The global tourism landscape is changing dramatically as travellers in 2025 increasingly prioritize destinations based on accessibility, sustainability, and crowd control. While some of the world’s most iconic locations continue to suffer from overtourism, others are capitalizing on traveller fatigue by streamlining entry policies and promoting alternative experiences.
According to the latest Global Rescue Winter 2025 Traveler Sentiment and Safety Survey, nearly three out of four travellers (73%) express concerns over overtourism, with 33% having directly encountered overcrowding in 2024. In response, 53% of travellers deliberately avoid oversaturated destinations such as France, Spain, Italy, Greece, Thailand, the Netherlands, and Peru.
Despite overtourism concerns, these countries retain some allure, with 16% of surveyed travellers planning trips to Italy, 15% to Spain, and 14% to France. However, many travellers choose alternative destinations offering smoother entry procedures and less congestion.
The Rise of Easy-Entry Destinations
Countries actively simplifying their entry processes are reaping the benefits, with increasing traveller interest in Morocco, Kenya, Wales, Egypt, Cambodia, India, and Taiwan. The survey reveals that nearly 10% of travellers plan to visit Morocco, followed by Kenya (8%) and Wales (7%). Meanwhile, Egypt (7%), Cambodia and India (6% each), and Taiwan (5%) are also gaining traction as preferred travel spots.
According to Dan Richards, CEO of The Global Rescue Companies and a U.S. Travel and Tourism Advisory Board member at the U.S. Department of Commerce, the tourism industry is at a defining crossroads.
“Overtourism weakens destinations by straining infrastructure and depleting resources, leaving them ill-equipped to handle traveler and resident crises,” Richards said.
Governments Must Step Up Tourism Management
As the travel demand intensifies, government leaders must take a proactive approach to mitigate the challenges of overtourism. Richards emphasizes the importance of policy interventions that balance tourism growth with sustainability.
“Implementing visitor caps, promoting off-peak travel, and making targeted investments in tourism infrastructure are critical to easing the burden on high-traffic destinations,” he added.
A Call for Responsible Travel
With global tourism expanding at an unprecedented rate, the urgency for responsible travel has never been more pressing. Richards calls upon travellers and policymakers to collaborate to foster sustainable tourism practices.
“Travellers and policymakers share a responsibility to ensure that tourism remains a force for good—driving economic growth, preserving cultural heritage, and safeguarding the environment.”
As 2025 unfolds, a clear trend emerges: Travelers make more conscious decisions about where and how they travel. Destinations that embrace sustainable policies and ease visitor entry are set to thrive, while those overwhelmed by crowds may see a shift in their appeal.
The message is clear for travellers seeking both adventure and ease: The world is vast, and the best experiences may lie beyond the usual tourist hotspots.
Written by: Sandra Jones
