Are "hidden gems" really hidden?
Or are they just not trending on socials yet?
A few weeks ago, I stumbled upon a town in western Washington I’d never heard of before. No influencers had posted about it, no one was calling it “a must-see,” and yet—it was beautiful. Moss-covered trees, a cozy little bakery that smelled like cinnamon and rain, trails that wound through foggy forests, and friendly locals who waved when I passed by.
The funniest part? When I got home and searched it online, the only mentions were from a couple of hiking forums and a local newspaper article from 2015.
That’s when it hit me: most “hidden gems” aren’t actually hidden. They’re just not trending. They’re not on the algorithm’s radar yet. But they’re out there—quietly existing, waiting for people like you and me to show up and fall in love.
Why we keep going to the same places
Instagram, TikTok, and Pinterest have given us tons of travel inspiration—but also a lot of repetition. We see the same three angles of the same three spots in Sedona, Miami, and Santa Barbara. Suddenly, everyone wants to go to the same five “cool” places, even though the U.S. has thousands of towns and cities worth exploring.
This isn’t just about trends. It’s about visibility. A place isn’t less worthy just because it hasn’t been on a “Top 10 Small Towns to Visit This Summer” list or doesn’t have a dedicated hashtag. Sometimes, the magic is in the unfamiliar.
What makes a hidden gem, actually a gem?
For me, it’s:
• A place that surprises you.
• A restaurant where the owner comes out to chat.
• A trail that doesn’t have a crowd.
• A downtown area where nothing feels “curated for Instagram.”
• And most of all: that feeling of discovering something on your own.
Once, in this same town in Washington, I had breakfast at a diner with less than 10 tables, and the barista gave me a paper map of nearby trails “you won’t find on AllTrails yet.” That moment? More memorable than any fancy resort I’ve stayed at.
So how do you find these places?
Honestly? It’s not always easy. But here are a few ways I do it:
• I get inspo on Substack!
• I ask locals—at gas stations, coffee shops, and grocery stores.
• I read Google reviews like a detective, looking past the sponsored spots.
• And I go off-season. Less crowds = more discoveries.
And here’s the thing: if you’re Latino (like me), these off-the-beaten-path places can feel risky or welcoming, depending on the town. But I’ve learned not to let fear stop me. Some of the warmest experiences I’ve had have been in places where I expected the opposite.
Let’s stop waiting for TikTok to tell us where to go
Because by the time a place goes viral, it’s often too late. The prices spike, the charm fades, and the authenticity gets replaced by trendy signage and $20 lattes.
There’s nothing wrong with popular places. But let’s not forget that the U.S. is filled with corners that don’t make it to the spotlight—and that’s exactly why they’re worth visiting.
Have you ever found a “hidden gem” before it was cool?
Tell me where—I won’t gatekeep, promise.