New anti-tourism trend: Visitors flock to 'ugliest cities in Europe'

Cities once derided for their concrete structures, industrial chimneys, and gray facades are experiencing a resurgence as a new travel trend emerges. What was once overlooked or actively avoided by tourists is now becoming a subject of fascination on social media platforms like TikTok, Reddit, and YouTube.

This phenomenon, dubbed "ugliness tourism" or "anti-tourism," involves travelers intentionally visiting industrial, chaotic, and aesthetically challenging cities. Belgium's Charleroi, a post-industrial city known for its mining and steel industries, has become a prime example. Tours now explore its industrial districts and abandoned zones, with social media videos often titled "Why I visited the ugliest city in Europe."

British forums frequently mention Cumbernauld in Scotland, and English cities like Luton, Coventry, and Bradford. Visitors often go to these places to see if they live up to their negative reputations, frequently finding them more vibrant and authentic than curated tourist spots. German cities like Ludwigshafen, known for its chemical industry, and even chaotic metropolises like Naples and Marseille in Italy and France, are attracting visitors seeking a departure from idealized travel imagery.

Many travelers report expecting depressing environments but finding lively, authentic places. This contrasts with the views of some residents who find it absurd that people photograph concrete, graffiti, and abandoned factories. However, others recognize the potential for new audiences and revenue streams. In Croatia, while not on "ugliest city" lists, places like Split are attracting attention for their large concrete housing estates and socialist architecture, offering a different perspective beyond the well-known Diocletian's Palace. Rijeka is also drawing urban photographers and travelers seeking an alternative image of the Adriatic coast, showcasing its industrial landscapes and port.