That “undiscovered” paradise you saw on Instagram is already famous.
The modern travel dream is to find a “hidden gem,” an untouched paradise far from the tourist hordes. Travel bloggers and influencers are constantly promoting the “next great undiscovered destination.” The ironic truth is that the moment a place is labeled a hidden gem on a popular social media account or travel blog, it immediately ceases to be one. The secret is out.
These once-quiet destinations have been so thoroughly “discovered” that they are now firmly on the mainstream tourist trail, often complete with crowds, high prices, and the very things travelers were trying to escape.
1. Tulum, Mexico is a full-blown tourist mecca.
For years, Tulum was marketed as the bohemian, eco-chic alternative to the mega-resorts of Cancún. Its image was one of rustic beach cabanas, yoga retreats, and ancient Mayan ruins overlooking a turquoise sea. That version of Tulum is largely a thing of the past. Today, it is a major international hotspot, complete with luxury hotels, high-end restaurants, and legendary traffic jams.
The “hidden gem” label is now a joke. The beaches can be crowded, prices are on par with major U.S. cities, and the once-quiet jungle is now the backdrop for DJ sets at exclusive beach clubs, Clumsy Girl Travels mentioned. It is a beautiful destination, but it is anything but undiscovered.
2. The Azores, Portugal has been discovered.
This stunning archipelago in the middle of the Atlantic was long considered Europe’s best-kept secret. With its volcanic craters, lush green landscapes, and hot springs, the Azores were a haven for nature lovers seeking solitude, as per SunnySports. However, the introduction of budget airline routes from the U.S. and Europe in recent years has put an end to its hidden status.
While still less crowded than mainland Portugal, the main islands, like São Miguel, now see a significant number of tourists during the summer months. The secret is out, and the infrastructure is struggling to keep up, a classic sign that a hidden gem is no longer hidden.
3. The Lofoten Islands, Norway are an Instagram superstar.
The dramatic, jagged peaks of the Lofoten Islands rising straight out of the sea are an iconic image of Norway. For a long time, their remote, Arctic location kept them relatively quiet. The rise of Instagram, however, has turned these fishing villages into a global photography hotspot, especially in the summer under the midnight sun and in the winter for the Northern Lights.
The narrow roads are now often clogged with camper vans and tour buses, and the most famous photo spots have lines of people waiting to get the perfect shot, as reported by Medium.com. The wild, untouched beauty is still there, but you will have to share it with many, many others.
4. Chefchaouen, Morocco is famous for being blue.
The “Blue City” of Chefchaouen, nestled in Morocco’s Rif Mountains, was once a remote and difficult-to-reach destination. Its narrow alleyways, with every wall painted in a brilliant shade of blue, made it a photographer’s dream. Today, that photogenic quality has made it a primary stop on the Moroccan tourist trail, easily accessible via bus from major cities like Fez and Tangier.
The old medina is now filled with tourists, and the experience can feel less like discovering a hidden mountain town and more like walking through a very crowded, albeit beautiful, movie set. It is a stunning place, but its days of being a secret are long over.
5. Lake Bled, Slovenia is on every European itinerary.
Lake Bled, with its fairytale island church and cliff-top castle set against the backdrop of the Julian Alps, is the postcard image of Slovenia. For a while, it was considered a hidden gem, an off-the-beaten-path alternative to the crowded lakes of Italy or Switzerland. Those days are gone. Lake Bled is now a major European tourist destination.
In the summer, the shores of the lake are packed with visitors, and the town can feel overwhelmed. Slovenia as a country is still less traveled than its neighbors, but its most famous attraction is a secret to no one. The gem has been found, polished, and put on display for the entire world.
6. Siargao, Philippines, is no longer a secret surf spot.
For years, the island of Siargao was a well-kept secret among serious surfers, who came for its legendary “Cloud 9” wave. Its reputation as a pristine, laid-back paradise with white sand beaches and coconut palm forests eventually spread to the mainstream. It was hailed in travel magazines as the “next Boracay,” and the tourists followed in droves.
The island now has a bustling tourist infrastructure with boutique hotels, yoga studios, and trendy cafes. While it still retains some of its chill surf vibe, it is firmly on the Southeast Asian backpacker and vacationer trail. The secret is well and truly out.
7. Cartagena, Colombia is a major cruise ship port.
The walled colonial city of Cartagena, with its colorful buildings, bougainvillea-draped balconies, and Caribbean charm, was once considered a more adventurous travel destination. The country’s improved safety and growing popularity have transformed Cartagena into a major tourism hub, especially for cruise ships, which can disgorge thousands of passengers into the small historic center at a time.
While the city is vibrant and beautiful, the old town can feel incredibly crowded and commercialized, with vendors aggressively hawking souvenirs. It is a fantastic introduction to Colombia, but it’s the country’s most well-known and touristed city, not a hidden gem.
8. The Amalfi Coast in Italy is famously crowded.
It’s almost comical when a travel blog refers to Italy’s Amalfi Coast as a “hidden gem.” The stunning cliffside towns of Positano, Amalfi, and Ravello are world-famous and have been a playground for the rich and famous for decades. In the summer, the one narrow, winding road that connects the towns is in a state of near-permanent gridlock.
The towns themselves are packed with day-trippers, and the beaches are a sea of rented umbrellas. It is one of the most beautiful coastlines in the world, but it is also one of the most popular and crowded. It is the very definition of a mainstream, “bucket list” destination.
9. Kyoto, Japan is a global tourism powerhouse.
Kyoto is the cultural heart of Japan, a city of stunning temples, serene gardens, and traditional geisha districts. While it offers a deep and authentic cultural experience, it is by no means hidden. It is one of the most visited cities in the world, and during peak seasons like the spring cherry blossoms or the autumn leaf viewing, the crowds can be overwhelming.
The most famous sites, like the Fushimi Inari shrine or the Arashiyama Bamboo Grove, can be a shoulder-to-shoulder shuffle, making a serene experience nearly impossible. A trip to Kyoto requires careful planning to avoid the worst of the crowds, a clear sign that the secret has been out for a very long time.