Press release

Which? reveals British holidaymakers’ favourite European city breaks

Krakow and Venice have been named as the best places to visit on a European city break according to a new Which? survey.
5 min read
Press Team

The consumer champion asked more than 1,600 Which? members to rate their experiences of cities across Europe to create a list of favourite destinations for a city break.

Locations were rated on seven criteria including food and drink, accommodation, cultural sights and attractions, shopping, ease of getting around, lack of crowds and value for money. An overall customer score was then calculated based on overall satisfaction and likeliness to recommend the city.

Heading the list of almost 40 popular destinations was Krakow in the south of Poland with an impressive score of 92 per cent. This marks Krakow’s fifth time in the top spot in Which?’s annual survey. The city, which was declared a Unesco World Heritage site in 1978 received full five stars for food and drink, accommodation as well as the ease of getting around. Krakow was also the only destination in the consumer champion’s survey rated five stars for value for money, and data from Kayak reveals that, on average, accommodation in the city is just £86 a night. 

The city scored four stars for its cultural attractions. The easily walkable old town, five-star hotel stays and the possibility of daytrips to locations of historical significance, such as Auschwitz and the Wieliczka Salt Mine make Kraków the ideal city break. One visitor said: “Beautiful, mainly unspoilt city. Superb food at a fair price. I’ve stayed many times and there are lots of good value hotels. Friendly and pretty safe.”

Following closely behind was Venice in Italy, with a score of 90 per cent. The city was awarded five stars for its accommodation and cultural sights and attractions, with highlights including Doge’s Palace and St Mark’s Basilica. One visitor said: “It is just an incredible place to visit. There is nothing like it on earth, so romantic and historic.” Despite much-publicised overtourism concerns, respondents still rated the city highly in most categories. However, it scored just one star for crowds and two stars for value for money. A one-night stay would cost £132 on average.

Tied in third place with a score of 89 per cent were Valencia in Spain and Austrian capital Vienna. 

Valencia, Spain’s third largest city, boasts a fantastic food scene, with an array of Michelin-starred restaurants and more casual paella specialists earning it five stars for food and drink in Which?’s survey.  The city also scored four stars for ease of getting around. Respondents also rated Valencia as the joint-best value destination in Spain, along with Malaga. An average night’s stay in the city would cost £106. One visitor said: “Valencia has it all. Medieval centre with associated architecture, narrow streets and old markets.” 

Vienna was described by one survey respondent as “Disneyland for adults”. The city was also given five stars for ease of getting around, food and drink, cultural sights and tourist attractions. Highlights of the city include the vast Hofburg palace, world class galleries and museums, and the Staatsoper which broadcasts its evening opera for free on a big screen outside. Despite only managing three stars for value for money, a night’s stay in Vienna costs around £104 a night.

A new city entering the top five in Which?’s annual survey was Istanbul, with a score of 88 per cent. The city which straddles Europe and Asia across the Bosphorus Strait got a full five stars for food and drink, cultural sights and four stars for accommodation. One visitor called Istanbul “the most interesting place I've ever visited on a city break. Teeming with history, visitor attractions and great restaurants - all in a stunning location.” Istanbul also had one of the lowest costs for a night stay in the survey, at just £68 on average.

Although not short of visitors, Cologne and Dublin were the lowest scoring city destinations according to visitors and both received a score of 69 per cent. 

Dublin scored two stars for value for money and crowds. Accommodation prices were at the higher end of the spectrum, with an average night costing £133. The city’s bars and restaurants are also among the most expensive in Europe, meaning the cost of a break contributed to Dublin’s low ranking. In its defence, Dublin is one of Europe’s best city breaks right on the UK’s doorstep. The city is small enough to be walkable but has the cultural heft of destinations twice its size.

Cologne, where many visitors enjoy Christmas markets each year, scored three stars for cultural sights and tourist attractions, crowds and value for money. Despite its lower overall score, visitors praised the delicious food and beer, markets and ease of getting around. An average night's stay in the city cost £102.

Naomi Leach, Deputy Editor of Which? Travel said:

“Whether you are looking for culture, art, history or top gastronomy, there are several European cities that deliver. Book ahead and choose to visit off season to secure the best prices.

“British holidaymakers who look beyond the most famous destinations, can find great value for money in foodie escapes, such as Krakow and Valencia. Despite the crowds, classic city breaks Venice and Vienna scored highly with visitors due to their unparalleled cultural attractions.”

Notes to Editors

The results are based on an online survey of 1,676 members of the Which? Connect panel conducted in April-May 2025. Sample sizes in brackets. ‘-’ means not enough responses to include a star rating.The customer score is based on satisfaction with the destination and likelihood to recommend.

Respondents had to have visited a European city for leisure purposes and stay there for at least one night in the last 12 months (since April 2024).

  • Only cities with more than 30 responses were included in the results.
  • Average hotel prices based on hotel searches made on Kayak.co.uk 

About Which?

Which? is the UK’s consumer champion, here to make life simpler, fairer and safer for everyone. Our research gets to the heart of consumer issues, our advice is impartial, and our rigorous product tests lead to expert recommendations. We’re the independent consumer voice that influences politicians and lawmakers, investigates, holds businesses to account and makes change happen. As an organisation we’re not for profit and all for making consumers more powerful.

The information in this press release is for editorial use by journalists and media outlets only. Any business seeking to reproduce information in this release should contact the Which? Endorsement Scheme team at endorsementscheme@which.co.uk.