Published on
December 17, 2025
Iceland and Greece have joined Netherlands, Italy, Spain, and more European countries in battling overtourism with fines, entry fees, and sustainable measures to protect local communities, cultural heritage, and natural resources. As tourist numbers soar across Europe, many of the continent’s most popular destinations have reached a breaking point, with overcrowding pushing local infrastructure, housing, and ecosystems to their limits. In response, these countries have implemented strategies to curb mass tourism, aiming to create a more balanced and sustainable approach that benefits both residents and visitors alike. Through visitor caps, increased fees, and other regulations, Europe is redefining the future of tourism in a way that prioritizes quality over quantity.
Overtourism has become a critical issue across Europe, where some of the continent’s most beloved destinations are struggling to cope with an overwhelming influx of visitors. What was once celebrated as a thriving travel industry has now become a double-edged sword, with local communities, ecosystems, and infrastructures bearing the brunt of mass tourism. Iconic cities and regions such as Amsterdam, Venice, Barcelona, and Santorini have witnessed an increasing strain on housing, public services, and natural landscapes, causing residents to protest, governments to act, and authorities to reevaluate the very concept of tourism.
In response, countries like Iceland, Greece, Spain, Italy, and the Netherlands have been taking significant measures to combat overtourism. These nations are now introducing entry fees, visitor caps, fines for disruptive behavior, and strict regulations to ensure that tourism remains a sustainable and responsible industry. While these changes may seem restrictive to travelers used to unrestricted access, they are crucial in preserving the cultural and environmental integrity of these destinations for future generations.
This shift toward sustainable tourism marks a turning point for the industry in 2025, as Europe’s most popular destinations move away from the “more is better” mentality, focusing instead on quality over quantity. By implementing these measures, European countries are striving to create a balance between welcoming visitors and maintaining the wellbeing of their local communities and ecosystems. This article explores how these countries are addressing overtourism and what travelers can do to play a part in this new era of responsible travel.
In recent years, Europe’s tourist destinations have witnessed an explosion in the number of visitors, often surpassing the capacity of local infrastructure, ecosystems, and communities. The issue of overtourism has led to increased pressure on both residents and the environment. Across the continent, authorities are stepping up to preserve their cultural heritage, maintain the quality of life for residents, and promote sustainable travel practices. Countries like Iceland, Greece, Spain, Italy, and the Netherlands are leading the way, using a combination of entry fees, fines, and visitor caps to safeguard their treasured destinations.
Iceland’s Response: Balancing Preservation and Tourism
Iceland has seen its tourism industry boom in recent years, driven by its stunning landscapes and growing reputation as a bucket-list destination. However, this rapid growth has placed significant stress on the environment. Popular sites like the Reykjadalur hike and other natural trails have suffered from erosion caused by thousands of daily visitors. In response, Iceland has reintroduced a tourism tax in 2025, aiming to fund conservation efforts and limit the strain on its fragile landscapes.
The country has also closed certain hiking trails temporarily to allow the land to recover. For example, the famous Reykjadalur trail, known for its hot springs, was closed to the public for a period to minimize the damage caused by excessive foot traffic. By focusing on sustainable tourism, Iceland hopes to strike a balance between preserving its pristine nature and catering to travelers’ growing demand.
Greece: Capping Cruise Influx and Protecting Island Life
Greece, home to some of the most picturesque islands in the Mediterranean, has seen its popular destinations, like Santorini and Mykonos, buckle under the weight of massive cruise ships and the influx of day-trippers. In response, Greece has introduced a series of measures to curb overtourism, particularly during the peak summer months. A €20 levy per passenger has been imposed on cruise passengers visiting these islands from June to September, aiming to reduce the number of cruise ship tourists while promoting more sustainable travel practices.
Additionally, Greece has introduced a daily visitor cap of 8,000 for Santorini, a move that limits the overwhelming crowds during peak times and helps preserve the local infrastructure. The government has also introduced lower fees during the off-season to promote tourism year-round, helping balance economic benefits while reducing the pressure on resources during high-demand periods.
The Netherlands: A Bold “Stay Away” Campaign and Cruise Restrictions
The Netherlands, particularly Amsterdam, has pioneered a unique approach to overtourism: the “Stay Away” campaign. Targeting disruptive tourism, such as rowdy stag parties, Amsterdam has encouraged specific groups of visitors to reconsider their travel plans. The campaign was introduced to curb the nuisance of large, unruly groups descending on the city, disturbing the peace of the local residents. Ads and public messages were rolled out to inform potential visitors about the city’s new rules and fines.
In addition to the campaign, the Dutch government has imposed limits on the number of river cruises allowed in Amsterdam. This move aims to reduce congestion on the waterways and ensure that visitors can still enjoy the beauty of the city without overwhelming its infrastructure. By prioritizing the quality of life for its residents, Amsterdam hopes to create a more sustainable and enjoyable experience for both locals and tourists.
Spain: Barcelona and Venice Take Action with Entry Fees and Rental Caps
Spain has become the epicenter of the anti-tourism movement in recent years, with cities like Barcelona and regions like the Canary Islands seeing mass protests over the impact of tourism on local residents. The message from these protests is clear: local communities are suffering from the influx of visitors, which has driven up housing prices and increased pressure on resources.
In Barcelona, the government has announced plans to eliminate all short-term tourist rental licenses by 2028. This bold move aims to restore housing availability for locals, as short-term rentals have become a significant driver of housing shortages. Barcelona has also implemented a ban on new tourist rental properties in its historic center to preserve the city’s authentic residential character.
Meanwhile, Venice has introduced a new entry fee for day-trippers visiting the city during peak seasons. The entry fee, which ranges from €5 to €10 depending on when it is paid, is designed to reduce the number of “hit-and-run” visitors who contribute little to the local economy but cause significant overcrowding. The move aims to provide a more manageable flow of visitors while generating revenue for maintaining Venice’s historic sites.
Italy’s Heritage Protection Efforts: Florence Leads the Way
Italy is home to some of the most iconic historical sites in the world, and the strain from overtourism is particularly evident in cities like Venice, Rome, and Florence. Florence, known for its art and history, has introduced strict measures to preserve its cultural heritage. In 2025, Florence’s authorities implemented a ban on new short-term rentals in the historic center. This initiative is designed to protect the residential character of the city and ensure that local residents are not displaced by tourism-driven property conversions.
Similarly, the popular city of Venice has implemented an entry fee to curb day-trippers’ impact on its fragile infrastructure. In 2025, the city doubled its entry fee to €10 for latecomers, a move that has already shown signs of reducing overcrowding in its narrow streets and canals. This is part of a broader effort to preserve the integrity of Venice’s heritage, with the revenue generated used for the upkeep and protection of the city’s historical treasures.
The Shift to Quality Over Quantity: A Global Trend in Overtourism Management
Across Europe and beyond, the shift from mass tourism to quality tourism is becoming increasingly evident. Countries like Iceland, Greece, Spain, and the Netherlands are leading the way in rethinking how tourism should be managed. Instead of focusing on attracting as many visitors as possible, the focus is now on ensuring that tourism is sustainable, respects local cultures, and provides long-term economic benefits without overwhelming communities.
In response to overtourism, these countries have introduced innovative solutions such as visitor caps, entry fees, and fines for disruptive behaviors. These measures are designed to limit the negative impacts of tourism while ensuring that the benefits of travel are shared more equitably with local residents.
What Can Travelers Do?
As tourists, it is important to be mindful of the destinations we visit and the impact we have on local communities and the environment. To be a responsible traveler in 2025, consider the following tips:
Visit Off-Peak: Traveling during shoulder seasons can help reduce the pressure on destinations and allow you to experience a location in a more relaxed setting.Stay in Licensed Accommodations: Choose hotels and licensed accommodations over unregulated short-term rentals to support local housing markets.Respect Local Customs: Be mindful of local rules and etiquette, whether it’s asking for permission before taking photos or respecting “no-entry” zones.Support Local Businesses: Opt for family-owned restaurants and buy souvenirs from local artisans instead of large international chains to ensure your spending benefits the local economy.
Iceland and Greece have joined Netherlands, Italy, Spain, and more European countries in battling overtourism with fines, entry fees, and sustainable measures to preserve local life and heritage. As popular destinations face mounting pressure from record tourist numbers, these actions are crucial to maintaining the balance between welcoming visitors and protecting communities and ecosystems.
The rise of overtourism has created challenges for both residents and the environment, but many European countries are taking significant steps to combat its negative effects. By implementing measures like entry fees, fines, and visitor caps, destinations are moving towards more sustainable forms of tourism. As travelers, it is crucial to adapt our behavior and support these efforts to ensure that tourism remains a positive force for both visitors and locals. The future of travel lies in quality over quantity, and the shift toward sustainable tourism is not just necessary, it is inevitable.
