Is there a guilt-free way to visit the world's most loved places?

There are certain enduring destinations that hold an endless allure for Australians. But how do we visit the cities, sites and countries we love without overwhelming them? Imogen Eveson talks to the experts to find out.

I first visited Barcelona when I was 16 and swiftly fell in love with the Catalonian capital. For me, it was the sum of its parts: the audacious Gaudí architecture unlike any I’d seen before mixed with the legacy of other Spanish modernists such as Miró. 

The grit and energy of a major metropolis merged with the laid-back cool of a Mediterranean coastal locale. That trip inspired me to study Spanish and in the years that followed I returned again and again. That it ended up being the first European city I set foot in after our international borders reopened felt fitting.  

But since my love affair began more than two decades ago, everyone else has fallen in love with Barcelona, too. Spain’s must-visit city hit headlines last year when – in scenes that also played out in other tourism hotspots across the country – thousands of residents took to the streets in protest against mass tourism. 

Barcelona, with its Gaudí-designed Park Güell, is one of Spain’s most visited destinations. (Image: Getty/Time Beast)

Tourism is a trajectory Barcelona has been on since it hosted the Olympics in 1992; before then, the industrial port city drew less than two million tourists a year. But the Games had a transformational effect and today, the revitalised city of 1.6 million residents receives 26 million visitors annually. A major part of the outcry came down to housing prices driven up by short-term holiday rentals; the Spanish government has responded by implementing new regulations.  

Gaudí’s mosaic art in Barcelona. (Image: Getty/Ekaterina Lutokhina)

Meanwhile, its tourism body has been focusing marketing efforts on lesser-visited regional destinations such as green Asturias in the north and sun-drenched, white-washed Andalusia in the south. While governments around the world should no doubt be accountable for combating the issues of overtourism – and while it’s tempting to think that tourists are other people, not us – the truth is that we all have a role to play, and that our individual travel decisions matter. 

And so my enthusiasm for even contemplating ever heading back to Barcelona again has been curbed by guilt, prompting the question: how do we visit the places we love – if the places we love are ones that many other people love, too – responsibly?  

The Santorini example

The Oia of Markos Chaidemenos’ childhood was one of riding bikes down narrow alleys and swimming in remote bays. In 1985, his parents opened one of the old fishing village’s first hospitality businesses, Canaves Oia Boutique Hotel, transforming two 17th-century wine storage caves into chic hotel rooms. 

Today, Chaidemenos is the managing director of Canaves Collection, which has expanded to include five distinct boutique properties across the Greek island of Santorini, including Canaves Ena, a transformation of the original property, unveiled in 2024. He remains passionate about the island’s natural beauty, rich culture and warm hospitality, and proud of its success as a destination. The family’s mission has always been to protect and safeguard Santorini.  

Canaves Ena is a transformation of one of Oia’s original hospitality businesses.

“From the very beginning, my parents, Yiannis and Anna, had a clear vision for tourism in Oia, Santorini,” says Chaidemenos. “The vision was so strong that my father even ran for Mayor of Oia – and was elected! From 1991 to 1993, he led a transformative few years, introducing innovations that reshaped the village.”   

Significant achievements included building Greece’s first desalination plant, making Oia the country’s first village with a self-sufficient fresh water supply; introducing a new sewage system; removing all cable lines from the caldera cliffs to enhance the views; and developing new roads to improve traffic flow, along with a new marina.   

“But perhaps his most impactful decision was the introduction of a ground-breaking Presidential decree that regulated business growth,” says Chaidemenos. “It strictly controlled the number of bars, restaurants and cafes, ensuring that for every new establishment, another had to close. This very decree is what safeguarded Oia’s charm and made it the iconic destination it is today.” 

But Santorini has also become synonymous with images of tourists crammed into Instagram-famous sunset spots and stories of cruise ships disgorging thousands of passengers onto the small island on any given day.  

“Every popular destination experiences busy moments in certain areas and at specific times, but it saddens me that Santorini is often portrayed as the poster child for overtourism – because it is so much more than that,” says Chaidemenos.  

Even the simple act of staying overnight reveals a whole different side to the island that doesn’t make headlines. Chaidemenos continues his parents’ legacy and collaborates with the current mayor on measures to ensure the island’s sustainability, keeping its beauty and character intact for future generations. In fact, Santorini has already implemented significant measures to better manage cruise ship tourism, he explains.  

The daily passenger limit has been reduced from a staggering 20,000 on some days in the past to a maximum of 8000. A strict berth allocation system has also been introduced, prioritising smaller ships and those that stay longer in port. And a €20 disembarkation fee per passenger has been implemented, with plans to reinvest this revenue into enhancing both the visitor experience and the quality of life for local residents. 

How the cruising industry is combatting overtourism

The scrutiny placed on the cruising industry during the pandemic – more than any other travel sector – means it emerged from the other side demonstrating more accountability than ever before and charged with the responsibility of being part of the solution of responsible travel, not least when it comes to overtourism. 

For Norwegian Cruise Line (NCL), it’s about finding the right balance between visiting iconic destinations guests love and want to see, and identifying new, less-visited locations. This alleviates pressure on popular ports, spreads the economic benefits of cruising and entices travellers to explore beyond the traditional ‘bucket list’ destinations, says Ben Angell, VP & MD for Asia Pacific. 

Considerations include itineraries that offer a variety of sailing lengths and embarkation ports; extended and overnight stays with more time in port for guests to optimise the time spent ashore; extended sailing seasons to sought-after regions such as Europe, Alaska, Asia and Hawai‘i, offering options for shoulder-season cruising; and deploying the right ship to the right itinerary to allow access to smaller ports such as Jeju Island in South Korea and Coron in the Philippines.  

Choose a cruise that stops in at smaller ports such as heavenly Coron in the Philippines. (Image: Getty/ Ershov Maks)

“We will continue to work closely with the destinations we visit, and to add new and alternative options to our itineraries for the benefit of local communities and our guests,” says Angell. 

River cruise ships already have an advantage over most oceangoing operators in that they have a smaller footprint to start with. AmaWaterways has spent several years curating itineraries that offer alternative embarkation and disembarkation points, says Steve Richards, managing director in Australia.  

“In some cases, we’re moving from larger port cities to neighbouring smaller cities to reduce overtourism and financially benefit the new port.” 

The travel companies making a difference

From promoting travel to lesser-known places to encouraging shoulder-season trips and ensuring dollars spent benefit the local community, these are shifts we are seeing across the industry: from cruise lines to tour operators to tourism boards. 

Abercrombie & Kent (A&K) has been pioneering a community-first approach to conservation since it launched on the plains of Africa more than 60 years ago. Today, it travels to all seven continents, and has in-country ground operations where possible to ensure that employment is created to directly benefit the communities it visits. 

“A&K looks to discover new and emerging destinations to help disperse the impact of tourism and create local employment,” says Debra Fox, managing director for AKTG, UK and APAC. “Our favourite new and emerging places right now are Namibia, the Galápagos, Madagascar, Sri Lanka and Mongolia.”  

Taking the slow road to enjoy destinations deeply has been at the core of the Wendy Wu Tours brand since founder Wendy Wu led its first trip to China in 1994. And its trips are still evolving. “Over the years, we’ve expanded our destinations and styles of travel to encourage travellers to explore more responsibly,” says Wu. “From rail journeys and river cruises to intimate, off-the-beaten-track itineraries, we help spread the love across diverse locations – not just the same crowded hotspots.” 

In turn, we’re seeing shifting patterns among travellers. Club Med, pioneer of the all-inclusive concept since 1950, has evolved in step with travel trends and consumer demands: today, 75 per cent of jobs at its resorts are filled locally in order to prioritise the communities they are located in.  

Since 2008, the organisation has partnered with Agrisud, an international organisation dedicated to supporting small agricultural enterprises, in a collaboration that not only delivers locally sourced food to its guests’ plates, but helps sustain small-scale farms near its resorts. 

“Modern travellers seek assurance that their travel is having minimal impact on local communities and ecosystems,” says Michelle Davies, general manager for Club Med Pacific. “This shift in attitude from travellers and the desire for companies to align with their customers’ values can help to strike the balance between traveller demand and environmental responsibility.” 

And according to FCTG research, nearly eight in 10 travel intenders agree that they would consider visiting a less-crowded destination for their travel over a more popular destination. A similar proportion agree that attractions are often too crowded and busy for them to fully enjoy, while two in three would be willing to pay a destination entry fee to support sustainable tourism efforts. 

Catch a flamenco show in Seville with Intrepid Travel.

Intrepid Travel, small-group adventure travel specialist and certified B-Corp, is also seeing a shift in consumer habits. “Travellers are changing how they experience the world’s most popular destinations,” says Brett Mitchell, managing director ANZ. “Instead of peak-season crowds, many are opting for shoulder-season travel. In Italy, for example, shoulder-season bookings have jumped 16 per cent, easing pressure on hotspots while spreading the economic benefits across the year. “Beyond well-trodden paths, interest in emerging destinations is also surging,” he continues.  

Go beyond the obvious on an Intrepid Travel trip to Spain. (Image: Karolina Wiercigroch)

“Countries like Georgia, Bhutan, Mongolia and Pakistan are seeing increased demand, particularly in off-peak months. Georgia alone has experienced a 70 per cent rise in shoulder-season travel, allowing visitors to experience its rich culture and landscapes without overwhelming local communities.” 

Or opt for an emerging destination such as Georgia. (Image: Ossi Piispanen)

What are the complexities of developing destinations?

Collectively, operators and travellers alike are setting a new industry standard. But there’s a lot of work and nuance involved in getting the balance right. “The issue of overtourism is complex and multifaceted,” says Alastair Donnelly, director and co-founder of Inside Travel Group, an Asia specialist tour operator and certified B-Corp.  

“In Japan, visitors are particularly attracted to the major cities of Kyoto, Tokyo and Osaka – and for good reason. In Southeast Asia, social media has driven certain temples, beaches and festivals higher and higher up the ‘to-visit’ lists. Ultimately, this all results in large numbers of people seeking out the same places at the same time.” 

Inside Travel Group works closely with local communities in areas that are ‘under-touristed’.

Suggesting quieter alternatives is not, alone, a robust solution as it risks recreating the problems associated with unmanaged visitor numbers in new places, he says. Developing under-touristed destinations needs to be approached carefully and rigorously, with the right voices from the local communities being heard: both those who are dependent on tourism for their livelihoods and those who may just feel the negative impact of tourism on their lives. 

InsideJapan Tours – part of Inside Travel Group – is working closely with local government prefectures and communities to drive tourism to destinations which are notoriously ‘under-touristed’, says Donnelly. “These locations are identified as well-positioned to support increased visitation and are calling for more tourism. For example, Nagoya has an unfair reputation for being a dull industrial town. But this is such a misconception, and it’s the home of Inside Travel Group’s Japan office home for a number of reasons.” 

It’s an art-lover’s haven, for one, with scores of galleries featuring artists from Gustav Klimt to Taikan Yokoyama; the Aichi Triennale arts festival (13 September – 30 November); and a sumo basho tournament in the grounds of Nagoya Castle in July that features some of the biggest names in the sport.  

“Nagoya is just one of many places that wish to attract more tourists because it feels this would be of benefit to local residents, and crucially, already has in place the core infrastructure to support increased visitor numbers. This doesn’t automatically make driving increased numbers risk-free. There will always people who feel increased tourism is not for the better. What is vital is that the right forums are created within which people’s opinions can be expressed and feel that their voices are heard.” 

Developing tourism in lesser-visited destinations is also something G Adventures, which has pioneered community tourism for 35 years, approaches carefully. “When people think of overtourism, they instantly think of ‘bucket list’ hotspots, such as Machu Picchu and Venice,” says Sean Martin, managing director, Australia, New Zealand and Asia. “But what many don’t think about is the idea that overtourism can affect small, remote communities as well.  

“We are very careful when considering a new and lesser-known destination,” Martin continues; in 2025 these include Pakistan and the Balkans. “We always carry out our due diligence, work with the local and Indigenous communities, and ensure our approach to tourism is benefitting the communities we visit while also giving our travellers the most memorable and authentic experiences.”  

G Adventures works hand in hand with local communities to ensure its tourism supports and preserves their culture and community, and offers opportunities to the next generation. “Many of the projects we support have allowed parents to earn a steady income for the first time, allowing children to go to school, and have tackled the issue of community migration by allowing locals to be able to offer tourism experiences in their villages, rather than having to move to big cities for employment.” 

Are there benefits to well-developed tourism?

These projects, developed together with non-profit partner Planeterra, support women and children, Indigenous cultures and/or environmental conservation. They include Ban Ou Community Tourism on the Thailand and Laos Adventure, which offers tourism experiences to travellers who would otherwise pass through the small fishing community on tour buses en route to Kuang Si waterfall, a major attraction in Luang Prabang.  

And the Kirtipur Community Experience as part of an Annapurna Sanctuary tour, a homestay led by Indigenous women that offers travellers the opportunity to stay in the heart of Nepal’s Newari town. It provides hospitality for travellers and creates employment, playing a vital role in preserving the age-old culinary traditions of the Newari culture. 

Hondarribia is a village in Gipuzkoa, in Spain’s northern Basque Country. (Image: Getty/Mediterranean)

A CEO (chief experience officer) for G Adventures, Iri Kalas lives in Hondarribia, a picturesque coastal town in northern Spain’s Basque Country, right on the border with France and not far from San Sebastián. It’s known for its well-preserved old town, colourful houses and strong maritime heritage. Locals there welcome tourism, she considers, but in a responsible and sustainable way. 

“Hondarribia isn’t looking to become a mass tourism destination, but rather a place for visitors who appreciate its culture, history and slower pace of life. The community values tourism that supports local businesses, respects traditions and contributes positively to the town’s character. Travelling beyond Spain’s major cities helps support local economies, preserves cultural traditions and ensures a more sustainable tourism model,” she says.  

“Places like Hondarribia offer visitors a chance to experience authentic, everyday life in Spain – without the crowds. By visiting these lesser-known towns, travellers contribute to keeping small businesses, local food culture and regional heritage alive, while also discovering a different, more personal side of Spain.” 

“We have seen that, done right, travel can create meaningful local employment and add economic value, while also protecting valuable cultural and natural heritage,” says Inside Travel Group’s Alastair Donnelly.  

“And, by rooting travel in cultural experience and community, visitors can have a genuinely immersive, meaningful and hugely enjoyable trip. This is the virtuous circle we are striving to help deliver. However, it is not easy to achieve this virtuous cycle, and it is not always easy to measure.” 

Don’t avoid the icons: what is the solution to overtourism? 

What about our tourism icons, from Barcelona to Mount Fuji? The solution isn’t not going. “Avoiding key destinations altogether isn’t the answer because many rely on tourism to thrive, says Intrepid Travel’s Brett Mitchell. “Instead, the future of travel lies in making smarter, more responsible choices, whether that’s travelling in smaller groups, exploring beyond the usual hotspots, or adjusting when and how we visit.” 

“We recognise that there will always be a demand for iconic hotspots and destinations, and that’s OK,” Sean Martin of G Adventures agrees. “If we all stopped travelling to Machu Picchu that would be devastating for the local communities who rely on that income for survival. What we need to do is ensure that when someone visits a hotspot, they spread their travel money in the right places. Our job is not to tell people where to go, but we do have an important role to remind them how to travel. 

“We remain steadfast to our belief that travel should be seen as a force for good and we shouldn’t react by turning our back on any one destination, city or town,” he continues. “You don’t need to rule out a tourist favourite; you just need to be mindful and conscious about the best way and time to see it.” 

“For some destinations, that can be as simple as travelling 20 minutes down the road to a community that is overlooked by the mainstream travel trail. In destinations like Peru, where we take thousands of travellers to Machu Picchu, we ensure that travellers also spend time in the Sacred Valley, visiting the amazing community-run projects that we support.” 

Ccaccaccollo Women’s Weaving Co-op in Peru’s Sacred Valley, part of G Adventures itineraries.

Some of the Planeterra enterprises G Adventures works with are in popular tourism hotspots. “A great example of this is the Migrantour Rome experience, which sees our travellers taking a walking tour around Rome, led by migrants offering a fresh and unique perspective on the city to our travellers while supporting over 300 community members,” says Martin. “It’s about thinking differently and ensuring that, when our travellers are in these busy destinations, they are having a positive impact.” 

There are off-the-beaten-track experiences and meaningful community engagements to be had even in the world’s most popular tourism hotspots, like Rome. (Image: Getty/Sborisov)

Similarly, if everyone eschewed Santorini in favour of a ‘destination dupe’, it would be devastating to the island. “Santorini means tourism and tourism means Santorini – every aspect of life on the island is connected to it,” says Chaidemenos, managing director and second-generation owner of Canaves Collection. “From fishermen and farmers to winemakers, business owners, hoteliers, restaurateurs, captains, and even public employees, tourism is the heartbeat of Santorini. The only solution is balance.”  

So, while I’ve still got a long list of other places in Spain I want to travel to – from Cádiz to Cadaqués, Ronda to Rioja – I still want to go back to Barcelona. I’ll avoid peak travel times, explore beyond the city centre, take day trips to nearby towns such as Sitges, Tarragona and Girona. And I’ll check into a neighbourhood I’ve never stayed in before and soak in the spirit I fell in love with in the first place. From the backstreets.