Second Cities, First Choice: Why Groups Are Going Off the Beaten Path in 2025

Big-name cities often steal the spotlight, but sometimes the most rewarding experiences come from the road less traveled. Second cities, those vibrant yet lesser-known destinations beyond the typical hotspots, offer fresh ways to connect with local culture and uncover unique experiences. For group travel in 2025, second city tourism is fast becoming a top choice, thanks to its charm, value, and relaxed atmosphere.

What is a Second City?

A second city refers to a destination that isn’t the biggest or most famous in its region but holds its own appeal for travelers. These cities offer a glimpse into local culture away from the crowds, creating opportunities to connect with a region in a deeper way.

Defining Characteristics of Second Cities

• Smaller Scale, Big Character
  Second cities tend to be more compact than their better-known counterparts. Yet, their narrow streets, unique history, and close-knit communities brim with stories to tell.
• Authenticity Over Fame
  They haven’t been molded around mass tourism, so you’re welcomed into what feels like the destination’s “genuine self.” This might mean artisan shops, family-owned eateries, or traditions that remain untouched by global trends.
• Hidden Gems
  Think smaller art galleries, quirky museums, local food markets, and stunning natural landscapes. These lesser-known spaces often surprise visitors with unexpected charm.

Whether it’s an enchanting European village or a secondary North American hub, second cities are full of character and waiting to be explored.

Benefits of Second City Tourism

Choosing to visit a second city can transform the travel experience. Here’s why these destinations are becoming a top choice for group travelers in 2025.

1. Escape Crowds, Embrace Ease

Big cities can feel overwhelming with their constant hustle and bustle. Second cities, in contrast, offer a slower pace and a more welcoming atmosphere.

• No long lines at landmarks
• Less traffic and easier navigation
• A calmer, more relaxing travel experience

Group travel becomes more enjoyable when you’re not fighting through crowded streets or scrambling for reservations.

2. A Taste of True Local Culture

Unlike major cities that often cater to tourists, second cities retain their authentic charm. Visitors can experience a destination as locals do.

• Explore quiet neighborhoods instead of tourist hubs
• Participate in small-town festivals or events
• Support local artisans through hands-on workshops

These encounters help travelers connect with the soul of a place, creating lasting memories.

3. Affordability Without Compromise

Second cities are often kinder to traveler wallets while still delivering a rich travel experience.

• Accommodations and meals are typically more affordable
• Tickets and reservations are easier to secure and often cost less
• Group-friendly deals contribute to even greater savings

By stretching budgets further, second city tourism allows groups to enjoy comfort and excitement without financial strain.

4. Savor Local Flavors

From regional cuisines to artisanal creations, second cities excel in showcasing local treasures.

• Fresh farm-to-table meals and traditional dishes
• Tastings at boutique vineyards or family-owned distilleries
• Opportunities to craft, cook, or create alongside skilled locals

These unique experiences provide an intimate connection to the destination, enriching every itinerary.

5. Sustainability and Responsible Travel

By redirecting travelers away from overcrowded hotspots, second city tourism eases the pressures of overtourism. Smaller cities and communities benefit economically while preserving their cultural heritage. For environmentally conscious travelers, the smaller scale of these destinations also often translates to greener travel options.

6. Hidden Treasures Await in Second Cities

Visiting a second city often means uncovering unexpected wonders, whether it’s a beautifully preserved historic site, a serene natural reserve, or a locally run boutique filled with surprises. These discoveries make every trip feel like an adventure.

Why Second Cities Should Be Your First Choice

Second cities are more than just smaller alternatives to major hubs. They offer a chance to explore untold stories, connect with authentic cultures, and enjoy travel at a more comfortable, affordable pace. For group travel in 2025, they provide the perfect blend of charm, accessibility, and sustainability.

Take the road less traveled, and you’ll find second cities waiting to enrich your journeys with unforgettable moments and meaningful connections.

Read more about ongoing Group Travel Trends, or check out many second city itineraries from our TAP Tour Operator Partners at tapintotravel.com.