Five towns in the West Midlands have been recognised among the UK's top 20 most underrated destinations for 2026, according to global travel search engine KAYAK. The region is being hailed as a 'treasure trove' of hidden gems, offering diverse attractions and rich history.
Why the West Midlands is Gaining Attention
From centuries-old cider-making traditions along the River Severn to impressive iron bridges and vibrant floral displays, the West Midlands proves it is far more than just a stopover between London and northern England. The inclusion of five towns underscores the area's growing appeal for staycations and off-the-beaten-path exploration.
A KAYAK spokesperson said: "While classic tourist favourites like Edinburgh, Bath, and the Lake District remain popular, there is a wealth of charm to be discovered in less-visited towns. 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 list include Salford, Lancaster, Hastings, Caernarfon, Doncaster, Colchester, and Bolton.
The Five West Midlands Towns
1. Worcester – Average cost per night: £90
Worcester boasts a stunning cathedral, historic streets, and picturesque riverside walks. Visitors can explore Worcester Cathedral, the Tudor House Museum, and enjoy the charming atmosphere. 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."
2. Telford – Average cost per night: £73
Telford offers insight into a transformative part of British history. Home to Ironbridge Gorge, the birthplace of the Industrial Revolution, it blends history, heritage trails, and family-friendly entertainment. KAYAK says: "You can stroll past Victorian foundries, visit unusual museums or hike through the lush Shropshire hills."
3. Shrewsbury – Average cost per night: £90
With black-and-white timber houses, quirky boutiques, and the graceful curve of the River Severn, Shrewsbury feels like a storybook town. KAYAK says: "It is easy to explore on foot, welcoming, and full of floral surprises in spring. Explore the half-timbered houses and secret courtyards on Wyle Cop, one of England's most beautiful streets."
4. Wolverhampton – Average cost per night: £69
Wolverhampton showcases industrial heritage, proving the West Midlands is more than a pit stop. KAYAK highlights its affordability and cultural experiences.
5. Stoke-on-Trent
Stoke-on-Trent is also included for its industrial heritage and unique attractions, offering travellers a glimpse into Britain's manufacturing past alongside cultural and leisure experiences.
