10 Destinations Set to Trend in 2025 as Travelers Seek Overtourism Alternatives

Anyone who has tried to capture that postcard-perfect shot of the blue-doored homes above Santorini’s rocky coastline knows what overtourism feels like. Standing in long lines and jostling for that iconic view often leaves visitors wishing they were anywhere but in the crush of humanity surrounding them, no matter how stunning the scenery.

And it’s not just Greece, Spain, or Venice, Italy. According to Statista, Croatia tops the list for overtourism, with Dubrovnik experiencing an overwhelming 36 tourists per resident—a figure recorded before the pandemic and the surge of revenge travel that followed.

Tourism is projected to hit a record $11 trillion in 2024, with the UN World Tourism Organization (UNWTO) reporting 790 million international tourists in the first seven months of the year—an 11% increase from 2023, though still slightly below pre-pandemic levels. While nations and destinations welcome the economic boost, unchecked growth raises concerns about overtourism’s impact on communities.

“One of our greatest challenges as travel sellers is to constantly deliver new destinations and present familiar ones in a fresh, creative way,” says Ignacio Maza.

With 80% of travelers concentrated in just 10% of global destinations, Maza warns that overtourism threatens the authenticity and sustainability of travel. He advocates for crafting itineraries that explore uncharted territories and delve deeper into a destination’s essence.

Maza, who has built operations and strategies for National Airlines, Pan Am, and American Express, most recently worked with Virtuoso and Signature Travel Network to promote luxury travel experiences. Today, as a luxury travel consultant for Signature Travel Network under the name Wandermaza, he continues to inspire.

Despite the challenges, Maza highlights plenty of destinations for savvy travelers seeking less-crowded adventures. Here are his top picks for 2025, featuring vibrant cities, tranquil escapes, and authentic cultural experiences:

1. Montreal, Canada

Montreal offers a vibrant mix of history, creativity, and culinary delights. A UNESCO City of Design, it is home to world-renowned entertainment like Cirque du Soleil and attractions such as Parc Jean-Drapeau, Old Montreal, and the Montreal Botanical Garden. The city combines bustling markets with exquisite dining to create a sensory experience for all tastes.

2. British Virgin Islands

With new direct flights from Miami via American Airlines, these islands are reclaiming their status as a Caribbean gem. While The Baths in Virgin Gorda are famous, Anegada’s pristine beaches and vibrant underwater world offer quieter snorkeling and diving opportunities.

3. Peru

Beyond Machu Picchu, hidden treasures like Choquequirao provide more secluded experiences. Travelers can also enjoy the luxurious Belmond Andean Explorer train, which offers breathtaking views and top-tier service through Peru’s stunning landscapes.

4. Berlin, Germany

As 2025 marks the 80th anniversary of World War II’s end, Berlin remains a city of “living history.” Visitors can explore neighborhoods, landmarks like the Brandenburg Gate, and historic sites such as Tempelhof Airport, now a public park and poignant reminder of the Berlin Airlift.

5. Laos

Despite some recent news, this Southeast Asian gem offers quiet natural beauty and cultural heritage. Travelers can cruise the Mekong River or embark on a luxury riverboat journey to the Golden Triangle for an intimate exploration of Laos’ hidden treasures.

6. Marrakesh, Morocco

This vibrant city captivates with its ancient medina, bustling souks, and luxurious hotels like The Royal Mansour and The Oberoi. Visitors can experience Moroccan culture through gardens, night markets, and even a night in the nearby desert under the stars.

7. Fiji

Accessible via new direct flights from Dallas to Nadi, Fiji offers visitors the chance to connect with its rich culture, indulge in traditional cuisine, and explore its idyllic islands and marine life.

8. Patagonia, Argentina

While Torres del Paine in Chile is well-known, Argentina’s El Chaltén offers exclusivity. At Explora Lodge, guests enjoy all-inclusive amenities and private hiking experiences within a nature concession.

9. Bhutan

With its high-value tourism model, Bhutan offers authentic experiences in a land untouched by mass tourism. Visitors can explore with guides, stay in luxury accommodations like Aman and Six Senses, and immerse themselves in Bhutan’s rich cultural heritage.

10. Botswana

Known for its well-managed tourism, Botswana offers intimate safari experiences with small, exclusive lodges and private outings. While not inexpensive, the country delivers unmatched value in luxury and authenticity.

Creative Solutions for Advisors

To help clients avoid overtourism while crafting unforgettable experiences, Maza suggests the following strategies:

• Craft counterintuitive itineraries: Explore residential neighborhoods, visit attractions during off-peak hours, and collaborate with local specialists for unique experiences.
• Plan long-term: Adopt a “financial planner” approach to cultivate lasting client relationships and focus on sustainable tourism.
• Know your clients: Understand their passions, interests, and travel aspirations through in-depth interviews.
• Stay connected: Maintain strong relationships by tracking life events and future travel plans.
• Be creative: Unleash originality in your itineraries by incorporating hidden gems and authentic cultural encounters.

By encouraging travelers to explore beyond the usual tourist hotspots, advisors can foster meaningful experiences while contributing to a more sustainable travel industry.