Rick Steves Recommends Shopping At These Spots In Europe To Avoid Wasting Money

For years, international travelers have turned to the expertise of Rick Steves to plan their itineraries. The television host, author, and guidebook scribbler has many tips to help tourists save money on their trips, especially in Europe. Steves says visiting Europe costs more in 2026, so his advice is more helpful now than ever.

Getting to Europe can often be the priciest part of your journey, but once you arrive, knowing where to shop can save you money in the long run, Steves says. In an article on his website focused on thrifty travel tips, he specifically points to family-operated businesses as a way to make your euros go further. "Family-run businesses offer the best values because they employ family members to get around Europe's costly labor regulations," he writes. This can mean fewer operational costs are passed onto the customers, which could help to keep prices down. 

While the name over the door may be unfamiliar to travelers, the service inside could be a delightful change from the chains that have better brand recognition. These locally-owned family businesses allow tourists to save money while enjoying a more authentic experience. Steves says, "In mom-and-pop shops, you're more likely to be served by people who care about their reputation and their customers."

Any time you travel, it's important to research your expenses ahead of time and budget accordingly. This applies to tourist entry fees such as Europe's new ETIAS requirement, which will be implemented in 2026  and requires U.S. citizens to fill out an application that costs €20 per traveler. A bit of planning can also help you save money, and seeking out family-owned businesses is a great way to ensure you get the most value.

In addition to tourist-focused chain stores, Steves recommends staying away from restaurants that cater specifically to foreigners. Instead, he suggests looking for restaurants that lack multi-language signage and only have menus in the local language. "Those that are filled with locals serve better food for less money," he writes in the article. For Steves, a brief handwritten menu is the ultimate green flag. "Go with the daily specials," he adds.

The same rule applies to accommodations. Steves is a big fan of bed and breakfasts while traveling in Europe, as they are typically less expensive — and more memorable — than chain hotels. In an article titled, "Euopean B&Bs: A Place To Call Home," Steves says that staying in a bed and breakfast "is a bit like having your own temporary mother while you travel." Unlike a traditional hotel stay, the experience feels cozy, personal, and authentic. "Hosts tend to be gregarious and genuinely invested in your visit," he says. Rick Steves often warns travelers to avoid tourist traps in Europe, and sticking with local businesses is the best way to experience the culture and stretch your budget too.