A UK "summer of staycations" has pushed global searches for the Cotswolds up 37% this year, while TikTok searches for "Cotswolds itinerary" have risen by 625.8%. With popular TV shows and the allure of celebrity sightings, many of the region's iconic villages are set to be overrun by tourists in the summer months.
But Rye, a town in East Sussex at the confluence of three rivers, offers a similar experience with a fraction of the visitors. The town is full of cobbled streets and historic buildings, making it feel like a European city break while being close to the seaside.
What makes Rye special
Its history and charm make it a tourist destination, with ancient inns used by 18th-century smuggling gangs, a harbour, a weekly farmers' market, and a castle.
Mermaid Street is perhaps the most famous of them all, with many people taking to the iconic road to enjoy the picture-perfect scenery. With its medieval, half-timbered houses, it's a perfect spot for a photo-op.
It was named the most "naturally beautiful" town in England in 2025, and a Which? poll found it to be the best seaside town in Sussex.
Exploring on foot
The charming little town is best explored on foot, offering independent stores, delightful lunch options, historic pubs, an ice cream parlour, and coffee shops.
Local attractions include the National Trust's Lamb House, a Grade II-listed 19th-century residence where celebrated authors Henry James and E. F. Benson once lived.
What visitors say
A visitor from travel site Turn Right Out of Portsmouth said: "This charming town in East Sussex is well worth a visit. It is not only full of charm, but of ancient buildings at every turn. We will definitely be visiting Rye again."
Kerry Parnell from The British Travellist said: "Whether you are drawn to its pretty cobbled streets, harbourside nature walks, restaurants, or spooky smuggler's history, Rye is a lovely place to visit for a day, or weekend. Rye is a very pretty town – its cobbled streets rising up a hill, overlooking the harbour on one side and the High Weald medieval landscape on the other."
History, coastline and nature
Steeped in Medieval history, Rye offers other landmarks to explore, with visitors keen to get a peek at the Ypres Tower, built in 1249 to defend the town against attacks from across the channel and today a museum.
The boats parked in the harbour offer stunning views for people enjoying a stroll alongside it, while others choose to enjoy food and drink overlooking the water.
Camber Sands Beach, merely a 10-minute drive from Rye town centre, is a "Blue Flag" beach boasting over two miles of golden sand. Rye Harbour Nature Reserve also proved popular as the perfect place to take in the scenery and get out among nature with the weather so nice. A wildlife haven, it's no surprise that people descended on the Nature Reserve and Discovery Centre to see the flora and fauna.
Parking and practical tips
If you plan to visit Rye on the weekend, it's advisable to arrive early (parking at Rye Cattle Market costs just £1.50 for the entire day). Bear in mind, however, that this car park is closed on Thursdays due to the local market.
Fortunately, there are plenty of other parking options, such as The Strand Car Park and Rope Street Car Park, all within a short walk of the main high street.
