One of the largest and most varied countries in Europe, Ukraine takes in the spectacular Carpathian Mountains in the west, the history-rich central plains and the stunning Black Sea coast in the south. The Crimean Peninsula, ethnically more Russian than Ukrainian, remains a huge draw for holidaymakers from Russia every summer.

Turkey proudly sits astride two continents: a position that has given rise to a culture that reflects both East and West. It is a country where European aspirations sit comfortably alongside Asian traditions and the volatile atmosphere of the Middle East morphs seamlessly into the relaxed outlook of the Mediterranean world.

Small, mountainous and wealthy, with a population of just 7.5 million, Switzerland is renowned for its enviable quality of life in a country that ticks along like clockwork. Its products are sought after the world over, from its delicious cheese and chocolate to luxurious watches whose timekeeping is as sharp as a Swiss Army Knife, another popular export from this sophisticated Alpine nation.

Sweden is a land of cultural contrast, from the Danish influence of the southwest to the nomadic Laplanders in the wild Arctic north. And while urban Sweden is stylish, modern and sophisticated, the countryside offers many simpler pleasures for those in search of tranquillity.

The straw donkey and sombrero image of Spain is now largely consigned to the bin - along with the paella and chips. In its place comes a sheaf of sparkling and evocative new images, as the visitor trend turns from sun-and-fun package holidays to individually tailored, more sophisticated themes.