March 3, 2026, 10:36 am | Read time: 5 minutes
Three destinations were up for selection in the TRAVELBOOK voting, and now the winner has been decided. More than 15,000 reader votes were cast to choose the most popular emerging travel destination for 2026. The award ceremony took place Monday evening (March 2) during the TRAVELBOOK Sundowners, the annual industry gathering of Germany’s largest online travel magazine at the ITB in Berlin. This is the most popular emerging travel destination on the continent.
Not long ago, we asked you, dear TRAVELBOOK readers, to vote for your favorite hidden gem travel destination in Europe (read all about the voting here). Three countries considered hidden gems were up for selection, which, according to industry info, were in high demand for summer 2026: Albania, Montenegro, and Cyprus. We subsequently placed all three on the shortlist for the award for the best emerging travel destination for 2026. More than 15,000 votes were cast, and a clear winner was chosen.
Montenegro Is Europe’s Most Popular Emerging Travel Destination
The small Balkan country won the vote with 6,140 votes, securing 39 percent. Montenegro can now proudly wear the TRAVELBOOK Special Award as Rising Star 2026 for the best emerging travel destination in Europe. Albania follows in second place with 34 percent of the votes, and Cyprus comes in third with 27 percent.
But why does Montenegro captivate our readers so much that it even surpasses the trendy destination of Albania? Let’s take a look at the beauty of Montenegro.
Also interesting: The perfect road trip through Montenegro
Adrialand Montenegro
Montenegro is a relatively small country that sometimes gets overshadowed by its various neighboring countries: Albania, Kosovo, Bosnia and Herzegovina, Serbia, and Croatia. Yet, the 13,810-square-kilometer republic has much to offer—a reason why it is now receiving more attention and has been named Europe’s most emerging travel destination this year.
Like most of its neighboring countries, Montenegro is located on the Adriatic Sea and promises beautiful and relaxing swims in the clear turquoise waters. Vacationers can choose between sandy and pebbly beaches, lively resorts, and secluded coves. Popular beach destinations include the bustling Budva Riviera, the nearby picturesque island of Sveti Stefan (see image above), and Montenegro’s southernmost city, Ulcinj, with its 13-kilometer-long sandy beach, Velika Plaža.
Canyons, Glittering Lakes, and Black Mountains
Montenegro fans love the Balkan country not just for its coastline. The land of black mountains is particularly fascinating with its spectacular inland nature, attracting active vacationers every year. Not least, Montenegro is home to Europe’s longest gorge. At around 78 kilometers long and sometimes more than 1,300 meters deep, the Tara Gorge is the largest canyon on the continent. As part of the Durmitor National Park, it is a UNESCO World Natural Heritage site. It offers not only picturesque and exciting views but also activities that will take your breath away and get your adrenaline pumping: ziplining, rafting, canyoning, you name it.
However, the Tara Gorge is far from the only worthwhile gorge in Montenegro. The spectacular Mrtvica Gorge, about 1,100 meters deep with its steep walls and emerald green water, remains a hidden gem. Another beautiful hiking destination is the Black Lake, Crno jezero. Those who prefer paddling to hiking can also enjoy beautiful boat tours in Montenegro. For example, at sunrise on Liqeni i shkodrës, also known as Lake Skadar, the largest lake in the Balkans, which extends across the border into Albania. And these are just a few of the highlights in the exciting country of Montenegro, which has been named Europe’s most emerging travel destination for 2026.
Also interesting: Why you might want to avoid traveling to the coast in Montenegro
TRAVELBOOK Special Award: Rising Star 2026
The Special Award as Rising Star 2026 was presented by Nuno Alves, editor-in-chief of BOOK Family, during the TRAVELBOOK Sundowners. In his speech, Alves highlighted what makes Montenegro so unique. “Already today, tens of thousands of people from Germany visit the country annually—and the trend is rising. And I am sure this recognition from TRAVELBOOK readers will further contribute to more travelers discovering Montenegro’s impressive diversity. Swimming in the sea in the morning, hiking in the mountains in the afternoon, and enjoying rich gastronomy and culture in the evening. Hardly any other country in Europe combines coast, high mountains, national parks, and centuries-old traditions in such a small area.”
The award was accepted by Dijana Tući, Counselor and Chargé d’affaires of the Embassy of Montenegro in Berlin. She said, “It is a great honor for me to accept this award as Rising Star Destination 2026 on behalf of Montenegro. We are very pleased that the natural beauty, rich culture, and great tourist potential of our country are recognized by TRAVELBOOK, one of the most influential travel magazines.”
The TRAVELBOOK Special Award is also a small preview of the annual TRAVELBOOK Award held in the fall. This year, the trend travel destinations for the coming year will be chosen in various categories for the fifth time. Last year’s winners included Bad Wimpfen in Baden-Württemberg (“Most Beautiful Old Town in Germany”) as well as the Tatra Mountains in Slovakia and Poland (“Best Hidden Gem Region in Europe”).