Overtourism it is a growing problem that affects many destinations in Europe, where the massive influx of tourists risks compromising the authenticity and quality of life of the residents and in recent months, especially after the summer holidays, we have already talked about it extensively.
From Venice to the Balearic IslandsThere were many residents who protested against unsustainable tourism which puts a strain on local resources, so much so that the past summer was undoubtedly marked by news episodes relating to protests and discontent. However, some regions in Europe (and beyond) are trying to counteract this phenomenon, promoting alternative destinations capable of welcoming tourists without putting sustainability at risk.
Mass tourism has reached unsustainable levels in many European destinations, but also globally (e.g. in Sydney, Australia, Bangkok, Thailand). However, more and more regions and cities are responding to this crisis with projects that they try to balance the flow of tourists with the well-being of local communities.
Destinations such as Extremadura, Spanish villages, Greenland and Romania offer a valid alternative to traditional tourism in Europe, focusing on a new reception model which benefits both visitors and residents, while reducing the harm caused by overtourism. Instead, destinations such as Morocco, Serbia and Georgia are more remote destinations that are doing everything they can to attract tourists, especially in even less frequented locations.
Extremadura: Spain’s refuge for digital nomads
Extremadura, one of the lesser-known regions of Spain is emerging as an ideal destination for digital nomads. This autonomous communitywhich borders Portugal, offers a breathtaking landscape with nature reserves, wild mountains and cities rich in history, such as the capital Meridafamous for its Roman ruins. Despite its immense potential, Extremadura is one of the least visited areas of Spain, with one of the lowest GDP per capita in the country.
To encourage the transfer of remote workers, however, the regional government has introduced a program that offers up to 15,000 euros for those who choose to live and work in this fascinating area. This initiative is part of a larger plan to combat the demographic decline and stimulate the local economy, which has higher unemployment rates than the national average. Extremadura is therefore trying to attract digital nomads, creating an environment conducive to remote working while supporting rural communities.
Furthermore, many small Spanish villages, threatened by depopulation and demographic decline, are trying to attract tourists away from crowded cities and tourist coasts. An example of this movement is the initiative Roaran association that helps villages in difficulty to welcome remote workers. Villages like Benarraba in Andalusia are enthusiastic about the arrival of digital nomads who are helping to revitalize the community.
Another interesting example is the village of Bookslocated in the province of Teruel. With just 114 inhabitants, this village has used its name (which means “books”) to position itself as the literary capital of Spain. The community launched a project that raised more than 50,000 books from all over the world, with the creation of a library and the planning of a hotel-library. These efforts are a perfect example of how the responsible tourism can contribute to keeping the identity of small inhabited centers alive.
Greenland: a new airport for responsible tourism
THE Greenland is investing in sustainable tourism with the opening of a new airport in Nuukthe capital, on 1 December 2024. This new connection not only promotes tourism during the summer months, but aims to encourage visitors even during the cold winter. With the inauguration of facilities such as the Aurora cabins and the igloosGreenland is trying to attract tourists looking for unique experiences, away from overcrowded destinations. In fact, while Greenland also enjoys the spectacle of the Aurora Borealis, it is certainly among the least popular destinations for those who want to witness the evocative phenomenon of dancing lights in the sky.
The island is also planning to build a second runway at Ilulissatscheduled for 2026. This effort aims to push tourism beyond traditional destinations, encouraging travel to more remote and lesser-known regions. The structures are designed to welcome environmentally friendly tourismthat contributes to growing the local economy without damaging the fragile ecosystem.
Romania: an economic alternative that “loves” tourists
THE Romania is trying to attract tourists through initiatives that promote the country as an alternative destination for those tired of the crowds of visitors in other European locations. With campaigns like TouristGo.ro the country is trying to make itself known to travellers, especially through events like the Electric Castle festival. Among other things, Romania is one of the cheapest destinations in Europe, both for the prices of airline tickets (often on sale) and for the local food and wine scene (and Bucharest you eat very well, let me tell you!).
The country is also trying to attract tourists who want to avoid the over-tourism of destinations like Spain, with slogans like: “In some cities they don’t want you, but in Romania we love you“. With its natural and cultural heritage, Romania therefore presents itself as an authentic and less crowded travel destination, where tourists can enjoy unique experiences without the pressure of mass tourism.
Morocco: not just Marrakech
The Morocco is investing heavily in the tourism sector ahead of 2030 World Cupwhich it will share with Spain and Portugal. In fact, the North African country aims to double the number of tourists by 2030, reaching 26 million visitors annual.
To accommodate this growth, they are expected 100,000 new bedsthanks to the increase in luxury hotel facilities, such as the Waldorf Astoria in Tangier and the opening of 25 new Radisson Hotels. Although cities like Marrakech are already very popular, Morocco is pushing to make other less touristy cities known such as Fes, Agadir and Casablancawhere new infrastructure and stadium renovations are underway.
For those looking for more authentic experiences away from mass tourism, the country also offers destinations such as Taroudant“little Marrakech”, which promises a quieter atmosphere. To dispel the myth, Morocco is not just Marrakech.
Serbia: discovering rural areas and traditions
THE Serbia is focusing on sustainable tourism, opening up to a type of traveler who is more attentive and respectful of local traditions. With international tourism growing by 20% in 2023, Serbia has started collaborations with the Global Sustainable Tourism Council to develop projects that do not favor mass tourism, but that promote more cultural and natural experiences.
In addition to the capital Belgradewhere the cultural scene is growing, the mountains Serbian is rural areas they are attracting tourists thanks to ecotourism, excursions and wellness offers. Novi Sadthe country’s second city, is another example of an uncrowded destination but full of attractions, such as the Petrovaradin fortress and the Austro-Hungarian cultural influence in culinary traditions.
Georgia: a country with growing tourism
THE Georgia is rapidly developing its tourism infrastructure with the aim of becoming an inclusive destination for all types of travelers. From improving international signage to adopting a ten-year development plan the country is trying to make the experience easier and more pleasant for tourists, including those with disabilities.
The city of Batumi with its large port, it is expanding to accommodate growing numbers of cruise passengers, while the country is also improving public transport and road infrastructure. Although Georgia is still a developing country from a tourism perspective, its natural beauty, unique traditions and cultural authenticity attract visitors eager to explore an emerging and uncrowded destination.