Best Practices and up to the minute news on Customer Experience Management and Service Excellence
Best Practices and up to the minute news on Customer Experience Management and Service Excellence
Iconic destinations like Paris, Venice, and Bali have attracted millions of visitors annually. However, crowded streets, rising costs, and strained relationships with locals have started to deter travelers.
This shift is even more evident as tourists increasingly look beyond the usual hotspots for quieter, more authentic experiences.
Research from major travel platforms reveals that vacationers are favoring lesser-known, uncrowded locations. According to Expedia’s Unpack ’25 travel trend report, which surveyed 25,000 respondents across 19 countries, nearly two-thirds of travelers said they are likely to visit a “Detour Destination”—somewhere off the beaten path between tourist hotspots—for their next trip.
Aside from getting lost in the crowd, there’s another reason travelers are seeking to avoid tourism hotspots: Their presence is not wanted.
Tensions have risen in places like Spain, where locals have demonstrated their distaste for overwhelming tourism with public protests. Many residents feel their backyards are overrun by visitors who don’t respect the land, resulting in new regulations and high tourism fees.
Several factors fuel the move away from heavily visited areas. For one, travelers are seeking destinations where they can immerse themselves in local culture without competing with throngs of fellow tourists.
Over-tourism in global hotspots has led to what some call “tourist fatigue” among residents, prompting destinations like Amsterdam and Greece to implement measures such as tourist taxes and restrictions on cruise ships. While necessary for preserving local quality of life, these efforts often create additional barriers for travelers.
Lesser-known destinations offer serenity and the chance to discover something unique, and tourists are taking notice.
Social media platforms like Instagram and TikTok play a significant role in inspiring wanderlust for under-the-radar locations. Influencers showcase stunning landscapes, charming village shops, and culinary treasures that feel personal and undiscovered.
This shift toward the undiscovered presents a golden opportunity for small businesses. By aligning with guests who don’t want to deal with the noise and fuss, hotels, restaurants, and others can position themselves as must-visit spots for travelers eager to escape the crowds.
Travelers seeking authenticity crave activities that connect them to the region’s culture, history, and traditions. Hotels can offer guided tours of historic sites, hands-on workshops with local artisans, or farm-to-table dining experiences showcasing regional cuisine.
Smaller destinations also have a powerful tool in digital platforms. By establishing a strong social media presence, secret spots can share scenic beauty with unique hashtags.
Conscious travelers also often prioritize sustainability. Eco-friendly practices such as locally sourced ingredients, energy-efficient accommodations, or partnerships with local conservation efforts are good for marketing and brand missions.
Another benefit to the lesser-known vacation destination is the unique ability to offer personalized service.
To tap into this growing market, businesses can craft compelling promotions tailored to adventure-seekers and those yearning for space.
As travelers increasingly seek solace from over-tourism, a chance is presented to redefine what makes a destination desirable.
This trend is an invitation to shine for lesser-known areas. By embracing the values of authenticity, sustainability, and exceptional service, hidden gems can transform into celebrated travel havens — one visitor at a time.
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