How many times have you been asked about your holiday and said something like, “It was lovely… but just so busy”?
Tourism is often seen as a force for good – it brings in money, fuels infrastructure development and spreads opportunity to local communities. And that’s all true. But like many things, tourism has a shadow side.
Since the pandemic, tourism has roared back to life, and so has a term you might’ve seen popping up more and more in headlines: overtourism. Certain destinations are buckling under the weight of rising visitor numbers, with increased noise pollution, traffic congestion and even damage to historic sites and natural beauty spots.
So what’s driving this trend? Where is it happening? And is there anything we – as travellers – can do?
Let’s explore.
Why Overtourism Is a Problem
Tourism tips into overtourism when a destination simply can’t cope with the number of visitors it receives – and both locals and travellers feel the impact.
Maybe the infrastructure isn’t designed to handle the volume. Narrow streets become choked with crowds. Local resources are strained. Iconic landmarks are so busy they lose their magic. Photos are filled not with scenery, but selfie sticks.
Every place has a different “carrying capacity” based on its environment, infrastructure and cultural resilience. But the tipping point is clear: when the downsides of tourism start to outweigh the benefits – something has to give.
So, why is this happening?
Here’s a stat to start with: global tourism more than doubled between 2000 and 2019.
The term overtourism first made waves in 2016, when it became clear that the rise in tourist numbers was starting to strain popular destinations. Then, of course, came the Covid-19 pandemic. Borders closed. Aeroplanes were grounded. Charts that once showed relentless growth in tourism suddenly dropped off a cliff.
For a moment, it seemed like this pause might offer the travel industry a chance to recalibrate – to rethink how tourism could return in a more sustainable, considered way.
And while that conversation did start, once restrictions lifted, demand surged back – in many places, exceeding pre-pandemic levels. Suddenly, we were right back where we left off… if not worse.
Where It’s Happening
Some European destinations, long loved by travellers, are now facing the realities of overexposure. Thanks to more affordable flights, online booking platforms and travel becoming ever more accessible, once-hidden gems are now overflowing.
Here are the European regions with the highest tourist pressure (tourists per 1,000 residents) taken from a Which? Survey in May 2025:
- Zakynthos – 149,886.95
- Istarska Zupanija (Istria, Croatia) – 133,466.93
- Fuerteventura, Canary Islands – 118,720.31
- Lanzarote, Canary Islands – 117,785.17
- Dodecanese Islands (including Kos, Rhodes) – 113,790.45
- Tiroler Oberland, Austria – 112,716.37
- Pinzgau-Pongau, Austria (Salzburg Alps) – 109,009.7
- Cyclades (Mykonos, Santorini, Naxos, etc.) – 104,152.63
- Corfu (Kerkyra) – 100,079.59
- Außerfern, Austria – 97,299.12
Most Overtouristed Cities:
- Paris (418,280.1)
- Central Athens (88,534.92)
- Copenhagen (63,943.88)
What Can We Do?
So, what can we, the individual traveller, do to avoid making overtourism worse – and still get our holiday fix? Fortunately, there are some practical ways to make more conscious choices without giving up the joy of travel.
Opt for underrated destinations
One of the most effective things you can do is visit places that aren’t already overrun. That means travelling to countries, regions, or cities that are less saturated with tourists. This trend is known as “second city tourism” – and it’s gaining traction.
If you’re visiting somewhere like Amsterdam, Paris or Rome, why not also spend time in a nearby, lesser-known spot like Utrecht, Carcassonne or Bologna? You’ll often find a more relaxed pace, lower prices, and a chance to experience a place more authentically without the queues.
Travel off-peak
We know this one’s not always easy – especially if you have school-aged children – but travelling outside the peak summer months or school holidays can make a huge difference.
You’ll enjoy fewer crowds, cheaper flights and accommodation, and a much calmer experience overall. Many destinations shine just as brightly (if not more) in the shoulder season.
Slow down your travel
Instead of trying to tick off as many cities or countries as possible in a single trip, consider spending longer in each place. You’ll not only reduce your transport footprint, but also enjoy a richer, more immersive experience.
Staying put gives you time to really explore, discover local favourites and engage meaningfully with the community – instead of rushing through the tourist hotspots.
Support local businesses
When you do travel, try to steer your spending toward the local economy. Choose a neighbourhood bakery over a global chain, a boutique hotel or guesthouse over a big resort and book experiences run by locals.
It’s a great way to experience a more authentic version of a place – and your money stays in the community, rather than being siphoned off by international corporations.
Do your research
Some destinations are already struggling under the weight of too many visitors, while others are crying out for more tourism. A little pre-trip research can go a long way in helping you choose more sustainably.
Need inspiration? Here are some of the least-touristed regions in Europe, based on tourist pressure (tourists per 1,000 residents):
- Benevento, Italy – 398.17
- Rybnicki, Poland – 351.1
- Targovishte, Bulgaria – 332.15
- Arr. Soignies, Belgium – 284.11
- Podunavska oblast, Serbia – 277.83
- Severoistočen, North Macedonia – 177.84
- Olt, South West Romania – 148.3
- Călăraşi, South East Romania – 123.97
- Dytikos Tomeas Athinon, near Athens – 64.13
- Teleorman, Romania – 21.54
These destinations may not be front-page features on travel blogs (yet), but they’re full of potential – and perfectly positioned for travellers who want something different.
Smarter Getaways Start Here
Overtourism isn’t just a buzzword – it’s a growing challenge that’s affecting the places we love to visit and the people who call them home. But the good news is, we’re not powerless.
By being a little more intentional – choosing alternative destinations, travelling off-peak, slowing down, and supporting local businesses – we can help ease the pressure and still enjoy meaningful, memorable trips.
So the next time you’re planning a getaway, ask yourself: could I go somewhere a little quieter? Stay a little longer? Give back a little more? The answer might just lead you somewhere even better.
Ready to discover a different side of Europe? Contact Bookajet to charter your private jet to somewhere special – and less crowded.
