Europe Tourism in Balance Project Unites Italy, Netherlands, Spain, Estonia, Poland and Romania to Tackle Overtourism with New Shared Strategies, Visitor Redistribution and Other Initiatives in Rome, Amsterdam, Krakow, and More – Travel And Tour World

Europe’s “Tourism in Balance” project has united Italy, the Netherlands, Spain, Estonia, Poland, and Romania in a bold initiative to fight overtourism by redesigning how and where travelers explore the continent. With overcrowding threatening the cultural integrity and livability of major destinations like Rome, Amsterdam, and Krakow, this collaborative effort—launched in 2023—aims to spread visitor footfall more evenly through time and across lesser-known yet equally enriching locations. By sharing policies, testing local strategies, and encouraging immersive rural tourism experiences such as home dining in Transylvania, participating regions are working to shift the spotlight away from saturated landmarks. The project emphasizes not just crowd control, but cultural sustainability—ensuring that tourism remains a force for economic vitality without exhausting the very places people come to see. From bustling capitals to untouched countryside, “Tourism in Balance” is redefining what it means to travel Europe responsibly.

A New Era of Responsible Travel in Europe

Across Europe, cities and regions grappling with overtourism are coming together to chart a more sustainable path forward. In 2023, a groundbreaking initiative called Tourism in Balance was launched, co-funded by Interreg Europe and led by the Breda University of Applied Sciences in the Netherlands. This project brings together six diverse locations—Rome, Amsterdam, Seville, Tallinn, Krakow, and Brașov in Transylvania—to design a model for tourism that’s more balanced, inclusive, and community-driven.

Each of these cities holds international appeal, with rich culture, heritage, and attractions that draw millions of visitors each year. However, the very popularity that fuels their tourism economies also brings challenges—overcrowded streets, worn-down infrastructure, rising housing prices, and displacement of local life. Tourism in Balance addresses these concerns with one unified mission: to redistribute tourism across space and time while preserving the uniqueness of each destination.

Brașov Builds a Better Blueprint Before the Crowds Arrive

Nestled in Romania’s Carpathian Mountains, the city of Brașov stands at the forefront of this initiative, not because it suffers from overtourism, but because it is determined to prevent it. Brașov is one of the few participants that still welcomes a manageable number of visitors. Its proximity to Bran Castle—popularly known as Dracula’s Castle—already attracts nearly one million tourists annually, and the launch of a new international airport signals an expected rise in arrivals.

Rather than waiting for problems to emerge, the Metropolitan Agency of Brașov is working to proactively build a tourism model that embraces sustainability from the start. The goal is to spread visitor interest across the broader metropolitan region, connecting urban tourism with rural potential.

Local leaders view the surrounding villages not as secondary options but as central to the region’s appeal. These rural areas offer experiences rooted in local identity, natural beauty, and everyday life—elements often missed in high-traffic tourist hubs. To channel travelers toward these less-visited places, Brașov introduced one of the project’s most innovative efforts: Gastro Local.

Gastro Local: Rural Dining That Redefines the Travel Experience

In the rolling countryside outside Brașov, the Gastro Local programme offers visitors something rarely found in travel brochures—a seat at a family table. In villages such as Vama Buzăului, residents prepare traditional meals in their homes and invite travelers to join them for a fixed price of sixteen euros. There are no menus, no waitstaff, and no commercial kitchens—only honest food, homemade with ingredients from the garden, the forest, and nearby farms.

To join the programme, hosts must meet strict criteria. At least seventy percent of all ingredients must be locally sourced, and participants must pass sanitary inspections overseen by regional health authorities. Many meals include organically grown produce, hand-collected herbs, and meats or cheeses prepared using age-old techniques.

The impact of this initiative is threefold. First, it gives travelers a chance to connect with real people, not curated tours. Second, it supports local producers, farmers, and artisans whose products are now in higher demand. Third, it spreads tourism revenue beyond city centers and into rural economies where every euro matters.

For the residents, Gastro Local has become more than just a tourism scheme. It’s a platform for preserving culture, sharing heritage, and strengthening local pride. For travelers, it offers a deeper understanding of the places they visit—one conversation and one meal at a time.

Rome, Amsterdam, and Seville Lead With Urban Strategy

In contrast to Brașov’s preventative approach, cities like Rome, Amsterdam, and Seville have been navigating the effects of overtourism for years. Their inclusion in Tourism in Balance allows them to share tested strategies and adapt new solutions through collaboration.

In Rome, city planners have implemented timed ticketing for major landmarks like the Colosseum and Vatican Museums. They’ve promoted lesser-known historical districts and added multilingual signage to encourage exploration beyond tourist-heavy areas. These efforts aim to reduce congestion in core heritage zones while spreading visitors throughout the capital.

Amsterdam has made headlines with its more assertive tactics. The city banned guided tours in its red-light district, capped the number of short-term rentals, and introduced visitor behavior codes. Its local government actively promotes neighboring cities like Haarlem and Leiden to visitors who may otherwise spend their entire stay in Amsterdam’s central canals.

In Seville, officials have turned to technology to track real-time tourist movement. Using smart city data, they can now manage peak-time access to sites like the Giralda Tower and Alcázar Palace, while investing in neighborhood-level tourism initiatives. The city encourages experiences in districts such as Triana, known for flamenco culture and ceramics, offering a cultural depth often missed by the average itinerary.

These cities demonstrate that high-traffic destinations can be reshaped through governance, investment, and creativity—providing valuable templates for others looking to redirect tourist activity more sustainably.

Tallinn and Krakow Innovate with Tech and Culture

On Europe’s eastern edge, Tallinn and Krakow are also crafting their responses to tourism pressure—each in ways that reflect their distinct identities.

Tallinn, the capital of Estonia, is using its reputation as a digital powerhouse to engineer smarter tourism. The city has launched interactive platforms that suggest personalized itineraries based on interest categories and crowd density. These digital guides direct visitors away from congested paths and toward alternative attractions like Kadriorg Park, the Patarei Sea Fortress, or local craft markets.

In addition to its tech focus, Tallinn is pushing for eco-tourism. Tourists are encouraged to walk or cycle through the city’s medieval neighborhoods, and local transport campaigns promote low-emission transit options to reach cultural sites.

In Krakow, the approach is seasonal. Instead of discouraging travel, the Polish city is restructuring how and when people arrive. Winter events, off-peak conferences, and school holiday packages help flatten demand curves. Krakow’s tourism bureau also highlights regional escapes, encouraging multi-day stays that include visits to towns like Wieliczka, Nowy Sącz, and Oświęcim.

By promoting travel that spreads out over months and miles, Krakow keeps its historic core vibrant and accessible while breathing life into surrounding regions that have long remained in the capital’s shadow.

The Role of Breda University and Interregional Cooperation

Central to the success of Tourism in Balance is the coordination provided by the Breda University of Applied Sciences. As project leader, the university manages research, facilitates policy exchange, and guides the six partners through a structured learning and development framework.

Each participating region brings specific case studies to the table. Breda University compiles the data, identifies patterns, and helps cities adapt successful methods to their own context. This collaborative process is the backbone of the initiative—it allows participants to avoid reinventing the wheel and instead build on proven, scalable actions.

Rather than offering a one-size-fits-all model, the university fosters a platform where diversity in strategy is viewed as an asset. What works in Amsterdam may not work in Tallinn, but the principle of tourism redistribution remains constant. The project promotes flexibility, adaptation, and shared accountability across all partners.

A Vision for Equitable Tourism Across Europe

Tourism in Balance is not about reducing tourism—it’s about improving how it’s experienced and distributed. The project encourages travelers to step beyond the obvious, to stay longer, go farther, and discover the richness that lies off the main roads.

It proposes a model of tourism where value takes precedence over volume, and where local communities are not just backdrops for photos but active participants in cultural exchange. This vision aligns with a growing trend among travelers who seek meaning, authenticity, and sustainability in every journey.

Across all six locations, from the winding alleys of Seville to the wooden homes of Vama Buzăului, the message is the same: tourism works best when it respects people, place, and purpose.

Europe’s “Tourism in Balance” project brings together Italy, the Netherlands, Spain, Estonia, Poland, and Romania to fight overtourism by redistributing visitors, sharing sustainable strategies, and promoting rural alternatives like home dining in Transylvania. This collective effort aims to protect overcrowded cities such as Rome, Amsterdam, and Krakow while ensuring tourism remains beneficial and balanced across the continent.

Europe’s Future of Travel Begins Here

As the Tourism in Balance project continues to evolve, it sets a powerful example for other European regions facing similar challenges. By combining grassroots innovation with high-level coordination, it offers a roadmap toward more resilient, inclusive, and sustainable tourism.

Brașov’s success with the Gastro Local initiative reveals the untapped potential of rural hospitality. Rome and Amsterdam show that large cities can recalibrate their tourism ecosystems without sacrificing appeal. Tallinn and Krakow illustrate how tech and timing can guide behavior. And Breda University’s leadership ensures that all these stories become interconnected parts of a larger narrative.

In an era when global travel is more accessible than ever, the real question is no longer how many people visit, but how they visit. Tourism in Balance delivers a compelling answer—one that celebrates diversity, prioritizes connection, and redefines the very act of discovery.