Introduction; Future of Travel 2025
In 2024, Europe’s most popular tourist destinations saw a surge in protests against mass tourism. As the dust settles, travelers(Future of Travel 2025) are left wondering: what will summer holidays in 2025 and beyond look like?
The tourism industry has made a remarkable recovery, reaching new heights this year. However, not everyone is celebrating. In April, tens of thousands of protesters gathered in the Canary Islands, voicing their concerns about the negative effects of mass tourism. Similar protests erupted across Europe, sending a clear message: change is needed.
Anti-Tourism Protests Sweep Across Europe
The summer of 2024 saw residents in popular travel hotspots expressing their frustrations. In Barcelona, locals sprayed tourists with water pistols to show their displeasure. In Mallorca, residents organized demonstrations by crowding onto beaches, illustrating how overrun their local beaches have become. These symbolic actions highlighted the growing dissatisfaction among locals, who feel that their quality of life is being negatively impacted by the influx of tourists.
Additionally, travelers are being met with new regulations, from restrictions on where selfies can be taken to fees for city visits. Some destinations, like Venice, have implemented tourist taxes to manage the growing numbers. In extreme cases, city mayors have even requested that tourists refrain from visiting during peak seasons.
Winter Destinations Feeling the Heat
The impact of mass tourism isn’t confined to summer destinations alone. In northern Finland, the capital city of Rovaniemi witnessed its own tourism protest in August, highlighting concerns about the effects on winter travel hotspots. These growing concerns signal that unless significant changes are made, the challenges of mass tourism will persist in the years to come.
In 2025, Spanish tourism is projected to grow by 5%, with over 90 million tourists expected to visit. France is also set to retain its title as the most-visited country in the world. If trends continue, the strain on these destinations will only intensify.
Rethinking Tourism: A Call for Change for Future of Travel 2025
According to Jeremy Sampson, CEO of The Travel Foundation, overtourism isn’t a new issue. His organization has been advocating for a balanced approach to tourism since 2003, ensuring that both locals and the environment benefit from the influx of visitors. “This isn’t the first time overtourism has arisen,” Sampson said. “Before the COVID-19 pandemic, in 2019, the issue was starting to crescendo. Communities were losing control of tourism.”
However, Sampson believes the root problem lies not in overtourism but in poor planning and regulation. He emphasizes the need for a more aligned approach where destinations, locals, and tourism stakeholders work together to create sustainable models.
The Importance of Thoughtful Travel
Some cities and countries are already adjusting their tourism strategies. For example, Barcelona has updated its tourism slogan from “Visit Barcelona” to “This is Barcelona,” hoping to shift focus away from encouraging more visits. Norway has also pulled a planned campaign promoting outdoor tourism to address concerns over the impact of tourism in fragile environments.
Copenhagen is experimenting with an innovative approach through its CopenPay project. The initiative offers free entry to cultural sites and museums for tourists who demonstrate sustainable behaviors. This move has sparked interest from tourism organizations around the world, including the EU Commission and VisitBerlin, showcasing the potential for broader adoption of sustainable practices.
Rising Costs for Tourists
One way destinations are managing the impact of mass tourism is through increased fees and taxes. The Venice tourist tax, which was piloted this year, required day-trippers to pay €5 to enter the city. In 2025, this tax is expected to be extended, potentially with higher fees and longer durations.
Other Italian cities, like Rome, are exploring similar measures. Rome’s deputy mayor has proposed a €2 fee for tourists visiting the Trevi Fountain, with the funds allocated toward preserving the iconic monument.
While some cities are introducing small fees, other destinations are implementing steeper costs. Bhutan, for instance, is considering raising its daily tourism fee to $200, with the goal of supporting sustainable tourism. In New Zealand, the entry tax for foreign visitors will nearly triple, from NZ$35 to NZ$100, starting in October. Cruise-related fees in the country are also set to rise, as part of a broader strategy to attract high-value tourists and deter budget travelers.
Greece is considering a €20 per passenger fee for cruise ships docking at popular islands like Santorini and Mykonos. These islands have previously hosted more than 10,000 cruise passengers per day, leading to criticism of cruise tourism”hit and run” nature, where tourists spend little time or money on the islands.
Changes in Accommodation Options for Future of Travel 2025
The short-term rental market is also facing new regulations in several tourist-heavy destinations. Locals in cities like Athens and Mallorca have voiced concerns that short-term rentals are driving up housing prices and reducing housing availability for residents. As a result, authorities are taking action.
New York has already outlawed short-term lets, while Barcelona plans to ban them entirely by 2029. Edinburgh has implemented a regulatory system limiting short-term rentals. These changes mean that tourists may find it harder to secure affordable, centrally located accommodations, with hotels likely becoming the primary option in many cities.
Exploring Less-Traveled Destinations
While certain parts of Europe are struggling with overtourism, other areas are welcoming travelers with open arms. Lesser-known cities and destinations are receiving increased attention, providing an alternative for tourists looking to avoid crowded hotspots.
In an effort to promote sustainable travel, tour operator Intrepid introduced a “Not Hot” List, highlighting less-popular destinations that deserve more attention. For example, instead of recommending Argentina, South America’s most-visited country, they are encouraging travelers to explore Guyana, a less-visited but equally captivating destination.
A Shift Toward Slow Travel
The growing trend of slow travel, where tourists spend more time in fewer locations, is helping to alleviate some pressure on overcrowded destinations. According to destination marketing specialist Samira Holma, slow travel is gaining traction, particularly among experienced travelers who have already visited the iconic landmarks.
However, Holma notes that different cultures have varying travel patterns. For instance, European travelers are more inclined to explore off-the-beaten-path destinations, while tourists from regions like China and the UAE often seek out bucket-list experiences.
Planning for the Future of Travel 2025
As tourism continues to evolve, both travelers and destinations must adapt. Sampson advises tourists to be more thoughtful when planning their trips, encouraging them to research their destinations thoroughly. “Gen-Z has a values-based decision-making process that’s worth emulating,” he says. “If a place is overcrowded, it may not be a good experience for locals or for you.”
In the years to come, the tourism industry will need to find a balance between meeting the demands of travelers and preserving the integrity of the destinations they visit. As more cities and countries adopt sustainable practices, tourists can expect higher costs, stricter regulations, and a shift toward more responsible travel.
