Overtourism in Europe: When the Wealthy Invade Local Paradises

Overtourism is emerging as the major threat of the summer season, particularly in so-called trendy destinations. In Europe, from picturesque villages in Spain to secret coves in the Cyclades, overtourism is everywhere. The culprits: low-cost flights, all-inclusive trips, and the influence of social media, which have transformed these little paradises, once reserved for a niche market, into tourist magnets.

Looking at the ten most visited cities in Europe, we see that Dubrovnik, the pearl of Croatia, now has 36 tourists per capita, while Venice has 21, as does the old town of Rhodes. Florence, Heraklion, and Amsterdam have around 13 tourists per capita: a difficult situation for locals, especially during the summer months.

To mitigate this phenomenon, some destinations have focused solely on luxury tourism. Higher prices and better quality services attract more affluent travelers. This more selective and limited clientele generates as much revenue for local tourism infrastructure and businesses without jeopardizing the environment and the well-being of the local population, as is the case in mass tourism destinations.

But this choice also has its drawbacks, starting with the inaccessibility of popular places, such as beach resorts, cafés, and restaurants, to locals with more modest incomes, and the increasing privatization of the most trendy spots.

This is the case in Comporta, a seaside village in Portugal, once an authentic fishing village, which has gradually become a target for bohemian-chic tourism and is now very exclusive, resulting in the creation of beach resorts where it costs almost $200 a day to rent a parasol and two deckchairs, and villas are rented for around $5,000 a night.

For locals, already burdened by skyrocketing housing prices, access to beaches is becoming increasingly difficult. The Portuguese Environment Agency (APA) has found that many beaches in the region have been privatized, a practice that is illegal.

According to Euronews, American real estate mogul Mike Meldman (founder of Casamigos, in partnership with actor George Clooney) is the owner of a new luxury resort in Comporta, Costa Terra, which has been criticized for restricting access to the coast. While controversy rages in Portugal, the same situation can be found in Paros, Greece. The number of tourists in the country increased by 13% last year, with 40.7 million visitors. Locals in Paros, the pearl of the Cyclades, have launched the “towel movement,” spontaneous demonstrations by residents to reclaim beaches occupied by high-end beach resorts that are inaccessible to them.

Overtourism and rising prices are also wreaking havoc in the Balearic Islands: Spain's second most popular destination after Catalonia, the archipelago welcomed 18.7 million tourists last year, an increase of 5% compared to 2023. The local population is just 1.2 million. While tourism brings in 45% of the archipelago's income, the downside is now clearly visible: housing has become increasingly expensive, jeopardizing public services that are understaffed, as workers prefer to live elsewhere.

Given the alarming context for luxury tourism, a question arises: where are the ultra-rich going to find peace and quiet and escape local controversies? New destinations are emerging, discreetly. The small Cyclades islands are appearing on the map of chic vacation spots. Peaceful and popular mainly with Greek tourists, the tiny island of Koufonissi, with its characteristic village, windmills, and tropical-colored beaches, has become a must-see for wealthy people seeking tranquility. Once very affordable, fishermen's houses are now being rented for around $1,000 a night. Despite the proliferation of exclusive establishments, it is still possible, though perhaps not for much longer, to find a mid- to high-end hotel with prices around $300 a night in August, but places are limited.

While Comporta in Portugal has lost some of its authenticity, the wealthy are heading to neighboring Melides, where a major center and residence for contemporary artists has just opened, the Melides Art. Fashion designer Christian Louboutin, after buying a villa in Comporta in the 1980s, recently moved to Melides in search of the atmosphere that Comporta has lost.