The Rise of the ‘Not Hot’ Destination: How Overtourism is Rewriting Europe’s Travel Map
Fifty-five percent of travelers are actively seeking niche destinations, driven by a desire to avoid the crushing crowds that have come to define popular European hotspots. But this isn’t simply about escaping the selfie sticks; it’s a fundamental shift in how we travel, one that’s poised to redistribute tourism’s benefits and unlock the hidden gems of the continent. From Croatia’s secluded Vis Island to Romania’s ambitious ‘Camino of the East,’ a new wave of destinations is quietly preparing for a future where ‘not hot’ is the next big thing.
The Overtourism Crisis and the Search for Authenticity
The allure of iconic cities like Paris, Rome, and Barcelona is undeniable. However, their popularity has created a pressure cooker of overtourism, straining infrastructure, impacting local communities, and diminishing the very experiences travelers seek. A recent report by the European Travel Commission highlights a growing frustration with crowded attractions and a yearning for more authentic, immersive travel. This demand is fueling a surge in interest for destinations that offer a slower pace, deeper cultural connections, and a more sustainable approach to tourism.
“Eighty per cent of travellers visit just 10 per cent of the world’s tourism destinations,” says Erica Kritikides, general manager of Experiences at Intrepid Travel. “We want to change that by shining a light on places that are ready to welcome visitors and benefit from their presence.” This shift isn’t just about finding alternatives; it’s about actively choosing to support destinations that prioritize responsible tourism.
Croatia’s Vis Island: A Slow-Travel Sanctuary
Vis Island, a former Yugoslav military base closed to outsiders until 1989, offers a compelling example of this emerging trend. Unlike Dubrovnik and Split, which grapple with cruise ship congestion and packed streets, Vis remains largely untouched by mass tourism. Its lack of an airport and limited cruise ship access have inadvertently preserved its authenticity and tranquility.
“While some see Vis’ remoteness as a drawback, it’s exactly what makes Vis so special,” explains Duje Dropuljic, assistant manager at Intrepid Travel. The island’s appeal lies in its unspoiled natural beauty, opportunities for shipwreck diving and snorkeling in the luminous Blue Cave and stunning Stiniva Cove, and a rich culinary scene featuring traditional dishes like peka and locally produced wines.
Turkey’s Gaziantep: A Gastronomic Revelation
Beyond the well-trodden paths of Cappadocia, Istanbul, and Antalya lies Gaziantep, a UNESCO Creative City of Gastronomy in southeastern Turkey. This city is experiencing a renaissance, fueled by investments in heritage preservation and improved travel connections. Gaziantep offers a captivating blend of history, culture, and, most notably, exceptional cuisine.
Visitors can explore the Zeugma Mosaic Museum, home to the renowned “Gypsy Girl” mosaic, wander through the historic Gaziantep Castle, and delve into the ancient ruins of Belkis-Zeugma and Rumkale. But the true heart of Gaziantep lies in its vibrant spice markets and the irresistible aroma of freshly baked baklava. “Now is the perfect time for travellers to discover this remarkable part of the world and enjoy an authentic experience that busier destinations increasingly struggle to offer,” says Pelin Bengu, Intrepid Travel’s general manager for Turkey.
Romania’s Via Transilvanica: The ‘Camino of the East’
For those seeking an active adventure, Romania’s 1,400-kilometer Via Transilvanica offers a compelling alternative to the crowded trails of Western Europe. Dubbed the ‘Camino of the East,’ this long-distance walking route winds through ancient forests, rustic villages, and 12 UNESCO World Heritage Sites.
The trail provides a unique opportunity to immerse oneself in Romanian culture, visiting medieval Saxon towns, Dacian ruins, and painted monasteries. Beyond the stunning landscapes, the Via Transilvanica fosters connections between hikers and locals, offering farm-to-table meals and a taste of rural life. The route is also an evolving outdoor art exhibition, with unique carved milestone markers guiding the way.
Oulu, Finland: A Cultural Hub in the Arctic
Further north, Oulu, Finland, is preparing to shine as the European Capital of Culture in 2026. This designation is driving investment in showcasing the city’s creative innovation, wild Arctic nature, and Indigenous Sámi heritage. Events by Arctic Food Lab will highlight northern Finland’s culinary traditions, while art installations and workshops will celebrate Sámi culture.
But Oulu offers more than just a year of special events. Year-round activities include hiking, biking, swimming, sauna-hopping in the summer, and skiing, snowshoeing, and Northern Lights viewing in the winter. This thriving city on the Oulujoki River provides a unique blend of urban amenities and natural beauty.
The Future of Travel: Decentralization and Responsible Exploration
These destinations represent a broader trend: the decentralization of tourism. As travelers become more aware of the negative impacts of overtourism, they are actively seeking out alternatives that offer a more sustainable and authentic experience. This shift isn’t just about finding less crowded places; it’s about supporting destinations that prioritize responsible tourism practices and benefit local communities.
The rise of the ‘Not Hot’ destination also presents opportunities for smaller businesses and local entrepreneurs. By attracting visitors to lesser-known areas, tourism can become a more equitable and sustainable force for economic development. However, it’s crucial that these destinations manage growth carefully to avoid repeating the mistakes of more popular locations. Investing in infrastructure, preserving cultural heritage, and engaging with local communities are essential for ensuring long-term sustainability.
Did you know? The concept of “slow travel” – prioritizing connection, immersion, and mindful exploration – is a key driver behind the demand for these alternative destinations.
Frequently Asked Questions
What is driving the shift towards ‘Not Hot’ destinations?
Overtourism in popular European cities is a major factor. Travelers are increasingly seeking authentic experiences, a slower pace, and a desire to avoid crowds.
How can travelers ensure they are practicing responsible tourism?
Support local businesses, respect local culture, minimize your environmental impact, and consider traveling during the shoulder season.
Are these ‘Not Hot’ destinations likely to become overcrowded in the future?
It’s a risk. Careful management, sustainable tourism practices, and a continued focus on responsible exploration are crucial to prevent these destinations from suffering the same fate as more popular locations.
Where can I find more information about these destinations?
Explore resources from Intrepid Travel here and research local tourism boards for each region.
What are your predictions for the future of travel? Share your thoughts in the comments below!
