Overtourism

Overtourism has gone from a niche concern to a very real issue, and one that is increasingly felt by anyone who's tried to photograph a landmark without fifty strangers in the picture.

But what does it actually mean, and why does it keep happening? Here, we consider the reality behind the term, look at the forces that quietly conspire to overwhelm popular places, and consider just what you, as a traveller, can actually do to make a difference.

What is overtourism?

Did you know that 80% of travellers visit just 10% of the world's holiday destinations? With international tourism arrivals increasing by a staggering 4,700%1 since 1950, that's a lot of beach towels vying for the same sun lounger.

Top bucket-list spots like Venice and Dubrovnik are sinking under the weight of their sheer popularity, with daily cruise ships disgorging visitors into crowded streets, and iconic photo spots like that view in Santorini are overrun with snaking queues through otherwise sleepy villages.

What does this mean for you? Crowds, queues, higher prices and an overall poorer experience. And it's no party for the locals either, with residents in Majorca and Barcelona staging regular protests with phrases like "Tourists go home". Do you really want to be somewhere you're not welcome?

How has this happened?

Overtourism occurs when too many people visit a place at once, affecting both visitors' experience and residents' quality of life.

The term was first coined nearly a decade ago, and as visitor numbers have grown, exponentially in some cases, the effects play out differently in each place.

Contributing factors include low-cost airlines, cruise ship stop-offs, bucket lists as a tick-box exercise, cheap getaways and rapid growth in popularity via social media or film and TV.

Add to that poor destination management, underfunding of resources and a drive for maximising profits, and you'll find many destinations now bursting at the seams with manifold impacts.

Major contributors to overtourism

The main issue is a disconnect between visitors and destinations. Holidays are essentially a consumer product with component parts, like flights, hotels, Airbnbs, attractions and excursions sold separately to customers according to market forces.

Those market forces can include sudden surges in popularity as a result of social media, TV, film or celebrity endorsement and are often completely unpredictable.

But there's no guarantee that supply and demand are being overseen or managed to maintain a balance between the needs of the destination and the expectations of the visitors.

Seasonality is another contributing factor, with many people wishing to visit during optimal weather and school holidays.

Airbnb-ification

When Airbnb launched in 2008, no one could have known the extent to which it would revolutionise the way people stay. In 2024, the online rental platform handled around 491 million bookings worldwide, and today, it has five million hosts on its books1. While this has helped travellers by giving them way more choice in where to sleep, it also has a complicated impact on communities.

When landlords buy up properties with the sole intent of permanently renting them as Airbnbs, it prevents locals from living there. For example, in Barcelona, many locals are now priced out of buying or renting homes in popular districts like El Raval and Barri Gòtic because Airbnb is more profitable for owners.

It's no party living next door to a permanent rental either. Amsterdam was a huge draw for loud groups and stag/hen parties, posing a huge nuisance for residents, until the city's authorities imposed a limit on home-sharing to a maximum of 30 nights per year.

With newcomers every week, a community is less stable and local schools, shops and services decline if fewer residents live there year-round.

This 'touristification', as evidenced in Lisbon's Alfama and Bairro Alto districts, can lead to the loss of the very cultural character of the area that drew visitors in the first place.

If you want to make the most of Airbnb without contributing to the problem, choose to stay with hosts who offer a spare bedroom in their home rather than a whole house. That way you can learn about the local lifestyle and culture first-hand, and offer a little of yours in return.

Daytrippers

Although daytrippers can reach tourism hotspots by coach, train or car, it's the cruise ship visitors that have the most impact, not to mention critical notoriety.

In some destinations like Dubrovnik, the population can swell by nearly 20% (a population of 41,500 residents and daily cruise visitor cap of up to 8,000 - no specific source, just did the maths!) and in the tiny Greek Island of Santorini, cruise visitors can increase the human quota to over 40%.

Cities like Barcelona and Dubrovnik have had to impose daily limits on visitor numbers, and Venice has introduced an additional day-tripper visitor fee (€5 in advance/€10 on the day) to help contribute to infrastructure upgrades and other problems associated with excess visitors.

The influx of huge numbers of people arriving all at once, staying only a few hours and sticking to the same popular areas leads to overcrowded streets, long queues for amenities and attractions, and a diminished experience of the palace.

Many of these cruises are all-inclusive, so local cafés, restaurants and shops don't necessarily benefit from these kinds of visitors, unless they're selling cold drinks or tacky souvenirs.

Extreme day trips

Far worse than cruise visitors are those who arrive by plane, indulging in the dubious trend for extreme day tripping. It's maximalist sightseeing for the time-poor, and it has gained traction as a TikTok and Instagram trend in recent years.

Capitalising on early morning and late-night low-cost airline tickets, day trip motivations range from ticking off iconic, bucket list sights to shopping. It's peak consumerism and such a huge carbon outlay for such a short stay. Visiting this way means much less contribution to the local economy and fewer opportunities to fully get the measure of being somewhere else.

Rapid growth in popularity

Set jetting

Appearing in a blockbuster movie or hit TV show can catapult a destination from obscurity and into the limelight, and onto the bucket lists of many potential visitors. According to easyJet's 2026 Great British Holiday audit, 28% of Brits say TV and film influence where they will travel.

Set jetting has been a growing trend since the Lord of the Rings trilogy (2001) opened up New Zealand to new audiences and the Harry Potter franchise lured visitors to Scotland's Glenfinnan Viaduct, Northumberland's Alnwick Castle and London's Leadenhall Market, among many other spots around the UK.

Social media, influencers & celebrity endorsements

When the silver or small screen features a city or landscape as a backdrop, the destination's authorities do, however, have at least some prior warning that it might increase the allure for potential visitors.

They can plan for it and capitalise on it accordingly, and make sure that local people, landscapes and wildlife aren't negatively impacted. But when a place suddenly gains exponential popularity or notoriety as a result of a social media craze or celebrity endorsement, it's far harder for destinations to manage a sudden influx.

The impossibly picturesque, lakeside village of Hallstatt in Austria (population, around 700) is an Instagrammers' and TikTokers' favourite. It also featured in Spring Waltz, a Korean TV drama, and is thought to have inspired Disney's Frozen.

But the optimal selfie spot is on a quiet residential street, and these homeowners did not take kindly to endless queues of noisy visitors waiting outside their houses. In 2023, villagers blocked the tunnel access to the village, and the mayor instigated the building of a fence obscuring the view to highlight the problem. While it didn't stay up long, it prompted a discussion around overtourism.

While the popularity hasn't diminished, there are now limits on the number of cars and buses entering the village, and signs have been put up redirecting visitors to alternative, equally pretty spots.

It's far from the only place to be inundated because of social media. With its blue domes, white-washed buildings, and picture-perfect sunset views over the sparkling Aegean Sea, the tiny village of Oia on the Greek island of Santorini is no surprise that its infamy has attracted a new audience through Instagram hashtags.

But visitors now experience snaking queues lining the narrow hillside streets every day at sunset, waiting for 20 minutes or more, just to take photos of that iconic view. The island itself is home to 15,000 people, but annual visitor numbers often top three million.

The influx leads to road congestion, strains resources, and significantly disrupts daily life for locals. News bulletins even encourage residents to stay home to escape the chaos at peak times.

What can you do? If you don't want to become part of the problem, be clear on why you want to visit this place. Is it just to take the same photo as everyone else? Do your research and find out what else there is to do in the area; are there other just as photogenic spots? What's the best way to contribute to the local economy in exchange for a few snaps?

Overcrowded wildernesses

It's not just populated places that are suffering; some otherwise pristine wild spaces are being inundated, too.

Scotland's North Coast 500 driving route was established to encourage spending in lesser-known towns and villages, but excessive use of large motorhomes on tiny rural roads has led to erosion and degradation. Most camper-visitors also stock up in supermarkets in major towns rather than visit local cafés and restaurants.

In Kenya's wild Masai Mara, the wildebeest Great Migration in September and October attracts hundreds of wannabe David Attenboroughs.

But with so many safari vehicles vying for the best photo positions, the sheer volume of human proximity, engine noise, and other pollutants can lead wildebeest and zebras to alter their behaviour by delaying crossings or avoiding prime feeding areas. This has knock-on effects on the lions and crocodiles who predate them, and it's then felt throughout the entire ecosystem.

In tropical waters like Indonesia's Raja Ampat, diving and snorkelling are the prime reasons to visit. But the rapid rise in boat tours, often unregulated, can degrade delicate corals, with wide-reaching effects on the entire tropical marine ecosystem.

What can you do? The best way to avoid contributing to this kind of overtourism is to do your research and go with a reputable company with clear sustainability credentials. Look for B-Corp tour operators when you're booking.

When you're in the destination, don't be afraid to ask questions about the environmental impact of excursions. Good tour leaders should be able to answer all your questions knowledgeably and confidently about the health of the natural ecosystems their trips visit.

As a consumer, every choice you make can have far-reaching impacts. There are many practical things you can do to avoid contributing to overtourism, and they'll more than likely open up even more of the world's incredible experiences to you.

Rethinking the time of year you choose to visit and researching alternative destinations are the two main ways in which you can avoid contributing to overtourism.

Seasonality

Summer is often peak season for many of Europe's top holiday spots. If you're not wedded to school holidays, try visiting out of season; summer holiday destinations are often just as temperate in the shoulder seasons of spring and autumn.

In the winter months in the Med, you might find shops and cafés shut for the season, but demand from growing numbers of visitors in early spring and late autumn is extending the season.

And, like it or not, climate change means that former summer favourites like Spain and Greece are frequently too hot in the summer months. The rise of 'coolcations' to places like Sweden, Denmark, and other northern countries offers a quieter alternative.

School holidays

For those with school-age children, it's admittedly not so easy. According to research from Go Compare, package holiday costs to Spain and Greece are anything up to 20% and 12% higher during school breaks, so even picking half terms, when places are slightly less overcrowded, might not save you much money.

easyJet's audit also shows, however, that 44% of respondents said they have already taken their children out of school for a family holiday and 53% said the biggest reason is costs: the £160 fine far outweighs the potential savings made.

More and more operators are offering trips geared towards multi-generational families, including activity and adventure operators like G Adventures and Explore! that are opening up lesser-known destinations to wider audiences.

What can you do? In short, consider broadening where you find your inspiration to travel.

If you're reading the same news, following the same social media trends and watching the same Netflix series (or Celebrity Love Island!) as everyone else, it's likely that your desire for travel will be to the same places as everyone else.

There are literally thousands of blogs, influencers, magazines (try Wanderlust or National Geographic Traveller, for example) and books dedicated to the paths less travelled.

The issue of undertourism

If 80% of travellers visit just 10% of the world's holiday destinations, that means there's a whopping 90% of the world geared up to welcome visitors. Undertourism can be just as much a problem to local economies and livelihoods as overtourism.

Destinations can fall off the radar for many reasons: from destination management organisations with limited budgets for large marketing campaigns designed to put places front of mind, to lack of direct or affordable flights or safety issues from political instability and natural disasters.

The perception of danger

Destinations that have sometimes suffered from the perception of being unsafe to visit include Tunisia, Egypt, parts of Turkey, Sri Lanka, Kenya and the Maldives among others.

While there are occasional incidents of unrest (most likely along borders or far from tourism centres), you'll find that security is often exceptionally tight in touristy areas because inhabitants are so reliant on visitors for their livelihoods.

It's always best to check FCDO advice before you go, and be aware of ongoing political situations that may impact your travels.

The Gambia was a popular package holiday destination in the 1970s and 80s but has fallen off the radar in recent years. Climate change means that agriculture isn't as reliable as it once was, so visitors seeking winter sun are a more viable income stream for Gambians, who are only too ready to welcome you.

Albania was touted as an alternative to Greece several years ago, and now some of the more popular coastal spots are suffering from overtourism of their own as a result of rapid growth. But venture inland or north towards the mountains, and you'll find fewer crowds and receptive, welcoming hosts.

Tour operator Intrepid Travel has gone one step further and now produces an annual Not Hot List, which recognises destinations that are really ready for visitors yet aren't commonly on our radars.

It also acknowledges that there's often a disparity between regions within one country, which is why Vis Island, Croatia, the Via Transilvanica, Romania and southeastern Anatolia, Turkey, are on the 2026 list.

Destination dupes

A popular way to rethink your destination choice is to consider similar alternatives. While there are plenty of suggestions for destination 'dupes' or 'travel twins' out there, we know there's sometimes no real alternative: if you want to see the Mona Lisa, for example, no other Parisian gallery will do beyond The Louvre, and if you really want that selfie on Venice's Rialto Bridge, there's no place like it.

But if you open your mind to what really motivates your desire to visit that location, there are so many other places to explore.

Here are our top picks for alternative destinations:

Popular destination Destination dupe
Amsterdam, Netherlands Rotterdam, Netherlands
Strasbourg, France
Ljubljana, Slovenia
Barcelona, Spain Seville, Spain
Marseille, France
Valencia, Spain
Bruges, Belgium Ghent, Belgium
Colmar, France
Kotor, Montenegro
Dubrovnik, Croatia Zadar, Croatia
Trieste, Italy
Belgrade, Serbia
Lisbon, Portugal Porto, Portugal
Riga, Latvia
Cadiz, Spain
London, UK Liverpool, UK
York, UK
Sofia, Bulgaria
Paris, France Lyon, France
Lille, France
Bucharest, Romania
Rome, Italy Palermo, Italy
Plovdiv, Bulgaria
Istanbul, Turkey
Venice, Italy Trieste, Italy
Genoa, Italy
Gdansk, Poland
Vienna, Austria Linz, Austria
[Bratislava, Slovakia
Sarajevo, Bosnia and Herzegovina

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