Since the Covid-19 pandemic, the desire to travel has surged like never before. The global tourism market, which took a substantial hit during the pandemic, is projected to rebound with a staggering $16.9 trillion valuation by 2030. The bounce-back in travel post-pandemic has been remarkable. In 2023, air passenger traffic approached nearly 95% of pre-pandemic levels, signalling a robust recovery. However, with the resurgence of travel came a new concern: overtourism.
To mitigate this, many travellers are opting for destination dupes—hidden gems that provide similar vibes to popular destinations without the associated crowds and costs. Travellers are increasingly gravitating towards more budget-friendly alternatives to traditional tourist hotspots that offer a similar vibe to the more expensive destinations. This trend is being called dupe destinations. In simpler words, they are lesser-known, cost-effective locales that offer experiences strikingly similar to their more expensive counterparts.
Picture the majestic snow-capped peaks and stunning landscapes of the Swiss Alps. Now imagine experiencing these vistas not in Switzerland, but in Gulmarg or Khajjar, where you can soak in similar beauty at a fraction of the price. This is the allure of dupe travel.
What are dupe destinations?
Dupe destinations, often referred to as duplicates, are lesser-known, budget-friendly, and less crowded locales that allow travellers to enjoy similar experiences to popular tourist spots without the rush and expense. Carmen Hackmann, Hotel Manager at Relais & Châteaux’s Maslina Resort in Hvar, Croatia, describes dupe destinations as "lesser-known locations that offer experiences, scenery, and attractions akin to more famous hotspots, but typically at lower costs and with fewer crowds." She adds, "Today's travellers are seeking authentic experiences, favour less crowded spots, and want to save money while still enjoying comparable beauty and culture."
According to a 2023 study by Skyscanner, an impressive 93% of travellers are open to considering dupe destinations, with around 64% citing cost savings as a key factor in their decision. Skyscanner’s recommendations for dupe destinations include Belfast as a substitute for London, Girona for Barcelona, Krakow instead of Rome, and Seville in place of Madrid. Additionally, Andaman and Nicobar Islands serve as a more affordable alternative to the Maldives, while Turkey's Bodrum offers a similar experience to the over-touristed St Tropez. Taipei is becoming a popular substitute for Seoul, and Perth is emerging as an alternative to Sydney. Quebec City provides a charming option in place of Geneva, and Memphis offers a comparable vibe to Nashville.
Hemant Mediratta, Founder and CEO of One Rep Global, points to Ras Al Khaimah as a noteworthy alternative to Dubai, offering similar luxurious experiences and stunning landscapes without overwhelming crowds. The Grand Ho Tram in Vietnam provides a dupe experience for Phuket with its vibrant culture, breathtaking scenery, and culinary delights. Courchevel offers picturesque alpine scenery and world-class ski facilities, making it a more affordable and less crowded alternative to Saint Moritz. Hackmann also suggests Korčula town in Croatia as a dupe for Dubrovnik, Ljubljana in Slovenia as a substitute for Vienna, and Lake Bled in Slovenia as an alternative to Lake Como. For those seeking a Paris-like experience without the hefty price tag, Prague provides similar architectural charm. Additionally, Portugal's Algarve is becoming a popular alternative to the crowded Mediterranean shores.
One significant benefit of dupe destinations is their ability to alleviate overcrowding and reduce the strain on infrastructure in traditional tourist hotspots. Essentially, dupe destinations provide a more authentic and less commercialized travel experience. They tend to be less crowded, offering a deeper connection to local culture and the environment, while remaining budget-friendly for travellers seeking high-quality experiences.
Why do Indians prefer dupe destination travel?
Dupe destinations are emerging as game-changers and are reshaping global travel patterns. What's surprising is that nowhere is this more evident than in India, a country blessed with diverse landscapes and rich cultural heritage that naturally lend themselves to such alternatives.
Indians, like the rest of the world, are catching the travel bug, with the country's travel market projected to soar to $131.7 billion by 2030. This growth positions India as one of the most promising markets for travel and tourism. The rise of dupe destinations is a testament to this burgeoning interest. Indians are increasingly opting for these lesser-known spots that often rival or even surpass their famous counterparts. The reasons are compelling: cost efficiency, easier access, and sheer convenience.
Current travel trends show a remarkable 25% rise in trips to nearby, drivable destinations during long weekends. These trips, typically lasting 3-4 days, offer a much-needed respite without the burden of excessive spending or meticulous planning. The Ministry of Tourism's statistics reflect this shift, with visits to lesser-known destinations increasing by 22% over the past year. This trend is fueled by both domestic and international tourists seeking unique experiences and more sustainable travel options.
Globally, the allure of dupe destinations is driven by several factors. High costs, overtourism, and the quest for unique experiences are pushing travellers to explore alternatives to traditional destinations.
Mediratta, underscores this point, highlighting the traveller's desire for unique and affordable alternatives. "The rise of social media has amplified this trend, with influencers showcasing these hidden gems and boosting their appeal. Moreover, the growing desire for more sustainable travel options is steering tourists towards dupe destinations, which help alleviate the pressure on over-touristed areas."
The statistics too speak volumes. According to a 2023 report by Skyscanner, searches for lesser-known destinations increased by 28% compared to the previous year. Additionally, Airbnb data reveals a 34% growth in bookings in secondary cities over the last two years. This indicates a clear shift in traveller preferences towards discovering hidden gems over well-trodden paths.
In my view, the Indian traveller's embrace of dupe destinations is not just a trend but a movement towards a more sustainable and enriching travel experience. These alternatives offer an opportunity to explore the country's own backyard, uncovering locales that might otherwise remain in the shadows.
Travel trends show a 25% rise in trips to nearby, drivable destinations during long weekends, with stays of 3-4 days, offering a much-needed break without excessive spending or planning. The rise of dupe destinations in India is also reflected in tourism statistics. According to the Ministry of Tourism, visits to lesser-known destinations have increased by 22% in the past year. This shift is driven by both domestic and international tourists looking for unique experiences and more sustainable travel options.
The social media uptick
Social media platforms have revolutionized the travel industry, making dupe destinations the latest trend among explorers. In the age of Instagram and TikTok, travellers are no longer satisfied with the usual tourist spots; they crave unique, Instagrammable experiences. Influencers have become pivotal in showcasing these off-the-beaten-path locales, turning platforms like Instagram into the travelogues of our generation. Breathtaking landscapes and idyllic experiences are now just a scroll away, enticing adventurers to discover hidden gems that rival famous landmarks.
Hashtags like #DupeDestinations and #BudgetTravel have become trendy, helping users uncover lesser-known spots, Instagram, for instance, serves as a virtual travel brochure, showcasing the beauty and charm of these dupe destinations
Mediratta notes that social media and influencer marketing have significantly boosted the popularity of dupe destinations. Influencers often highlight these hidden gems, showcasing their beauty and affordability to a broad audience. This surge in visibility has led to increased interest and bookings, especially among younger, tech-savvy travelers who seek unique and Instagram-worthy experiences.
Carmen Hackmann, Hotel Manager at Relais & Châteaux Maslina Resort in Hvar, Croatia, echoes this sentiment. She observes that social media and influencer marketing have played a crucial role in popularizing dupe destinations. Influencers highlight these spots as ‘off-the-beaten-path’ treasures, leading to a surge in interest and visitation. This trend has shifted traveller behaviour towards seeking more authentic and lesser-known locations. People now aspire to discover and share special experiences that their social media followers have yet to visit.
However, with virality comes a double-edged sword. The same platforms that ignite our wanderlust can also homogenize destinations. Once a hidden gem catches the social media eye, it quickly loses its secret status. The allure of discovering a place untouched by the masses fades as these destinations become popular and crowded, mirroring the very tourist hotspots they were meant to replace.
The benefits challenges
Dupe destinations offer numerous advantages, including lower costs for accommodation, dining, and activities, as well as authentic cultural experiences. They help alleviate overcrowding and reduce the strain on infrastructure in traditional tourist hotspots. "In our region, this shift has led to a more balanced distribution of tourism, benefiting lesser-known areas economically and culturally," says Carmen Hackmann, Hotel Manager at Relais & Châteaux Maslina Resort. "It has also prompted famous destinations to improve their offerings and sustainability practices, such as Dubrovnik."
Hotels in dupe destinations often enjoy several competitive advantages. Hemant Mediratta, Founder and CEO of One Rep Global, notes, "Lower operating costs allow for more competitive pricing, attracting budget-conscious travellers. These hotels can offer unique, culturally immersive experiences that set them apart from those in more commercialized areas." He cites The Grand Ho Tram in Vietnam as an example, highlighting its luxurious yet authentic Vietnamese experience, which differentiates it from typical Thai resorts. Mediratta adds, "With fewer hotels in the vicinity, individual properties can stand out more easily and provide a more personalized service."
However, the rise of dupe destinations also presents challenges. Traditional tourist hotspots must innovate and enhance visitor experiences to retain their appeal. Lesser-known destinations, on the other hand, must prepare to manage increased tourism sustainably, ensuring that the influx of visitors does not lead to the same issues faced by their more famous counterparts.
The Road Ahead
To truly appreciate and make the most out of a visit to a dupe destination, it’s essential to approach your journey with intention and mindfulness. These alternative spots offer a unique opportunity to enjoy the allure of famous locales at a fraction of the cost, but their value extends far beyond mere affordability. By engaging deeply with the destination, respecting its local culture, and embracing its distinctiveness, you can uncover experiences that are as enriching as they are budget-friendly.
Mediratta recommends thorough research, engaging with locals to discover hidden gems, and practising sustainable tourism. "As dupe destinations rise in popularity, we have observed significant changes in booking patterns. There is an increase in longer stays, as guests take the opportunity to fully explore and immerse themselves in the local culture. Additionally, there is a higher demand for experiential travel and unique accommodations, such as boutique hotels and eco-lodges." Hackmann agrees with these tips and adds, "Always keep an open mind and embrace everything that makes the destination special."
In essence, dupe destinations are redefining the travel landscape, offering a win-win for tourists seeking affordable, unique experiences and for lesser-known locales eager to attract visitors. As this trend continues to grow, it will be crucial for stakeholders in the tourism industry to adapt and innovate, ensuring that travel remains a source of joy and discovery for all. The rise of dupe destinations highlights a shift towards more sustainable and meaningful travel, promising a future where every journey is as enriching as it is memorable.
Comments