The West Midlands is emerging as a hotspot for travellers seeking hidden gems, with five of its towns named among the UK’s 20 most underrated destinations for 2026 by global travel search engine KAYAK.
These must-visit spots, showcase the region’s diverse attractions and rich history. From centuries-old cider-making traditions along the scenic River Severn to impressive iron bridges and vibrant floral displays, the West Midlands proves it’s far more than just a stopover between London and the north of England.
Other areas demonstrate the region’s industrial heritage, offering travellers a unique glimpse into Britain’s manufacturing past alongside cultural and leisure experiences.
The inclusion of five towns from the West Midlands underscores the area’s growing appeal as a destination for staycations and off-the-beaten-path exploration.
“While classic tourist favourites like Edinburgh, Bath, and the Lake District remain popular, there’s a wealth of charm to be discovered in less-visited towns,” said a KAYAK spokesperson.
“The West Midlands, in particular, is home to some of the UK’s most fascinating and overlooked destinations, making it perfect for travellers looking for something different in 2026.”
Other towns making the UK’s low-key list include Salford, Lancaster, Hastings, Caernarfon, Doncaster, Colchester, and Bolton, each offering its own story and attractions away from the usual crowds.
1. Worcester - Average cost of stay per night £90
Worcester boasts a stunning cathedral, historic streets, and picturesque riverside walks. Visit Worcester Cathedral, explore the Tudor House Museum, and soak in the charming atmosphere of this cathedral city. Kayak says: " It has all the charm of a classic English town: a cathedral that glows in golden light, a river that winds through café terraces and pubs where time seems optional. Sampling local cider along the Severn before a lazy stroll through Gheluvelt Park is the best plan for your first visit, or hike the nearby Malvern Hills – an area of outstanding natural beauty. The city is small enough to wander around, but big enough to discover." | Colin & Linda McKie - stock.adobe.com
2. Telford - Average stay per night £73
Iron bridges, deep gorges and museum trails. Kayak says: "Telford, despite its reputation as a more ‘modern town’ compared to others, offers insight into another transformative part of British history. It is home to Ironbridge Gorge, the birthplace of the Industrial Revolution, and offers a blend of history, heritage trails and family-friendly entertainment. You can stroll past Victorian foundries, visit unusual museums or hike through the lush Shropshire hills." | Eddie Cloud - stock.adobe.com
3. Shrewsbury - Average cost of stay £90 per night
Kayak says: "With its black-and-white timber houses and quirky boutiques, not to mention the graceful curve of the River Severn around it, Shrewsbury feels like a storybook town. It’s easy to explore on foot, it’s welcoming, and it’s full of floral surprises in spring. Explore the half-timbered houses and secret courtyards on Wyle Cop, one of England’s most beautiful streets." | Colin & Linda McKie - stock.adob
4. Wolverhampton - Average cost of stay £69
Kayak says: "Wolverhampton and Stoke-on-Trent's industrial heritage, the West Midlands proves that it is much more than just a pit stop between London and the north of England." | Adobestock