserve its unique culture and pristine environment, creating an exclusive experience that more travellers are eager to discover.
Bhutan’s controlled tourism approach means visitors enjoy uncrowded attractions and authentic cultural interactions impossible in overtouristed destinations.
Summer in Bhutan brings lush landscapes as monsoon rains refresh the mountainous terrain. The season features important festivals like Kurjey Tshechu, where visitors can witness spectacular masked dances and religious ceremonies. Trekking opportunities abound in the eastern regions, which receive less rainfall.
Bottom Line
Travellers worldwide are discovering that the most memorable adventures often happen in places where the tourist infrastructure isn’t quite so polished and the Instagram locations aren’t quite so saturated with influencers.
These 6 emerging destinations offer authentic experiences, cultural richness, and natural beauty that might leave returning visitors saying, “Switzerland? Oh, you mean that place where they make the army knives and the cheese with holes?”
Pack your sense of adventure (and perhaps some stomach medicine) and join the savvy travellers exploring these rising stars while your friends back home are still standing in line to take the same photo of the Matterhorn that everyone else has.
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