{"id":20927,"date":"2026-04-13T17:54:51","date_gmt":"2026-04-13T16:54:51","guid":{"rendered":"https:\/\/messageinabottle.pt\/?p=20927"},"modified":"2026-04-13T17:57:28","modified_gmt":"2026-04-13T16:57:28","slug":"a-mudanca-do-excesso-de-turismo-para-o-desconhecido","status":"publish","type":"post","link":"https:\/\/messageinabottle.pt\/en\/blog\/a-mudanca-do-excesso-de-turismo-para-o-desconhecido\/","title":{"rendered":"The shift from overtourism to the unknown"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">The most popular destinations have long dominated the global tourist imagination. They occupy an almost fixed place on the itineraries of millions of travellers \u2013 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.<\/span><\/p>\n<h4><b>Fewer crowds, more meaning<\/b><\/h4>\n<p><span style=\"font-weight: 400;\">The signs of this shift are clear. Today, <\/span><b>more than a third of travellers<\/b><span style=\"font-weight: 400;\"> actively seek out quieter destinations, admitting that <\/span><b>overcrowding<\/b><span style=\"font-weight: 400;\"> has a negative impact on their experience. Even so, habits do not change overnight, as<\/span><b> 77% continue to revisit the same destination<\/b><span style=\"font-weight: 400;\"> 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.\u00a0<\/span><\/p>\n<h4><b>The rise of unlikely destinations<\/b><\/h4>\n<p><span style=\"font-weight: 400;\">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 <\/span><b>Lim\u00f3n in Costa Rica, Savoie in France, or Ucluelet in Canada <\/b><span style=\"font-weight: 400;\">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.<\/span><\/p>\n<h4><b>What does this mean for brands?<\/b><\/h4>\n<p><span style=\"font-weight: 400;\">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 <\/span><b>new flight routes<\/b><span style=\"font-weight: 400;\"> and enhanced connections to countries such as <\/span><b>Kazakhstan, Azerbaijan, Romania and Georgia<\/b><span style=\"font-weight: 400;\">, 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 <\/span><b>authenticity, highlighting the connection to the local area and positioning less obvious destinations as aspirational choices<\/b><span style=\"font-weight: 400;\"> is no longer a niche opportunity but a strategy with real potential.<\/span><\/p>\n<p><strong>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.<\/strong><\/p>\n<p><strong>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? <a href=\"mailto:info@messageinabottle.pt\">Get in touch with us<\/a>.<\/strong><\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-20892\" src=\"https:\/\/messageinabottle.pt\/wp-content\/uploads\/2025\/12\/rita-pb-783x783.png\" alt=\"\" width=\"109\" height=\"109\" srcset=\"https:\/\/messageinabottle.pt\/wp-content\/uploads\/2025\/12\/rita-pb-783x783.png 783w, https:\/\/messageinabottle.pt\/wp-content\/uploads\/2025\/12\/rita-pb-768x768.png 768w, https:\/\/messageinabottle.pt\/wp-content\/uploads\/2025\/12\/rita-pb-520x520.png 520w, https:\/\/messageinabottle.pt\/wp-content\/uploads\/2025\/12\/rita-pb-800x800.png 800w, https:\/\/messageinabottle.pt\/wp-content\/uploads\/2025\/12\/rita-pb.png 945w\" sizes=\"(max-width: 109px) 100vw, 109px\" \/><\/p>\n<p>\u2013<em>\u00a0Rita Carlos,<\/em>\u00a0<em>Communication Consultant\u00a0<\/em><\/p>","protected":false},"excerpt":{"rendered":"<p>The most popular destinations have long dominated the global tourist imagination. They occupy an almost fixed place on the itineraries of millions of travellers \u2013 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 [&hellip;]<\/p>\n","protected":false},"author":10,"featured_media":20928,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[2],"tags":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>The shift from overtourism to the unknown - Message In a Bottle<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/messageinabottle.pt\/blog\/a-mudanca-do-excesso-de-turismo-para-o-desconhecido\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The shift from overtourism to the unknown - Message In a Bottle\" \/>\n<meta property=\"og:description\" content=\"The most popular destinations have long dominated the global tourist imagination. They occupy an almost fixed place on the itineraries of millions of travellers \u2013 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 [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/messageinabottle.pt\/blog\/a-mudanca-do-excesso-de-turismo-para-o-desconhecido\/\" \/>\n<meta property=\"og:site_name\" content=\"Message In a Bottle\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/messageinbottle\" \/>\n<meta property=\"article:published_time\" content=\"2026-04-13T16:54:51+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-04-13T16:57:28+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/messageinabottle.pt\/wp-content\/uploads\/2026\/04\/pexels-quang-nguyen-vinh-222549-2166711-scaled.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"2560\" \/>\n\t<meta property=\"og:image:height\" content=\"1708\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"MIB\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@MibLx\" \/>\n<meta name=\"twitter:site\" content=\"@MibLx\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"MIB\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/messageinabottle.pt\/blog\/a-mudanca-do-excesso-de-turismo-para-o-desconhecido\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/messageinabottle.pt\/blog\/a-mudanca-do-excesso-de-turismo-para-o-desconhecido\/\"},\"author\":{\"name\":\"MIB\",\"@id\":\"https:\/\/messageinabottle.pt\/#\/schema\/person\/fcc9c49ae8588ac0e400d132a5191cde\"},\"headline\":\"The shift from overtourism to the unknown\",\"datePublished\":\"2026-04-13T16:54:51+00:00\",\"dateModified\":\"2026-04-13T16:57:28+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/messageinabottle.pt\/blog\/a-mudanca-do-excesso-de-turismo-para-o-desconhecido\/\"},\"wordCount\":936,\"publisher\":{\"@id\":\"https:\/\/messageinabottle.pt\/#organization\"},\"image\":{\"@id\":\"https:\/\/messageinabottle.pt\/blog\/a-mudanca-do-excesso-de-turismo-para-o-desconhecido\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/messageinabottle.pt\/wp-content\/uploads\/2026\/04\/pexels-quang-nguyen-vinh-222549-2166711-scaled.jpg\",\"articleSection\":[\"Blog\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/messageinabottle.pt\/blog\/a-mudanca-do-excesso-de-turismo-para-o-desconhecido\/\",\"url\":\"https:\/\/messageinabottle.pt\/blog\/a-mudanca-do-excesso-de-turismo-para-o-desconhecido\/\",\"name\":\"The shift from overtourism to the unknown - Message In a Bottle\",\"isPartOf\":{\"@id\":\"https:\/\/messageinabottle.pt\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/messageinabottle.pt\/blog\/a-mudanca-do-excesso-de-turismo-para-o-desconhecido\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/messageinabottle.pt\/blog\/a-mudanca-do-excesso-de-turismo-para-o-desconhecido\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/messageinabottle.pt\/wp-content\/uploads\/2026\/04\/pexels-quang-nguyen-vinh-222549-2166711-scaled.jpg\",\"datePublished\":\"2026-04-13T16:54:51+00:00\",\"dateModified\":\"2026-04-13T16:57:28+00:00\",\"breadcrumb\":{\"@id\":\"https:\/\/messageinabottle.pt\/blog\/a-mudanca-do-excesso-de-turismo-para-o-desconhecido\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/messageinabottle.pt\/blog\/a-mudanca-do-excesso-de-turismo-para-o-desconhecido\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/messageinabottle.pt\/blog\/a-mudanca-do-excesso-de-turismo-para-o-desconhecido\/#primaryimage\",\"url\":\"https:\/\/messageinabottle.pt\/wp-content\/uploads\/2026\/04\/pexels-quang-nguyen-vinh-222549-2166711-scaled.jpg\",\"contentUrl\":\"https:\/\/messageinabottle.pt\/wp-content\/uploads\/2026\/04\/pexels-quang-nguyen-vinh-222549-2166711-scaled.jpg\",\"width\":2560,\"height\":1708},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/messageinabottle.pt\/blog\/a-mudanca-do-excesso-de-turismo-para-o-desconhecido\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/messageinabottle.pt\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"A mudan\u00e7a do excesso de turismo para o desconhecido\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/messageinabottle.pt\/#website\",\"url\":\"https:\/\/messageinabottle.pt\/\",\"name\":\"Message In a Bottle\",\"description\":\"Ag\u00eancia de Comunica\u00e7\u00e3o e Marketing\",\"publisher\":{\"@id\":\"https:\/\/messageinabottle.pt\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/messageinabottle.pt\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/messageinabottle.pt\/#organization\",\"name\":\"Message in a Bottle | Ag\u00eancia de Comunica\u00e7\u00e3o e Marketing\",\"url\":\"https:\/\/messageinabottle.pt\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/messageinabottle.pt\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/messageinabottle.pt\/wp-content\/uploads\/2019\/06\/mib-logo.png\",\"contentUrl\":\"https:\/\/messageinabottle.pt\/wp-content\/uploads\/2019\/06\/mib-logo.png\",\"width\":1721,\"height\":676,\"caption\":\"Message in a Bottle | Ag\u00eancia de Comunica\u00e7\u00e3o e Marketing\"},\"image\":{\"@id\":\"https:\/\/messageinabottle.pt\/#\/schema\/logo\/image\/\"},\"sameAs\":[\"https:\/\/www.facebook.com\/messageinbottle\",\"https:\/\/x.com\/MibLx\",\"https:\/\/www.instagram.com\/messageinabottle_agency\/\",\"https:\/\/www.linkedin.com\/company\/miab---message-in-a-bottle\",\"https:\/\/www.pinterest.pt\/mibconsulting\/\"]},{\"@type\":\"Person\",\"@id\":\"https:\/\/messageinabottle.pt\/#\/schema\/person\/fcc9c49ae8588ac0e400d132a5191cde\",\"name\":\"MIB\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"The shift from overtourism to the unknown - Message In a Bottle","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/messageinabottle.pt\/blog\/a-mudanca-do-excesso-de-turismo-para-o-desconhecido\/","og_locale":"en_US","og_type":"article","og_title":"The shift from overtourism to the unknown - Message In a Bottle","og_description":"The most popular destinations have long dominated the global tourist imagination. They occupy an almost fixed place on the itineraries of millions of travellers \u2013 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 [&hellip;]","og_url":"https:\/\/messageinabottle.pt\/blog\/a-mudanca-do-excesso-de-turismo-para-o-desconhecido\/","og_site_name":"Message In a Bottle","article_publisher":"https:\/\/www.facebook.com\/messageinbottle","article_published_time":"2026-04-13T16:54:51+00:00","article_modified_time":"2026-04-13T16:57:28+00:00","og_image":[{"width":2560,"height":1708,"url":"https:\/\/messageinabottle.pt\/wp-content\/uploads\/2026\/04\/pexels-quang-nguyen-vinh-222549-2166711-scaled.jpg","type":"image\/jpeg"}],"author":"MIB","twitter_card":"summary_large_image","twitter_creator":"@MibLx","twitter_site":"@MibLx","twitter_misc":{"Written by":"MIB","Est. reading time":"3 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/messageinabottle.pt\/blog\/a-mudanca-do-excesso-de-turismo-para-o-desconhecido\/#article","isPartOf":{"@id":"https:\/\/messageinabottle.pt\/blog\/a-mudanca-do-excesso-de-turismo-para-o-desconhecido\/"},"author":{"name":"MIB","@id":"https:\/\/messageinabottle.pt\/#\/schema\/person\/fcc9c49ae8588ac0e400d132a5191cde"},"headline":"The shift from overtourism to the unknown","datePublished":"2026-04-13T16:54:51+00:00","dateModified":"2026-04-13T16:57:28+00:00","mainEntityOfPage":{"@id":"https:\/\/messageinabottle.pt\/blog\/a-mudanca-do-excesso-de-turismo-para-o-desconhecido\/"},"wordCount":936,"publisher":{"@id":"https:\/\/messageinabottle.pt\/#organization"},"image":{"@id":"https:\/\/messageinabottle.pt\/blog\/a-mudanca-do-excesso-de-turismo-para-o-desconhecido\/#primaryimage"},"thumbnailUrl":"https:\/\/messageinabottle.pt\/wp-content\/uploads\/2026\/04\/pexels-quang-nguyen-vinh-222549-2166711-scaled.jpg","articleSection":["Blog"],"inLanguage":"en-US"},{"@type":"WebPage","@id":"https:\/\/messageinabottle.pt\/blog\/a-mudanca-do-excesso-de-turismo-para-o-desconhecido\/","url":"https:\/\/messageinabottle.pt\/blog\/a-mudanca-do-excesso-de-turismo-para-o-desconhecido\/","name":"The shift from overtourism to the unknown - Message In a Bottle","isPartOf":{"@id":"https:\/\/messageinabottle.pt\/#website"},"primaryImageOfPage":{"@id":"https:\/\/messageinabottle.pt\/blog\/a-mudanca-do-excesso-de-turismo-para-o-desconhecido\/#primaryimage"},"image":{"@id":"https:\/\/messageinabottle.pt\/blog\/a-mudanca-do-excesso-de-turismo-para-o-desconhecido\/#primaryimage"},"thumbnailUrl":"https:\/\/messageinabottle.pt\/wp-content\/uploads\/2026\/04\/pexels-quang-nguyen-vinh-222549-2166711-scaled.jpg","datePublished":"2026-04-13T16:54:51+00:00","dateModified":"2026-04-13T16:57:28+00:00","breadcrumb":{"@id":"https:\/\/messageinabottle.pt\/blog\/a-mudanca-do-excesso-de-turismo-para-o-desconhecido\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/messageinabottle.pt\/blog\/a-mudanca-do-excesso-de-turismo-para-o-desconhecido\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/messageinabottle.pt\/blog\/a-mudanca-do-excesso-de-turismo-para-o-desconhecido\/#primaryimage","url":"https:\/\/messageinabottle.pt\/wp-content\/uploads\/2026\/04\/pexels-quang-nguyen-vinh-222549-2166711-scaled.jpg","contentUrl":"https:\/\/messageinabottle.pt\/wp-content\/uploads\/2026\/04\/pexels-quang-nguyen-vinh-222549-2166711-scaled.jpg","width":2560,"height":1708},{"@type":"BreadcrumbList","@id":"https:\/\/messageinabottle.pt\/blog\/a-mudanca-do-excesso-de-turismo-para-o-desconhecido\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/messageinabottle.pt\/"},{"@type":"ListItem","position":2,"name":"A mudan\u00e7a do excesso de turismo para o desconhecido"}]},{"@type":"WebSite","@id":"https:\/\/messageinabottle.pt\/#website","url":"https:\/\/messageinabottle.pt\/","name":"Message In a Bottle","description":"Ag\u00eancia de Comunica\u00e7\u00e3o e Marketing","publisher":{"@id":"https:\/\/messageinabottle.pt\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/messageinabottle.pt\/?s={search_term_string}"},"query-input":"required name=search_term_string"}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/messageinabottle.pt\/#organization","name":"Message in a Bottle | Ag\u00eancia de Comunica\u00e7\u00e3o e Marketing","url":"https:\/\/messageinabottle.pt\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/messageinabottle.pt\/#\/schema\/logo\/image\/","url":"https:\/\/messageinabottle.pt\/wp-content\/uploads\/2019\/06\/mib-logo.png","contentUrl":"https:\/\/messageinabottle.pt\/wp-content\/uploads\/2019\/06\/mib-logo.png","width":1721,"height":676,"caption":"Message in a Bottle | Ag\u00eancia de Comunica\u00e7\u00e3o e Marketing"},"image":{"@id":"https:\/\/messageinabottle.pt\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/www.facebook.com\/messageinbottle","https:\/\/x.com\/MibLx","https:\/\/www.instagram.com\/messageinabottle_agency\/","https:\/\/www.linkedin.com\/company\/miab---message-in-a-bottle","https:\/\/www.pinterest.pt\/mibconsulting\/"]},{"@type":"Person","@id":"https:\/\/messageinabottle.pt\/#\/schema\/person\/fcc9c49ae8588ac0e400d132a5191cde","name":"MIB"}]}},"_links":{"self":[{"href":"https:\/\/messageinabottle.pt\/en\/wp-json\/wp\/v2\/posts\/20927"}],"collection":[{"href":"https:\/\/messageinabottle.pt\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/messageinabottle.pt\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/messageinabottle.pt\/en\/wp-json\/wp\/v2\/users\/10"}],"replies":[{"embeddable":true,"href":"https:\/\/messageinabottle.pt\/en\/wp-json\/wp\/v2\/comments?post=20927"}],"version-history":[{"count":3,"href":"https:\/\/messageinabottle.pt\/en\/wp-json\/wp\/v2\/posts\/20927\/revisions"}],"predecessor-version":[{"id":20931,"href":"https:\/\/messageinabottle.pt\/en\/wp-json\/wp\/v2\/posts\/20927\/revisions\/20931"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/messageinabottle.pt\/en\/wp-json\/wp\/v2\/media\/20928"}],"wp:attachment":[{"href":"https:\/\/messageinabottle.pt\/en\/wp-json\/wp\/v2\/media?parent=20927"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/messageinabottle.pt\/en\/wp-json\/wp\/v2\/categories?post=20927"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/messageinabottle.pt\/en\/wp-json\/wp\/v2\/tags?post=20927"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}