If you’ve ever found yourself shoulder-to-shoulder with strangers at an overhyped cultural landmark or destination, it might be time to rethink the way you travel. Sure, the big names – Kyoto, Paris, and Bali – are popular for good reason. But often, the most meaningful cultural encounters lie in the lesser-known corners, where traditions are alive and locals aren’t performing for an audience.

For destinations that invite you to dig beneath the surface, here are 10 underrated cultural hubs to consider.

Instead of Bali… visit Bajo, Indonesia

While Bali is beautiful, head east to Labuan Bajo in Flores for something more raw and real. Once a sleepy fishing village, Bajo is now the gateway to Komodo National Park, but there’s way more than dragons here. Dive into the maritime culture of the Bajau people, known as “sea gypsies,” explore local markets, and experience traditional dances at sunset. The pace is slower, the smiles are just as warm, and the stories run deep.

Instead of Kyoto… visit Kanazawa, Japan

Kyoto’s temples draw crowds, but if you want Japan’s old soul without the selfie sticks, Kanazawa delivers. Once a powerful samurai city, today it’s a living museum of Edo-period architecture, delicate gold leaf artistry, and geisha districts that still operate in the old ways. Don’t miss the Kenrokuen Garden, often said to be the most beautiful in Japan, or the 21st Century Museum of Contemporary Art that bridges past and present.

Instead of Melbourne… visit Darwin, Australia

Darwin doesn’t try to impress with hipster cafes or shiny galleries. Instead, this tropical northern city welcomes you with open skies, monsoon smells, and a rich blend of cultures. Aboriginal traditions, Southeast Asian influences, and WWII history collide here. Wander through the Mindil Night Markets, take in indigenous art at the Museum and Art Gallery of the Northern Territory, and sit down for a laksa while the sun dips into the Timor Sea.

Instead of Marrakech… visit Fes, Morocco

Fes is a beautiful kind of chaos. While Marrakech plays to its audience to a certain extent, Fes remains unapologetically itself. Its ancient medina is a labyrinth of artisans, spice traders, and tanneries that have operated the same way for centuries. You’ll get lost (literally), but that’s the point. Stop to sip mint tea with a craftsman, duck into a centuries-old madrasa, or simply watch daily life unfold from a rooftop above the tiled skyline.

Instead of Barcelona… visit Valencia, Spain

Valencia’s old-world charm is tempered with modern energy and far fewer crowds than Barcelona. Explore Gothic cathedrals, bohemian neighbourhoods, and the futuristic City of Arts and Sciences. But the real draw lies in its local traditions like the annual Las Fallas festival, where giant paper-mâché effigies are set ablaze in a cathartic fire ritual that feels straight out of a Gabriel García Márquez novel.

Instead of Bangkok… visit Chiang Rai, Thailand

Chiang Mai gets most of the northern Thailand love, but Chiang Rai is where art and spirituality take on bold new forms. Home to the surreal White Temple (Wat Rong Khun) and the Blue Temple (Wat Rong Suea Ten), this city is a hub for contemporary Thai artists rooted in traditional myth. Wander through hill tribe villages, sample spicy khao soi, and witness a culture that’s alive and evolving.

Instead of Cairo… visit Aswan, Egypt

Cairo gets kind of overwhelming. Aswan, on the other hand, soothes the soul. Set on the Nile’s golden banks, this southern Egyptian city is a mosaic of Nubian heritage, ancient temples, and tranquil river life. Visit Philae Temple, shop for handwoven baskets in colourful Nubian villages, and learn about a culture that predates even the pharaohs. It’s guaranteed that you’ll leave changed.

Instead of Berlin… visit Leipzig, Germany

Leipzig is Berlin’s quieter, cooler cousin. A hub for artists, thinkers, and musicians (Bach lived and worked here), the city has long embraced rebellion and reinvention. Explore East German history at the Stasi Museum, take in contemporary galleries in former factories, and catch a symphony in a city where culture still feels personal.

Instead of Ho Chi Minh City… visit Hue, Vietnam

Hue was once Vietnam‘s imperial capital and its legacy lives on in every moss-covered pagoda and intricately carved tomb. The city breathes a kind of poetic melancholy, a soft pride that seeps into its food, architecture, and art. Walk through the sprawling Citadel, a UNESCO World Heritage site filled with faded grandeur, or cruise down the Perfume River to visit the royal tombs. Hue is Vietnam’s cultural conscience – quiet, proud, and enduring.

Instead of Mexico City… visit Oaxaca, Mexico

Oaxaca is Mexico’s cultural soul. Here, indigenous traditions aren’t relics but are part of daily life. From the vibrant Guelaguetza festival to mezcal tastings and colourful embroidery, everything here tells a story. Ancient Zapotec ruins look over bustling markets, and every meal feels like a history lesson with spice.

Featured image: Ayoub Allaoui