The West Midlands region is being celebrated as a 'treasure trove' for hidden gems, with five of its towns securing a place on a prestigious list of the UK's most underrated destinations for 2026.
Regional Spotlight on Hidden Gems
According to a new report from the global travel search engine KAYAK, the West Midlands is emerging as a prime location for travellers seeking unique experiences away from the usual tourist crowds. The analysis, published on 20th November 2025, highlights the area's diverse attractions, from centuries-old traditions to its significant industrial heritage.
A spokesperson for KAYAK commented on the findings, stating, "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. The West Midlands, in particular, is home to some of the UK’s most fascinating and overlooked destinations."
The Five Must-Visit West Midlands Towns
The report details the specific towns from the region that made the list, each offering its own distinct character and appeal for visitors in 2026.
Worcester leads the way with an average nightly stay cost of £90. KAYAK praises its stunning cathedral, historic streets, and picturesque riverside walks along the River Severn. The travel expert recommends sampling local cider, enjoying a stroll through Gheluvelt Park, or hiking in the nearby Malvern Hills.
Telford offers more affordable accommodation at around £73 per night. It is renowned as the home of the Ironbridge Gorge, the celebrated birthplace of the Industrial Revolution. Visitors can explore Victorian foundries, unusual museums, and the lush Shropshire hills.
Shrewsbury, with accommodation averaging £90 per night, is described as a 'storybook town' thanks to its black-and-white timber houses, quirky boutiques, and the graceful curve of the River Severn. It's noted for being easy to explore on foot and for its beautiful floral displays in spring.
Wolverhampton presents a budget-friendly option with an average stay costing just £69 per night. The town is highlighted for its strong industrial heritage, showcasing a key part of Britain's manufacturing history.
A New Era for UK Tourism
This recognition firmly positions the West Midlands as a compelling destination in its own right, moving beyond its traditional role as a stopover between London and the north of England. The inclusion of five local towns underscores the region's growing appeal for both staycations and travellers looking for authentic, off-the-beaten-path experiences.
Other towns joining the West Midlands on KAYAK's UK-wide list of underrated spots include Salford, Lancaster, Hastings, Caernarfon, Doncaster, Colchester, and Bolton.
