How some countries are turning the ‘overtourism bubble’ into golden opportunities to attract visitors

While popular tourist destinations face overtourism and seek solutions to combat it, lesser-known locations are taking advantage of this situation and attracting disaffected tourists by offering similar experiences at more affordable prices.

After this summer’s protests against over-tourism, there is also good news: for every crowded destination in Europe, there are many places in the world that need tourists.

Venice’s St. Mark’s Square seems to be home to more tourists than pigeons, Barcelona is experiencing visitor aggression, and the trails in Italy’s Cinque Terre seem busier than ever. Instead, there are culturally rich cities and hiking trails where you’ll find tranquility and authenticity.

Although overtourism affects many famous places, in less developed countries tourism revenue contributes to infrastructure and community development, providing jobs and opportunities for local people to promote their traditions. Managed effectively, tourism can bring economic and cultural benefits, uniting people around shared experiences without repeating the problems of this summer.

Here are four destinations that use tourism to grow their economies and welcome visitors with open arms.

Greenland, destination for adventure: northern lights, musk oxen and whales

Greenland, with its unique landscapes and spectacular relief, relies on adventure tourism – rock climbing, whale watching, camping on the ice cap – and winter tourist attractions, such as the northern lights.

At the end of November 2024, a new international airport will be inaugurated in the capital Nuuk, and an international runway is planned for 2026 in the northern tourist capital Ilulissat. These projects mark a major change, as Greenland previously lacked runways long enough for direct international flights, with travelers diverted through Kangerlussuaq and then transported by smaller aircraft.

The new infrastructure will allow both the increase in the flow of tourists directly to the capital and the easier transport of imported and exported goods, thus contributing to the country’s economy, especially through the export of marine products. Tourism development will help finance airports and create long-term jobs.

Currently, attracting tourists in the winter season is essential to provide permanent jobs. Promoting tourism to places where the sun barely rises in the dead of winter – and where temperatures can drop to -50°C – can seem like a challenge for anyone. But Greenland has turned the extreme conditions into an opportunity, opening sky-view cabins and igloos for mesmerizing Northern Lights experiences.

The objective is for 80% of the population to perceive tourism as a social benefit. The authorities intend to manage balanced tourism in this sense, to avoid overwhelming local communities.

North Greenland has focused on offering unique experiences such as muskox and whale watching from shore, along with historical re-enactments organized by local museums. In small towns like Qasigiannguit, tourists can experience an authentic natural and cultural environment away from the crowds of other tourist destinations.

Morocco is betting on the 2030 World Cup to promote small cities

The exotic North African country sees hosting the 2030 World Cup as a golden opportunity to boost tourism. Morocco aims to double the number of tourists with a target of 26 million annual visitors in the next five years.

In the context of co-hosting the event with Spain and Portugal, Morocco aimed to develop its tourist infrastructure by building new hotels. An estimated 100,000 additional beds are needed to accommodate visiting football fans and teams, and many international hotel chains are participating in the project. Among the new facilities are hotels such as the Waldorf Astoria in Tangier and 25 new Radisson locations due to open by 2030, as well as other facilities rehabilitated after last year’s earthquake.

“Tourism has had a positive impact in Marrakech. The streets are cleaner and the city is safe. However, due to the large number of low-cost flights, congestion is a problem”tourism specialists admit.

The development of the tourist industry in Morocco includes the increase in the number of flights to Marrakech, which is likely to keep the city lively in the future. However, the World Cup will also focus attention on less visited cities such as Casablanca, Agadir, Fez, Rabat and Tangier, where investments are being made in stadiums and accommodation.

Fez, the cultural capital of Morocco, is recommended for its largest medina in the world and its less crowded atmosphere. Day trips from Agadir to Taroudant, also called “little Marrakesh”, or surf sessions at Taghazout, a fishing village on the coast, are also among the recommendations.

Visitors to Marrakech can also explore the Atlas Mountains, just a few hours away.

With the development of big cities, an authentic experience could also mean exploring more secluded locations nearby.

Serbia and the lessons of Croatia. Focus on the «Gibraltar of the Danube» and «candy box» houses

Neighboring Romania, Serbia relies on mountain landscapes, rural tourism and wellness, but also on its diverse cultural wealth. Taking inspiration from Croatia’s success in tourism, Serbia is seeking a more sustainable approach, collaborating with the Global Council on Sustainable Tourism for cultural tourism projects with minimal environmental impact.

The change in national strategy shifted the focus from urban experiences (such as Belgrade) to ecotourism and supporting local economies. Thus, mountain and wellness tourism is gaining popularity, and ecotourism is thriving in hilly and wildlife viewing areas.

As tourists enjoy these nature experiences, local businesses get a boost and jobs become more secure. The recipe seems to be working, as international tourism has increased to Serbia by 20% in 2023.

Specialists also recommend to tourists cities such as Novi Sad, with unique Habsburg influences – type buildings “candy box” similar to those in Prague and Budapest, Petrovaradin Citadel – nicknamed “Gibraltar of the Danube” – and dishes with Austrian accents, such as strudel and goulash.

Georgia relies on accessibility and infrastructure development to attract tourists

Bordering Turkey, Russia and Azerbaijan, next to the Black Sea, Georgia has ambitious plans to attract a variety of tourists, from disabled visitors and independent travelers to cruise tourists, particularly in the vast port of Batumi, the second city ​​of the country.

Its new 10-year development plan targets everything from creating international signage to help tourists navigate the country on their own, to improving accessibility, public transport and cruise ship ports.

Tourism is relatively new in Georgia. It offers a relatively new career and the result is a fantastic generation of enthusiastic guides who speak excellent English and learn how to adapt to different types of visitors.

As a developing tourist destination, Georgia still lacks certain things that you might consider normal in Western Europe, such as an extensive network of paved roads. However, there is hope that tourism revenues will contribute to the development of such infrastructure initiatives.

“Tbilisi is my favorite capital in the world, with picturesque cobbled streets, authentic aesthetics, ancient fortress walls, museums and more. Then there are the rock-hewn cities, Soviet architecture and history – Stalin was born here – and mountains to the north and south, UNESCO-listed churches and monasteries, and a vibrant wine and food scene. There is so much to see that you need a whole week to explore”reveals an international tourism specialist.