With Europe’s high season in full swing and renowned cities across the continent implementing new tourist controls and taxes to manage overcrowding, there’s never been a better time to venture beyond the well-trodden path. The movement to curb tourism on such a massive scale is nothing short of groundbreaking, and 2024 is just the beginning. By 2025, even more regulations will take effect, including an EU-wide travel authorization system designed to generate revenue and more effectively identify tourists who disregard new rules.
This shift presents a unique opportunity to explore alternative destinations – the B- and C-list cities offering a wealth of advantages. These destinations are typically more affordable, yet retain access to first-class attractions. They provide unexpected discoveries and a deeper, more authentic connection to local culture, offering experiences that will leave you with stories and memories few others have.
Italy, for example, is facing a tourist crisis. Cities like Venice, Rome, Naples, Florence, and Milan remain perpetually overwhelmed with visitors, leading to crowded streets, strict controls, and rising taxes. Even secondary cities like Trieste, Siena, Genoa, Lucca, or Verona are struggling to manage the influx of tourists, often feeling even more crowded due to their smaller size. Rome now charges an entrance fee to the Pantheon and has implemented crowd control measures at hotspots like the Spanish Steps and Trevi Fountain. Florence is actively reducing its short-term vacation rental stock, a strategy already being adopted in Rome, which could significantly inflate accommodation prices. Venice has gone a step further by experimenting with a new day-tripper tax and limiting tourist group sizes to a maximum of 25 people. Fines in Rome can now reach €250 simply for sitting on the Spanish Steps.
If this sounds overwhelming, consider exploring Turin (Torino), the capital of the Piedmont region. This B-list destination is spacious, verdant, and beautiful, thanks to a city-wide tree-planting initiative that has added two million new trees. Despite a record number of tourists last year, with international visitors surpassing locals for the first time, the crowds and queues in Turin pale in comparison to Italy’s more popular cities. Turin is comparable in size to Bologna and ranks as the 10th most visited city in Italy, significantly behind the usual suspects. Its per-night tourist tax is also modest – at just €3.70 for 4-star accommodations, it’s half the cost of Rome and considerably lower than Naples. When you search for images of Turin’s stunning plazas, scenic riverside, and iconic museums, you’ll see that it easily rivals the beauty of Florence and Verona.
Another hidden gem worth adding to your itinerary is Padua, located in Veneto. Just 40 minutes from Venice’s airport, Padua boasts a rich history as one of Europe’s oldest centers of higher learning, with no tourist tax. Its university, dating back to the Middle Ages, houses Europe’s oldest botanical garden for scientific research. With UNESCO-listed 14th-century frescoes and impressive architectural treasures, it’s a wonder Padua isn’t overrun with tourists. But for those seeking an off-the-beaten-path experience, this medieval city offers a captivating journey into Italy’s academic and artistic heritage.
Meanwhile, overcrowding in Italy’s Cinque Terre remains a significant issue. The small fishing village of Portofino is so congested that even stopping for a photo can result in a fine of up to €275. This pales in comparison to the €2,500 penalty for wearing flip-flops while hiking Cinque Terre’s trails. The message from Italian authorities is clear: follow the rules or risk being fined. However, for those seeking alternatives, there are less crowded coastal escapes to consider.
South of La Spezia lies the “Anti-Cinque Terre,” an area with similar scenery but a fraction of the visitors. This route includes Fezzano, Le Grazie, Portovenere, Lerici, Tellaro, and Montemarcello. Together, these small seaside towns form a curve around the Golfo dei Poeti, a bay once frequented by Romantic poets Percy Shelley and Lord Byron during their exiles from Britain. In these lesser-known destinations, visitors can enjoy the beauty of Italy’s coastline without the overwhelming crowds of Cinque Terre—making it the perfect alternative for a peaceful, picturesque escape.
