Europe Can Beat Overtourism Now

Europe's Tipping Point: Can the Continent Win the War on Overtourism?

A palpable tension returns to Europe this summer, echoing the anti-tourism protests that captured global attention last year. From the sun-drenched Canary Islands to the historic canals of Venice, a wave of discontent is rising. Thousands have marched, demanding a radical rethink of a tourism model they say is shattering their communities. Soaring housing costs, strained public services, and environmental degradation have pushed residents to a breaking point. Yet, amid the unrest, a new narrative is emerging. Throughout the continent, innovative ideas and determined actions signal a potential shift towards a more supportable and equitable future for travel. This is not just about managing crowds; it is a battle for the soul of Europe's most beloved destinations.

The Unfolding Crisis: A Summer of Discontent

This year, the protests feel different. Coordinated demonstrations are sweeping through Europe's southern regions, from Barcelona to Lisbon, organised by groups like the Southern European Network Against Touristification. In the Canary Islands, tens of thousands have staged public demonstrations under the banner "Canarias tiene un límite" (The Canary Islands Have A Limit). Their message is clear: the current model of mass tourism is unsustainable. They point to spiralling rents that displace locals, including essential workers like teachers and healthcare professionals who can no longer afford to live in the communities they serve. The frustration is visceral, with some protests taking on a more direct, confrontational tone, aiming to create a sense of "fear" to catalyse change.

The grievances are remarkably consistent across borders. In Barcelona, where visitor numbers dwarf the local population, residents protest the "touristification" that erodes their culture and daily lives. In Italy and Portugal, similar cries echo through historic city centres. This is not an outright rejection of visitors. Instead, it is a powerful demand for a fundamental shift away from an economic monoculture dependent on tourism. Locals are calling for policies that prioritise the wellbeing of residents and protect their fragile ecosystems over unchecked visitor numbers and short-term profits.

Spain's Frontline: Regulation and Rerouting

As the world’s second-most visited country and the number one choice for holidaymakers from Britain, Spain is at the epicentre of the conversation about excessive tourism. The pressure is most acute on islands like the Canaries and Balearics, where local infrastructure and communities are buckling under the strain. In response, Spanish authorities are finally taking decisive, multi-pronged action. A major crackdown on unregulated short-term rentals is underway, with Barcelona planning to eliminate all short-term rentals for tourists by 2028. The city will also no longer issue new hotel permits in its most congested areas.

New rules governing tourist behaviour are also being strictly enforced. In nightlife hotspots like parts of Majorca and Ibiza, public alcohol consumption is now heavily restricted, with fines reaching up to €3,000. Authorities are also targeting illegal parties and unlicensed taxis, with significant penalties for both organisers and participants. Furthermore, entry requirements have tightened. Non-EU visitors must now show proof of accommodation, and all lodging providers are legally required to collect and share detailed guest data with police, a measure aimed at enhancing security. These are not just deterrents; they signal a profound shift in mindset.

Spain is also leveraging technology to manage visitor flows. A national digital platform now monitors real-time data on beach capacity, air quality, and even the presence of jellyfish. Information from this system feeds into a "Smart Destinations" application. This provides tourism bureaus and hoteliers with the data they need to help visitors make smarter, more sustainable choices regarding their plans. The government is actively promoting lesser-known regions to alleviate the congestion in well-known areas like Catalonia along with Andalucia, which currently receive the vast majority of tourists. This strategy of dispersal is central to creating a more balanced tourism landscape throughout the nation.

Image Credit - Acko

Paradores: A Model of Sustainable Heritage

Spain is also championing its cultural legacy through the Paradores of Spain program. This government-run chain of premium hotels has a unique mission: it restores and repurposes historical properties, including ancient castles, monasteries, and fortresses, transforming them into high-end accommodation. First conceived in 1910 to improve Spain's image and create a hotel network in underserved areas, the Paradores have evolved into a powerful tool for sustainable development. By drawing culturally curious travellers to areas beyond the traditional sun-and-sea resorts, the network helps to distribute tourist spending more widely.

Sustainability is at the core of the Paradores' modern identity. Since 2019, all 97 establishments have been powered entirely by renewable electricity. The chain is actively investing in biomass and solar energy and is pursuing an ambitious goal of carbon neutrality by 2030. As of 2025, Paradores operates the most extensive electric vehicle charging network in the Spanish hotel industry, with all chargers running on 100% renewable energy. This commitment extends to promoting local culture and cuisine, with initiatives like "Nature for the Senses" offering guests authentic experiences such as local winemaking and pottery workshops. The Paradores model demonstrates that heritage preservation and high-quality tourism can be powerful allies in the quest for sustainability.

Switzerland's 'Swisstainable' Strategy

Switzerland, while not facing the same level of tourist saturation as Mediterranean hotspots, is proactively managing pressure on its own iconic landscapes. The nation is acutely aware of its environmental vulnerabilities, as the ski industry faces threats from warming temperatures and its glaciers become more fragile. In response, the country has launched "Swisstainable," a comprehensive national sustainability strategy designed to guide the future of its tourism industry. The program, developed in partnership with tourism federations and academic institutions, provides a clear framework for businesses and entire destinations to commit to sustainable practices.

A central pillar of the Swisstainable vision is the promotion of mass transit. Switzerland boasts one of the world's most extensive and efficient public transport networks, using railways that climb the mountains to provide access to high peaks for over a century. In a landmark move, the country's entire rail system now runs on 100% hydroelectric power. To incentivise greener travel, the Swisstainable program offers significant discounts for using the mass transit system to visitors staying in certified sustainable hotels. The strategy also focuses on encouraging off-season travel, using marketing campaigns to showcase the country's year-round appeal and extending the operating seasons for ski lifts and hotels.

In hotspots like Lauterbrunnen, famed for its waterfalls and popularised by the Korean television series Crash Landing on You, specific measures are being implemented. A new tourism tax has been introduced for visitors to a famous pier, with the revenue dedicated to local infrastructure maintenance. A newly constructed parking facility located beyond the town's limits connects to an efficient train service, easing traffic on the congested local roads. Switzerland's message is one of mindful travel: explore by train, visit during the quieter months, and contribute to the preservation of the places you love.

Image Credit - Travel Weekly Asia

Berlin's Green Rewards

Germany's capital is pioneering a novel approach to sustainable tourism by directly rewarding visitors for making environmentally friendly choices. Following the lead of Copenhagen’s CopenPay initiative, the city of Berlin is creating a system of incentives for green behaviour. The concept is simple: tourists who participate in activities like community clean-up drives or tree-planting campaigns could receive benefits such as complimentary city excursions or discounts at major attractions. This strategy aims to foster a deeper connection between visitors and the city, encouraging a more mindful and participatory form of travel.

Berlin is actively marketing its environmentally-friendly reputation using various channels. Influencer campaigns highlight the city's extensive network of bike trails, eco-certified hotels, and shops selling sustainable souvenirs. The city's tourism agency, visitBerlin, also established a unique urban planning idea, the "15-minute city". Participating hotels are situated in neighbourhoods where all essential amenities and attractions are accessible within a quarter-hour walk or bike ride. This encourages visitors to explore the city at a slower pace, reducing their carbon footprint while experiencing Berlin as a resident would. It is a proactive effort to make sustainability not just an option, but an attractive and integrated part of the visitor experience.

Amsterdam's Decisive Actions

Amsterdam, a city long synonymous with overtourism, is celebrating its 750th anniversary in 2025 with some of Europe's boldest sustainability measures. The city has already implemented one of the continent's highest tourist taxes, at 12.5% of accommodation costs, and has frozen the permits for new hotels in central districts. To tackle congestion and pollution, large tour buses are banned from the city centre, and cruise ship passenger taxes have increased. Looking ahead, the city plans a complete ban on cruise ships in its centre by 2035, with a gradual reduction in permitted vessels in the coming years.

The environmental agenda extends beyond visitor taxes. As of January 2025, new emission-free zones prohibit polluting scooters and mopeds from urban areas. By April, the city's famous canals transitioned to emission-free boating for both passenger and leisure craft. Authorities are also cracking down on the unchecked growth of holiday rentals, reducing the number of permits for B&Bs and working to convert former hotels into long-term housing. Amsterdam's multifaceted strategy sends a clear message: the well-being of its population is paramount, and the city is determined to reshape its tourism industry for a more balanced and sustainable future.

Venice's Controversial Toll

Venice, a city whose very existence is threatened by rising seas and overwhelming visitor numbers, has taken the groundbreaking step of charging an entry fee for day-trippers. First trialled in 2024, the scheme has been significantly expanded for 2025. The €5 fee now applies on 54 days throughout the peak season. Visitors who fail to book at least four days in advance face a doubled charge of €10. The fee is enforced through a QR code system, with spot checks and hefty fines for non-compliance.

The initiative is not without its critics, who argue it has done little to reduce crowding while simply monetising access to the city. However, city officials defend the measure as a necessary experiment in managing tourist flows and protecting Venice's fragile heritage. The revenue generated is being reinvested into the city's maintenance and preservation. Exemptions are in place for overnight guests (who already pay a city tax), residents, students, and children under 14. While the long-term effectiveness of the entry fee remains to be seen, it represents a pioneering, if controversial, attempt to force a conversation about the carrying capacity of world-famous destinations.

Image Credit - Capture A trip

New Levies and Taxes Across Europe

The concept of making tourists contribute directly to the upkeep of the destinations they visit is gaining traction across the continent. In 2025, numerous cities and regions are introducing or increasing tourist taxes. Greece has implemented a new "climate resilience tax," with rates scaling according to hotel star ratings and season, reaching up to €15 per night for luxury hotels in the summer. Greece is also imposing a new levy on cruise passengers visiting popular islands like Mykonos and Santorini. In Portugal, cities like Lisbon and Porto have increased their overnight taxes, and more municipalities are following suit.

Even the United Kingdom is introducing a form of tourist tax with its new Electronic Travel Authorisation (ETA) scheme. From 2025, many non-European visitors will need to pay a £10 fee for a digital permit to enter the country. While primarily a security and border modernisation tool, it functions as a pre-arrival levy. In Scotland, Edinburgh is set to become the first city to introduce a visitor levy, which will apply to all overnight paid accommodation from 2026. These measures reflect a broader consensus that tourism must help pay its own way, funding the infrastructure and services it relies upon and mitigating its environmental impact.

The Unseen Power of Technology

Beyond taxes and regulations, technology is emerging as a critical tool in the fight against overtourism. Smart tourism initiatives are leveraging the power of data to create more efficient and sustainable visitor experiences. By analysing large datasets from sources like mobile phones and IoT sensors, destinations can gain deep insights into tourist behaviour, predict congestion hotspots, and optimise the allocation of resources. Artificial intelligence (AI) can personalise recommendations in real-time, guiding visitors towards less crowded attractions or suggesting alternative itineraries. This helps to distribute tourists more evenly, reducing pressure on overwhelmed sites.

Mobile applications are growing more sophisticated, offering navigation, real-time alerts about crowding, and access to sustainable travel options. Digital platforms can streamline everything from booking eco-friendly accommodation to paying for public transport, making sustainable choices more convenient for travellers. In Abu Dhabi and Saudi Arabia's ambitious new tourism projects, smart infrastructure is being built from the ground up, integrating AI and IoT to manage everything from energy consumption to waste management, setting a new standard for intelligent destination management. Technology is no longer just a booking tool; it is a dynamic instrument for managing the complex dance between visitors and destinations.

The Path to a Sustainable Future

The tensions flaring across Europe are a sign of an industry facing immense strain. However, they are also a catalyst for profound change. The conversation is shifting from simply accommodating more visitors to managing tourism for the long-term benefit of communities and the environment. Concepts like "slow tourism"—which encourages longer stays, deeper cultural immersion, and meaningful connections with local people—are gaining traction as a viable alternative to the mass-market model. Ecotourism initiatives are being developed across the Mediterranean to offer low-impact travel that provides incentives for conservation.

Two major challenges remain: the environmental impact of aerial transportation and the sheer volume of passengers disembarking from cruise ships. The most carefully crafted local strategies can be overwhelmed by unsustainable modes of arrival. Addressing these issues will require international cooperation and a willingness to place limits on growth. The journey is complex, and the solutions will require a period to yield results. As one Spanish tourism official noted, communication is key to understanding why these protests are happening. It is a collective call for a new tourism paradigm—one that is more responsible, respectful, and ultimately, more rewarding for everyone.