1. Chattanooga, Tennessee
Chattanooga has made a name for itself by boasting fast internet—seriously, it calls itself “Gig City” thanks to its municipal fiber network, according to Dominic Rushe of The Guardian. That’s impressive, but lightning-fast Wi-Fi alone doesn’t put you on the travel must-see map. The city leans heavily into its revitalized downtown and proximity to outdoor adventures, which are solid perks but not exactly undiscovered anymore. With tourism campaigns framing it as the next Asheville, the “underrated” claim is starting to feel a bit overplayed.
The truth is, Chattanooga’s got charm, but it’s not the hidden gem it once was. There are craft breweries, a pedestrian bridge, and a cool aquarium—but similar features are popping up all over mid-sized cities. Locals are rightfully proud of the outdoor options like Lookout Mountain and the Tennessee Riverwalk. But it’s not as under-the-radar as it insists on being.
2. Spokane, Washington
Spokane often tries to shake off its “Seattle’s little cousin” label by emphasizing its arts scene and easy access to nature, Brendan Sainsbury of National Geographic explains. It’s true the city has made strides with the renovated Riverfront Park and a smattering of hip coffee shops and breweries. But for a place that regularly calls itself “underrated,” it’s surprising how often it still seems to be trying to prove its worth. Even Visit Spokane’s tagline is “Near Nature. Near Perfect.” — like it’s reassuring you that it’s worth a visit.
Spokane does offer a lower cost of living and more elbow room than Seattle, which is appealing. Still, the “hidden gem” branding wears thin when every travel blog echoes it like a script. It’s a nice city, just not quite the best-kept secret it wants you to believe. The word’s already out—maybe let the label go.
3. Providence, Rhode Island
Providence constantly pops up on lists of “most underrated cities in America,” often because of its strong food scene and artsy vibe thanks to RISD. And yes, it has great restaurants and a funky, historic downtown that’s easy to navigate, Christine Chitnis of CNN explains. But when every travel editor praises your underrated status year after year, are you really flying under the radar? It seems like Providence has been “secretly cool” for two decades now.
Brown University keeps the city youthful, and events like WaterFire give it flair, but it’s not exactly undiscovered. People know it’s not just a pit stop between Boston and New York anymore. Still, Providence insists on framing itself as the scrappy underdog when it’s more like a seasoned veteran of that label. It’s time to let others wear the “underrated” sash for a while.
4. Louisville, Kentucky
Louisville loves to remind you that it’s more than just the Kentucky Derby. It leans hard on bourbon, baseball bats, and Muhammad Ali, all of which are genuinely cool. But for a city that keeps calling itself overlooked, it sure ends up on a lot of “weekend getaway” guides. The marketing has worked too well for the city to keep pretending it’s in hiding.
Its NuLu district is filled with trendy restaurants and artisan shops, and the bourbon tourism industry is booming, David Mattingly of WAVE3 shares. There’s no shame in being popular, but the constant insistence that it’s still a hidden treasure is getting old. Louisville is more accurately “rightfully appreciated,” which isn’t as catchy—but it’s more accurate. Own it, Louisville—you’ve arrived.
5. Tulsa, Oklahoma
Tulsa’s urban revival has gotten attention thanks to projects like the Gathering Place, which was a $465 million riverfront park that opened in 2018. That alone put Tulsa on the national radar. The city also launched the Tulsa Remote program, paying remote workers to move there—hardly a sign that it’s under the radar. Yet, “underrated” continues to be the go-to descriptor.
There’s legitimate pride in Tulsa’s Art Deco architecture and cultural institutions, but it’s no longer surprising to find cool coffee shops and coworking spaces there. With national press coverage and growing tech scene hype, Tulsa’s gotten its due. The city is transitioning from underrated to emerging mainstream—time to update the narrative. A city with a $1 billion-plus park complex isn’t exactly keeping a low profile.
6. Sacramento, California
Sacramento often brands itself as California’s best-kept secret—“the Farm-to-Fork Capital” and “the City of Trees.” It has made impressive strides with a revitalized downtown and a focus on sustainable food culture, but it’s also the state capital, not a sleepy burg. With the Golden 1 Center, craft beer explosion, and a growing tech sector, Sacramento isn’t lurking in the shadows anymore. It keeps telling you it’s overlooked, but its price tags and traffic say otherwise.
Yes, it’s more affordable than San Francisco or L.A., but that’s a pretty low bar. And if you’ve driven on I-80 during rush hour lately, you know people have definitely found it. It’s okay to evolve past the “hidden gem” label when you’re on every “Best Places to Live” list. Sacramento, the secret’s out—embrace the spotlight.
7. Columbus, Ohio
Columbus is the classic Midwest city that constantly seems to say, “Hey, don’t forget about me!” It’s home to Ohio State University, a booming startup scene, and the Short North Arts District. Yet every year, new articles crop up insisting it’s still one of the most underrated cities in America. That’s like wearing a “Vote for Pedro” shirt in 2025—it was cool once, but now it’s a bit much.
With a population over 900,000 and a rapidly expanding downtown, Columbus is well beyond hidden gem status. The city is often held up as an urban planning success story, and it was even a finalist for the U.S. Department of Transportation’s Smart City Challenge. The repetition of its “underrated” status feels more like a crutch than a badge of honor. At this point, it’s a well-known player in the “cool, affordable city” game.
8. Boise, Idaho
Boise was once the quiet city you only heard about when someone brought up potatoes. But in the last ten years, it’s turned into a hotbed for young professionals fleeing expensive coastal cities. Between 2010 and 2020, Boise’s population grew by nearly 15%, and home prices soared accordingly. Still, it keeps positioning itself as a “surprise” destination—despite being in every lifestyle magazine for half a decade.
There’s a reason Boise gets so much love: outdoor access, a growing food scene, and a manageable size. But when your housing market is one of the hottest in the country, you’ve officially lost your under-the-radar card. Even locals joke about how many Californians are moving in. Sorry Boise, you’re not underrated anymore—you’re just rated.
9. Greenville, South Carolina
Greenville is lovely—don’t get us wrong. It’s got that charming, walkable downtown with waterfalls right in the middle of the city, and it’s perfectly positioned between Atlanta and Charlotte. But for a city that gets called “underrated” in nearly every travel roundup, it’s getting pretty well known. At a certain point, the buzz cancels out the underdog narrative.
The influx of remote workers and retirees from bigger cities has brought new restaurants, breweries, and rising housing prices. It’s not obscure when people from all over the East Coast are planning their weekends around it. The secret’s out, and Greenville’s on the map. Time to update the tagline.
10. Albuquerque, New Mexico
Albuquerque has been leaning on its “underrated” status for so long that it’s practically part of its identity. It plays up the uniqueness of its desert scenery, annual Balloon Fiesta, and ties to Breaking Bad culture. All valid points—but this narrative has been repeated so many times it’s not fresh anymore. At some point, being repeatedly called a hidden gem means… you’re not hidden.
Albuquerque has great food, quirky Route 66 vibes, and a genuinely distinctive regional culture. But it’s also one of the largest cities in the Southwest, not a mystery. The marketing machine has been working overtime, and the repetition is starting to show. It deserves credit, but not the “overlooked” label anymore.
11. Des Moines, Iowa
Des Moines is often the butt of flyover state jokes, so it makes sense the city is constantly trying to reframe itself. And to its credit, it’s doing a lot right—there’s a thriving insurance and tech scene, revitalized neighborhoods like East Village, and a surprisingly strong public art presence. But for all its efforts, it still clings hard to the “You won’t believe how cool we are!” message. It’s like that kid in school who got really into ska in 2003 and never stopped talking about it.
Des Moines regularly makes “Best Places to Live” rankings, so the idea that no one’s paying attention doesn’t hold up anymore. Plus, hosting the Iowa Caucuses every four years guarantees a national spotlight, even if just temporarily. The city is steadily growing and evolving, which is great—but it’s clearly on the radar. Des Moines, you’re doing fine. Just relax a little.
12. Richmond, Virginia
Richmond’s narrative is always some variation of: “Did you know it’s not just about Civil War history anymore?” And sure, its transformation has been impressive—there’s a buzzing mural scene, riverfront trails, and a ton of creative energy, particularly in the neighborhoods of Scott’s Addition and Carytown. But the city keeps pushing the idea that it’s some kind of secret artistic enclave. Spoiler: the word’s been out for a while.
It’s been featured in The New York Times, National Geographic, and pretty much every food-focused travel show in the last five years. Restaurants like Lillie Pearl and Metzger Bar & Butchery are destination-worthy, and the beer scene is among the best in the South. Richmond is cool—we all know it now. Maybe it’s time for a rebrand that doesn’t start with “you’d be surprised…”
13. Milwaukee, Wisconsin
Milwaukee is constantly billed as “the cooler cousin of Chicago,” which is flattering… but also kind of repetitive. Yes, it has a killer beer heritage, a gorgeous lakefront, and a low-key arts scene. But the “underrated” label feels like a broken record at this point—especially when national media keeps rediscovering it every six months. Even the city’s own tourism efforts lean hard into this trope.
Milwaukee’s Summerfest is one of the biggest music festivals in the country, and the Milwaukee Art Museum’s architecture alone draws international attention. Add in the Fiserv Forum and a rapidly developing downtown, and it’s pretty clear this city isn’t lurking in obscurity. The “nobody knows about us” narrative isn’t fooling anyone anymore. Time to start owning that mainstream appeal.
14. Buffalo, New York
Buffalo loves to frame itself as the comeback kid, and for a long time, that was fair. The city took some hard economic hits and was passed over for decades. But in the last 10 years, Buffalo has seen massive redevelopment—from Canalside to the resurgence of Elmwood Village. Still, it clings to its old “underrated” identity like a security blanket.
Yes, the wings are legendary, and the Bills Mafia has a cultural footprint all its own. But when Tesla’s Gigafactory is operating in your city and your real estate prices are climbing fast, it’s hard to keep playing the scrappy underdog. Buffalo’s made it to the party—it doesn’t have to pretend it’s still waiting for the invite. The glow-up is real, so let’s retire the “nobody knows we’re cool” storyline.
15. Grand Rapids, Michigan
Grand Rapids is another city that’s constantly popping up on lists of “surprisingly cool” places to visit. Known for its beer scene—it’s home to Founders Brewing—and ArtPrize, one of the largest public art competitions in the world, it’s certainly not a mystery anymore. Yet, every new article seems to treat it like a shocking discovery. At some point, we all have to admit Grand Rapids has arrived.
It’s a growing metro with serious cultural infrastructure, not just a pit stop between Chicago and Detroit. The downtown is walkable, there are legitimate foodie spots, and even the hotel scene has upped its game. Grand Rapids is cool, full stop—no need to add “actually” or “underrated” anymore. It’s not emerging; it’s here.
