Every January the same destinations dominate family holiday conversations: Spain, Greece, Turkey. They are popular for good reason, but they are also the places where prices rise fastest and availability disappears first.

If you are trying to plan a summer family holiday that feels exciting and good value, the real wins often sit just outside the obvious choices. These are the destinations where your money stretches further, crowds are thinner and the experience feels more memorable.

The value shift that has happened in family travel

Travel prices have changed dramatically in recent years. Flights, accommodation and peak-season demand have pushed traditional hotspots higher and higher in price. The best value family holidays now tend to fall into three categories:

• Countries just outside the traditional Mediterranean hotspots
• Regions within popular countries that tourists overlook
• Types of holidays that spread costs differently

Value today is less about chasing the cheapest deal and more about choosing smarter locations and travel styles.

Underrated family destinations that offer serious value

Slovenia – the outdoor adventure paradise families overlook

Slovenia quietly ticks almost every family holiday box. Lakes, mountains, caves, rivers, beaches and compact travel distances mean you can experience a huge amount without long journeys.

Lake Bled looks like a fairytale and the Julian Alps feel like Austria or Switzerland at a fraction of the cost. The country is clean, safe and easy to explore by car, which makes it ideal for families who like a mix of relaxation and adventure.

Accommodation is still significantly cheaper than neighbouring Italy or Austria, and eating out remains affordable.

This is a dream destination for families who want more than just a beach holiday.

Montenegro – the “new Croatia” for value

Croatia’s popularity has pushed prices up quickly. Montenegro offers the same dramatic coastline and beautiful old towns but at noticeably lower prices.

The Bay of Kotor delivers incredible scenery, beaches and historic towns packed into a small, easy-to-explore region. Transfers are short, food is affordable and accommodation offers excellent value.

It feels like discovering Croatia fifteen years ago.

Northern Italy lakes instead of the Riviera

The Italian Riviera and Amalfi Coast are breathtaking but expensive. The Italian lakes offer a much better value alternative.

Lake Garda is particularly perfect for families. You get warm weather, beaches, boat trips, pretty towns and theme parks nearby, all without the luxury price tag of Italy’s southern hotspots.

Self-catering apartments and campsites offer especially good value here.

Austria in summer – the mountain holiday secret

Austria is still widely seen as a winter destination, which makes summer surprisingly good value.

Think:
• cable cars
• lakes
• alpine slides
• hiking
• swimming in mountain lakes
• family activity cards included with accommodation

Many Austrian regions provide guest cards that include free cable cars, transport and attractions, which massively reduces daily spending.

It is one of the most underrated family summer destinations in Europe.

French Atlantic coast instead of the South of France

Swap the Côte d’Azur for the Atlantic coast and prices drop dramatically.

Areas like:
• Vendée
• Charente-Maritime
• Brittany

offer huge sandy beaches, bike trails, water parks and family campsites and villas at much better value than the Mediterranean coast.

This style of holiday often feels relaxed, outdoorsy and perfect for families.

The holiday types giving the best value right now

Self-catering and villas are winning again

With restaurant prices rising across Europe, self-catering has become a major money saver. Cooking breakfasts and some dinners dramatically reduces overall costs.

Families also gain space, flexibility and freedom, which often makes the holiday feel more relaxing.

Activity-based holidays beat resort holidays for value

Destinations where nature provides entertainment often offer better value than resort areas.

Lakes, mountains and national parks provide:
• hiking
• swimming
• cycling
• kayaking
• exploring

These activities are low-cost or free and create memorable experiences without expensive excursions.

Two-centre holidays spread the budget

Combining a city stay with a slower rural or coastal stay can balance costs. A few days exploring followed by a week relaxing often works well financially and keeps children engaged.

When to travel for best value

Peak August prices remain the biggest budget killer.

Late June and early July offer warm weather and lower prices. Late August into early September can also be excellent, with fewer crowds and reduced accommodation costs.

Package vs DIY booking — what is better now?

For peak summer school holidays, package deals often win because tour operators secure flights early and bundle costs together.

Outside peak weeks, booking flights and accommodation separately usually offers more flexibility and savings.

The real secret to good-value family holidays

The biggest savings rarely come from hunting for the cheapest deal. They come from choosing destinations where your daily spending is lower and experiences are naturally built into the environment.

Mountains, lakes, countryside and quieter coastlines often provide better value than the most famous beach resorts.

The best family holidays are rarely the most obvious ones.