With so many hotspots across the UK, it’s easy to overlook smaller gems - but which towns are the most underrated?
From breathtaking countryside escapes to vibrant cultural scenes, the UK is bursting with destinations that offer beauty, culture, and entertainment. While major cities often steal the spotlight, many smaller towns often go unnoticed, despite packing just as much charm – if not more. But, which are the most underrated towns in the UK?
To find out, online casino Betway analysed over 50 UK towns, ranking them based on the number of indie shops, cultural landmarks, highly-rated restaurants, music events, TikTok posts and average summer temperatures. The results might just have you
The most underrated towns in the UK
Below, we’ve taken a look at which towns may have flown under your radar, but definitely deserve to be on your travel list this year:
Rank | Town | No. of indie shops | % of cultural landmarks over 4* | % of restaurants over 4* | No. of music events | No. of TikTok posts | Avg. summer temperatures (℃) |
1 | Hastings | 18 | 74% | 74% | 115 | 62,300 | 16.3 |
2 | Royal Leamington Spa | 27 | 96% | 79% | 33 | 12,000 | 16.3 |
3 | Shrewsbury | 18 | 84% | 70% | 46 | 31,000 | 15.3 |
4 | Tynemouth | 17 | 100% | 67% | 84 | 8,573 | 14.3 |
5 | Bury St. Edmunds | 11 | 91% | 63% | 48 | 9,601 | 16.3 |
6 | Folkestone | 13 | 67% | 72% | 51 | 12,200 | 16.3 |
7 | Faversham | 5 | 85% | 86% | 34 | 3,579 | 17.0 |
8 | Weymouth | 12 | 72% | 70% | 19 | 23,400 | 16.3 |
9 | Paisley | 8 | 71% | 39% | 62 | 63,600 | 14.0 |
10 | Cleethorpes | 29 | 54% | 54% | 12 | 15,300 | 15.3 |
1. Hastings
Nestled on the southeast coast of England, Hastings takes the crown for the UK’s most underrated town. While it’s famously associated with the 1066 Battle of Hastings, the town’s rich history continues to charm visitors today, especially in the characterful Old Town – home to many of Hastings’ 18 indie shops, quirky boutiques, and antique treasures. But Hastings isn’t just for history buffs; it’s also a rising hotspot for music lovers, boasting 115 upcoming music events – the highest number among all towns analysed.
Its growing popularity is starting to shine through on social media, too, with over 62,300 TikTok posts hinting that more people are discovering what locals have known all along. With pleasantly mild summer temperatures averaging 16.3°C, Hastings is ideal for outdoor exploration – whether that means savouring fresh seafood along the seafront or soaking in panoramic views from Hastings Country Park. It’s clear that Hastings offers a unique blend of culture, character, and coast that is hard to find elsewhere.
2. Royal Leamington Spa
Royal Leamington Spa secures second place, thanks to its standout cultural landmarks and timeless charm – most notably the iconic Royal Pump Rooms which now serve as a museum and gallery. It’s just one of many impressive attractions, with 96% of landmarks rated four stars and above. The town’s culinary scene holds its own too, with 79% of restaurants earning similarly high praise.
For those who love to shop local, 27 indie shops await along the town’s elegant streets, perfect for a relaxed afternoon wander. While the town may have a modest 12,000 TikTok posts, that’s enough to place it in the top half of the UK’s most-shared locations on social media.
3. Shrewsbury
Set along the winding River Severn, Shrewsbury secures its place among the UK’s most underrated towns. Located in the West Midlands, 84% of its landmarks are rated over four stars, meaning visitors are spoiled for choice when it comes to exploring, with iconic spots like Shrewsbury Castle and its many Abbeys and Cathedrals to tick off their lists.
But this town isn’t limited to remembering its past. With 46 upcoming music events on the calendar, Shrewsbury has a vibrant arts scene that rivals larger cities. Pair this with its 18 indie shops scattered across its charming town centre, and it’s easy to see why Shrewsbury is an ideal place to visit if you want to keep busy.
4. Tynemouth
Less than 30 minutes away from the vibrant city of Newcastle lies Tynemouth – a stunning coastal gem that often flies under the radar. While it may only boast a handful of landmarks, each one is truly worth the visit. Highlights like the atmospheric Tynemouth Priory and Castle ruins and the scenic King Edward’s Bay are all rated four stars or above by tourists, offering history and natural beauty even during the town’s milder 14.3°C summer days.
After a day of seaside exploring and beach walks, Tynemouth’s cultural side comes alive with 84 upcoming live music events, ensuring there’s something for every taste. Still something of a hidden treasure, the town has just over 8,500 TikTok posts, making now the perfect time to experience its charm before the secret’s out.
5. Bury St. Edmunds
Bury St Edmunds come in fifth. With 91% of its cultural landmarks rated over four stars, there’s plenty of things to do here that’s well worth the trip – from St. Edmundsbury Cathedral to the Regency-era Theatre Royal. 63% of restaurants also achieve similarly high ratings, and there’s also twice-weekly markets, ensuring there’s plenty to eat, drink and see in the idyllic Suffolk town.
The town also has 48 upcoming music events, adding to its vibrant arts scene, while 9,601 TikTok posts highlight its growing popularity among visitors.
The most underrated UK towns outside of England
While most of the top ten towns are located in England, the rest of the UK is by no means short of hidden gems. However, there are plenty of underrated towns further afield that deserve far more recognition for their charm, culture, and character.
Rank | Town | No. of indie shops | % of cultural landmarks over 4* | % of restaurants over 4* | No. of music events | No. of TikTok posts | Avg. summer temperatures (℃) |
1 | Paisley | 8 | 71% | 39% | 62 | 63,600 | 14.0 |
2 | Dumfries | 5 | 64% | 65% | 34 | 29,500 | 14.7 |
3 | Ayr | 5 | 73% | 60% | 10 | 32,800 | 14.3 |
4 | St. Andrews | 5 | 62% | 78% | 4 | 31,000 | 14.0 |
5 | Ruthin | 2 | 89% | 77% | 4 | 970 | 15.0 |
Paisley, which also ranks as the ninth most underrated town overall, comes in first as the most underrated outside of England. With plenty of cultural sites to explore, from the 850-year-old Abbey to many mills, it’s the ideal place to escape the hustle and bustle of Glasgow which is just a 15 minute drive away.
Whilst just 39% of restaurants in the town are rated four stars or more by visitors, it has one of the highest number of TikTok posts (63,600), suggesting that its charm and character are being increasingly discovered and shared online.
Dumfries comes in second. Located in southwest Scotland, this idyllic spot blends striking architecture with natural beauty – reflected in the 29,500 TikTok posts behind its name. Despite its modest size, Dumfries packs a cultural punch with 34 upcoming music events, offering plenty to keep visitors entertained well into the evening.
Ayr, another Scottish town, comes in third. With landmarks to explore such as Robert Burns’ birthplace, and a respectable 60% of restaurants being very highly rated, the town offers a satisfying blend of culture and leisure.
St. Andrews comes in fourth. Well known for being the university town of Prince William, and featuring heavily in The Crown, this picturesque Scottish spot on the coast continues to draw visitors from around the world eager to catch a glimpse of royal history.
Ruthin rounds off the top five, the first entry outside of Scotland. Overlooking the breathtaking Vale of Clwyd, it offers a picturesque retreat for visitors, however it has just 970 TikTok posts, suggesting it lies mostly undiscovered by tourists.
Sources and methodology
To find out the UK’s most underrated towns, we created a seedlist of 57 UK towns from travel articles referencing ‘underrated places’. We then ranked them based on the following metrics to find the best underrated locations:
Number of indie shops – Indieretail.uk
Proportion of cultural landmarks rated 4* and above – TripAdvisor
Proportion of restaurants rated 4* and above – TripAdvisor
Number of music events – datathistle.com
Number of TikTok posts – TikTok, using the most relevant hashtag for the town
Average summer temperatures – weatherspark.com
Data collected on 20/05/2025.
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