Europe's best value second city revealed: Novi Sad tops list for affordable meals and beer

Novi Sad, Serbia, has been named Europe’s best value second city for travelers, according to a study by Radical Storage. The ranking measures how well the second-most populated city in each European country delivers price‑quality experiences across five categories and compares them with the capital’s city.

The methodology compared the most populous and second-most populous city in each European country, evaluating accommodation, food, shopping, culture and local attractions, and accessibility, including the destinations and number of airlines served at the nearest major airport. In each category, multiple factors such as quality, quantity and price were weighed.

Novi Sad topped the list thanks to a balance of high‑quality restaurants and attractions at affordable prices. The city’s pretty old town features colourful street art, a 17th‑century fortress, and a 700‑metre‑long beach along the Danube. It also has notable credentials: it was European Youth Capital in 2019 and became a UNESCO Creative City in 2023. More than six in 10 attractions (62.6 per cent) and more than two‑thirds of eateries (67.1 per cent) are rated four‑star and above, all while prices stay well below the study average. A main meal per person in an inexpensive restaurant runs about £7.27 (€8.39). Beer costs around 250 Serbian dinars, roughly £1.86.

Following Novi Sad in the ranking is Barcelona, which is highlighted as the top destination for culture and local attractions. Other cities near the top of the list include Gyumri in Armenia, Cluj-Napoca in Romania, and Banja Luka in Bosnia and Herzegovina. The list also includes Kutaisi in Georgia, Kaunas in Lithuania, Brno in Czechia, Porto in Portugal, and Graz in Austria. A main meal for one person costs around £7.22 (€8.32), about £4.57 (€5.29) below the study average, leaving room for additional shopping at highly rated venues. Entrance fees averaged around £1.50 (€1.73) in Gyumri for those seeking affordable history and architecture.

In Gyumri, the research notes that a hotel room can cost as little as £22 (€25.40) per night, roughly £75.93 (€87.64) below the study average, underscoring how second cities can offer substantial savings on lodging. Other highlighted sights include Abovian Street, Sev Bed (an abandoned Russian‑imperial fortress), and the Museum of National Architecture and Urban Life, which recreates scenes from Armenia’s history.

The new ranking aims to show travel value beyond Europe’s capitals, spotlighting destinations where visitors can enjoy culture, food and local attractions at prices that significantly undercut major city centers across the continent. Critics of the study note that while cost is a major factor, quality experiences, safety, and transportation access remain essential considerations for travelers planning multi‑city itineraries. Nevertheless, the study’s findings point to a broader pattern: Europe offers a growing web of affordable alternatives to the iconic capitals, with Novi Sad at the forefront for budget‑minded visitors seeking rich cultural experiences without high price tags.