It was a day so hot that I could have fried eggs on the bonnets of the Fiat Cinquecentos that were parked along the road. Had I been in Rome or Florence, I would have been a sweaty, frazzled mess, tired out by waiting in line for everything from an ice-cream and a museum to even a shady spot beneath a tree.
Luckily, I had rejected those cities and had, instead, chosen Perugia, where I could walk straight into the town’s best gelateria, see one of Italy’s richest art collections – at the Galleria Nazionale dell’Umbria – and avoid the crowds.
Until recently, on-the-rise destinations such as, say, Evora, Thessaloniki, Perugia and Chiang Mai lived in the shadows of their better known compatriots, Lisbon, Athens, Florence and Bangkok, but now they’re ready to become favourites in their own right.
Taking the heat off
Overtourism can be detrimental to residents, to destinations, their attractions and infrastructure, and to tourists themselves.
The numbers that flood cities in peak months are staggering, as a recent report from Which? Travel showed.
Overnight stays on Zakynthos and Istria, said the report, outnumbered residents by 150 and 133 to one, respectively, while another metric showed that Paris had the most overnight stays per square kilometre (418,280), followed by Athens (88,534).
Meanwhile, McKinsey and Company’s 2024 State of Travel and Hospitality report noted that 80% of travellers choose to visit just 10% of the world’s tourist destinations.
Such numbers are unsustainable, and cities and countries have been taking steps to protect their cultural, built and natural heritage by imposing tourist taxes, visitor caps and entry fees to contain tourism.
In tandem with this, there have been efforts by travel agents and tourist boards to promote alternative destinations, dispersing holidaymakers to cities and countries that have been largely overlooked.
Suggest the Hague over Amsterdam to your clients, and they’ll be able to enjoy outstanding galleries at their leisure; recommend Madagascar instead of Mauritius if they’re after secluded beaches; and highlight family friendly attractions in Valencia over Barcelona.
Further afield, InsideJapan’s ‘under tourism’ initiative has selected five prefectures – Toyama, Nagasaki, Nagoya, Yamaguchi and Aomori – that don’t receive much tourism, despite being ready and desirous of it, while Contiki’s ‘Borneo Adventure’ offers nature-lovers more than Bali does, including the chance to see orangutans, pygmy elephants, sun bears and proboscis monkeys.
Coming to the fore
“Holiday-makers are now far more interested in places that have, for decades, been lagging behind,” says Patrick Millar, Senior Manager and Head of Marketing for Kirker Holidays.
“Bookings to both Austria and Morocco are up by more than 50%, while culturally rich cities such as Genoa, Perugia, Montpellier and Thessaloniki, which all have terrific amenities and are easy to discover on foot, are proving extremely popular with clients looking for a long weekend.”
Millar says that traditionally lesser-visited destinations have been gathering momentum over recent years, helped in no small measure by affordability, a proliferation of direct flights that have improved accessibility, a warm welcome from the locals and, of course, a growing desire to be somewhere quiet and unexplored.
Sunvil, too, has seen increased bookings for “less obvious” areas of premier European destinations including Italy, Portugal, the Azores, Spain and Croatia, as well as increasing interest in Scandinavia.
What draws clients to new places, says Sunvil’s Chairman, Noel Josephides, is the promise of authentic experiences and interactions with locals.
“Many holidaymakers are travelling to learn about different cultures, to taste different foods and to enrich their lives. They want to visit the street markets, restaurants and shops that the residents go to, and they want their money to help drive the local economy or fund conservation initiatives.”
How agents can help
Travel companies rely on agents to advise their clients accordingly, says Josephides. “They have a vital role to play, listening to what holiday-makers wish to experience, and then informing them of where they can find exactly what they are looking for in a location that isn’t overwhelmed by visitors.
“By finding the right holiday for each person, they make everyone a winner – travel brands, their companies, the destinations and, above all, their clients.”
If you’re wondering how best to promote alternative destinations when your clients are desperate to see Paris, or Rome, or Barcelona, then consider Millar’s advice.
“Clients will want to visit those cities, but there are ways of helping them make more sustainable choices. They can, for example, opt to stay in the lesser-known districts, and eat at restaurants in those areas, or visit off-peak. Rome is a year-round destination and Venice is magical in winter.”
Beyond that, his suggestions for how best to encourage clients to select up-and-coming places is to pique their interest with authentic, practical advice.
“Your customers come to you for your expertise, so make sure you know what makes the places you are selling special. Be specific – tell them about that excellent private museum, or the shallow sandy beach that’s perfect for teaching toddlers to swim.”
Millar also emphasises the importance of understanding each person’s motivation for wanting to travel. “If you have a couple saying they want to go to Paris because that’s where they met, for example, then of course you must sell them that holiday.
“But if you’ve got customers who say they want a city-break and are open to suggestions, then you can guide them accordingly. Fine dining, history, culture, great entertainment – many second cities have these in abundance.”
Worth a second look
Thessaloniki: Greece’s UNESCO-listed second city, with its remarkable Byzantine architecture, thriving port and waterfront promenade makes for an excellent city break.
Albania: In the Adriatic on Southeastern Europe’s Balkan Peninsula, its rugged coastlines, secluded bays, national parks and fascinating cities will appeal to clients of all ages and interests.
Madagascar: A great alternative to popular safari destinations such as Kenya or Indian Ocean islands like Mauritius, this island offers abundant wildlife, sweeping beaches and distinct cultural activities.
Algeria: With its Roman ruins and desert landscapes, the North African nations stands up to more popular locations in the region such as Egypt.
BOOK IT
Explore has a new nine-day ‘Algeria’s Sahara Desert Adventure’ tour for 2026, priced from £1,795pp. explore.co.uk
XENIA TALIOTIS
Xenia is a London-based writer and editor who longs to live elsewhere. She writes regularly for The Telegraph and The Times.
