The most popular destinations have long dominated the global tourist imagination. They occupy an almost fixed place on the itineraries of millions of travellers – but this trend is changing. Overtourism is no longer merely a topic of debate; it is now directly influencing the way people choose where to go, leading more tourists to seek out less crowded destinations, where it is possible to enjoy more authentic experiences and forge a deeper connection with the places they visit.
Fewer crowds, more meaning
The signs of this shift are clear. Today, more than a third of travellers actively seek out quieter destinations, admitting that overcrowding has a negative impact on their experience. Even so, habits do not change overnight, as 77% continue to revisit the same destination on at least 20% of their holidays. This tension between the desire to discover something new and the tendency to repeat what is already familiar shows that tourism is going through a period of transition.
The rise of unlikely destinations
It is against this backdrop that other destinations are beginning to take centre stage. Less obvious places, off the beaten track, are attracting the attention of travellers who value uniqueness, authenticity and the thrill of discovery. Destinations such as Limón in Costa Rica, Savoie in France, or Ucluelet in Canada are becoming increasingly appealing thanks to their natural beauty, local identity and ability to offer experiences that are less predictable and more closely tied to the local area.
What does this mean for brands?
For brands in the tourism sector, this trend represents much more than a shift in preferences; it reveals a structural transformation in the way destinations are promoted and desired. The sector itself is already keeping pace with this evolution, with new flight routes and enhanced connections to countries such as Kazakhstan, Azerbaijan, Romania and Georgia, confirming the growing appeal of these markets and the desire to meet a demand that is more curious, scattered and discovery oriented. In this new context, communicating authenticity, highlighting the connection to the local area and positioning less obvious destinations as aspirational choices is no longer a niche opportunity but a strategy with real potential.
After all, this is what travelling is all about: swapping the predictable for the unexpected and returning with the feeling of having discovered something new.
These and other insights into the key trends in the tourism sector form part of the Global Travel Trends 2026 report, produced by the communications agency Message in a Bottle. Would you like to read more? Get in touch with us.
– Rita Carlos, Communication Consultant
