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Writer's pictureBeth Raffell

No overtourism here!

This is Europe, off-the-beaten track...

Outbound tourism from the UK is well and truly booming and 2024 has lived up to predictions of being a record breaking year for the travel industry.

The pandemic of 2020-22 brought travel to a near standstill from the UK. It was followed by a surge in inflation and a cost of living crisis in 2023 and this loomed large over the travel industry. 


Since then popular European destinations like the Canary Islands, the Balearics, Barcelona and Venice have been grappling with some of the negative effects of mass tourism. Residents are pushing back and the need to protect both the environment and local communities have become critical issues in some destinations as increased foot traffic brings pollution, disruption to wildlife and nature, and anger from disenchanted residents.


The good news is that this doesn’t have to be the future of European travel. Tour operators, travel agents and consumers can all choose to travel differently. With countless remote and under-explored destinations across the continent, travellers can experience lesser-known and beautiful locations without contributing to overtourism. 


So to help tour operators to think outside the box a little we've put together a selection of incredible alternatives for 2025, showcasing off-the-beaten-track experiences delivered by expert DMCs to help your clients to enjoy Europe’s hidden gems and the uniqueness of these destinations in peace, while reducing the strain on overcrowded hotspots.


GO EAST!


Armenia - with Caucasus Holidays

First on our list is Armenia - a fascinating destination often overlooked by tourists considering travel to Europe, simply because they don’t know what’s there. It is amazing!

Armenia is a hidden gem, offering a rich history, breathtaking landscapes and an incredible cultural heritage. It was the first country in the world to adopt Christianity as its religion in the third century AD. Its cuisine is influenced by Persia, Turkey and Central Asia, offering travellers delightful culinary experiences; and it’s been a hub for wine making since around 6,000 BC. 


While popular spots like Mtshketa, Sevan, and Geghard attract visitors, Armenia offers lesser-known, secluded treasures that are perfect for getting off the beaten track. One such hidden gem is Mount Aragats, an isolated volcano that stands as Armenia's highest peak at 13,420 feet. Despite its breathtaking views and adventurous hiking opportunities, it remains relatively untouched by the crowds. Along the ascent, walkers can discover remote monasteries and visit the stunning Gegharot Waterfall, situated at 3,000 metres above sea level on Aragats' slopes.


Also, don't miss the opportunity to explore Amberd Fortress, a well-preserved 7th-century structure offering panoramic views of the surrounding plains. Or for a unique cultural experience, head 20km northeast of Byurakan to see the Armenian Alphabet Monument, created in 2005 to honour the 1,600th anniversary of Mesrop Mashtots' invention of the Armenian script.

Armenia is a great choice for travellers wanting to get away from crowds and explore new places - places they'll share stories about for years to come.

Caucasus Holidays is a very professionally run DMC that creates group and tailor-made trips with an emphasis on authenticity. Explore ancient Christian sites, dine with locals while enjoying traditional folk music, and visit Areni, home to one of the world's oldest known wine cellars. 


Also, with recently introduced direct flights from London to Tbilisi in Georgia, it is now easier to access Armenia than ever before so now is the time to prepare a programme.


Georgia - with VisitGeorgia

Georgia, straddling the line between Europe and Asia, is a country full of surprises and still somewhat off the mainstream tourist radar.

Home to some of the world’s oldest monasteries, churches, and cave towns, Georgia also boasts the towering peaks of the Caucasus Mountains and a 10,000-year-old wine-making tradition. Its warm hospitality, delicious food, and stunning landscapes make it the perfect destination for culturally rich adventures.


With increasing ease of travel—including new direct flights from London to Tbilisi—and a growing tourism industry, it’s no wonder that Georgia’s charms are winning over so many first-time visitors.


For those looking to explore beyond the well-known sites, regions like Svaneti and Kakheti offer unique experiences. Svaneti, nestled in the remote northwest, captivates with its rugged landscapes and mediaeval history. Dotted with ancient stone towers and UNESCO-listed churches, it’s a top choice for hikers and cultural explorers alike. Meanwhile, Kakheti, Georgia’s premier wine region, invites travellers to enjoy its rolling vineyards, historic monasteries, and traditional winemaking methods. From the cobbled streets of Sighnaghi to the scenic Alazani Valley, Kakheti offers a peaceful, off-the-beaten-track experience.

VisitGeorgia, a leading DMC in the region, crafts tailor-made itineraries that uncover both Georgia’s highlights and its hidden gems, making it a top choice for your clients seeking an authentic Georgian adventure.


HIDDEN GEMS OF THE SOUTH…


Madeira - with DMC Madeira

Madeira, Portugal's “pearl of the Atlantic,” is one of Europe’s coolest adventure spots. Although stereotypically considered an ‘older persons’ destination, it is actually perfectly suited to all ages and budgets with a variety of different activities on offer. Plus its subtropical climate makes it pleasant to visit and explore all year round.

This Portuguese archipelago is renowned for its stunning natural beauty and rich history, boasting dramatic cliffs, incredible local dishes paired with excellent wines and picturesque coastal villages.

Visitors can escape the crowds and get off the beaten track, whether visiting natural volcanic rock pools, walking through scenic levadas, spotting Madeira’s beautiful endemic species, biking along incredible mountain ranges, canyoning within lush forests, and more.


If that weren’t enough, there is a great selection of direct flight connections from the UK with a range of airlines and accommodation to suit all budgets including historic buildings, boutique hotels and charming hideaways.


DMC Madeira, based in Funchal, is one of the oldest and most well-established local tour companies on the island, focusing on helping their clients to discover the many gems of these islands in a personalised, unrushed way. They operate a wide range of tours across Madeira and Porto Santo - the little “sister” island. Anonymous, mass market tours are emphatically not what they do!


Portugal - with Splendid Portugal

Portugal continues to be a top destination for travellers, drawn in by its stunning beaches, mild climate, and pleasant weather year-round. In August 2024 alone, the country welcomed 3.8 million visitors, marking a 5.9% increase compared to previous years. However, with this rise in tourism comes the challenge of overcrowded hotspots like Lisbon and Porto which joined the protests this summer. For your clients desperate to see Portugal away from the crowds, there’s no better option than venturing off the beaten track.

Instead of heading west from Lisbon Airport, why not explore east to Marvão, a hidden gem near the Spanish border? Perched on a rocky outcrop, this Alentejan village boasts over 1,200 years of history, with remnants of its Moorish past and 17th-century walls still standing today. The tranquil streets and breathtaking views offer a peaceful escape from Portugal’s more visited cities.


For those with a passion for outdoor activities, the Mondego Valley presents an exceptional kayaking experience, while the Vicentine Coast offers spectacular hiking trails along rugged landscapes, all away from the typical tourist stomps. Travellers can connect with nature and explore Portugal's authentic, less-visited countryside.

Splendid Portugal, a local DMC crafting tailor-made tours since 2013, specialises in showcasing the best of Portugal’s culture and nature. Their immersive itineraries go beyond sightseeing, incorporating meaningful local interactions and adventure activities. From meeting local fishermen and witnessing how their fresh catch goes from sea to dish and joining bread, cheese, and jam workshops in the Schist Villages to biking through remote, beautiful villages and kayaking in Douro International Nature Park, Splendid Portugal allows travellers to enjoy Portugal’s hidden treasures — far from the crowds.


Spain - with SpainTOP

Spain is a destination loved by many and one which can be visited all year round. However, over-tourism has been a prevalent issue in popular Spanish spots like Barcelona, Malaga and Ibiza. Despite these issues, Spain is certainly not off the menu for travellers looking for a European adventure.

Whilst some tourists focus on iconic attractions like the Sagrada Familia or Park Güell in Barcelona and the beaches of Ibiza or the running of the Bulls in Pamplona, many others in Spain seek lesser-known places. 


With incredible experiences available year-round, travellers might consider flying during the off-season, typically from October to March, or choosing less crowded airports like Asturias or San Sebastian—ideal gateways for exploring the Asturias region.


SpainTOP is an expert DMC, dedicated to curating experiences that showcase the real soul of Spain. They are also one of the very few DMCs that can combine all these off-the beaten track experiences with a wide range of accommodation, from mid-range to luxury.

Why not diversify your portfolio with a selection of off-grid experiences such as; bear watching in the beautiful mountains in Asturias, hot air ballooning over the Alcazar in Segovia, stargaze with an astronomer in the dark skies of Extremadura or visiting lesser-known areas like Priorat and Ribera del Duero which produce some of Spain’s most acclaimed wines.

By partnering with DMCs that prioritise travel to remote destinations, visitors can discover Europe in a way that respects local communities and environments. You can help your clients avoid overtourism hotspots and plan their 2025 European adventures - both peacefully and authentically.


For more information on our DMCs in Europe, please get in touch with calvin@theadventureconnection.com 


Watch this space for more off-the-beaten-track destinations around the globe.


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