Tuesday, July 15, 2025
International tourists arriving in Spain, Portugal, Greece, Italy, and France have soared at a huge rate, rewriting the travel map of Europe. Yet now, overtourism becomes a concern, stirring debates and reshaping strategies across these famed destinations. But there’s another twist. A sheer drop in local travellers is emerging, revealing new insights in this seismic shift that few saw coming.
Visitors are flooding iconic cities and beaches, eager for sun, culture, and adventure. However, locals in Spain, Portugal, Greece, Italy, and France are retreating, unable—or unwilling—to join the crowds or pay soaring prices.
Meanwhile, overtourism becomes a concern that threatens not just delicate landscapes but also the soul of these countries. Now, fresh insights in this seismic shift hint at deeper economic, cultural, and emotional currents changing the face of European tourism.
What’s driving this divide between international tourists and local travellers? And where might it lead next?
Foreign Visitors Surge as Locals Retreat
Spain remains the world’s second-most visited country, trailing only France. But behind the glossy headlines of surging tourist numbers lies a stark reality. International holidaymakers are packing Spain’s famous shores, pushing domestic travellers out of their own backyards.
In the past year, Spain’s top 25 coastal destinations lost 800,000 local tourists even as foreign arrivals rose by nearly 2 million. This seismic shift comes as the country braces for an astonishing 100 million foreign visitors in 2025, shattering previous records.
Locals once flocked to beaches in Alicante, Cadiz, and the Balearic Islands every summer. Now, many are forced to reconsider. Soaring hotel rates and tight accommodation availability have made spontaneous seaside getaways nearly impossible for the average Spanish family.
Hotel and Rental Prices Climb to New Highs
The numbers tell a daunting story. Hotel prices have surged 23% in just three years, reaching an average of €136 per night. Beachfront rentals have jumped over 20% since mid-2023, with many properties booked out for the entire summer as early as the first quarter.
Spanish holidaymakers are being priced out of iconic destinations where they once spent family vacations under the sun. While foreign tourists often stay eight nights on average at prime beach locations, locals can afford only half that time—and spend just a quarter of the money in total.
This widening spending gap underscores the challenge facing Spain’s tourism industry. Foreign visitors, with higher budgets and currency advantages, are outbidding locals for prime summer accommodation.
A Brewing Storm for Spain’s Tourism Model
Spain’s economy relies heavily on tourism, which contributes over 13% of GDP. Yet the current boom is bringing unintended consequences. Rising prices are fanning public anger over housing shortages, overtourism, and the sense that Spain’s own citizens are being shut out from cherished traditions.
Protests have erupted in several cities over housing costs and the impact of mass tourism. The idea that Spaniards can’t afford to holiday in their own country has struck a nerve, sparking fierce debate about the sustainability of Spain’s tourism model.
Meanwhile, some resort hotels are lowering forecasts for the summer season. Despite the flood of foreign arrivals, areas traditionally popular with Spanish residents are bracing for weaker domestic demand. Spaniards are simply spending less—or staying home altogether.
Across Spain, Portugal, Greece, Italy, and France, the sun still sparkles on the seas, and ancient towns continue to cast their spell on visitors. Yet beneath Europe’s glittering tourism boom lies a growing tension. Record-breaking numbers of international travellers are arriving in these nations, while locals retreat from places they once called their own. Overtourism has shifted from a looming fear to a stark reality, forcing governments and the industry to rethink how tourism can thrive without sacrificing communities, cultures, and fragile environments.
Spain’s Shifting Sands: Tourists In, Locals Out
Spain has long worn the crown as one of the world’s tourism superpowers. In 2025, it expects tourism to contribute over €260 billion to its economy, representing about 16% of its GDP. But there’s a crack in the glossy surface. While foreign arrivals soared by nearly two million in key coastal regions last year, 800,000 fewer Spaniards visited those same beaches.
Locals, once devoted to annual pilgrimages to places like Costa Brava and Costa del Sol, are increasingly priced out. Hotel prices have surged 23% in just three years, while short-term rentals have climbed over 20% since mid-2023. As a result, many Spanish families now head inland, drawn by lower prices and smaller crowds. Inland regions such as Castille and Leon and mountain towns like El Bosque are seeing double-digit growth in domestic tourism.
But the retreat inland cannot fully replace the coast’s economic power. Businesses along Spain’s beaches, built to serve both locals and foreigners, now face the delicate task of balancing the expectations of high-spending tourists with rising local frustration over housing costs and overtourism protests.
Portugal: Algarve Crowds Prompt Coastal Rethink
Portugal, too, is riding a tourism high. Tourism represents more than 16% of its GDP, making it a lifeline for national growth. In 2024, the country welcomed around 29 million international visitors, with many flocking to the Algarve’s golden sands and dramatic cliffs.
Yet the Algarve’s success has become its burden. Property prices in coastal towns like Lagos and Albufeira are spiralling upward, driving locals inland and triggering heated debates about sustainability. In response, Portuguese tourism authorities are aggressively promoting lesser-known regions such as Costa Vicentina and the Alentejo coast. These areas promise wild beauty, uncrowded beaches, and authentic Portuguese culture.
Unlike the mass-market Algarve, the Alentejo and Costa Vicentina emphasize sustainable development. Eco-tourism, small-scale accommodations, and preservation of local traditions form the backbone of the government’s new tourism strategy. Yet this pivot remains fragile. Infrastructure is limited, and the region’s carrying capacity is lower, creating a delicate balancing act as visitor numbers begin to climb.
Greece: Islands at Breaking Point, New Paths Emerging
No European tourism story is complete without Greece, whose islands have enchanted travellers for centuries. The Cyclades—particularly Santorini and Mykonos—remain magnets for cruise ships and high-spending tourists. But the same waters drawing tourists are straining under their weight.
In 2024, Greece imposed new caps on cruise ship passengers. Mykonos now limits arrivals to protect its narrow streets and water supplies. Water scarcity is an acute problem. As tourist numbers swell, islands increasingly depend on desalination plants and water imports to meet basic needs.
While the islands groan under the crush, Greece’s mainland is quietly rising. Regions like the Peloponnese and Halkidiki are emerging as new hotspots. These areas offer pristine beaches, rich history, and fewer tourists. The government is encouraging agritourism, boutique hotels, and sustainable practices to lure visitors away from overcrowded islands.
It’s a calculated gamble. The hope is to spread tourism’s economic benefits while easing pressure on fragile island ecosystems. Yet the allure of the Cyclades remains strong, leaving Greece caught between preservation and profit.
Italy: From Overrun Icons to Hidden Gems
Italy is experiencing a similar double-edged boom. Its tourism revenues are surging, but icons like the Amalfi Coast and Venice are struggling beneath the weight of visitors. Traffic jams on narrow cliffside roads and erosion of historic pathways have led officials to explore visitor limits and new fees.
Yet Italy’s coast isn’t only about its famous stars. Puglia’s coastline is rewriting Italy’s tourism story. Its whitewashed towns, rocky beaches, and aquamarine seas attract visitors looking for beauty without Amalfi’s crowds or prices. Sardinia, too, is redefining its identity. While Costa Smeralda continues to cater to luxury yachts, Sardinia’s government is pioneering conservation measures. Popular beaches now require advance booking and daily visitor caps to protect delicate dunes and marine life.
Italy’s future may well hinge on these hidden gems. The challenge lies in drawing tourists toward lesser-known regions while preserving the magic of world-famous destinations that have sustained local economies for generations.
France: Balancing Luxury and Preservation
France sits at the centre of the European tourism puzzle. The Côte d’Azur remains a playground for the wealthy, where mega-yachts shimmer under the sun and cities like Nice and Cannes thrive on luxury tourism. Yet this success comes at a cost. Yacht pollution, congestion, and housing pressures are sparking intense debate.
Local governments are pivoting toward sustainability. New electric boat services, eco-certified hotels, and visitor caps at natural sites like Calanques National Park reflect efforts to reduce tourism’s footprint. Meanwhile, the Atlantic coast tells a different story. Towns like Biarritz and regions in Brittany are attracting surfers, wellness travellers, and cultural tourists seeking alternatives to the Mediterranean crush.
Brittany faces its own challenges. Cruise ship arrivals in Saint-Malo have climbed sharply, bringing economic gains but also raising questions about sustainable capacity. France’s tourism authorities are working to balance regional economies with environmental and social impacts—a theme echoing across the continent.
The Climate Factor: A Shared Threat
A powerful undercurrent shaping tourism’s future is climate change. Summer 2025 brought scorching heatwaves across Southern Europe. In Spain, Italy, France, Portugal, and Greece, authorities issued health warnings and even shut down popular sites during extreme heat. Coastal erosion and rising sea levels threaten beaches and historic towns alike.
The tourism industry is increasingly aware that sustainability isn’t optional—it’s existential. Many regions are investing in climate adaptation: water conservation, renewable energy, and redesigned infrastructure. Yet the road ahead is steep. Europe’s tourism giants must balance soaring demand with the reality of a warming world.
Looking Ahead: A Tourism Tipping Point
Across Spain, Portugal, Greece, Italy, and France, the tourism boom shows no sign of slowing. Yet the enthusiasm of international travellers is matched by growing unease at home. Locals are being priced out, landscapes are under siege, and governments are wrestling with how to preserve their countries’ essence while embracing tourism’s economic promise.
Europe’s coastal titans stand at a crossroads. Will they continue down a path of record visitor numbers, risking the very experiences travellers seek? Or will they pivot decisively toward sustainability, ensuring that tourism enriches both guests and hosts for generations to come?
The answer will define not only the future of Mediterranean and Atlantic coasts but the soul of European travel itself.
Inland Spain Sees a Tourism Revival
As coastal prices spiral, Spaniards are charting new courses inland. The socialist government is seizing this moment to promote lesser-known regions. A national campaign launched in June urges international visitors to explore Spain’s hidden treasures beyond the beach.
The goal is to “decentralise” tourism and relieve pressure from overburdened coasts. Inland provinces like Castille and Leon, Extremadura, and parts of Andalucia are emerging as alternatives for budget-conscious travellers.
In 2024, 1.7 million more Spaniards chose inland destinations over the coast. Towns like El Bosque, nestled 100 kilometres from the beaches of Cadiz, saw domestic tourism soar by 22% last year. These regions offer historical architecture, rich cultural experiences, and lower prices—minus the crowds.
This pivot is reshaping Spain’s tourism map. It’s also opening fresh opportunities for hoteliers, restaurateurs, and tour operators eager to diversify beyond the coast.
Locals Choose Different Paths to Cope
For some Spaniards, summer holidays are becoming a luxury of the past. Many are opting for shorter stays, avoiding peak travel weeks, or shifting entirely to alternative lodging like Airbnb.
Cities like Burgos, famous for its Gothic cathedral and medieval heritage, are gaining traction as substitutes for coastal vacations. Here, visitors can enjoy culture, cuisine, and history at prices that won’t break the bank.
Others, weary of the swelling tourist crowds, choose to stay put. In Madrid, locals are skipping summer travel and waiting for quieter months to visit family or coastal towns. The sentiment is growing that “now you don’t go on holiday wherever you want, but wherever you can.”
The Ripple Effect Across Spain’s Travel Sector
Spain’s travel industry is in a delicate balancing act. On one hand, foreign tourists bring crucial revenue. On the other, the loss of domestic travellers threatens the viability of businesses reliant on loyal Spanish customers.
The disparities in spending are stark. Data reveals that foreign visitors spend vastly more than local tourists, driving much of the revenue growth for hotels, restaurants, and attractions. Yet without local traffic, businesses risk becoming overly dependent on volatile international markets.
Industry analysts warn that ignoring domestic travellers could backfire. Rising resentment over being “priced out” of traditional holiday spots could fuel political pressure for stricter regulations on rentals, cruise arrivals, and visitor caps.
A Crossroads for Spanish Tourism
Spain finds itself at a crossroads. The tourism boom is a testament to its enduring global appeal. But it also exposes fault lines in an industry struggling to balance profitability, sustainability, and local welfare.
Efforts to push tourists inland could redefine the country’s identity as a destination. Regions once overlooked by international visitors are preparing to shine. Meanwhile, coastal cities grapple with the dual challenge of welcoming global guests without alienating their own residents.
This summer could set the tone for Spain’s future as a tourism superpower. Whether the country can preserve its beaches for both foreign travellers and local families remains an open—and urgent—question.
From the rugged cliffs of Portugal’s Atlantic coast to the glamorous shores of the Côte d’Azur, Europe’s coastal regions have long captured the world’s imagination. Yet beneath the sun-drenched scenes of turquoise waters and beach umbrellas, a quiet revolution is unfolding. The Mediterranean and Atlantic coasts are reimagining their futures as tourism surges to record-breaking heights—and with it, new pressures and possibilities emerge.
The Mediterranean: Beauty Battling the Burden of Popularity
Few places are as synonymous with holiday dreams as the Mediterranean coast. Golden sands, olive groves swaying under a brilliant sun, and waters shimmering in countless shades of blue have made this region a global magnet for decades. Yet the very beauty that draws travellers is now under threat from its own success.
In Italy, the Amalfi Coast is a case in point. The pastel-hued villages clinging to steep cliffs remain icons of Italian allure. But as visitors pour in, local authorities are grappling with traffic jams, erosion of delicate landscapes, and an overwhelming demand on infrastructure. Towns like Positano and Amalfi face unprecedented strain, with discussions underway to restrict vehicle access and limit cruise ship arrivals.
Meanwhile, Greece’s famous islands—Santorini and Mykonos—are experiencing similar pressures. In 2024, Greece introduced new caps on daily cruise passenger numbers, aiming to protect both the islands’ fragile ecosystems and the visitor experience. Tourists who seek idyllic sunsets over the caldera may now find fewer crowds but rising prices as demand continues to outpace supply.
Spain: A Shift From Beaches to Inland Gems
Spain, long hailed as Europe’s beach paradise, finds itself caught between success and sustainability. The country expects nearly 100 million international visitors this year. Yet while foreign arrivals soar, local Spaniards are retreating from their own beaches, unable to keep pace with spiralling hotel and rental prices.
Coastal hotspots like Costa Brava, Costa Blanca, and the Costa del Sol are now the playgrounds of international travellers with bigger holiday budgets. In Alicante and Benidorm, beachfront properties are booking out months in advance, and prices have surged over 20% since mid-2023.
Faced with overtourism and economic displacement, both travellers and policymakers are looking inland. Regions like Castille and Leon and parts of Andalucia are welcoming more Spanish holidaymakers searching for affordable escapes. In places like El Bosque, tucked into the mountains 100 kilometres from Cadiz’s beaches, domestic tourism has grown by over 20% in just one year. Spain’s new campaign aims to showcase these hidden inland treasures, hoping to rebalance visitor flows away from crowded coastlines.
Portugal: Between Boom and Balance
Portugal’s Atlantic coast remains one of Europe’s brightest tourism stars. The Algarve’s sculpted cliffs, golden sands, and dramatic sea caves have lured millions of sun-seekers. Yet success carries a price. As demand spikes, so do property prices, raising concerns about affordability for locals and the long-term sustainability of the region.
Beyond the Algarve, Portugal’s Costa Vicentina offers a very different coastal experience. Stretching along the Alentejo region, this area is prized for untouched beaches, vast dunes, and an atmosphere that feels worlds away from the bustling resorts further south. It’s become a haven for surfers, eco-tourists, and travellers craving authenticity over crowds.
The Portuguese government is increasingly promoting these lesser-known coasts as a sustainable alternative, hoping to preserve the Algarve’s charm while sharing tourism’s economic benefits more evenly across the country.
France: Luxury Meets Sustainability
France’s Mediterranean and Atlantic coasts each tell a unique story. On the Mediterranean side, the Côte d’Azur—home to Nice, Cannes, and Saint-Tropez—remains a beacon for luxury travel. Mega-yachts gleam under the Riviera sun, and exclusive beach clubs cater to celebrities and affluent tourists. But environmental concerns are growing. Yacht pollution, real estate pressures, and traffic congestion are sparking local debates over how much luxury the coastline can bear.
Efforts are underway to soften tourism’s footprint. Electric boat taxis, sustainable hotels, and restrictions on certain types of development are part of a broader plan to protect the region’s natural splendour.
Further west, France’s Atlantic coast presents a different rhythm. Biarritz and the Basque coast draw surfers and wellness travellers seeking Atlantic swells and fresh sea breezes. Meanwhile, Brittany’s pink granite coast and historic walled towns like Saint-Malo are experiencing surges in cruise traffic, prompting careful management to balance economic benefits with preservation.
Italy’s Hidden Coastal Treasures
Beyond the Amalfi Coast, Italy’s shores hold secrets waiting to be discovered. Puglia’s coastline in the southeast is fast becoming the country’s new darling. Its whitewashed towns, rocky coves, and turquoise seas are drawing visitors eager for authentic Italian experiences at more accessible prices.
In Sardinia, the Costa Smeralda remains an icon of luxury, where mega-yachts dock in emerald bays. Yet Sardinian authorities are working to protect sensitive dune ecosystems and marine reserves from overtourism. Initiatives include regulated beach access, eco-tourism programs, and promotion of lesser-known coastal regions.
Italy’s coastal story is one of contrasts: dazzling glamour on one hand, quiet sustainability efforts on the other. The challenge lies in finding harmony between the two.
Greece: Beyond the Famous Islands
While Santorini and Mykonos dominate Instagram feeds, Greece’s coastal story stretches far beyond these crowded hotspots. The Peloponnese peninsula and Halkidiki in the north are rising stars. These regions offer beautiful beaches, archaeological wonders, and authentic Greek hospitality without the crush of mass tourism.
Greek authorities are investing in agritourism, boutique hotels, and cultural experiences to diversify the nation’s tourism map. It’s an ambitious plan to ensure that Greece’s coastal tourism remains vibrant but sustainable for years to come.
Morocco’s Atlantic Edge
Crossing into North Africa, Morocco’s Atlantic coast is also riding a tourism wave. Agadir stands as the country’s flagship resort city, its beachside promenades lined with modern hotels and restaurants catering largely to European package tourists.
Yet Essaouira, further north, offers a different vibe. Known for its wind-swept beaches, bustling medina, and artistic soul, this coastal town is drawing travellers eager for culture and authenticity. It’s also gaining momentum as a hub for windsurfing and creative retreats.
Morocco’s tourism ministry is carefully positioning these coastal gems to attract diverse visitors while avoiding the pitfalls of overdevelopment seen elsewhere in the region.
The Future of Coastal Tourism
The Mediterranean and Atlantic coasts remain the lifeblood of Europe’s tourism economy, generating billions in revenue and sustaining countless jobs. Yet the region faces a pivotal moment. Overtourism, climate change, and shifting traveller preferences are pushing coastal destinations to adapt—or risk losing the very magic that draws visitors.
More travellers are seeking authentic, sustainable experiences over mass-market tourism. Lesser-known towns, inland escapes, and eco-friendly stays are no longer niche but part of the mainstream conversation.
The Mediterranean and Atlantic shores stand at a crossroads. Will they continue as playgrounds for the few—or evolve into models of sustainable tourism that welcome both global travellers and local communities?
One thing is certain: the next chapter of Europe’s coastal story will be as dynamic and compelling as the waves crashing on its shores.
