European tourism trends shift toward alternative cities amid overcrowding

Europe saw a record 793 million international visitors in 2025, leading to significant challenges with overtourism in major hubs. Cities such as Venice, Amsterdam, and Barcelona are implementing measures to manage crowds, including peak day access fees in Venice, visitor caps in Amsterdam, and plans to phase out holiday rental apartments in Barcelona by 2028.

As popular destinations become increasingly crowded, travelers are encouraged to seek out ‘third cities’—locations that offer cultural richness and historical importance with lower prices and shorter queues. Examples of such destinations include Basel, Switzerland, known for its museum scene and Rhine river, and Utrecht, Netherlands, which features a vibrant riverside culture.