From fake “beach closed” signs in Mallorca to water-pistol protests in Barcelona, locals across Europe are pushing back against the pressures of mass tourism.
In June alone, thousands marched across Spanish cities with banners reading “Tourism kills the city” and “We want our homes back.” Prague has seen similar scenes, with residents calling Airbnb a “plague.”
Tourism numbers keep climbing, Palma Airport saw a 13% year-on-year rise in April, and cities like Rome, Lisbon, and Amsterdam are warning they’re at capacity. While some have introduced tourist taxes and rental caps, others are turning to protest.
Travel expert Yasmin Peskel of Blue Cruise believes it’s still possible to enjoy Europe’s best summer spots, but without the backlash. She’s created a study to uncover the best alternative destinations, using flight trend data, affordability, social media buzz, and a news check for places without recent protests or signs of overcrowding.
“We’re not saying don’t travel, we’re saying travel smarter,” says Yasmin Peskel, travel expert at Blue Cruise. “The backlash we’re seeing isn’t anti-tourist, it’s anti-overcrowding. Locals are simply asking for balance. Our study helps travellers discover incredible destinations that offer the same vibes; beaches, culture and nightlife, without the tension or burnout, for them or the communities they visit.”
Where to go instead: Smart swaps for 2025
If you love the atmosphere of Europe’s iconic summer hotspots but want to avoid the crowds, here are 9 under-the-radar destinations to explore instead, each matched to a popular city currently facing protest pressure or tourism strain.
Santorini, Greece → Cesme, Turkey
Both offer classic Mediterranean beach escapes with whitewashed buildings, sun-drenched coastlines, and vibrant summer nightlife. Santorini is facing overtourism pressure, while Çeşme offers a more relaxed, affordable, and less-saturated alternative.
Mallorca, Spain → Comporta, Portugal
Mallorca and Comporta both offer coastal beauty, boho-chic vibes, and upscale beach retreats. Mallorca’s overcrowding and rising protest sentiment contrast with Comporta’s quiet, low-density luxury.
Granada, Spain → Asturias, Spain
Granada is a cultural magnet with Moorish influence and mountain views, but now faces tension from tourism. Asturias offers a similarly authentic Spanish experience with fewer tourists, stunning scenery, and cooler summer weather.
Amsterdam, Netherlands → Ljubljana, Slovenia
Both are canal-rich, compact cities known for bike culture, art scenes, and laid-back cafés. While Amsterdam struggles with crowd control and anti-tourism measures, Ljubljana provides a peaceful, greener version without the pressure.
Lisbon, Portugal → Tbilisi, Georgia
Both cities have creative undercurrents, hillside neighbourhoods, street art, and wine culture. Lisbon is in the spotlight for protest activity and overtourism, whereas Tbilisi delivers a similar energy with more space to breathe.
Dubrovnik, Croatia → Kotor, Montenegro
These two are natural twins, medieval walled cities on the Adriatic, dramatic backdrops, and cruise ship destinations. Dubrovnik is a poster child for overtourism, while Kotor offers a quieter but equally stunning experience.
Venice, Italy → Valletta, Malta
Both are fortress-like waterfront cities with deep history, baroque architecture, and cruise arrivals. While Venice battles extreme overtourism and new visitor restrictions, Valletta retains a more balanced flow.
Barcelona, Spain → Brno, Czech Republic
Barcelona’s mix of youthful culture, architecture, and arts mirrors Brno’s student energy and creative edge, but Brno avoids the tourism backlash and housing strain seen in Barcelona.
Rome, Italy → The Azores, Portugal
Rome draws millions for its ancient beauty, but is increasingly overwhelmed. The Azores, while very different in climate and setting, offer a similarly awe-inspiring, history-rich experience rooted in nature rather than monuments, and with a slower pace.
How to Travel Better in 2025
Even if you’re heading somewhere busy, these tips can help you travel more respectfully:
- Visit off-peak hours and off-path places
- Support locally owned businesses
- Avoid short-term lets in crowded residential areas
- Learn a few local words or phrases
- Respect signs and local customs, even if they seem performative