Risks & Rewards: Overtourism Drives Travellers Toward Riskier Destinations

As overtourism blights the world’s most popular destinations, some travellers are opting for less-frequented places and off-season travel. According to the Spring 2025 Global Rescue Traveler Sentiment and Safety Survey, this shift in behaviour may offer quieter, more authentic experiences, but it also increases traveller risk.

 “People are turning away from overrun cities in search of meaningful escapes, but that trade-off often comes with greater personal risk,” said Dan Richards, CEO of The Global Rescue Companies and a U.S. Travel and Tourism Advisory Board member at the U.S. Department of Commerce. Global Rescue is a provider of medical, security, evacuation and travel risk management services.

“Infrastructure in these emerging destinations is frequently underdeveloped, especially in terms of emergency medical support. We’ve seen a 17% jump in security memberships in the last quarter.” 

The survey reveals that 61% of travellers have deliberately avoided a destination due to concerns about overcrowding, with Spain and Italy among the destinations frequently cited.

In seeking alternatives, they’re increasingly venturing into remote or lesser-developed regions, where medical infrastructure and emergency resources may be limited.   

 “This is a defining moment in travel behaviour,” Richards said. “Demand for personal security services among travellers is on the rise.”  

Key findings of the survey include: 

• 90% of travellers say they would consider a less popular alternative to reduce overtourism.  
• 69% have been disappointed by crowds in top destinations. 
• 77% prefer to travel off-season, with over half doing so “most of the time.” 

“These results confirm that overcrowding is more than an inconvenience — it’s actively shaping traveler behaviour,” Richards said. “But as more people explore the road less travelled, we must recognize the increased challenges and risks they may face along the way.” 

As locations like Venice, Barcelona, and Bali continue to implement restrictions to manage overtourism, travellers are redirecting themselves to places that are quieter but often ill-equipped to handle crises — from natural disasters to medical emergencies. 

“Sustainable tourism isn’t just about protecting destinations,” Richards said. “It’s also about protecting travellers. While spreading out visitation helps preserve culture and environment, it also demands smarter planning — by governments, the travel industry, and individuals alike — to ensure safety isn’t sacrificed in the process.” 

Global Rescue advises travellers to prepare for the added risks that come with venturing off the beaten path by securing travel protection that includes medical evacuation and emergency response services.