If you’re trying to decide where to travel next, one destination is standing out for 2026 after becoming the fastest-rising country in tourism search trends.
For backpackers and budget travelers, narrowing down the next trip can be difficult, so looking at the places suddenly capturing global attention can be a useful starting point.
Travel specialists at Iglu Cruise analyzed Google search figures to see which countries are benefiting most from post-World Cup interest.
Although the tournament is over, many supporters appear keen to continue the experience by visiting countries connected to the competition hosted across the US, Canada and Mexico.
The expanded 48-team format also introduced several first-time qualifiers, including Bosnia and Herzegovina, who earned plenty of attention after defeating both Wales and Italy on the road to qualification.
The side then went on to reach the knockout stage before their campaign ended in the round of 32 against hosts USA.
That run appears to have sparked wider curiosity about Bosnia and Herzegovina, with fresh research suggesting more travelers are now eyeing the country as an overlooked European escape.
According to Iglu Cruise, Bosnia and Herzegovina is currently the number one trending destination.
The company said it compared Google searches using the phrase “visit” plus each country name, and found Bosnia and Herzegovina saw the biggest jump of all, with searches reportedly rising by 5800 percent in July 2026 compared with the same month a year earlier.
That level of interest is especially notable for a country that still sits well below the likes of France, Italy or Spain on the average European bucket list, but has plenty to offer travelers who want something quieter and more affordable.
Researchers said the country is “one of the most budget-friendly destinations in Europe”, which makes it especially attractive to travelers hoping to keep costs low.
Official tourism data also shows Bosnia and Herzegovina has been building steady momentum. In 2024, the country recorded 1,935,745 tourist arrivals, up 10.3 percent year on year, while Federation of Bosnia and Herzegovina statistics showed continued growth into 2025, with 462,673 arrivals in the first five months of the year.
Even so, that total remains modest beside tourism heavyweights such as Paris, which draws around 50 million travelers annually, London with 40 million, and Rome with 35 million.
While one of “Europe’s best-kept secrets” is unlikely to match those figures, the country’s tourism sector will no doubt welcome any lift in interest following its World Cup appearance.
One of Bosnia and Herzegovina’s biggest attractions is its striking emerald lakes, found in several parts of the country.
At Una National Park, visitors can enjoy wild swimming in what tour operator Terra Balka describes as a “protected area renowned for its breathtaking landscapes”.
The park is also known for its vivid turquoise water, and rafting is another option for those seeking something more adventurous.
Beyond the lakes and rivers, Bosnia and Herzegovina offers a compact mix of history and scenery that makes it easy to combine city breaks with outdoor adventure. Sarajevo and Mostar are among the best-known stops, but the country also has mountain landscapes, waterfalls and medieval heritage sites that are increasingly drawing independent travelers.
Travel expert and Stasher CEO Jacob Wedderburn-Day said Bosnia and Herzegovina has often sat in the shadow of neighboring Croatia when it comes to attracting visitors.
“But travelers are increasingly looking beyond Europe’s busiest destinations for places that feel less crowded and offer good value,” Jacob said.
He also explained why the country is gaining traction with more backpackers and independent travelers.
“Bosnia and Herzegovina brings together Ottoman, Austro-Hungarian and Yugoslav heritage, distinctive food, mountain scenery and historic cities within one relatively compact destination.
“This gives travelers plenty of variety without requiring them to move between several countries.
“Image-led social media may also have helped bring places such as Mostar and Kravica Waterfalls to the attention of travelers who were previously less familiar with the country. Once people discover those headline locations, they often realize there is far more to explore.”
Jacob went on to highlight Sarajevo as the natural place to begin, with Baščaršija, “the city’s historic bazaar, [which] dates to Sarajevo’s development under Ottoman rule” singled out as an essential stop.
From there, travelers can continue roughly two hours south to Mostar and explore the UNESCO-listed Old Bridge Area in the city’s historic center.
Bosnia and Herzegovina now has two UNESCO World Heritage listings, including the Old Bridge Area of the Old City of Mostar and the medieval stećci tombstone graveyards shared with several neighboring countries, which adds another layer of appeal for history-focused visitors.
He added: “What makes Bosnia and Herzegovina especially appealing is how closely its history and landscapes are connected. A traveler can spend the morning exploring a historic city and be among mountains, rivers or waterfalls later that day.”
Paul Stewart, travel expert and founder of luggage shipping company My Baggage, also said Bosnia offers “better value than many established European destinations”, particularly for those wanting to sample local food.
He noted that transport and accommodation can also be more affordable than in many better-known parts of Europe.
He added: “Travelers can build a comfortable multi-stop trip without the level of spending often required in Western European capitals or some of the more heavily visited parts of the Adriatic coast.”
With visitor numbers rising and more travelers searching for cheaper alternatives to Europe’s headline destinations, Bosnia and Herzegovina looks set to remain one of the continent’s most talked-about hidden gems through 2026.