Published on
September 2, 2025
Mass tourism is putting immense pressure on Europe’s most iconic destinations, from Italy and Austria to Spain, Norway, Switzerland, Denmark, Iceland, and beyond. As these popular locations grapple with overcrowding, local communities face the challenge of balancing tourism with the preservation of their cultural and environmental heritage. With rising visitor numbers and increasing strain on infrastructure, these destinations are finding it harder to remain welcoming while ensuring their long-term viability. From Venice’s entrance fees to the overcrowded beaches of Santorini, Europe is struggling to manage mass tourism in a way that benefits both tourists and residents alike.
From the Dolomites to Santorini and Mallorca, the story is increasingly the same: hiking trails are packed to capacity, and cruise ships unload thousands of day-trippers into historic towns already overrun with visitors. What were once idyllic destinations are now overshadowed by the effects of mass tourism, leaving locals frustrated by the growing pressures on their communities.
Italy stands as a prime example of this struggle to balance hospitality with the burden of overtourism. Venice, which has long been a major tourist draw, introduced entrance fees for day visitors in 2025, raising more than €5 million (approximately \$5.8 million) from this initiative. However, despite these efforts, the root issue remains unresolved: overcrowded streets, frustrated residents, and a diminishing sense of everyday life in what should be a tranquil setting.
Tourism Minister Daniela Santanchè has pointed out that 75% of Italy’s visitors concentrate in just 4% of its territory, but she refutes claims of “overtourism.” While some locals express concern over the crowds, others—such as retailers in Lake Garda—complain about poor summer bookings and empty terraces. The tension between the influx of tourists and the needs of residents is growing, with the balance increasingly hard to achieve.
In the Dolomites, the summer tourist season has become a grueling test of endurance. Four landowners have introduced a €5 fee for access to Seceda, one of South Tyrol’s most photographed viewpoints overlooking the Geisler peaks. They assert that the fee is not designed for profit but is a necessary measure to protect fragile alpine ecosystems. However, critics, including alpine clubs, argue that charging for access is controversial and that more sustainable management strategies are needed to avoid further overcrowding.
Switzerland and Austria are also struggling with the effects of tourism, driven by the popularity of TV series. In Iseltwald, Switzerland, a 5 franc (\$6.16) fee was introduced in 2023 to manage the influx of tourists drawn by a Netflix series that featured a wooden walkway along Lake Brienz. While the fee helps fund maintenance and security, the popularity of the site shows no sign of waning. Similarly, Austria’s Hallstatt, a picturesque village with just 750 residents, faces the challenges of hosting over 1 million visitors each year, many of whom are drawn by the idyllic scenery showcased in popular media.
Northern Europe is similarly grappling with the impacts of overtourism. Small towns across Denmark and Norway are feeling the pressure, as day visitors—often from “coolcation” trends—outnumber the local populations. These tourists seek respite from the heat of southern Europe, contributing to the overcrowding of previously peaceful destinations. In Norway’s Geirangerfjord and parts of Iceland, tourists often disregard safety barriers to capture the perfect social media photo, risking both their safety and the integrity of the environment.
In response to these challenges, several Nordic countries are implementing innovative solutions. Copenhagen has launched the “Copenpay” campaign, which promotes sustainable tourism by rewarding visitors who take the train to the city rather than flying. The Faroe Islands are also taking steps to manage tourism by renting out cars equipped with GPS, which guide visitors to lesser-known locations, thus alleviating pressure on popular sites and helping to protect nature.
Spain, the world’s second-most-visited country, faces similar pressures. In 2025, the country expects to surpass 100 million foreign visitors. Mallorca, in particular, is struggling with the weight of tourism, having hosted 13.5 million tourists in 2024, compared to fewer than 1 million residents. The surge in visitors has led to concerns about housing shortages, pollution, noise, and environmental damage. To address these issues, Spain has raised accommodation taxes, particularly in Barcelona, where the rate has reached €15 per night, and is considering a ban on short-term vacation rentals by 2028. Locals have also resorted to creative protest methods, such as placing fake warnings about jellyfish and rockfalls to deter tourists.
In Greece, while protests are less common, there is increasing discontent with the state of tourism. Popular islands such as Santorini and Mykonos are overwhelmed by the sheer volume of cruise ship passengers, leading the government to introduce a €20 entrance fee to help fund infrastructure improvements. The high cost of living on Mykonos has made it difficult for many Greeks to afford a vacation on the island, while housing shortages continue to plague residents. Additionally, beaches that were once public have become overrun by sun loungers and bars, reducing the available space for locals and tourists alike. In response, Greek authorities are strictly enforcing laws that require at least half of every beach to remain open to the public.
Mass tourism is overwhelming Europe’s iconic destinations, from Italy to Iceland, as overcrowding threatens both local communities and the sustainability of these popular sites. Efforts to balance tourism and preservation are becoming increasingly difficult across the continent.
Across Europe, the challenge of overtourism is becoming more urgent as popular destinations face the growing strain of mass tourism. While measures such as entrance fees, taxes, and creative management strategies are being introduced, the question remains: can these efforts restore the balance between tourism and local communities. Without further innovation and collaboration, Europe’s most iconic destinations may lose their charm, and the very essence of what makes them unique may be eroded by the forces of mass tourism.
