When travellers think of the UK and Ireland, it is often the capital cities that spring to mind first. London, Edinburgh, Dublin, Cardiff and Belfast have always been a staple of international itineraries, with world-famous attractions, rich history and vibrant cultural experiences.
However, as traveller preferences shift, there is an emerging interest in destinations which offer something a little different. Increasingly, the trend of secondary cities tourism is influencing itinerary planning. Although these cities might not attract the same number of visitors as major tourism hotspots, they still provide authentic local experiences, unique stories and an overall deeper connection to place.
As secondary cities tourism continues to grow, travel professionals are increasingly seeking destinations that offer authentic experiences beyond the traditional visitor hotspots. Lesser known cities present an opportunity to create more diverse and memorable programmes, particularly for repeat visitors who have already experienced the most famous destinations in the UK and Ireland. From historic cities steeped in heritage to emerging cultural hubs, secondary cities can add depth, character and variety to any itinerary.
Here are five unique places to visit in the UK and Ireland that deserve a place on your client’s radar.
Dunfermline Abbey, Fife
Credit: Welcome to Fife
Dunfermline, Scotland
Scotland’s newest city is also one of its oldest!
Only granted city status in 2022 as part of the celebrations for Queen Elizabeth II’s Platinum Jubilee, Dunfermline offers visitors a fantastic mix of ancient history and modern identity. This former capital of Scotland has a rich royal history and hosts some of Scotland’s most important historic sites.
In the very heart of the city, you’ll find Dunfermline Abbey, the resting place of many Scottish kings and queens, including King Robert the Bruce! Discover the city’s rich history along its historic streets, parks and museums with a more relaxed atmosphere than some of Scotland’s busier places.
Dunfermline is also closely associated with Andrew Carnegie, one of the world’s most influential philanthropists. Born in the city before emigrating to the United States, Carnegie’s story resonates particularly strongly with North American visitors and provides an engaging cultural connection between Scotland and the US.
Located just a short distance from Edinburgh, Dunfermline can easily be incorporated into wider UK and Ireland itineraries, particularly for visitors interested in heritage and cultural experiences.
Why include Dunfermline in a UK and Ireland itinerary?
- Scotland’s newest city
- Strong royal and historical connections
- Birthplace of Andrew Carnegie
- Easy access from Edinburgh
Victoria Arcade Leeds
Credit : Bevan Cockerill
Leeds, England
While London dominates international attention, Leeds offers travellers an opportunity to experience a different side of England.
Leeds, one of the fastest growing cities in the UK, has reinvented itself as a thriving cultural, commercial and creative hub. Historic Victorian arcades sit alongside modern developments, whilst a vibrant food scene, diverse shopping and a packed events calendar create a dynamic atmosphere all year round cementing its place among the leading cultural destinations visitors should consider.
Leeds provides visitors with the buzz of a big city without some of the crowds of more conventional tourist destinations. It is the perfect place to experience contemporary England, with easy access to the region’s rich heritage and countryside making it one of the most attractive underrated UK destinations for modern travellers.
The city also serves as an excellent base for exploring Yorkshire. Historic York, the Yorkshire Dales, the North York Moors and picturesque market towns are all within easy reach, making Leeds a valuable addition to both city-break and touring itineraries making it one of the most compelling underrated UK destinations to include in a programme.
For repeat visitors to England, Leeds provides a fresh perspective and a chance to discover one of the country’s most exciting urban destinations.
Highlights of Leeds include:
- A thriving food and drink scene
- Excellent shopping and Victorian arcades
- Contemporary arts and cultural attractions
- Easy rail connections across England
- Access to Yorkshire’s countryside and market towns
St Davids Square
Credit : Crown Copyright
St Davids, Wales
With a population of fewer than 2,000, St Davids holds the title of the smallest city in the United Kingdom. It is also one of the most unique places to visit in the UK, particularly for travellers looking to step off the beaten path.
Located on the spectacular Pembrokeshire coastline in southwest Wales, St Davids offers visitors a unique combination of history, spirituality and natural beauty. Despite its small size, the city has played a significant role in Welsh heritage for centuries.
The magnificent St Davids Cathedral remains one of Wales’ most important religious sites and has attracted pilgrims since the Middle Ages. Today, visitors can explore the cathedral, wander the city’s charming streets and enjoy the welcoming atmosphere that makes St Davids such a memorable destination.
Beyond the city itself, travellers can discover the breathtaking landscapes of Pembrokeshire Coast National Park. Dramatic cliffs, golden beaches, wildlife cruises and coastal walks provide countless opportunities for outdoor adventures.
For those seeking a slower pace of travel and a genuine connection with local culture, St Davids offers an experience that feels worlds away from larger urban centres.
Perfect for travellers who enjoy:
- Coastal scenery and outdoor adventures
- Historic and religious sites
- Wildlife watching opportunities
- Slow-paced travel experiences
- Exploring lesser-known destinations
Armagh, Northern Ireland
Belfast is attracting increasing numbers of international visitors, but Armagh provides a very different view of Northern Ireland; It is also one of the most fascinating cultural destinations UK and Ireland travellers can discover.
Armagh, the ecclesiastical capital of Ireland, is inextricably linked to the story of Saint Patrick, and is still one of the most historically significant destinations on the island. The city is Ireland’s only city with two cathedrals dedicated to its patron saint, and this is a testament to the importance of the city in Irish religious history.
The city has elegant Georgian architecture, beautiful public spaces, fascinating museums, an attractive and welcoming environment that makes for a city rich in heritage. The city centre is very small so it’s easy to walk around, discovering centuries of history along the way. The surrounding region is equally appealing. County Armagh is renowned for its orchards and cider production, offering opportunities to incorporate local food and drink experiences into itineraries.
For travellers looking to explore beyond Belfast, Armagh provides a rewarding destination that combines culture, heritage and authentic local experiences.
Reasons to consider Armagh:
- Rich links to Saint Patrick
- Elegant Georgian architecture
- Historic cathedrals and museums
- Local food and cider experiences
- Convenient access from Belfast
Milk Market Food Tour, Limerick
Credit: Poi O Conghaile
Limerick, Ireland
Located on the banks of the River Shannon, Limerick has quietly become one of Ireland’s most exciting urban destinations.
Historically overlooked in favour of Dublin, Galway or Cork, the city has undergone significant regeneration in recent years and now offers visitors an impressive blend of heritage, culture and contemporary attractions.
King John’s Castle dominates the city’s skyline and provides a fascinating insight into over 800 years of history. Nearby, visitors can explore museums, galleries and historic streets that tell the story of one of Ireland’s oldest cities.
Limerick’s cultural credentials continue to grow, supported by a thriving arts scene, excellent dining options and a lively atmosphere that appeals to a wide range of travellers.
Its location also makes it an ideal gateway to Ireland’s west coast and a valuable addition to tailor-made UK and Ireland itineraries. Popular attractions such as the Cliffs of Moher, the Burren and the wider Wild Atlantic Way are all within easy reach, making Limerick a practical and attractive addition to any touring programme.
What makes Limerick stand out?
- Historic attractions including King John’s Castle
- A growing arts and cultural scene
- Excellent food and hospitality offerings
- Ideal gateway to Ireland’s west coast
- Easy access to the Wild Atlantic Way
Why Secondary Cities Tourism Matters
Secondary cities are not about replacing iconic destinations. Instead, they complement them.
Today’s travellers increasingly seek authentic experiences, meaningful local connections and destinations that feel less crowded than traditional tourism hotspots. Secondary cities can help deliver exactly that while also encouraging visitors to explore more widely across the UK and Ireland. Incorporating these destinations into itineraries creates opportunities to offer something different, helping visitors experience places they may not otherwise discover.
The growth of secondary cities tourism reflects a wider shift towards immersive travel, with visitors increasingly searching for unique places to visit in the UK and lesser-known destinations across Ireland.Whether it is exploring Scotland’s newest city, uncovering Yorkshire’s cultural heart, visiting Britain’s smallest city, discovering Ireland’s ecclesiastical capital or experiencing the resurgence of Limerick, these destinations demonstrate that some of the most memorable travel experiences can often be found beyond the capitals.
The growing appeal of secondary cities reflects wider travel trends, including:
- Demand for more authentic travel experiences
- Interest in destinations beyond the traditional tourist trail
- A desire for less crowded locations
- Greater focus on regional culture and local communities
- Increased interest from repeat visitors seeking new experiences
Looking Beyond the Expected
At Best of Scotland Holidays, we specialise in creating tailor-made UK and Ireland itineraries for the travel trade, helping agents and tour operators showcase both iconic highlights and underrated UK destinationsthat leave a lasting impression.
Whether you’re looking to incorporate emerging city destinations into an existing programme or create a completely bespoke itinerary that takes travellers beyond the traditional tourist trail, our experienced team can help.
With more than 40 years of destination management expertise and extensive local knowledge across the UK and Ireland, we work closely with travel professionals to design unique journeys that reflect their clients’ interests and expectations.
Get in touch with the Best of Scotland Holidays team today to discover how we can help create memorable UK and Ireland experiences that go beyond the capitals.
