Monday, June 16, 2025
The tension between tourism and local communities continues to grow in several European destinations in 2025, as renewed protests against overtourism have become a global conversation. The Canary Islands, long known for their idyllic landscapes, have once again found themselves at the epicenter of this debate, with thousands of people taking to the streets to protest the impacts of mass tourism. The situation is not isolated to the Canary Islands alone; it’s part of a wider pattern seen across Southern Europe, with protests and debates about overcrowding, rising housing prices, and tourist behavior gaining traction in many popular destinations. As frustration over these issues intensifies, destinations across Europe are responding with new, innovative ideas designed to balance the needs of both local residents and travelers. The question remains, though—how will these solutions impact the global tourism industry, and what will their long-term effects be on travelers?
Anti-Tourism Protests: A Growing Concern for Southern Europe
Protests in the Canary Islands in early 2025 reflect the rising anger of local communities who feel the pressure of overcrowding. This is not the first time the islands have witnessed anti-tourism demonstrations, with similar actions making headlines the previous year. The concerns are well-founded. As more people flock to southern Europe’s sun-soaked destinations, the infrastructure struggles to keep up. Local residents face soaring house prices, congested streets, and the erosion of local culture due to the influx of tourists. Anti-tourism protests have spread to other parts of Southern Europe, and this summer, additional demonstrations are expected across Spain, Italy, and Greece.
For travelers, this uptick in protests signals a shift in attitudes toward tourism. The growing frustration from local communities is a reminder of the environmental, social, and economic pressures created by tourism. As travelers become more aware of their impact, the tourism industry must adapt to these changing sentiments by introducing sustainable practices and policies that benefit both locals and visitors alike.
Sustainability Efforts Across Europe: Addressing the Challenge of Overtourism
Although the protests highlight the severity of overtourism, there are signs that progress is being made. Across Europe, various initiatives are emerging that aim to address the negative consequences of mass tourism while encouraging more responsible and sustainable travel practices. These efforts include increased investment in public transport, the implementation of tourism taxes, and the promotion of off-season travel to help distribute visitor numbers more evenly across the year. Three destinations—Switzerland, Spain, and Berlin—are leading the charge with new strategies to balance tourism growth and the needs of local populations.
Switzerland: A Model for Sustainable Tourism with Swisstainable
Switzerland has long been known for its breathtaking landscapes, but in 2025, the country is taking bold steps to ensure that tourism does not come at the cost of its environment or its communities. The launch of the Swisstainable strategy aims to balance tourism with the country’s environmental goals, and it is already showing promising results.
Switzerland’s national train network will run entirely on hydroelectric power starting this year, making it one of the most sustainable transport networks in the world. This move aligns with the country’s goal of promoting sustainable travel and reducing the carbon footprint of visitors. The Swiss government is also working to distribute tourism more evenly across the country, encouraging travelers to explore beyond the popular ski resorts and hiking destinations that dominate the summer months. By incentivizing travel to lesser-known regions and promoting off-season visits, Switzerland is working to reduce the pressures on tourist hotspots while still attracting visitors year-round.
As part of the Swisstainable initiative, tourists booking stays at Swisstainable hotels can benefit from discounts on public transport and be encouraged to use eco-friendly modes of travel to explore the country. The partnership with public transport ensures that travelers can access the stunning Swiss Alps with minimal environmental impact. Additionally, famous Swiss personalities like Roger Federer have been involved in campaigns promoting off-season tourism, urging people to visit outside the busy ski season or summer months.
For travelers, Switzerland’s initiatives provide an excellent opportunity to experience the country in a more relaxed and environmentally conscious way. As overtourism becomes a more prominent issue, tourists are beginning to recognize the importance of balancing their desire to explore with the need to preserve the very landscapes they admire.
Impact on the Travel Industry:
- Switzerland’s approach to sustainability could set a precedent for other countries, encouraging global travelers to make more conscious decisions when choosing their destinations.
- The introduction of eco-friendly transportation will likely inspire other countries to invest in sustainable public transport, making it easier for travelers to reduce their carbon footprints.
Spain: Data-Driven Solutions to Tackle Overtourism
Spain has been a central figure in the overtourism debate, especially regarding the Canary Islands and the Balearic Islands, where mass tourism has put immense pressure on local infrastructure. To combat the challenges associated with overcrowding, Spain has developed a smart tourism platform designed to optimize the visitor experience while protecting local resources.
One of the most innovative initiatives Spain has introduced is a digital platform that monitors real-time data on crowd sizes, air quality, sea temperatures, and even jellyfish in the water. The data collected can be accessed by tourism offices and hoteliers via the Smart Destinations app, allowing them to provide recommendations to tourists about where to go and what to do, based on current conditions. This helps avoid congestion on beaches and in popular tourist attractions, ensuring a more pleasant experience for both locals and visitors.
Additionally, Spain has begun restricting the number of unregulated Airbnb listings that have contributed to the housing crisis in cities like Barcelona and Madrid. This, along with initiatives to promote longer stays through tourism taxes, aims to distribute tourism across more regions and benefit areas that are less frequently visited.
Spain’s emphasis on data-driven tourism management is not only beneficial for local communities but also allows travelers to make more informed decisions about where to go and when. As more destinations adopt similar technologies, tourists will have greater access to real-time information, allowing them to enjoy a more sustainable and fulfilling travel experience.
Impact on the Travel Industry:
- The use of real-time data could revolutionize the way tourists plan their trips, giving them more flexibility and helping to alleviate the pressures on overburdened destinations.
- Spain’s efforts to tackle housing shortages through tourism regulations could inspire other countries to re-evaluate the impact of short-term rentals on local communities.
Berlin: Incentivizing Sustainable Travel through Rewards
Berlin has followed in the footsteps of Copenhagen by developing its own rewards system for sustainable tourists. As part of the city’s push to enhance its green credentials, visitBerlin has launched an initiative to incentivize tourists to engage in eco-friendly behaviors. This could include participating in planting campaigns, waste collection activities, or opting for sustainable transportation like cycling and walking tours. In return, tourists can enjoy free guided tours, discounts on attractions, or even admission to cultural sites.
Berlin’s commitment to sustainability extends to its hotel sector, with a growing list of eco-hotels and sustainable souvenir shops. The city has also embraced the concept of the 15-minute city, where all essential services are located within a 15-minute walk or bike ride. This encourages tourists to explore the city in a more localized, environmentally conscious way, reducing the need for cars and minimizing their overall carbon footprint.
The rewards system and the growing focus on eco-tourism in Berlin provide an exciting opportunity for travelers who want to contribute positively to the environment while still enjoying a rich cultural experience. As more cities adopt similar strategies, we may see a shift in how travelers engage with destinations, with greater emphasis on sustainable practices and local engagement.
Impact on the Travel Industry:
- Berlin’s rewards-based model could set a precedent for other cities looking to incentivize sustainable travel.
- The eco-hotel and sustainable shopping initiatives could influence other cities to prioritize sustainable options, making it easier for travelers to choose green alternatives.
The Elephant in the Room: Air Travel and Cruises
Despite these positive steps toward sustainable tourism, the impact of air travel and cruising cannot be ignored. Even the most thoughtful destination management strategies can’t offset the carbon emissions produced by flying and cruising. As tourist arrivals continue to rise, particularly through air and sea travel, the most popular destinations in Europe will continue to feel the strain.
Tourism authorities are aware that without limitations on visitor numbers, many of Europe’s most visited cities will continue to experience overcrowding. As protests continue, it’s clear that more regulatory action will be required to ensure that the quality of life for locals is not compromised by mass tourism. Travelers, too, need to adjust their expectations, recognizing that they must play a role in ensuring sustainable tourism by choosing destinations and modes of travel that have less impact on the environment.
Impact on the Travel Industry:
- The growing pressure on the travel industry to reduce its environmental footprint will drive innovation in sustainable tourism practices.
- Flight and cruise alternatives may emerge, leading to more train travel and eco-friendly transportation options becoming mainstream.
Conclusion: A New Era for Sustainable Travel in Europe
The increasing number of anti-tourism protests across Southern Europe in 2025 has brought the issues of overtourismto the forefront of global conversation. While these protests reflect growing frustration from local communities, the innovative solutions being developed by destinations like Switzerland, Spain, and Berlin offer hope for a more sustainable future for tourism.
As travelers become more aware of the environmental and social impacts of their journeys, the tourism industry is evolving to meet these challenges. Through initiatives like data-driven management, eco-friendly transport, and tourism taxes, Europe is working towards a future where tourism can thrive without damaging the local culture or environment.
For travelers, this means more opportunities to explore Europe in a responsible and sustainable way—benefiting not only the environment but also the local communities they visit.
