For decades, travel guru Rick Steves has shaped how Americans explore Europe, encouraging them to trade selfie-filled itineraries for meaningful cultural encounters. His latest piece of advice might surprise many: skip the continent’s biggest, most crowded cities once in a while and head to what he affectionately calls “third-rate towns.”
The phrase doesn’t describe low quality, but rather hidden treasures that remain untouched by mass tourism.
These are the places where café owners still greet regulars by name, where streets fall silent after sunset, and where visitors experience Europe’s essence without the gloss of commercialization. For Steves, the path less traveled isn’t just a detour; it’s the real journey.
What Rick Steves Really Means by “Third-Rate”
When Rick Steves calls a town “third-rate,” he’s not talking about dull or inferior destinations. He’s redefining the term to mean “third-tier on the tourist radar”, beautiful places that haven’t yet been trampled by heavy tourism.
These towns are often filled with the same medieval charm, local cuisine, and architectural marvels as their more famous neighbors, but without the stress and chaos.
You might wander into a quiet village square in Slovenia, hear church bells echoing through cobblestone streets, or enjoy a homemade meal in a family-run trattoria in Italy, experiences nearly impossible to find in the world’s most photographed capitals.
For Steves, authenticity thrives in these overlooked corners, and travelers who venture there rediscover what travel was meant to be: slow, personal, and deeply human.
Why These Towns Offer Better Value and More Breathing Room
One of the biggest perks of visiting lesser-known European towns is the value-to-experience ratio. Smaller destinations usually mean lower hotel rates, affordable meals, and genuine hospitality unspoiled by the pressure of high-season tourism.
Instead of fighting for space at major attractions, travelers enjoy open plazas, uncrowded museums, and conversations with locals who actually have time to talk. It’s also a financial relief; a couple can dine on local specialties for half the price of a tourist trap in Florence or Paris.
Beyond savings, there’s a sense of space that makes these towns healing for the soul: no long lines, no street hawkers, just time to breathe and enjoy life at Europe’s natural pace.
How Over-Tourism Damages the Real Europe
Rick Steves has long warned that Europe’s most popular cities, from Venice to Barcelona, are victims of their own success. Endless crowds have turned historic centers into theme parks where locals move out and souvenir shops move in.
The pressure of tourism inflates rents, erases neighborhood identity, and leaves visitors competing for staged experiences rather than discovering real ones. By visiting smaller, less-touted towns, travelers can relieve some of that pressure while rewarding places that still preserve community life.
It’s sustainable tourism in its truest form, a way to keep Europe’s heart beating beyond its capitals. As Steve often says, “If you go where the tourists aren’t, you’ll find the Europe that locals still live in.”
Hidden Gems Worth a Detour
Examples of these “third-rate towns” are scattered across the continent, each offering its own magic. In France, the village of Sarlat-la-Canéda in the Dordogne feels frozen in the Middle Ages, with honey-colored stone houses and lively food markets.
In Italy, Orvieto rises dramatically from a volcanic cliff, its cathedral rivaling anything in Rome. Český Krumlov in the Czech Republic charms visitors with fairytale streets beside a winding river, while Rothenburg ob der Tauber in Germany’s Bavaria feels straight out of a storybook.
These places may not headline bucket lists, but their warmth, beauty, and intimacy often leave a stronger impression than any world-famous landmark. Travelers who venture here often find themselves saying, “This was the Europe I came to see.”
How to Plan Your Own “Third-Rate” Adventure
To follow Rick Steves’ advice, start by adjusting your mindset: plan less, wander more. Pick a major destination, then look an hour or two beyond it for nearby small towns connected by train or regional bus.
Spend a night or two instead of rushing through on a day trip; that’s when the magic happens. Stay in family-run guesthouses, dine in taverns where menus aren’t translated, and shop at local markets instead of souvenir stands.
Be open to slow travel: watch the sunrise over a quiet harbor or join locals for an evening stroll. The goal isn’t to escape Europe’s icons; it’s to balance them with authenticity. As Steves would put it, “The best souvenirs aren’t things, they’re moments you didn’t plan.”
