As travelers plan their next trips, cultural attractions remain a key part of the journey, with 29%* of people already planning on exploring a new landmark or sight on their travels this year. However, rather than just simply ticking off the world’s most iconic landmarks, many are looking beyond the obvious to discover lesser-known sights. 43%** of travelers say they plan to avoid overcrowded tourist destinations, and find an alternative to these hotspots. Booking.com spotlights a selection of unique landmarks that rival the world’s famous attractions, inviting discovery in places that feel both authentic and refreshingly unexpected. Cappadocia, TurkeyLocated in central Turkey, Cappadocia is known for its overworldly landscape of cone-shaped rock volcanic formations, otherwise known as “fairy chimneys”. The formations have been sculpted over millennia by volcanic activity and erosion and rise dramatically from a backdrop of stunning valleys and ridges. Many of the region’s homes, churches and hotels are carved directly into the formations, with historical underground cities such as Derinkuyu and Kaymaklı also must-sees. Dating back to around 8th Century BC (about 2,700 years ago), the cities once provided long-term shelter to inhabitants during times of invasion. Travelers can explore the captivating subterranean networks or follow hiking trails through Göreme National Park, where they can wander through open-air museums of rock-cut monasteries and churches with some of the finest surviving frescoes or mural paintings from the Byzantine Empire. Sunrise hot air balloon rides are one of the most iconic ways to experience the captivating landscape, offering a panoramic view over the region’s unique geological formations. Horseback riding through the valleys and sampling local dishes such as testi kebab (a slow cooked meat stew prepared in a sealed pot) or gözleme (traditional Turkish flatbread filled with cheese, spinach or minced meat) allow visitors to connect even deeper with the area’s rich cultural heritage. Where to stay: Set in the hillside of Göreme, in the heart of Cappadocia and its “fairy chimneys”, Sultan Cave Suites reflects the region’s landscape through its carved stone interiors and sweeping views. Individually designed cave rooms feature traditional Turkish textiles and antique details, while panoramic rooftop terraces provide one of the most sought after spots to watch hot air balloons rise at sunrise. With its romantic, tranquil setting, the property is particularly well-suited to couples. Cusco, PeruSet in southern Peru, the Cusco Region is known as the historic heart of the Inca Empire, the largest empire in pre-Columbian America in the 1500s, where Andean landscapes meet centuries of cultural heritage. While many travelers are drawn to the region’s renowned Macchu Picchu ruins, the lesser-known Choquequirao, dubbed Macchu Picchu’s ‘sister city’ is well worth a visit for any history or archaeology enthusiasts. Set high in the Andes, the multi-day trek to the site starting at Cachora winds through remote valleys and high mountain passes, offering sweeping views along the way of the Apurímac Canyon, considered the most distant source of the Amazon River. Surrounded by dramatic peaks and cloud forests, the site feels both vast and deeply secluded, with terraces cascading down steep mountainsides and ruins emerging gradually from the landscape. The site of Choquequirao itself is expansive, with agricultural terraces, ceremonial plazas, and intricate stonework that continue to be uncovered year after year. Unlike more frequented sites, time here feels unhurried, allowing visitors to explore at their own pace. Beyond the ruins, the surrounding region offers further opportunities for discovery, with other areas of Cusco including the Mountain of Colors and Humantay Lake worth visiting along the way. Where to stay: Located in the heart of Cusco’s historic centre, CASA CRISTOBAL offers spacious family rooms within a beautifully restored colonial-era house. Close to popular historical attractions including the Cathedral of Cusco and the Inka Museum, the charming accommodation has original wooden beam structural features, a peaceful sun terrace, outdoor dining area, and interiors that blend traditional Andean craftsmanship with contemporary design for a unique, local stay. Page, Arizona, USAPage, a city in Coconino County, Arizona, serves as a gateway to some of the American Southwest’s most striking natural scenery, where vast desert landscapes unfold into towering red rock formations and winding canyons. The dramatic rust-red horseshoe shaped meander of the Colorado River, otherwise known as Horseshoe Bend, is one of America’s most magnificent natural beauties and geological formations. Just a short walk from the town, the landmark’s impressive sandstone cliffs curve dramatically around the Colorado River, providing a breathtaking view of the river’s captivating emerald green water below. Travelers can also explore nearby Lake Powell, where boating, kayaking, and paddleboarding offer a different perspective on the region’s vast waterways. Antelope Canyon, known for its narrow passageways and shifting light beams, was created by flash floods five to six million years ago. For explorers keen to experience more of the Southwest’s natural beauty, Page is an ideal base, with other iconic landmarks including Grand Canyon and Monument Valley just a short drive away. Where to stay: Just outside Page’s centre, Roam America Horseshoe Bend offers modern, cabin-style accommodation set against red rock desert landscapes. Each unit features a private patio and firepit, ideal for evenings outdoors, while a seasonal pool and on-site café allow for downtime between excursions. Located minutes from Horseshoe Bend and Antelope Canyon, it’s a convenient base for exploring the surrounding area.Le Mont-Saint Michel, Normandy, FranceRising dramatically from the tidal flats of Normandy along the English Channel coast, Mont-Saint-Michel is one of Europe’s most captivating historical landmarks. This UNESCO World Heritage-listed island commune is crowned by a medieval abbey perched high on rocky foundations, with a spire visible for miles across the bay. Set within a vast coastal landscape shared by Normandy and Brittany, the island experiences some of the highest tides in continental Europe, transforming its coast from expansive sandbanks to open sea within hours. At different times of day, the island takes on a shifting character, from atmospheric morning mist to golden light at sunset. Ideal for exploring as part of a wider roadtrip, the surrounding Normandy region is easily navigated by car, with scenic coastal drives linking charming villages, historic towns and local markets. Or alternatively, travelers can also visit Mont-Saint Michel by bike from nearby villages. Along the route to reach this landmark, the region’s food scene provides plenty to discover, from freshly shucked oysters picked from the water to local cheeses, traditional crêpes and a chance to shop some of the area’s famous cider and Calvados production. Where to stay: La Coque d’Or offers a comfortable apartment-style stay in the centre of Le Mont-Saint Michel, placing guests within easy reach of notable local cultural landmarks such as the Basilica of Sainte-Thérèse and Lisieux Cathedral. The apartment’s relaxed, homely feel makes it a great stop for those exploring the wider Normandy region, while still within close view of the island’s shifting tides. Zhangjiajie, China Located in China’s Hunan Province, Zhangjiajie National Forest Park is defined by thousands of towering sandstone pillars that rise dramatically from dense forest, often veiled in drifting mist. Spanning more than 4,800 hectares (approximately 11,800 acres), the park forms part of the Wulingyuan Scenic Area, a UNESCO World Heritage Site known for its rare quartz-sandstone formations, a landscape so distinctive that it is thought to have inspired the floating mountains in a the sci-fi movie franchise featuring blue-skinned species. Visitors can explore the park via walking trails and cable cars, which open up elevated viewpoints across key areas such as Yuanjiajie and Tianzi Mountain. Nearby, travelers can experience Zhangjiajie Grand Canyon’s dramatic cliffs and the world’s longest and highest glass-bottomed bridge suspended above the valley floor. After a day of exploring, travelers can continue their journey into the evening with an excursion to Furong Old Town, where a waterfall-lit village comes alive after dark. Lantern-lined streets and traditional Tujia performances, filled with ethnic song and dance, offer a striking contrast to the stillness of the park.Where to stay: Located near Zhangjiajie National Forest Park, Avatar Mountain Resort features an outdoor pool, on-site restaurant, and spacious rooms designed for comfort after a day of exploring. Natural textures and warm wood interiors create a calm atmosphere, while mountain-view rooms and large windows connect to the scenery beyond. With its proximity to the park, the hotel provides a well-positioned stay that balances convenience with a sense of quiet escape.*Research was commissioned by Booking.com and independently conducted among a sample of adults who had taken a leisure trip in the last 12 months with an overnight stay and plan to travel in 2026. The sample comprised 32,800 respondents across 34 markets surveyed in January 2026. **Research commissioned by Booking.com and independently conducted among a sample of 32,500 respondents across 35 countries and territories (1,000 from USA, 1,000 from Canada, 1,000 from Mexico, 1,000 from Colombia, 1,000 from Brazil, 1,000 from Argentina, 1,000 from Australia, 500 from New Zealand, 1,000 from India, 1,000 from China, 1,000 from Hong Kong, 1,000 from Thailand, 1,000 from Singapore, 1,000 from Taiwan, 1,000 from Vietnam, 1,000 from Indonesia, 1,000 from Philippines, 1,000 from South Korea, 1,000 from Japan, 1,000 from Spain, 1,000 from Italy, 1,000 from France, 500 from Switzerland, 1,000 from the UK, 1,000 from Ireland, 1,000 from Germany, 1,000 from the Netherlands, 1,000 from Belgium, 1,000 from Denmark, 1,000 from Sweden, 1,000 from Croatia, 500 from Greece, 500 from UAE, 1,000 from South Africa and 500 from Kenya). To participate, respondents had to be 18+ years, have traveled at least once in the past 12 months, must be planning to travel in 2026, and be either the primary decision maker or involved in the decision making of their travel. The survey was taken online and took place in January 2026. As travelers plan their next trips, cultural attractions remain a key part of the journey, with 29%* of people already planning on exploring a new landmark or sight on their travels this year. However, rather than just simply ticking off the world’s most iconic landmarks, many are looking beyond the obvious to discover lesser-known sights. 43%** of travelers say they plan to avoid overcrowded tourist destinations, and find an alternative to these hotspots. Booking.com spotlights a selection of unique landmarks that rival the world’s famous attractions, inviting discovery in places that feel both authentic and refreshingly unexpected. Cappadocia, TurkeyLocated in central Turkey, Cappadocia is known for its overworldly landscape of cone-shaped rock volcanic formations, otherwise known as “fairy chimneys”. The formations have been sculpted over millennia by volcanic activity and erosion and rise dramatically from a backdrop of stunning valleys and ridges. Many of the region’s homes, churches and hotels are carved directly into the formations, with historical underground cities such as Derinkuyu and Kaymaklı also must-sees. Dating back to around 8th Century BC (about 2,700 years ago), the cities once provided long-term shelter to inhabitants during times of invasion. Travelers can explore the captivating subterranean networks or follow hiking trails through Göreme National Park, where they can wander through open-air museums of rock-cut monasteries and churches with some of the finest surviving frescoes or mural paintings from the Byzantine Empire. Sunrise hot air balloon rides are one of the most iconic ways to experience the captivating landscape, offering a panoramic view over the region’s unique geological formations. Horseback riding through the valleys and sampling local dishes such as testi kebab (a slow cooked meat stew prepared in a sealed pot) or gözleme (traditional Turkish flatbread filled with cheese, spinach or minced meat) allow visitors to connect even deeper with the area’s rich cultural heritage. Where to stay: Set in the hillside of Göreme, in the heart of Cappadocia and its “fairy chimneys”, Sultan Cave Suites reflects the region’s landscape through its carved stone interiors and sweeping views. Individually designed cave rooms feature traditional Turkish textiles and antique details, while panoramic rooftop terraces provide one of the most sought after spots to watch hot air balloons rise at sunrise. With its romantic, tranquil setting, the property is particularly well-suited to couples. Cusco, PeruSet in southern Peru, the Cusco Region is known as the historic heart of the Inca Empire, the largest empire in pre-Columbian America in the 1500s, where Andean landscapes meet centuries of cultural heritage. While many travelers are drawn to the region’s renowned Macchu Picchu ruins, the lesser-known Choquequirao, dubbed Macchu Picchu’s ‘sister city’ is well worth a visit for any history or archaeology enthusiasts. Set high in the Andes, the multi-day trek to the site starting at Cachora winds through remote valleys and high mountain passes, offering sweeping views along the way of the Apurímac Canyon, considered the most distant source of the Amazon River. Surrounded by dramatic peaks and cloud forests, the site feels both vast and deeply secluded, with terraces cascading down steep mountainsides and ruins emerging gradually from the landscape. The site of Choquequirao itself is expansive, with agricultural terraces, ceremonial plazas, and intricate stonework that continue to be uncovered year after year. Unlike more frequented sites, time here feels unhurried, allowing visitors to explore at their own pace. Beyond the ruins, the surrounding region offers further opportunities for discovery, with other areas of Cusco including the Mountain of Colors and Humantay Lake worth visiting along the way. Where to stay: Located in the heart of Cusco’s historic centre, CASA CRISTOBAL offers spacious family rooms within a beautifully restored colonial-era house. Close to popular historical attractions including the Cathedral of Cusco and the Inka Museum, the charming accommodation has original wooden beam structural features, a peaceful sun terrace, outdoor dining area, and interiors that blend traditional Andean craftsmanship with contemporary design for a unique, local stay. Page, Arizona, USAPage, a city in Coconino County, Arizona, serves as a gateway to some of the American Southwest’s most striking natural scenery, where vast desert landscapes unfold into towering red rock formations and winding canyons. The dramatic rust-red horseshoe shaped meander of the Colorado River, otherwise known as Horseshoe Bend, is one of America’s most magnificent natural beauties and geological formations. Just a short walk from the town, the landmark’s impressive sandstone cliffs curve dramatically around the Colorado River, providing a breathtaking view of the river’s captivating emerald green water below. Travelers can also explore nearby Lake Powell, where boating, kayaking, and paddleboarding offer a different perspective on the region’s vast waterways. Antelope Canyon, known for its narrow passageways and shifting light beams, was created by flash floods five to six million years ago. For explorers keen to experience more of the Southwest’s natural beauty, Page is an ideal base, with other iconic landmarks including Grand Canyon and Monument Valley just a short drive away. Where to stay: Just outside Page’s centre, Roam America Horseshoe Bend offers modern, cabin-style accommodation set against red rock desert landscapes. Each unit features a private patio and firepit, ideal for evenings outdoors, while a seasonal pool and on-site café allow for downtime between excursions. Located minutes from Horseshoe Bend and Antelope Canyon, it’s a convenient base for exploring the surrounding area.Le Mont-Saint Michel, Normandy, FranceRising dramatically from the tidal flats of Normandy along the English Channel coast, Mont-Saint-Michel is one of Europe’s most captivating historical landmarks. This UNESCO World Heritage-listed island commune is crowned by a medieval abbey perched high on rocky foundations, with a spire visible for miles across the bay. Set within a vast coastal landscape shared by Normandy and Brittany, the island experiences some of the highest tides in continental Europe, transforming its coast from expansive sandbanks to open sea within hours. At different times of day, the island takes on a shifting character, from atmospheric morning mist to golden light at sunset. Ideal for exploring as part of a wider roadtrip, the surrounding Normandy region is easily navigated by car, with scenic coastal drives linking charming villages, historic towns and local markets. Or alternatively, travelers can also visit Mont-Saint Michel by bike from nearby villages. Along the route to reach this landmark, the region’s food scene provides plenty to discover, from freshly shucked oysters picked from the water to local cheeses, traditional crêpes and a chance to shop some of the area’s famous cider and Calvados production. Where to stay: La Coque d’Or offers a comfortable apartment-style stay in the centre of Le Mont-Saint Michel, placing guests within easy reach of notable local cultural landmarks such as the Basilica of Sainte-Thérèse and Lisieux Cathedral. The apartment’s relaxed, homely feel makes it a great stop for those exploring the wider Normandy region, while still within close view of the island’s shifting tides. Zhangjiajie, China Located in China’s Hunan Province, Zhangjiajie National Forest Park is defined by thousands of towering sandstone pillars that rise dramatically from dense forest, often veiled in drifting mist. Spanning more than 4,800 hectares (approximately 11,800 acres), the park forms part of the Wulingyuan Scenic Area, a UNESCO World Heritage Site known for its rare quartz-sandstone formations, a landscape so distinctive that it is thought to have inspired the floating mountains in a the sci-fi movie franchise featuring blue-skinned species. Visitors can explore the park via walking trails and cable cars, which open up elevated viewpoints across key areas such as Yuanjiajie and Tianzi Mountain. Nearby, travelers can experience Zhangjiajie Grand Canyon’s dramatic cliffs and the world’s longest and highest glass-bottomed bridge suspended above the valley floor. After a day of exploring, travelers can continue their journey into the evening with an excursion to Furong Old Town, where a waterfall-lit village comes alive after dark. Lantern-lined streets and traditional Tujia performances, filled with ethnic song and dance, offer a striking contrast to the stillness of the park.Where to stay: Located near Zhangjiajie National Forest Park, Avatar Mountain Resort features an outdoor pool, on-site restaurant, and spacious rooms designed for comfort after a day of exploring. Natural textures and warm wood interiors create a calm atmosphere, while mountain-view rooms and large windows connect to the scenery beyond. With its proximity to the park, the hotel provides a well-positioned stay that balances convenience with a sense of quiet escape.*Research was commissioned by Booking.com and independently conducted among a sample of adults who had taken a leisure trip in the last 12 months with an overnight stay and plan to travel in 2026. The sample comprised 32,800 respondents across 34 markets surveyed in January 2026. **Research commissioned by Booking.com and independently conducted among a sample of 32,500 respondents across 35 countries and territories (1,000 from USA, 1,000 from Canada, 1,000 from Mexico, 1,000 from Colombia, 1,000 from Brazil, 1,000 from Argentina, 1,000 from Australia, 500 from New Zealand, 1,000 from India, 1,000 from China, 1,000 from Hong Kong, 1,000 from Thailand, 1,000 from Singapore, 1,000 from Taiwan, 1,000 from Vietnam, 1,000 from Indonesia, 1,000 from Philippines, 1,000 from South Korea, 1,000 from Japan, 1,000 from Spain, 1,000 from Italy, 1,000 from France, 500 from Switzerland, 1,000 from the UK, 1,000 from Ireland, 1,000 from Germany, 1,000 from the Netherlands, 1,000 from Belgium, 1,000 from Denmark, 1,000 from Sweden, 1,000 from Croatia, 500 from Greece, 500 from UAE, 1,000 from South Africa and 500 from Kenya). To participate, respondents had to be 18+ years, have traveled at least once in the past 12 months, must be planning to travel in 2026, and be either the primary decision maker or involved in the decision making of their travel. The survey was taken online and took place in January 2026.
*Research was commissioned by Booking.com and independently conducted among a sample of adults who had taken a leisure trip in the last 12 months with an overnight stay and plan to travel in 2026. The sample comprised 32,800 respondents across 34 markets surveyed in January 2026.
**Research commissioned by Booking.com and independently conducted among a sample of 32,500 respondents across 35 countries and territories (1,000 from USA, 1,000 from Canada, 1,000 from Mexico, 1,000 from Colombia, 1,000 from Brazil, 1,000 from Argentina, 1,000 from Australia, 500 from New Zealand, 1,000 from India, 1,000 from China, 1,000 from Hong Kong, 1,000 from Thailand, 1,000 from Singapore, 1,000 from Taiwan, 1,000 from Vietnam, 1,000 from Indonesia, 1,000 from Philippines, 1,000 from South Korea, 1,000 from Japan, 1,000 from Spain, 1,000 from Italy, 1,000 from France, 500 from Switzerland, 1,000 from the UK, 1,000 from Ireland, 1,000 from Germany, 1,000 from the Netherlands, 1,000 from Belgium, 1,000 from Denmark, 1,000 from Sweden, 1,000 from Croatia, 500 from Greece, 500 from UAE, 1,000 from South Africa and 500 from Kenya). To participate, respondents had to be 18+ years, have traveled at least once in the past 12 months, must be planning to travel in 2026, and be either the primary decision maker or involved in the decision making of their travel. The survey was taken online and took place in January 2026.
