Despite the intense demonstrations against overtourism that took place this summer, there is some encouraging news. For every tourist destination in Europe that is already at capacity, there are a great many other locations all over the world that are in desperate need of more tourists.
It is possible that St. Mark’s Square in Venice is home to more visitors than pigeons, Barcelona has witnessed an increase in the level of hostility directed towards tourists, and the clifftop trails in Cinque Terre, Italy, may feel like a line at a supermarket. On the other hand, beyond these and other popular destinations are locations that are just as culturally rich but do not get the same amount of visitors. There are towns all around the world that are begging to be visited by visitors, and there are hiking paths where you won’t see a single person for the whole day.
In spite of the fact that we frequently hear about the damaging powers of tourism in major cultural sites, the money that tourism brings in helps to create much-needed infrastructure and communal spaces in countries that are less developed. It provides opportunities for employment and training, as well as the opportunity for people to proudly showcase the culture and customs of their nation. When it is properly managed, tourism has the potential to be a thriving economic stream that brings people together around experiences and values that they have in common. It is not necessary for it to mimic the problems that we have encountered this summer.
When it comes to countries that are utilizing tourism as a tool to develop better economies and embracing travelers with open arms, these four places are just a few examples of the many possible destinations.
Greenland
Greenland is getting set to welcome a growing number of tourists as a result of the inauguration of a new international airport in the capital location of Nuuk later this year. Additionally, another international landing strip is scheduled to be constructed in Ilulissat, which is located in the northern tourism capital, in the year 2026. This event represents a significant turning point in Greenlandic tourism. Up until this point, Greenlandic international runways had not been long enough to accommodate big aircraft. As a result, travelers have been forced to pass via Kangerlussuaq, a former military installation of the United States, and then be transported on a smaller plane to their final destinations.
With the new infrastructure, not only will more tourists be able to fly directly into the capital, but also, and perhaps more importantly in a nation that imports a great deal, more goods will be able to enter the country, and larger quantities of its export products, including seafood, will be able to leave the country. This will hopefully lead to an economic boost for the entire nation. The construction of the airport may be paid for in part through tourism, which also helps to offer employment opportunities and stability for the future.
There are two primary types of tourism that Greenland is primarily focused on. The first type of tourism is adventure tourism, which encompasses a wide range of activities, such as rock climbing in Eastern Greenland, whale watching, and camping on the Greenland Ice Sheet. The other type of tourism is known as year-round tourism, which places a focus on dark sky tourism, which includes activities like as stargazing and observing the northern lights in particular.
Getting visitors to visit Greenland during the summer has proven to be far simpler than doing so during the winter. However, in order to provide locals with employment opportunities throughout the year, it is necessary for tourists to visit during the off season as well. Attracting visitors to locations where the sun hardly shines during the peak of winter – and when temperatures may drop to -50 degrees Celsius – may appear to be a struggle; yet, the country has made a virtue out of it by establishing sky view cabins and igloos for experiences that are focused on the aurora borealis.
Tanny Por, who is the head of international relations at Visit Greenland, is eager to emphasize that it is not a question of number over quality. She also notes that the objective of the country is to have eighty percent of the people view tourism as something that gives a good contribution to society. “Airports cost a lot, so we do have to encourage a lot of tourists to come,” she said to reporters, “but we will be doing this in a balanced way, so as not to overrun local people.”
Por has recently returned from a journey in which he had the opportunity to investigate the travel prospects available in North Greenland. When the new runway in Ilulissat opens in 2026, North Greenland will be accessible by direct international flights once again.
“I went to a tiny town of 1,000 inhabitants, Qasigiannguit, and it was fantastic,” she said to me. “There are musk ox in the backwoods, historical reenactments at the local museum, and a great number of whales! They were wherever we walked, and I heard them before I saw them from my bedroom. They were everywhere we moved.
Morocco
As it continues to expand its tourist infrastructure and build new hotels in preparation for the World Cup in 2030, which it will co-host with Spain and Portugal, Morocco is another nation that is eager to welcome more visitors from other countries. The nation in North Africa views the event as a perfect chance to enhance tourism and has set a goal to quadruple the number of tourists who visit the country by the year 2030, reaching an astounding 26 million visitors annually.
It is predicted that the nation will require a minimum of 100,000 additional beds in order to accommodate the visiting football fans and teams. The government has been working hard to make up for the gap, and several foreign hotel chains have provided assistance in order to meet the demand. The outcome is that a multitude of new lodgings will be opening around the nation. These include the Waldorf Astoria in Tangier, as well as 25 new Radisson Hotels that are scheduled to open by the year 2030. Additionally, many hotels will be reopening following the tragic earthquake that occurred the previous year.
Barbara Podbial has been traveling to Morocco for over twenty years, and she currently works as a specialized consultant for the travel service Flee Winter. At her experience, she has witnessed the positive impact that tourism has had on the nation.
“Tourism has had a positive impact in Marrakesh,” according to her statement. “You can see it in the cleanliness of the streets, it is very safe, and people are not pressuring you to buy things like they used to do previously. This is a significant improvement.” On the other hand, because there are so many low-cost airlines that bring in visitors, it might seem rather crowded.
When it comes to the development of Morocco’s tourist business, increasing the number of aircraft that make their way into Marrakesh is surely a part of the plan. As a result, it is quite doubtful that the city will get calmer in the near future. Nevertheless, when it comes to the World Cup, the focus will be on the towns in Morocco that are not as frequently visited. These cities include Casablanca, Agadir, Fez, Rabat, and Tangier. These cities are now undergoing renovations to their stadiums, tourism is being further expanded, and hotels are being constructed.
Fez, the cultural center of Morocco, where the largest medina in the world can be found and which is not overrun with tourists, is the site that Barbara recommends among these locations. Taroudant, popularly known as “little Marrakesh,” is another site that she suggests seeing on a day trip from Agadir, which is a popular destination for vacation packages. “It’s a short drive from Agadir and is an authentic, non-touristy city,” she said to me. Surf lessons are available on sandy beaches along the coast near the fishing hamlet of Taghazout, which is also close to Agadir. Those who are planning a vacation to Marrakesh may also add an excursion to the High Atlas mountains, which are located a couple of hours away by car.
In light of the fact that Morocco is placing a greater emphasis on the development of its big towns, the key to having a genuine vacation there may be to utilize these cities as a base to explore the smaller, less frequented areas that are located nearby.
Serbia
In the neighboring country of Croatia, tourism has been a resounding success, and Serbia does not have to look very far to find an example of a successful travel industry. Despite the fact that the city of Dubrovnik has experienced difficulties as a result of excessive tourism, Serbia is strongly committed to sustainable development. The country is collaborating with the Global Sustainable Tourism Council to develop programs that do not encourage mass tourism but instead seek to find a more sensitive and culture-oriented trajectory for the future.
One reason for this is because the tourist strategy of the country has undergone certain changes. Previously, the emphasis was placed mostly on city experiences, such as those that were available in Belgrade. Nevertheless, as a result of the realization that tourism has the potential to assist in the diversification of rural lifestyles and the improvement of local economies, mountain tourism, rural tourism, and spa and wellness products have become an essential component of the mix.
“In Serbia, people see the word ‘tourist’ as a positive thing,” said George Colvin-Slee, a Serbia expert counsel at Cox & Kings. “Tourist” is widely used in the country. “It’s an undiscovered place for a lot of people – we send more people to Albania and Bosnia – but it’s got some really impressive spots.”
There are natural springs in the foothills that provide water to resorts and spa hotels, and the mountains of the nation attract skiers in the winter and hikers in the summer. Ecotourism is emerging in the hills, and birding is also becoming more popular. Moreover, while vacationers are taking pleasure in these activities that are surrounded by nature, local businesses are receiving a boost, and employment opportunities are becoming more stable. The growth of foreign tourism in 2023 was twenty percent, indicating that it is functioning.
Colvin-Slee suggests that you go to Novi Sad, which is the second largest city in the country. Due to the fact that this region has a Hapsburg background, you will encounter chocolate-box structures similar to those found in Prague and Budapest; nonetheless, there are seldom any visitors in this destination. Additionally, the cuisine is influenced by Austrian cuisine, such as strudel and goulash. Additionally, there are some wonderful attractions to see, such as the Petrovaradin Fortress, which is known as the “Gibraltar of the Danube.”
Georgia
Georgia, which is bordered by Turkey, Russia, and Azerbaijan by the Black Sea, has ambitious ambitions to attract a wide range of tourists, including cruise tourists, handicapped tourists, and independent travelers. Their plans include establishing a large port at Batumi, which is the second largest city in the country. This new development plan for the next ten years encompasses a wide range of initiatives, including the creation of international signs to enable tourists to independently explore the country, as well as the enhancement of accessibility, public transportation, and cruise ship ports when they become available.
“Tourism is relatively new in Georgia,” said Natalie Fordham, a Georgia specialist with Wild Frontiers, a tour operator that specializes in unusual and risky areas. Wild Frontiers is a company that offers customized vacation packages. “It provides a career path that is relatively new, and as a result, we see really fantastic guides,” They are quite enthusiastic about being a part of it, they have a strong command of the English language, they learn how to adjust to different people, and a significant number of our tourists become friends with them and feel compelled to return.
Some of the features that you may take for granted in Western Europe, such as a wide paved road network, are not yet present in this nation, which is still in the process of building its tourist industry. Nevertheless, there is optimism that the cash generated by tourism would be able to assist in driving projects of this nature regarding infrastructure.
“Tbilisi is my favorite capital city in the world,” remarked Fordham. “It has charming cobbled streets, a real aesthetic, old fortress walls, museums, and numerous other attractions.” In addition, there are cave towns, Soviet architecture and history (here is the place where Stalin was born), the mountains in the north and south, cathedrals and monasteries that are listed on the UNESCO World Heritage List, and a flourishing wine and cuisine scene. Because there is so much to see, you should plan on spending at least a week there.
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