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When flicking through glossy travel guides filled with images of Dubrovnik's sun-drenched stone streets and sparkling Adriatic views, it's hard not to feel the pull to book a flight immediately. The Croatian hotspot has long been a favourite among British holidaymakers seeking history, beauty and seaside charm.

But what those picture-perfect spreads often don't reveal is the reality on the ground today - packed alleyways, soaring prices and crowds that can quickly take the shine off the experience. Fortunately, there's a lesser-known alternative waiting just along the Adriatic coast. Offering the same breathtaking scenery, rich culture and Mediterranean atmosphere - but without the overwhelming crowds - this hidden gem town is fast becoming a smart choice for travellers. Even better, with one-way flights available for as little as £47 this May, it's an affordable escape that doesn't compromise on beauty.

Budva is the crown jewel of the Montenegrin coast, often called the "Miami of Montenegro." It's a city where 2,500 years of history are blended with a high-energy, modern party scene.

"Montenegro has firmly established itself as one of Europe's most exciting emerging destinations, as reflected in Virtuoso's 2026 Luxe Report, where it ranks as the number one destination 'on the rise'," Misty Belles, Luxury Travel Specialist at Virtuoso told The Express. "Our advisors are seeing increasing interest from clients looking to discover under-the-radar European destinations that deliver both beauty and value, while still offering high-end hospitality experiences.

"In particular, coastal towns such as Budva are resonating with travellers seeking picturesque scenery, historic charm and access to the Adriatic, without the intensity of peak-season crowds.

"What's driving this shift is a growing desire among luxury travellers to experience destinations more authentically, with many opting to travel in early summer before peak crowds build. In fact, 73% of Virtuoso advisors report increased demand for shoulder-season travel, as clients look to avoid overtourism while still enjoying favourable weather and a more relaxed pace."

The heart of Budva is its Venetian-style Old Town, a stunning medieval enclave built on a small island that was later connected to the mainland by a sandbar. Surrounded by defensive stone walls, this pedestrian-only labyrinth is heralded for its narrow, cobblestone streets and vibrant squares that reflect centuries of Venetian influence. The Citadel, the town's medieval fortress, offers the best panoramic views of the coast and houses a small museum with rare maps and books. Meanwhile, the Ballerina Statue, located on the cliffside path toward Mogren Beach, is the city's most photographed landmark.

Budva's coastline, the "Budva Riviera", features some of the clearest water in Europe. A short, scenic walk from the Old Town through a cliffside tunnel leads to Mogren Beach, while Jaz Beach is one of the largest and most popular, known for hosting major concerts and festivals. For those looking for something a bit more peaceful, Sveti Nikola Island, known locally as "Hawaii", is a €5 boat ride away and offers more secluded, rocky swimming spots.

Budva is also the undisputed nightlife capital of the Balkans. Top Hill is frequently voted one of the best open-air clubs in the world, perched on a hill overlooking the city.

To escape the sweltering heat and the intense holiday crowds of the peak summer season, savvy travellers should aim to visit between May and June or wait until September. During these shoulder months, you can enjoy the Adriatic sun without the frantic pace and sweltering temperatures of July and August. In May, temperatures usually peak in Budva at 24C.

To reach Budva from the UK, the most convenient option is to fly directly into Tivat Airport (TIV), which is just a 30-minute drive away and is served by seasonal flights from major hubs like London Gatwick and Manchester. Alternatively, you can fly year-round into Podgorica (TGD) or the nearby Dubrovnik Airport (DBV) in Croatia, both of which are roughly 60-90 minutes from Budva by car or shuttle. According to Skyscanner, Brits can score a one-way flight from just £47 with Jet2, departing from London Stansted and arriving in Tivat.