Overtourism driving travellers toward riskier destinations
With overtourism impacting many the world’s most popular destinations, a new report has revealed that some travellers are opting for less-frequented places and off-season travel.
According to the Spring 2025 Global Rescue Traveler Sentiment and Safety Survey, this shift in behaviour may offer quieter, more authentic experiences, but it also increases traveller risk.
Dan Richards, Chief Executive of The Global Rescue Companies and a Travel and Tourism Advisory Board member at the USA Department of Commerce, explains “people are turning away from overrun cities in search of meaningful escapes, but that trade-off often comes with greater personal risk.
“Infrastructure in these emerging destinations is frequently underdeveloped, especially in terms of emergency medical support. We’ve seen a 17% jump in security memberships in the last quarter.”
The survey reveals that 61% of travellers have deliberately avoided a destination due to concerns about overcrowding, with Spain and Italy among the destinations frequently cited.
In seeking alternatives, they’re increasingly venturing into remote or lesser-developed regions, where medical infrastructure and emergency resources may be limited.
Key findings of the survey include:
- 90% of travellers say they would consider a less popular alternative to reduce overtourism.
- 69% have been disappointed by crowds in top destinations.
- 77% prefer to travel off-season, with over half doing so ‘most of the time’.
Richards noted “these results confirm that overcrowding is more than an inconvenience - it’s actively shaping traveller behaviour.
“But as more people explore the road less travelled, we must recognise the increased challenges and risks they may face along the way.”
As European locations like Venice and Barcelona, and Asian location such as Bali and Thailand's May Bay, continue to implement restrictions to manage overtourism, travellers are redirecting themselves to places that are quieter but often ill-equipped to handle crises - from natural disasters to medical emergencies.
Richards goes on to say “sustainable tourism isn’t just about protecting destinations.
“It’s also about protecting travellers. While spreading out visitation helps preserve culture and environment, it also demands smarter planning - by governments, the travel industry, and individuals alike - to ensure safety isn’t sacrificed in the process.”
Global Rescue advises travellers to prepare for the added risks that come with venturing off the beaten path by securing travel protection that includes medical evacuation and emergency response services.
Global Rescue is a provider of medical, security, evacuation and travel risk management services.
Click here to view the full Global Rescue Traveler Sentiment and Safety Survey.
Images: Overtourism in Japan (top, credit: Shutterstock) and Thailand's May Bay (below).
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