While it started as a social media buzzword, ‘destination dupes’ has evolved into a useful selling angle for travel agents.
In today’s climate of geopolitical uncertainty, rising long-haul costs and a growing backlash against overtourism, clients are rethinking their long-haul travel plans and looking to stay closer to home.
But, that doesn’t mean they need to compromise on quality: Many short-haul destinations can deliver the same visual drama, cultural depth and bragging rights as long-haul, bucket-list destinations – without the flight time, too.
For agents, this is your chance to sell the experience, not the distance. Here’s five smart swaps to sell right now…
Hawaii or Madeira?
For clients wanting a tropical feel without the jet lag, swap the Pacific for Portugal and you’ll find one of Europe’s most convincing dupes. At less than four hours by air from the UK, the island of Madeira channels Hawaii’s lush, volcanic beauty with dramatic cliffs, waterfalls and year-round greenery – but much closer to home.
Part of the rise in bookings to the island is its repositioning as a premium adventure escape. New boutique hotels, elevated dining and a surge in guided outdoor experiences such as levada walks and canyoning can help agents tap into the same market that once defaulted to long-haul island hopping.
Book it with: easyJet holidays offers seven-night packages to Madeira including flights from multiple UK airports.
Maldives or Albania?
White sands, turquoise waters, tiny islands, and no need for a 10-hour flight – this is Albania’s Riviera, and it’s having a moment.
Long overlooked, this Balkan destination is rapidly emerging as Europe’s most convincing Maldives dupe. And with direct flights from the UK to Tirana with carriers including British Airways, easyJet and Wizz Air, getting there has never been easier. What was once a niche sell is well on track to becoming a mainstream contender.
Along the Albanian Riviera, hotspots such as Ksamil are driving the buzz. Clients can experience crystal-clear water, tiny offshore islands and beach scenes that wouldn’t look out of place in the Indian Ocean, yet at a fraction of the travel time and price.
Book it with: TUI has expanded its Albania programme with beach stays along the Riviera, including packages in Ksamil and Dhërmi.
Bali or the Azores?
If Bali is about jungles, wellness and slow travel, then the Azores are its European counterpart hiding in plain sight.
With volcanic landscapes, crater lakes, hot springs and a growing eco-luxury hotel scene, these Portuguese islands tick every box. Add in geothermal spas and guided nature experiences, and you’ve got a ready-made pitch for clients chasing that transformational holiday feel.
Book it with: Trailfinders can tailor premium Azores itineraries with whale watching, hot spring visits and guided hikes.
New Zealand or The Dolomites?
With its jagged peaks and cinematic drives, could The Dolomites be Europe’s answer to New Zealand?
A growing collection of high-end wellness retreats, design-led mountain hotels and exceptional food experiences is broadening its appeal. Spa hotels with panoramic saunas, refined alpine cuisine and curated soft-adventure itineraries will appeal to travellers attracted to New Zealand, but at a fraction of the cost and travel time.
Seasonality is also a big draw. Summer brings hiking, cycling and wildflower meadows, while winter offers an accessible alternative to long-haul ski destinations. Shoulder seasons in particular deliver quieter trails and strong value.
Book it with: Inghams offers summer and winter Dolomites packages, including walking holidays with guided routes and stays in traditional alpine hotels.
Canadian Rockies or Slovenia?
For clients dreaming of the Canadian Rockies, Slovenia might just scratch the same itch.
Lake Bled and Triglav National Park deliver the same alpine wow-factor but in a compact, easy-to-sell format. Shorter transfers, lower costs and a strong sustainability story make it particularly appealing for families and multi-generational groups.
Book it with: Titan Travel offers escorted Slovenia itineraries with door-to-door service.
Selling smarter, not further
For travel agents, this shift is an opportunity. Now is the time to reframe Europe not as the backup plan, but as an equal alternative – and let your expertise speak for itself.
Learn more about Europe at Selling Travel Connect: Europe later this year and keep an eye on our Connect calendar for other events throughout 2026.
