Rethinking Overtourism: How to Travel Responsibly

Every year, destinations and activities around the world make headlines by appearing on so-called “no/yes lists.” These roundups are useful for sparking conversation, but they also raise a bigger question: How can we create opportunities for responsible travel in destinations under pressure?

The truth is, overtourism isn’t just about crowded alpine trails or fragile wildlife encounters. It’s a global challenge. We need to ensure our travel choices don’t harm the very places, people, and cultures we’ve come to experience.

3 case studies in responsible travel

• The Jungfrau Region, Switzerland: With its breathtaking alpine landscapes, Jungfrau attracts millions of visitors each year. Tourism contributes CHF 20.8 billion (US $26.4 billion) to Switzerland’s economy and sustains nearly 183,000 jobs. But overtourism brings challenges: trail erosion, biodiversity loss, housing pressures from short-term rentals, and infrastructure strain during peak seasons.
  
  The good news is that Switzerland has built strong sustainability tools travelers can lean on. The Swiss Travel System makes it easy to explore by train, bus, or boat on a single pass, cutting car use and emissions. Car-free villages like Wengen and Mürren show how mobility systems can protect both air quality and visitor experience. And the Swisstainable Service Providers database helps travelers identify hotels, restaurants, and operators committed to reducing their footprint.

• Barcelona, Spain: Few cities illustrate the cultural tensions of over tourism more vividly. With nearly 12 million visitors annually, Barcelona’s residents face rising rents, overcrowded streets, and pressure on public services. The city has responded with programs like the Commitment to Sustainable Tourism Barcelona (CSTB) and Biosphere Certification, which recognize and support local businesses adopting environmental and social best practices.

• Elephant tourism, Asia & Africa: For years, elephant rides and bathing sessions were sold as “bucket list” activities. Today, travelers are recognizing the cruelty behind those practices and shifting toward conservation-based encounters. Ethical sanctuaries like Anantara Golden Triangle (Thailand), Atua Enkop (Kenya), and Wild Horizons (Zimbabwe) show that wildlife tourism can support both animal welfare and local communities when done right. Safari operators are also increasingly seeking accountability through frameworks like Responsible Tourism Tanzania (RTTZ) and GSTC-aligned wildlife standards, which evaluate environmental impact, animal welfare, and community benefit.

Together, these examples show the same truth: We don’t need to stop traveling. We need to travel differently.

The Jungfrau Region doesn’t need to be on a “no list,” Barcelona doesn’t need to push back visitors at the expense of its economy, and elephants don’t need to be reduced to tourist attractions. All three can serve as case studies in how we guide tourism responsibly.

When we align our choices with sustainability and ethics, travel becomes more meaningful, not just for us, but for the communities, cultures, and ecosystems we touch along the way. Because the most unforgettable moments, whether it’s stepping off a Swiss train into the Alps, sipping vermouth in a Barcelona square, or watching elephants splash in a river, are the ones where our presence helps, not harms.

• Travel off peak: Visit in shoulder seasons to reduce strain on infrastructure and spread economic benefits year round.

• Go car-free when possible: Use public transit systems like Switzerland’s Swiss Travel System or support destinations that design for mobility without cars, like Wengen and Mürren.

• Support certified and local businesses: Book eco-certified hotels, women-led tours, and locally owned restaurants. In Switzerland, the Swisstainable Service Providers database can help you identify responsible operators.

• Choose low-impact activities: Opt for guided walks, rail journeys, cultural immersion, or wildlife observation rather than overcrowded peaks, helicopter tours, or exploitative animal encounters.

• Think beyond the trip: Consider how your presence impacts local housing, water, and waste systems. Choose longer, more meaningful stays over frequent short visits to minimize environmental and social impact.

For more inspiration and insider recommendations, visit our sustainable travel page.