A travel expert who’s visited 89 countries and hundreds of cities has revealed his favourite place, and it’s an underrated European gem. John Lovell, president of the Travel Leaders Network, said Salzburg, Austria, took the top spot because of its stunning natural beauty and welcoming locals. The city is also perfect for a quiet getaway, as it isn’t as crowded as other popular European cities like London or Paris.

He told Business Insider: “Salzburg is at the top of my list because it’s smaller and more intimate. There are fewer tourists than in London or Paris, so it’s easier to experience the city and its culture – plus, the people are incredibly welcoming.” The Austrian city borders Germany and offers gorgeous views of the surrounding Eastern Alps, with the tranquil Salzach River running through it.

Salzburg’s architecture also has a distinct feel, with the city adopting a medieval and baroque style. 

The fourth-largest Austrian city is full of culture and history beyond its buildings. It was the birthplace of Mozart and the filming location for The Sound of Music. 

While not many tourists venture there when compared it to more popular destinations in Europe, those who do are mesmerised by the city’s beauty. One happy visitor wrote on Tripadvisor: “What an incredible city so much to see and do. Quite a reasonable walk into the centre from the railway station.

“We enjoyed walking around the quaint shops – full of amazing Christmas items – the old city walls and castle were fascinating as was the Fish market and Mozart obsession!

“Dancing fountains and we also took an amazing boat trip. Highly recommend a visit to this historic city.”

There’s also a versatile range of activities on offer, with ideal conditions for skiing and snowboarding just a short trip out of the city and into the mountains. 

While an increasing number of European cities embrace anti-tourism sentiment, John said Salzburg is the opposite.

He wrote: “The people of Salzburg truly embrace travellers. You can walk into a local pub, have some schnapps with them, and by the time you finish your drink, it feels like you’ve known them forever.

“I’ve never had a bad interaction with anyone there. It’s always been very positive – everyone is helpful and genuinely interested in you: where you’re from, why you’re visiting. It’s such a nice feeling to be so welcomed, and that’s why I keep returning.”