Love means many things to many people. For travellers in particular, every journey offers the chance to fall head over heels with a new place. Forget flowers and chocolates; discovery and exploration are the key to their wandering hearts. We want travellers to do more of what they love, and that’s why — just ahead of Valentine’s Day — we’re taking a deep dive into the world of destination dupes.
If you read our recent Tourism Trends eBook, then you know exactly what we’re talking about. And if you didn’t, we’ll tell you anyway: This is a craze that’s inspiring travellers to get off the beaten track while ensuring that lesser-visited destinations reap all of tourism’s tangible benefits. It’s a match made in heaven! And so — without further ado — let’s explore destination dupes, 2025’s most outstanding travel trend.
From spurn to spark: A look behind the destination dupe phenomenon
Everybody loves a good love story. But behind the attraction of destination dupes, there’s a bit of an ugly tale. We all know that there are just certain places — the likes of Venice, Paris, Edinburgh, London, Bruges, etc. — that will always be popular. Yet, as the travel sector continues its post-pandemic recovery, findings from one major outlet after another make it clear that the popularity of certain destinations has brought to the fore the harms and dangers of overtourism.
The trend for destination dupes — in which travellers swap busy, well-known destinations for lesser-visited places with a similar look and feel — exists as a kind of antidote to overtourism. According to a report by Lemongrass Marketing, the trend today is being largely driven by social media. Research by the agency indicates that views for the #dupe handle tallied 5.9 billion by the end of 2024 on TikTok alone.
In fact, if you’re a traveller looking to jump on the destination dupe trend, social media is the place to go for inspiration on solid alternatives to more popular spots. To ensure you plan your trip efficiently, drill down to compare costs, vibes, and overall experiences to ensure your chosen dupe doesn’t turn out to be a total dud.
How destinations can embrace this trend
Again, if you read our recent Tourism Trends eBook, then you already know how destinations can jump on this trend. But if you didn’t, then here’s a short round-up of everything that you, as a Simpleview client, need to capitalise on the current craze for destination dupes. Consider:
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Leaning on the dynamic power of the Simpleview CMS to create standalone pages that highlight how certain specific locations within your destination are dead ringers for other busier or more famous locales. Expand, build, or refine on this content to generate inspiration or excitement among visitors to give them those “just discovered” vibes.
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Using #dupe when sharing lookalike locations on socials. After all, this hashtag is growing at lightning speed, so you’ll want to ensure your destination is getting the full benefit of its rising popularity.
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Encouraging your would-be visitors to travel responsibly. As a Simpleview client, you can embed the You.Smart.Thing travel assistant into the very fabric of your destination’s website, a point that helps to ensure a positive and sustainable visitor experience.
Dupes to inspire and excite
If you’re looking for inspiration, there’s plenty to be had from among our roster of EMEA clients. From Andalucia to the Outer Hebrides, the following destinations exemplify the current popularity of the destination dupe trend:
A dupe for: London. Why? Big city vibes with plenty of culture. After all, Liverpool has the UK’s largest number of museums and galleries outside of the capital, but at a lower price point.
A dupe for: Barcelona. Why? Similar coastal vibes with historic architecture, great food, and a beautiful beach scene — all minus the heavy tourist traffic.
A dupe for: the Westfjords of Iceland. Why? Same pristine natural beauty and dramatic coastlines, but fewer crowds.
Manchester – double dupe duty alert!
A dupe for: Berlin. Why? A vibrant cultural hub with a mix of industrial heritage, modern creativity, and a lively music scene. Even better, this English city is also an equally great dupe for Rotterdam. Why? With its intense creative energy, contemporary architecture, and excellent nightlife, Manchester’s vibe echoes that of this Dutch port city.
A dupe for: the French region of Provence. Why? This English region features rolling hills, charming villages, and fantastic food — without the crowds.
A dupe for: Morocco. Why? From food and architecture, the Moorish influence is very strong here. Did we mention the sun-drenched landscape?
A dupe for: Isle of Skye. Why? Similar rugged beauty, dramatic coastlines, and a strong sense of heritage make this place a great alternative to the busier Scottish island.
A dupe for: the Scottish Highlands. Why? Think rolling green hills, misty mountains, and a sense of remote adventure in a lesser-visited part of Ireland.
A dupe for: Dublin. Why? Northern Ireland’s capital is more affordable and accessible, offering a thriving arts scene and warm Irish hospitality.
Love is everywhere this time of year. With the trend of destination dupes growing apace, travellers can fall head over heels anytime and anywhere they like, all while spreading some love to lesser visited places and spaces.
