At this year's ITB Berlin, the world's largest tourism trade fair, industry leaders gathered to discuss what 2025 has in store. While more travelers are seeking eco-friendly options, the reality on the ground is far from simple.
Overtourism: A Crisis in the Making
In Europe's most scenic destinations, the impact of overcrowding is becoming impossible to ignore.
Andrea Pasqualotto, product manager at The Italian Outdoor, says the Dolomites are overwhelmed. Tourists flock to a handful of famous hiking trails, causing congestion, environmental degradation, and frustration for both visitors and locals.
"They leave more stressed than when they arrived," he says.
Some locals argue that concentrating tourists in specific areas makes managing the environmental impact easier. Others, like Pasqualotto, believe the solution lies in better distribution—redirecting visitors to lesser-known trails rather than promoting already overbooked sites.
The Arctic on the Frontline of Climate Change
While some destinations are struggling with too many visitors, others are witnessing tourism's direct link to a warming planet.
Heather Thorkelson, founder of Minimal Impact Cruises, has been traveling to the Arctic since 2007 and has seen glaciers melt and wildlife struggle to adapt.
Polar bears are moving closer to land in search of food, while penguin colonies in Antarctica are shifting as their habitats change.
Thorkelson says travelers are increasingly concerned about their environmental impact, but warns that many "sustainable" travel offerings don't hold up under scrutiny.
"A lot of companies talk about sustainability, but actually delivering on those promises is another thing," she explains.
Rethinking Travel: Local Exploration on the Rise
With major cities like Barcelona and Athens pushing back against overtourism, could local travel be the answer?
A UN study found that 95% of global tourists visit just 5% of destinations. Spreading tourism more evenly could relieve pressure on overcrowded hotspots.
Komoot, a hiking and biking route app, has noticed a shift. According to business development director Iris Wermescher, more travelers are prioritizing health, fitness, and mental well-being when planning trips.
Technology is also playing a role. Apps like Komoot provide real-time weather data and safety alerts, helping travelers explore responsibly.
"People are realizing that hiking isn't just an old-fashioned pastime—it's a way to unwind, stay active, and reconnect with nature," Wermescher says.
As the travel industry expands, the question remains: can the surge in tourism be balanced with real sustainability—or is the industry still talking the talk while struggling to walk the walk?