Europe's 'most gorgeous city' is cheap, safe and unique – but often overlooked

If you're seeking somewhere a bit different to visit on the continent for your next getaway, a travel expert insists you should consider the European destination you've "probably never even Googled". According to Rob Adcock, the location meets every requirement as it's budget-friendly (with inexpensive beer), has minimal crime and whilst it's peaceful during the day, plus there's a vibrant nightlife scene.

He usedTikTok to showcase everything the destination offers. He said: "Is this the most gorgeous city in Europe? I can't think of anywhere like it. It couldn't be less touristy - I don't remember seeing one single, massive international chain." Instead, Rob said it boasts cobbled streets, orange trees and old plazas.

Highlighting its magnificent architecture including a 17th century cathedral, Rob disclosed he wandered everywhere and felt "proper safe". He added: "Hotels are cheap, drinks are cheap... I didn't have a bad meal anywhere. For somewhere so quiet, it comes alive at night."

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Demonstrating the location's value for money, Rob then displayed a screenshot from Skyscanner showing £28, £39 and £44 direct flights from Birmingham, Leeds and Manchester respectively.

The location in question? Jerez in southern Spain's Andalusia region.

Jerez is globally renowned for being the birthplace of sherry (the English word comes from "Jerez"). The city sits at the heart of the "Sherry Triangle," along with Sanlúcar de Barrameda and El Puerto de Santa María.

You can explore countless bodegas (wineries) including González Byass (home of Tío Pepe), Osborne, and Lustau, where you can discover and sample the distinctive sherry varieties.

History enthusiasts will relish absorbing the Moorish architecture, ancient landmarks and mouth-watering cuisine of the area. Additionally, Jerez is renowned for its flamenco music and dancing, plus the yearly Festival de Jerez.

Rob continued: "It's a quality few days away. Am I saying come here for a two-week family holiday? No. But is it worth the trip for somewhere a bit different? Definitely."

The travel guru also highlighted that Jerez provides a convenient base for rail journeys to Spain's more sought-after destinations such as Seville and Cadiz.

Wrapping up, he emphasised: "If this was in Italy, it would be packed. If this was in France, it would be overpriced. This is proper Spain. Get it in the group... you're going to Jerez."

Viewers welcomed the recommendation and flocked to the comments to voice their opinions. Supporting Rob's suggestion, one TikTok user raved: "I've been so many times and each time it's still breathtaking."

Another shared: "Amazing! Thanks for sharing. As a result I've just booked 3.5 weeks in November 2025 for the next stage of Spanish language school." While a third person declared: "Well, you've just sold it to me!"

The Andalucia region's tourist board provides a guide that describes the location: "Jerez de la Frontera's municipal area is the largest in the province and lies on a central strip running from the mountains down through the countryside, practically reaching the coast. Part of the mountains belong to Los Alcornocales Natural Park.

"The countryside, across which the River Guadalete flows, is rich in agriculture, from the fertile plains to the dry lands, and also features places of interest such as the Lagunas de las Canteras y el Tejón."

It goes on to say: "The town, one of Andalusia's most typical and considered to be the home of flamenco, boasts an endless list of tourist attractions, ranging from monuments such as the Alcázar, Iglesia de Santiago and San Miguel churches, the Catedral and the Cartuja Monastery, to singular institutions like the Real Escuela de Arte Ecuestre, where the marvellous Carthusian horses, a unique Spanish-Arabic breed, can be admired, or the cellars where the famous Jerez wines are produced."