Home » TOURISM NEWS » Spain, Greece, Italy, Lithuania, Malta, Latvia, Finland, Sweden, Ireland, Luxembourg and France Struggle with Unprecedented Tourism Growth as Overtourism and Local Protests Intensify
Published on
August 13, 2025
By: Rana Pratap
As Spain, Greece, Italy, Lithuania, Malta, Latvia, Finland, Sweden, Ireland, Luxembourg, and France grapple with an unprecedented surge in tourism, they are confronted with the growing challenge of overtourism. While these countries have long been favored travel destinations, the escalating number of visitors is straining local infrastructure, driving up housing costs, and sparking widespread protests from residents. Many communities are voicing concerns that their daily lives are being overshadowed by the influx of tourists, with some even calling for sustainable tourism practices to preserve their cultural heritage and environments. Governments and local authorities are now under increasing pressure to find a balance between reaping the economic benefits of tourism and safeguarding the well-being of both residents and the natural sites that attract millions each year.
As Europe grapples with the pressures of overtourism, a recent survey by the United Nations’ World Tourism Barometer has shed light on the most popular travel destinations across the continent in 2025. The report highlights some interesting shifts in the tourism landscape, with both positive and negative implications for Europe’s tourism sector.
In the first quarter of this year, Europe saw a remarkable 125 million international visitors, reflecting a 5 percent increase compared to the same period in 2019, the last full year unaffected by the pandemic. Despite the global challenges posed by inflation and economic slowdowns, Europe’s appeal remains strong, attracting millions of tourists across diverse regions. The period covered in the survey corresponds to Europe’s low tourist season, but it reveals that off-season travel trends are evolving, with some southern Mediterranean countries enjoying notable increases in visitors even during the quieter months.
Historically, countries such as Spain, Greece, and Italy see their highest number of visitors during the summer months. However, the report suggests that Southern Mediterranean Europe is increasingly attracting more visitors during the off-peak months, with a 2 percent growth in tourist numbers during the first quarter compared to the same period in 2024. This trend is indicative of a shift in consumer behavior, as tourists become more inclined to travel during the shoulder seasons in search of cheaper prices and fewer crowds.
Within the European Union, the most significant growth in tourism was recorded in Lithuania, Malta, Latvia, Finland, and Spain. Lithuania experienced a dramatic 21 percent boost in visitors, while Malta saw a 19 percent surge. Latvia and Finland also registered impressive growth, with increases of 16 percent and 15 percent, respectively. Spain, a major European tourism hub, saw a 6 percent rise in arrivals, signaling that even well-established destinations continue to draw significant numbers. On the other hand, countries such as Sweden, Ireland, and Luxembourg reported double-digit declines, suggesting a potential shift in travel patterns or regional economic difficulties affecting their tourism sectors.
However, the report paints a more complex picture as the outlook for the remainder of 2025 remains uncertain. While the early months of the year saw positive growth, concerns about the future of tourism in Europe persist. Experts have identified several major factors that could hinder further growth, including economic downturns, rising travel costs, and the looming threat of global trade tariffs. These challenges could potentially dampen consumer confidence and disrupt tourism patterns, which have already been shaken by the effects of the pandemic.
Europe’s tourism industry, which plays a significant role in the economies of many countries, including Spain and Greece, is highly sensitive to such fluctuations. For nations that heavily rely on tourism revenue, any disruption to this sector could have far-reaching consequences. Increased travel costs, for instance, could discourage tourists from visiting Europe altogether, while tariffs could raise the cost of goods and services in popular tourist destinations.
While economic factors and travel expenses are significant concerns, overtourism remains an ongoing challenge for many European cities. As the demand for travel grows, so do the issues surrounding overcrowding, which have sparked protests in several European cities. Spain has seen a surge in protests as locals express their dissatisfaction with the pressure tourism is putting on infrastructure and housing. Many residents feel that their needs are being sidelined in favor of tourists, with short-term holiday rentals further exacerbating the housing shortage. The growing popularity of platforms like Airbnb has led to a situation where apartments and homes are increasingly being converted into vacation rentals rather than being used as long-term residences.
To address the growing challenges, several cities have implemented strategies to regulate the influx of tourists. Venice, for example, has implemented a tourist tax in a bid to manage the influx of visitors and protect the city’s fragile ecosystem. Meanwhile, the Acropolis in Athens has placed a cap on the number of visitors allowed each day to preserve the integrity of the site and prevent overcrowding. Similarly, France, the world’s most visited country, has begun encouraging tourists to explore less popular attractions, especially after it was revealed that a disproportionate amount of visitors – around In 2023, a staggering 80 percent of tourists visited only 20 percent of the country’s attractions. French authorities even used social media to highlight images of long queues at major tourist destinations, urging travelers to consider exploring alternative locations.
These measures reflect an increasing recognition among governments and local authorities that the current model of mass tourism is unsustainable in its current form. The balance between welcoming international visitors and protecting local communities and environments is delicate, and more European cities are likely to follow suit with similar initiatives. As overtourism continues to dominate headlines, it will be crucial for countries to develop innovative solutions that address both the economic benefits of tourism and the well-being of their citizens.
Spain, Greece, Italy, and several other European nations are facing mounting pressures from a surge in tourism, as overtourism strains local infrastructure and sparks protests. These countries must find ways to balance economic growth with the preservation of their cultural heritage and communities.
In conclusion, while Europe remains a magnet for international tourists, the evolving dynamics of tourism demand and the pressures of overtourism present significant challenges. As tourism figures continue to rise, particularly in Southern Mediterranean regions and specific EU countries, it is clear that Europe must find ways to manage visitor numbers responsibly. From economic factors to local protests against overcrowding, the future of European tourism will likely be shaped by how countries adapt to these changing conditions and work to preserve The preservation of their cultural heritage alongside the well-being of local residents.
