The West Midlands is emerging as a hotspot for travellers seeking hidden gems, with five of its towns named among the UK’s 20 most underrated destinations for 2026 by global travel search engine KAYAK.
These must-visit spots, showcase the region’s diverse attractions and rich history. From centuries-old cider-making traditions along the scenic River Severn to impressive iron bridges and vibrant floral displays, the West Midlands proves it’s far more than just a stopover between London and the north of England.
Other areas demonstrate the region’s industrial heritage, offering travellers a unique glimpse into Britain’s manufacturing past alongside cultural and leisure experiences.
The inclusion of five towns from the West Midlands underscores the area’s growing appeal as a destination for staycations and off-the-beaten-path exploration.
“While classic tourist favourites like Edinburgh, Bath, and the Lake District remain popular, there’s a wealth of charm to be discovered in less-visited towns,” said a KAYAK spokesperson.
“The West Midlands, in particular, is home to some of the UK’s most fascinating and overlooked destinations, making it perfect for travellers looking for something different in 2026.”
Other towns making the UK’s low-key list include Salford, Lancaster, Hastings, Caernarfon, Doncaster, Colchester, and Bolton, each offering its own story and attractions away from the usual crowds.
5. Stoke-on-Trent - Average cost of stay £85
Stoke-on-Trent is often considered underrated due to its lost industrial identity and negative public perception, which overshadows its cultural heritage, diverse industries, affordability, and nearby countryside. | Adobe Stock