New research from InsureandGo reveals a significant shift in holiday preferences among UK travelers for 2025. Amid growing concerns over over-tourism, environmental sustainability, and local protests abroad, 68% of UK adults are now considering alternative European destinations to avoid crowded hotspots. This changing mindset may reshape Europe’s tourism landscape, with traditionally popular destinations losing favor.

Growing Concern Over Over-Tourism

Reports of local communities protesting the economic and climate impacts of over-tourism are gaining traction among holidaymakers. The InsureandGo survey highlights a growing awareness of these issues, with 53% of respondents expressing hesitance about visiting certain popular locations due to these protests.

The destinations travelers are most hesitant to visit include:

1. Barcelona (45%)
2. Majorca/Menorca (35%)
3. Venice (26%)
4. Amsterdam (25%)
5. Marbella (25%)

This hesitancy reflects a broader consideration of how travel affects local communities and ecosystems. The protests, coupled with recent extreme weather events such as wildfires, are prompting travelers to rethink their plans.

A Shift Toward Alternative Destinations

With travelers keen to avoid over-tourism, several alternative destinations are emerging as top picks for 2025:

1. Switzerland (43%)
2. Norway (37%)
3. Sweden (31%)
4. Austria (28%)
5. Poland (24%)

These destinations offer a mix of serene landscapes, cooler climates, and sustainable tourism opportunities, catering to travelers looking for new experiences while minimizing their impact on overburdened locations.

Environmental and Economic Considerations

InsureandGo’s Head of Corporate Affairs, Garry Nelson, notes that the shift toward alternative destinations is not only driven by environmental concerns but also by a desire for economic sustainability. “Our research last year indicated that extreme heat and wildfires prompted travelers to consider cooler climates. This year, the protests over tourism’s economic and environmental consequences are influencing even greater change,” Nelson explained.

He added, “If this trend continues, we could see a significantly altered holiday map for Europe, impacting both the environment and the economies of destinations heavily reliant on tourism.”

Implications for Europe’s Tourism Industry

The changing preferences of UK travelers may have ripple effects across Europe. Popular destinations like Barcelona, Venice, and Amsterdam, which depend heavily on tourism revenue, may face economic challenges if visitor numbers decline. Conversely, lesser-known destinations like Poland and Austria stand to benefit from the influx of travelers seeking quieter, more sustainable holiday options.

This shift also highlights the growing role of traveler consciousness in shaping the future of tourism. As awareness of over-tourism and climate change grows, destinations that prioritize sustainability and community well-being are likely to gain popularity.

Exploring Sustainable Travel Options

To adapt to this evolving trend, tourism boards and travel companies are encouraged to invest in sustainable tourism practices and promote lesser-visited regions. This approach not only addresses the challenges of over-tourism but also helps distribute economic benefits more evenly across Europe.

InsureandGo’s research underscores the importance of offering travelers resources and information to make informed choices. By exploring new destinations, holidaymakers can reduce their environmental impact and contribute to the economic well-being of emerging tourism markets.

Looking Ahead to 2025

As 2025 approaches, the shift toward alternative destinations offers an opportunity to redefine travel experiences. With travelers increasingly seeking authenticity, sustainability, and meaningful connections with their chosen destinations, the travel industry must adapt to meet these demands.