Polignano a Mare is a town in northern Puglia waiting to be explored this summer.
Image: Unsplash
Let’s be honest - a small part of travelling is all about doing it for the gram. Whether it’s TikTok or Instagram, social media has become one of the biggest sources of travel inspiration.
From romantic escapes and family holidays to girls’ trips and milestone celebrations, picture-perfect destinations often find their way onto our travel wish lists long before we can afford them.
While travel is ultimately about creating memories and experiencing new cultures, there’s no denying that capturing stunning photos plays a role too.
And with summer in the Northern Hemisphere in full swing, millions of travellers, including South Africans, are planning their next getaway.
To help travellers find picture-perfect spots, a new study by Eminent analysed more than 50 lesser-known destinations to identify the world’s most Instagrammable hidden gems.
The destinations were selected based on how frequently they appeared in TikTok and Instagram travel content as underrated alternatives to popular tourist hotspots.
Researchers also examined Instagram hashtags to determine how often travellers share photos from these locations.
If you’re looking to avoid the crowds while still filling your camera roll with enviable content, these hidden gems deserve a spot on your summer travel bucket list.
Located in Italy’s sun-soaked south, Puglia offers everything travellers dream of when imagining an Italian summer.
Its crystal-clear Adriatic and Ionian coastlines provide endless opportunities for beach days, while lively seaside towns come alive with food festivals, outdoor dining and vibrant nightlife.
Visitors can stay in traditional masserie farmhouses, wander through picturesque villages and admire the region’s iconic trulli houses against a backdrop of brilliant blue skies.
With its authentic charm and stunning scenery, it’s easy to see why Puglia continues to gain popularity on social media.
For travellers seeking a tropical escape, Okinawa delivers postcard-worthy beaches and rich cultural experiences.
Summer brings ideal water temperatures for snorkelling and diving among colourful coral reefs, where sea turtles are a common sight.
The island chain also hosts lively cultural celebrations featuring traditional Eisa drum dancing, while local night markets offer refreshing regional dishes perfect for warm summer evenings.
Beyond its beaches, Okinawa’s lush forests and protected natural areas provide endless opportunities for exploration and photography.
If you're looking for a dreamy tropical escape, Okinawa is a picture perfect destination.
Image: Unsplash
Sardinia is often compared to the Caribbean thanks to its striking turquoise waters and pristine beaches.
Summer is the island’s peak season, attracting visitors eager to enjoy sailing, beach clubs and a vibrant coastal atmosphere.
Luxury resorts, charming harbour towns and open-air festivals add to the appeal, while the island’s renowned seafood and crisp local wines make every meal memorable.
For travellers seeking glamour and natural beauty, Sardinia offers both in abundance.
South Korea’s second-largest city is a summer hotspot thanks to its energetic beach culture.
Popular beaches such as Haeundae and Gwangalli attract visitors looking to soak up the sun, enjoy water sports and experience Busan’s lively atmosphere.
The season also brings large-scale celebrations, including water festivals, beachfront parties and spectacular drone light shows over the ocean.
Travellers can explore the coastline via scenic marine monorails before cooling off with Busan’s famous cold noodle dishes and fresh seafood.
With its colourful architecture and rich maritime history, Gdańsk offers a unique European summer escape.
The city’s highlight is the annual St Dominic’s Fair, one of Europe’s largest open-air markets, which fills the historic centre with food stalls, crafts and cultural performances.
Warm weather also makes it the perfect time to enjoy nearby Baltic beaches or stroll along the picturesque Motława River.
By night, the revitalised shipyard district transforms into a buzzing hub of restaurants, bars and entertainment.
In summer, Cappadocia is all about hot air balloon rides at sun rise offering aerial views of the landscape.
Image: Unsplash
Known for its extraordinary landscapes and iconic hot air balloon flights, Cappadocia is one of the world’s most photogenic destinations.
Summer provides clear skies and stable weather, creating ideal conditions for sunrise balloon rides above the region’s famous rock formations.
Travellers can spend their days exploring valleys, underground cities and ancient cave dwellings before retreating to naturally cool cave hotels.
As temperatures drop in the evening, rooftop terraces and stargazing experiences offer a magical way to end the day.
Often overshadowed by its Balearic neighbours, Menorca remains one of Spain’s best-kept secrets.
During summer, the island’s secluded coves and turquoise waters become even more spectacular under the Mediterranean sun.
Visitors can experience local traditions during the famous Sant Joan Festival, known for its impressive equestrian displays and celebrations.
The island’s relaxed atmosphere, stunning coastal scenery and waterfront dining make it an ideal destination for travellers seeking both beauty and tranquillity.
Situated on the Baja California Peninsula, La Paz is a paradise for marine life enthusiasts.
Summer offers excellent visibility for diving and snorkelling, while warm waters make exploring the Sea of Cortez even more enjoyable.
Nearby Balandra Beach is at its most beautiful during the season, with calm, crystal-clear waters creating mirror-like reflections.
Visitors may also encounter playful sea lion pups and, later in the season, gentle whale sharks. As the sun sets, La Paz’s waterfront promenade comes alive with local culture, vibrant nightlife and spectacular coastal views.