New research compiled from thousands of visitor surveys has unveiled a selection of unexpected destinations as the world's best, challenging the long-held dominance of more traditional holiday hotspots. Instead of Paris, Amsterdam, or Barcelona, it was Krakow in Poland that secured the top spot in the European city category, boasting an impressive 92% satisfaction rating. This finding, based on feedback from 1,676 Which? members in April and May 2025, highlights a growing appreciation for destinations offering a blend of rich history, architectural grandeur, and better value for money.
Krakow's recognition stems from its UNESCO World Heritage-listed Old Town, replete with extraordinary palaces, Renaissance townhouses, and medieval churches. Travellers reported that the city offers a comparable cultural experience to Venice or Amsterdam but at a significantly lower cost, making it an attractive option for budget-conscious British holidaymakers. Flights to Krakow are readily available from several major UK airports, with return fares often starting from around £50-£100, depending on the season and booking in advance. Poland is part of the Schengen Area, meaning UK citizens can visit for up to 90 days within any 180-day period without a visa.
Beyond Europe, Cape Town in South Africa consistently emerged as the top-rated global city, according to a survey of 1,556 Which? members conducted in October and November 2024. The city was lauded for its unparalleled diversity, combining luxury amenities with access to unique wildlife experiences like penguins and lions, alongside Michelin-starred dining and world-class vineyards. English is widely spoken, and the favourable climate during the UK's winter months, coupled with minimal jet lag, makes it an appealing long-haul option. Direct flights from London to Cape Town typically range from £600-£1,000 return. UK citizens do not currently require a visa for stays of up to 90 days in South Africa, but it's crucial to check the latest FCO travel advice regarding safety and security, as crime rates can be high in certain areas.
Closer to home, the remote Scottish archipelago of Orkney surprisingly achieved the highest destination score across all UK surveys. While perhaps not set to rival Cornwall's popularity, Orkney's unique blend of dramatic natural landscapes, from rolling glens to ancient Neolithic sites and Viking heritage, captivated visitors. Surveys of 1,058 members in December 2020 highlighted its distinct history and unparalleled natural beauty. Accessing Orkney typically involves flying to Kirkwall (KOI) via Scottish hubs like Edinburgh or Glasgow, or taking a ferry from the Scottish mainland. Travel insurance for domestic trips is often overlooked but can be valuable for cancellations, medical emergencies, or lost luggage, especially given the remote nature of some Scottish islands.
These findings suggest a shift in traveller preferences towards authentic experiences, cultural immersion, and destinations that offer excellent value. The emphasis on visitor satisfaction rather than subjective editorial choices provides a robust indicator of where holidaymakers genuinely have a fantastic time, potentially influencing future travel trends for UK residents.
When planning trips to these destinations, UK travellers should always consult the latest Foreign, Commonwealth & Development Office (FCDO) travel advice. For Krakow, the FCDO advises exercising normal safety precautions. For South Africa, the FCDO highlights a high level of crime and advises increased caution, particularly in certain urban areas and townships. Comprehensive travel insurance is highly recommended for all overseas trips, covering medical emergencies, trip cancellations, and personal belongings. For domestic travel within the UK, while not legally required, insurance can provide peace of mind against unforeseen circumstances.
Source: Which?