Growing protests and demonstrations by residents of popular tourist destinations against the impact of over-tourism on the economy and the environment appear to be having an impact on the choices of British holidaymakers, with two-thirds turning to new, alternative, European tourist destinations in 2025.
This is according to new research from travel insurance company InsureandGo.
According to the survey findings, 68% of Britons are looking for new destinations in Europe for their holidays next year in order to avoid areas with over-tourism. Of these, the top destinations on their 2025 holiday lists are Switzerland (43%), Norway (37%), Sweden (31%), Austria (28%) and Poland (24%).
The appeal of exploring new destinations for the New Year may come at the expense of some old favourites, the survey reveals, with 53% of Britons saying they would be reluctant to visit some favourite holiday destinations following local complaints from locals about the negative impact of tourism.
Of those who expressed concern, the top five holiday destinations that Brits are reluctant to visit in 2025 include Barcelona (45%), Venice (26%), Mallorca/Minorca (35%), Amsterdam (25%) and Marbella (25%).
Garry Nelson, head of corporate affairs at InsureandGo, commented: “Our research 12 months ago suggested that heatwaves and early experiences of fires during holidays abroad caused some people to consider cooler climates and alternative destinations for future holidays (44%).”
This new research suggests that protests could have a much greater impact on shifting holidaymaker mindsets-so, in some respects, issues of economic sustainability are proving at least as powerful in shaping holidaymaker choices as specific climate-related factors, according to Mr Nelson.
Further, he added, if the protests lead people to change holiday destinations, the prospect of a changing holiday map for Europe will also have economic consequences for those places whose local economies rely on tourism.
