Greece, Croatia, Spain, Denmark, Bulgaria, Poland, Italy, Norway and Romania are now grappling with the harsh realities of overtourism, as new data reveals how even lesser-known destinations are being overwhelmed by record-breaking visitor numbers. Once considered affordable, serene, or secret escapes, these countries are witnessing a sharp rise in tourist-to-resident ratios, infrastructure strain, housing shortages, and growing local unrest. The latest findings from a comprehensive European travel study highlight how mass tourism is no longer limited to major capitals but has expanded into fragile island ecosystems, rural towns, and historic villages—putting environmental sustainability, community wellbeing, and cultural preservation at serious risk.

As Europe gears up for another bustling summer holiday season, concerns over overtourism are intensifying—not just in major hubs like Venice, Barcelona, and Amsterdam, but increasingly in lesser-known destinations that are now under mounting pressure. A new investigation by Which? Travel reveals how mass tourism is no longer limited to iconic capitals and major cities, but has extended its reach to quieter coastal towns and island getaways. The study analyzed overnight stays, tourist density per square kilometre, and visitor-to-resident ratios, highlighting the rising strain on some of the continent’s hidden gems.

Zakynthos Suffers from Extreme Tourist Overload

The Greek island of Zakynthos, also known as Zante, emerged as the most heavily impacted destination when considering the ratio of tourists to residents. With an astonishing one-hundred and fifty visitors for every local resident, the island has become a striking example of how high visitor volumes can overwhelm even picturesque retreats.

Renowned for its turquoise bays, lush cliffs, and famously photogenic Navagio Beach, Zakynthos has long been a favorite among summer travelers. However, the influx of tourists has placed enormous pressure on the island’s housing availability, inflated real estate prices, and increased environmental degradation. While promotional materials often depict an untouched paradise, the reality for locals includes overwhelmed public services and infrastructure buckling under the seasonal surge.

Croatia’s Istria Region Battles Tourism Surge

Following close behind Zakynthos is Istria, a coastal region in Croatia that has experienced a surge in tourism despite its relatively low profile on the European travel circuit. Known for its medieval villages, wine trails, and Adriatic coastline, Istria sees over one-hundred and thirty-three thousand visitors per thousand residents. This disproportionate influx underscores how even quieter destinations marketed as “best-kept secrets” can quickly lose their tranquility.

The region’s economy has benefitted from the tourism boom, but the rapid rise in visitors has sparked debates about sustainability, congestion, and the preservation of local culture. As accommodation demand spikes, locals report challenges in finding affordable housing, and natural areas face erosion from increased foot traffic.

Canary Islands Protest, Yet Numbers Soar

Fuerteventura in Spain’s Canary Islands ranks third in tourist-to-resident imbalance, with a ratio of one-hundred and twenty visitors for every resident. Despite a wave of protests from islanders last year urging authorities to address the unsustainable tourism model, the archipelago continues to break records. In March 2025 alone, the Canary Islands welcomed more than one-point-five million foreign tourists—a nearly one percent increase compared to the same month in the previous year.

The protests centered on the strain tourism places on local communities, especially when short-term rentals reduce the availability of housing for permanent residents. Activists have called for tighter regulations on visitor numbers and stronger protections for the environment. However, these calls appear to be overshadowed by the economic incentives tourism offers the region.

Europe’s Densest Tourist Hotspots

When it comes to the number of visitors per square kilometre, Western Europe’s capitals dominate. Paris, unsurprisingly, tops the list with over four-hundred eighteen thousand tourists per square kilometre. The French capital’s world-renowned landmarks and cultural allure make it a magnet for global visitors, but this density poses serious challenges for traffic, waste management, and the livability of its central districts.

Athens and Copenhagen follow in second and third place respectively, with nearly eighty-nine thousand and sixty-four thousand visitors per square kilometre. These numbers indicate that while overtourism has often been associated with the Mediterranean, Northern and Central Europe are also experiencing heavy concentrations of visitors in specific urban areas.

Least-Crowded Destinations in Europe

While the spotlight remains on crowded cities and islands, the report also draws attention to the quieter corners of Europe that remain relatively untouched by mass tourism. In Bulgaria, the city of Targovishte reports only three-hundred and thirty-two overnight stays per resident—one of the lowest ratios on the continent. Similarly, Rybnik in Poland and Benevento in southern Italy maintain modest tourism levels, offering potential relief for travelers seeking less congested experiences.

One of the most remote and least-visited destinations is Jan Mayen, a Norwegian island located deep within the Arctic Circle. The island, which recorded zero tourist density, requires special permission to access, preserving its pristine natural landscape. Svalbard, another Arctic territory in Norway, and Teleorman in Romania also feature among the lowest-ranked destinations for visitor density, with minimal impact from tourism.

Greece, Croatia, Spain, Denmark, Bulgaria, Poland, Italy, Norway and Romania are facing rising overtourism pressures as soaring visitor numbers overwhelm small towns, fragile ecosystems, and local infrastructure. A new study reveals mass tourism is spreading beyond major cities, threatening sustainability across Europe.

Sustainability Challenges and the Road Ahead

The findings of the Which? Travel study offer a stark reminder of the complex dynamics at play in Europe’s travel industry. While tourism continues to be a key economic driver, the unbalanced growth in visitor numbers—particularly in smaller or seasonal communities—raises important questions about long-term sustainability. From housing affordability and local quality of life to environmental preservation, the consequences of overtourism extend far beyond packed beaches and crowded city squares.

Destination managers and governments across the continent are increasingly being urged to implement solutions such as tourist caps, regulated short-term rentals, sustainable tourism certification, and diversification of travel routes to redirect tourist flows.

As travelers look ahead to summer getaways, the growing visibility of overtourism challenges could lead to more mindful choices—favoring lesser-known regions, off-season travel, and respectful exploration. Only through such shifts can Europe’s most beloved destinations retain their charm while safeguarding the communities that call them home.

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