Spain’s Bilbao has taken the leading position in Skyscanner’s Best Value Travel Destinations for 2027, with return airfares falling by 66% and hotel prices dropping by 63% in the UK edition of its latest travel trends report. The findings, available as of 3 November 2026, also identify Wrocław in Poland, Bordeaux in France, Zurich in Switzerland and Ancona in Italy among the destinations offering notable airfare reductions. Based on booking data and accommodation pricing comparisons, the report highlights changing travel costs across Europe, Asia, Africa and other international markets. For airlines, hotels, tour operators and tourism boards, the findings provide new insights into destination competitiveness as travellers begin planning their 2027 holidays.
Spain’s Bilbao Takes the Spotlight as Airfares and Hotel Prices Record Remarkable Declines
Bilbao has emerged as the strongest performer in Skyscanner’s UK best-value ranking, with a substantial 66% year-on-year reduction in return economy airfares. The Spanish city also recorded a 63% decline in hotel rates, creating a combination of lower flight and accommodation costs. Located in northern Spain’s Basque Country, Bilbao is known for its distinctive architecture, celebrated food culture and historic neighbourhoods. The Guggenheim Museum Bilbao remains one of its most recognisable landmarks. Designed by Frank Gehry, the museum has become central to the city’s international tourism identity.
Visitors can also explore the Bilbao Fine Arts Museum, traditional markets and the narrow streets of Casco Viejo. The city’s culinary traditions offer another attraction. Travellers can experience local Basque cuisine through pintxos, small dishes commonly served in bars throughout the Old Town. Local Txakoli wine also forms part of the region’s food and drink tourism. Bilbao’s wider transport network provides opportunities to explore nearby coastal destinations, including Plentzia and Sopelana.
Poland’s Wrocław Emerges as a Powerful Contender for Affordable European Cultural Holidays
Poland’s Wrocław ranks second, recording a 47% decline in return airfares. The city offers a combination of historical attractions, distinctive architecture and urban sightseeing experiences. Wrocław’s Market Square, known as Rynek, is among its principal attractions. Colourful buildings, restaurants and historic streets surround this important public space. Cathedral Island, or Ostrów Tumski, provides another connection to the city’s past, with churches, historic buildings and traditional gas lanterns.
The city’s numerous bridges and waterways contribute to its distinctive setting. Wrocław is also known for hundreds of miniature bronze dwarf sculptures positioned around public spaces. These installations have become a popular feature of independent sightseeing routes. Visitors can discover Polish cuisine through dishes such as pierogi and barszcz while exploring local restaurants and cafés. Skyscanner notes that hotel prices in Wrocław are below Poland’s national average.
France’s Bordeaux Gains Momentum as Wine Tourism Meets Lower Flight and Accommodation Costs
Bordeaux occupies third place, with return airfares declining 34% year on year. Hotel prices have also fallen by 9%, according to Skyscanner’s UK destination analysis. The southwestern French city is internationally recognised for wine production, cultural heritage and elegant architecture. La Cité du Vin offers visitors an introduction to the history, culture and international significance of wine. The nearby vineyards of Saint-Émilion provide opportunities for countryside excursions and wine-focused itineraries.
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Within Bordeaux, the Place de la Bourse and its famous Miroir d’eau remain major attractions. The Garonne waterfront and Rue Sainte-Catherine provide additional opportunities for sightseeing, shopping and urban exploration. Cycling routes along the river also support independent travel. Lower travel costs could encourage extended stays and increase interest in wine, food and heritage tourism packages.
Switzerland’s Zurich Challenges Its Expensive Reputation With Lower International Travel Costs
Zurich ranks fourth after recording a 33% reduction in return airfares. Skyscanner also reports that hotel rates in the Swiss city declined by 13% compared with the previous year. Zurich is often associated with premium travel, financial services and high living costs. However, falling airfares and accommodation prices may improve its competitiveness for selected international departure markets. The city offers medieval streets in its Altstadt district, prominent art museums and extensive waterfront attractions.
Lake Zurich provides opportunities for boat excursions, swimming and lakeside recreation. Visitors can also explore historic public bathing areas and travel to Uetliberg for panoramic views across the city and surrounding landscapes. The Kunsthaus Zürich strengthens the city’s cultural appeal. Zurich also functions as a gateway to other Swiss destinations through its extensive railway network. Nevertheless, local dining, transport and activity expenses remain important considerations when evaluating overall holiday affordability.
Italy’s Ancona Offers a Different Adriatic Escape as Flight Prices Fall by 31%
Ancona takes fifth place in the UK ranking, with return airfares declining 31%. Hotel rates have also fallen 13% year on year. Situated on Italy’s Adriatic coast, Ancona combines maritime heritage, historic architecture and access to attractive coastal landscapes. The nearby Conero Riviera is known for its limestone cliffs, clear waters and picturesque beaches. The beach of Due Sorelle is among the area’s recognised coastal attractions. Within Ancona, visitors can explore the Roman Arch of Trajan and the Cathedral of San Ciriaco, which overlooks the port.
The city also offers seafood restaurants, traditional markets and connections to surrounding towns. Ancona’s port supports ferry links across the Adriatic, giving the destination potential as part of wider regional itineraries. For tour operators, the combination of lower airfares, declining hotel prices and coastal attractions creates opportunities to promote an alternative Italian holiday experience.
Greece, Croatia, France, Morocco and Thailand Complete the Best Value Travel Ranking
Beyond the leading five destinations, Skyscanner identifies several additional tourism markets benefiting from reduced airfares. Rhodes in Greece ranks sixth with a 22% reduction. Its medieval Old Town, beaches and historical attractions support the island’s established holiday appeal. Croatia’s Pula follows with a 20% airfare decline and a 4% reduction in hotel prices. Its Roman amphitheatre and Adriatic coastline offer a combination of heritage and seaside tourism.
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Carcassonne in France also records a 20% reduction in airfares. Its medieval fortified city remains a major attraction for cultural travellers. Morocco’s Fez ranks ninth with a 19% decline. Its historic medina, traditional crafts and architectural heritage provide opportunities for immersive cultural tourism. Thailand’s Krabi completes the ranking with a 15% airfare reduction. Its limestone cliffs, tropical beaches and island excursions continue to attract international holidaymakers.
These destinations demonstrate how reduced flight costs can support different tourism segments, including beach holidays, city breaks, heritage tourism and nature-based travel.
Skyscanner’s Top Ten Best Value Travel Destinations for 2027
The UK edition includes eight European destinations, alongside Fez in Morocco and Krabi in Thailand.
| Rank | Destination | Country | Return airfare reduction |
|---|---|---|---|
| 1 | Bilbao | Spain | 66% |
| 2 | Wrocław | Poland | 47% |
| 3 | Bordeaux | France | 34% |
| 4 | Zurich | Switzerland | 33% |
| 5 | Ancona | Italy | 31% |
| 6 | Rhodes | Greece | 22% |
| 7 | Pula | Croatia | 20% |
| 8 | Carcassonne | France | 20% |
| 9 | Fez | Morocco | 19% |
| 10 | Krabi | Thailand | 15% |
The ranking demonstrates Europe’s strong representation in this particular departure-market analysis. However, the results should not be interpreted as a worldwide affordability league table. The cost of travelling to each destination varies according to departure location, travel dates and availability.
India Sees a Different Travel Price Revolution as Jaisalmer, Tashkent and Kozhikode Lead
Skyscanner’s Indian edition presents a different picture of the destinations offering improving airfare value. Jaisalmer in Rajasthan ranks first, with return flight prices declining 43%. The desert city is known for Jaisalmer Fort, golden sandstone architecture and Thar Desert experiences.
Tashkent in Uzbekistan occupies second place with a 30% airfare reduction. The Central Asian capital offers Silk Road heritage, historic religious sites, traditional markets and Soviet-era architecture.
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Kozhikode in Kerala follows with a 29% decline. Its coastal setting, historical trading connections and literary heritage support a broad tourism identity. Jodhpur ranks fourth with a 25% airfare reduction. The Rajasthan city attracts visitors through Mehrangarh Fort, Umaid Bhawan Palace and its distinctive blue-painted neighbourhoods.
Baku in Azerbaijan, Cebu in the Philippines and Krabi in Thailand each record reductions of 17%. These international destinations offer different experiences, ranging from historic architecture to tropical beaches. Skyscanner’s complete Indian top ten also includes Gaya, Phuket and Christchurch.
India’s Complete Best Value Destination Ranking
| Rank | Destination | Country | Return airfare reduction |
|---|---|---|---|
| 1 | Jaisalmer | India | 43% |
| 2 | Tashkent | Uzbekistan | 30% |
| 3 | Kozhikode | India | 29% |
| 4 | Jodhpur | India | 25% |
| 5 | Baku | Azerbaijan | 17% |
| 6 | Cebu | Philippines | 17% |
| 7 | Krabi | Thailand | 17% |
| 8 | Gaya | India | 15% |
| 9 | Phuket | Thailand | 11% |
| 10 | Christchurch | New Zealand | 8% |
The ranking highlights the importance of domestic heritage destinations alongside emerging international holiday markets.
Australia Turns Towards Mexico, New Zealand, Canada and Japan for Better Travel Value
Australian departure markets reveal another pattern in Skyscanner’s Travel Trends 2027 findings. Mexico City ranks first, with return airfares falling 27%. The Mexican capital offers historic architecture, major museums, established food traditions and extensive cultural attractions.
Hamilton in New Zealand follows with a 23% airfare decline. Its location provides access to attractions including the Waitomo Caves and the Hobbiton Movie Set.
Montreal in Canada ranks third with a 19% reduction. Its historic districts, restaurants, cultural attractions and festivals offer opportunities for city-break tourism.
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Japan’s Okinawa ranks fourth after recording a 16% airfare decline. The island destination combines coastal recreation, local cuisine, cultural heritage and outdoor experiences.
Vienna in Austria completes the leading five, with flight prices declining 14%. The Austrian capital offers imperial architecture, museums, classical music heritage and traditional café culture. Other destinations appearing in the Australian top ten include Ankara, Prague, Medan, Fuzhou and Adelaide.
Australia’s Complete Best Value Destination Ranking
| Rank | Destination | Country | Return airfare reduction |
|---|---|---|---|
| 1 | Mexico City | Mexico | 27% |
| 2 | Hamilton | New Zealand | 23% |
| 3 | Montreal | Canada | 19% |
| 4 | Okinawa | Japan | 16% |
| 5 | Vienna | Austria | 14% |
| 6 | Ankara | Türkiye | 11% |
| 7 | Prague | Czechia | 9% |
| 8 | Medan | Indonesia | 7% |
| 9 | Fuzhou | China | 4% |
| 10 | Adelaide | Australia | 4% |
These findings show how geographic location influences the availability and price of international travel. They also demonstrate why destination marketing campaigns require individual strategies for different source markets.
Cultural Travel, Heritage Tourism and Coastal Holidays Remain Central to the 2027 Outlook
The destinations appearing in Skyscanner’s rankings represent several different travel categories. Cultural city breaks feature prominently through Bilbao, Wrocław, Bordeaux, Zurich and Vienna. These destinations provide museums, historic districts, architecture and local food experiences. Beach tourism also remains important, with Rhodes, Krabi, Phuket, Okinawa and Croatia’s Adriatic coast appearing across the regional editions. Heritage tourism is represented by destinations including Jaisalmer, Jodhpur, Carcassonne and Fez. Nature-focused travel also features through New Zealand’s landscapes, Switzerland’s lakes and mountains, and coastal attractions in Italy.
The diversity of destinations suggests that value-conscious travellers are not necessarily concentrating on one holiday type. Instead, lower transport and accommodation costs may influence their choice between several different travel experiences.
Skyscanner’s Wider 2027 Research Reveals How Travellers Are Changing Their Spending Priorities
Skyscanner’s wider Travel Trends 2027 research indicates that value is becoming increasingly important in holiday planning. The company draws on search information and survey findings from more than 28,000 travellers internationally. Its research identifies growing attention to meaningful experiences, transparent pricing and informed booking decisions. Across its global travel outlook, Skyscanner reports that travel searches increased 17% year on year. It also identifies strong intentions to continue travelling, with 78% of respondents planning to travel at least as much in 2027 as in 2026.
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Travel budgets are changing rather than disappearing. Some travellers intend to spend more on flights and accommodation while becoming more selective about optional services. The research identifies flights and hotels as major considerations when selecting destinations. It also points towards increasing interest in cultural attractions, historical experiences and activities that provide lasting personal value.
What the Latest Airfare Reductions Mean for Airlines, Hotels and Tour Operators
The Best Value Travel Destinations for 2027 rankings provide several commercial insights for the tourism sector. Airlines can examine destinations experiencing substantial fare changes when evaluating route positioning and promotional opportunities. Hotels may benefit from coordinated destination marketing campaigns that highlight overall holiday value.
However, the reported airfare reductions do not automatically mean that every destination has become inexpensive. A decline in flight prices may be offset by accommodation expenses, seasonal demand, transport costs or other visitor spending. Zurich provides a clear example of why airfare affordability should be distinguished from total destination affordability. Similarly, a lower-priced flight to a distant destination does not necessarily make the complete holiday cheaper than a regional alternative. The greatest commercial opportunity lies in presenting clear and accurate package costs while explaining the experiences available at each destination.
How Skyscanner Calculated Its 2027 Best Value Destination Rankings
Skyscanner’s analysis is based on percentage price reductions for return economy flights booked between 1 January and 17 June 2026, for travel throughout 2026. These figures were compared with the corresponding period in 2025. Accommodation pricing insights for the same comparison period were also considered, and destinations were selected for travel suitability.
The resulting lists are intended to help travellers identify potential value when planning holidays for 2027. They do not represent guaranteed airfare discounts for flights departing in 2027. They also differ by departure market, meaning a destination appearing inexpensive for British travellers may not offer the same relative savings for travellers departing from India or Australia. The rankings therefore provide a historical pricing indicator rather than a fixed forecast of future travel costs.
Global Tourism Enters 2027 With New Opportunities Beyond Traditional Holiday Hotspots
Skyscanner’s latest findings place Bilbao at the centre of the UK’s value-focused travel outlook, while highlighting opportunities across several international markets. Wrocław, Bordeaux, Zurich and Ancona demonstrate the continuing appeal of European cultural and coastal destinations. Meanwhile, Jaisalmer, Tashkent and Kozhikode feature prominently for Indian travellers, while Mexico City, Hamilton and Montreal lead the Australian ranking.
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Together, the three regional editions show that destination affordability is closely connected to where travellers begin their journeys. For airlines, travel agencies, hotels and tourism authorities, the rankings offer useful intelligence for product development and destination promotion. As the industry prepares for 2027, the relationship between travel costs, visitor experiences and market-specific demand is likely to remain an important factor in international tourism planning.
