This Overlooked European Destination Is Among the Top Travel Spots for 2024 — Don't Miss These Highlights

Emerging from the intense warmth of the smoke sauna, I sprint across the wooden deck and dive into the famously chilly Baltic before I can hesitate. The cold sea rushes up my legs, shocking my hot skin like ice water shocking a freshly steamed vegetable.

As I resurface, my fellow travelers are floating nearby, shrieking and laughing so heartily that they can barely stay above water. After traveling thousands of miles and adjusting to different time zones, our tired group of journalists has been revitalized with pure, exhilarating energy.

In Los Angeles, where I reside, the trend of alternating between hot saunas and cold plunges has taken off, with influencers showcasing their setups in backyard videos. However, in Estonia, this practice has been a cultural norm for centuries, even earning a place on UNESCO’s Intangible Cultural Heritage of Humanity list.

Located in the Noblessner district of Tallinn, Estonia’s capital, Iglupark presents a contemporary twist on this ancient tradition: groups can reserve private sessions to enjoy sleek black saunas stocked with ice-cold beer, or relax in Adirondack chairs under twinkling string lights. While the atmosphere may be tailored for social media — with every log meticulously arranged — the essence of the practice remains unchanged.

“There’s no wrong way to enjoy a sauna,” shared Elin Priks, project manager of The Year of the Sauna, an initiative aimed at promoting one of Estonia's oldest cultural traditions. Most homes in Estonia, including many urban apartments, feature saunas — there’s roughly one sauna for every ten people in the country, according to Priks. She described the sauna as an impressive natural remedy that Estonians visit for stress relief and mental wellness.

While Estonia’s sauna culture received its UNESCO designation in 2014—years ahead of the globally renowned Finland—a documentary titled “Smoke Sauna Sisterhood” highlighted its significance for Estonian women last year. This film made waves on the 2023 festival circuit, earning nominations from Sundance to San Francisco, Munich, and Hong Kong.

In a less formal recognition, 2023 was also a landmark year for Estonia’s culinary scene; 180° by Matthias Diether, just a stone's throw from Iglupark in Noblessner, became the country's first Michelin two-star restaurant. The 2023 Michelin Guide praised its stylish, futuristic, and ambitious dining experience—attributes that also apply to Noblessner, which has transformed from an industrial shipyard into a vibrant neighborhood featuring upscale residences, waterfront bars, and several trendy restaurants, with its former submarine factories now home to art galleries and museums.

Another former industrial zone evolving into a cultural hotspot is Telliskivi Creative City, celebrated as a trendy hub for hipsters, complete with startup offices, striking street art, artisan coffee shops, galleries, independent design boutiques, and vintage stores. Its vibrant art scene is anchored by Fotografiska, a renowned contemporary photography museum, while smaller galleries like Vaal Gallery and the Juhan Kuus Documentary Photo Center offer delightful surprises. According to Visit Estonia, this area hosts over 800 cultural events each year.

First-time visitors to Tallinn should begin their journey in Old Town, a UNESCO World Heritage Site celebrated as an “exceptionally complete and well-preserved” medieval city — a remarkable achievement for a nation with a history marked by conquests. On my first morning there, my sleepy eyes were drawn from vibrant flower stalls to the Viru Gate, home to Tallinn’s two best-preserved stone defense towers and the most iconic entrance to the real-life fairy tale that is Old Town.

“Unlike the bustling old towns found in larger cities, Tallinn's Old Town offers a serene atmosphere perfect for leisurely strolls,” noted Jana Kutšinskaja, head of international media for Visit Estonia. “Even locals treasure their visits to this historic area.”

Entering Old Town feels like stepping into a different era, yet modern amenities are tucked within its ancient walls, such as the Hotel Telegraaf, Autograph Collection, one of the city's most opulent accommodations, and the newly opened Nunne Boutique Hotel, offering views over Towers Square.

Staying here means waking up to winding streets filled with churches and Gothic buildings, secret courtyards, and cobblestone squares that evoke visions of 13th-century merchants peddling their wares. We climbed the limestone hill to Upper Old Town for a close-up view of the pink Toompea Castle and to enjoy panoramic vistas of the city. Before that, we paused before the intricately designed Russian Orthodox Alexander Nevsky Cathedral, a poignant reminder of Estonia's Soviet occupation from 1940 to 1991.

“The nearly 50 years under Soviet rule continually inspires us to remain vigilant and innovative,” Kutšinskaja shared, emphasizing that Estonia is now a nation focused on 'digital innovation, education, and global connectivity' — and boasts a flourishing startup ecosystem.

Estonia also ranks among the highest in Europe for literacy and secondary education, especially among women, and places a strong emphasis on the arts. 'The brains of Estonians are almost our only natural resource,' Kutšinskaja humorously noted, echoing former Estonian president Kersti Kaljulaid. 'We have no oil or gold.'

With a total population of just 1.3 million, Estonia enjoys impressive cultural engagement, averaging 1.2 million theater visits and over million museum visits annually. In Tallinn alone, there are more than 50 art institutions. The PoCo Art Museum showcases a roster of pop and contemporary art legends, including works by Andy Warhol, Banksy, David Hockney, and Jean-Michel Basquiat. Additionally, Tartu, a university city located a 90-minute train or car ride from Tallinn, has been named the 2024 European Capital of Culture (Tallinn held the title in 2011).

One of the most emblematic forms of Estonian art is music. Historically, Estonians have relied on song to preserve their national identity despite foreign influences, and it’s common to hear snippets of melodies spilling out from churches, concert halls, and music schools as you stroll through the city. 'Music is present throughout the year and in every corner of Estonia,' Kutšinskaja remarked, but among the numerous festivals — including Tallinn Music Week and Viljandi Folk Music Festival — the Song and Dance Festival stands out as a must-see.

As many as 100,000 people gather for the festival, according to Kutšinskaja, to enjoy choirs, orchestras, and dance performances. Naturally, there’s plenty of revelry and dancing among the attendees. The next Song and Dance Festival is scheduled for July 2025, but we recommend not waiting that long to explore Estonia. Immerse yourself in this land of song, and it will resonate in your memory like a catchy tune, inviting you to return and join in the harmony.