The sun-drenched shores of Southern Europe are experiencing a tourism boom in 2024, fueled by a significant increase in travelers seeking alternatives to the crowded summer months. Greece, Portugal, and Spain, in particular, are witnessing a surge in off-peak tourism, leading to record-breaking visitor numbers. While this growth brings much-needed revenue to local economies, it also highlights the persistent challenge of overtourism, particularly in popular destinations like Santorini, Lisbon, and Barcelona.
Greece, a perennial favorite among international travelers, is set to welcome 35 million tourists in 2024, a 7% increase over 2023. This surge in tourism, driven by factors like climate change and rising summer season costs, is pushing the country’s tourism sector towards a record year. To combat overtourism in iconic locations like Santorini and Mykonos, Greece is actively promoting lesser-known destinations, such as Naxos and Sifnos. These islands offer authentic Greek experiences without the overwhelming crowds, helping to distribute tourism demand more evenly.
Portugal, another European tourism powerhouse, has seen a robust 26% increase in foreign arrivals in 2024 compared to pre-pandemic levels. The country’s diverse offerings, including the scenic beaches of the Algarve, the historic cities of Lisbon and Porto, and the picturesque Douro Valley, continue to draw in tourists. Portugal is also experiencing a rise in off-peak travel, driven in part by events like the Web Summit in Lisbon and travelers seeking to escape the summer crowds. To address overtourism concerns, Portugal is promoting rural and less-frequented regions like Alentejo and Madeira, which offer unique, quieter experiences. Eco-tourism initiatives, especially in national parks and wine regions, are also being actively encouraged.
Spain, already one of the world’s most visited countries, continues to see a strong increase in tourism in 2024. In the first four months of the year, Spain welcomed 24 million international tourists, with a notable rise in off-peak travel. While the famous summer beach destinations like the Costa del Sol and Ibiza remain popular, cities like Barcelona, Madrid, and Seville are also seeing a growing number of visitors during spring and autumn. A significant factor driving Spain’s tourism boom is the influx of long-haul visitors, particularly from the United States. The share of U.S. tourist arrivals in Spain has risen from 4% in 2019 to 5% in 2023, and this trend is expected to continue. This influx has resulted in higher tourist spending, with average per-person expenditure increasing significantly.
Despite the economic benefits, overtourism remains a pressing issue for Greece, Portugal, and Spain. The influx of tourists, especially during peak seasons, puts immense pressure on infrastructure, local communities, and natural environments. Popular destinations are grappling with overcrowding, rising property prices, and environmental degradation. To mitigate these challenges, local governments are implementing strategies such as promoting lesser-known destinations, encouraging off-peak travel, and implementing regulations like limiting short-term rentals and imposing higher tourist taxes.
As Southern Europe navigates the ongoing tourism boom, balancing economic growth with the need to protect local communities and the environment remains a delicate act. The future of tourism in these regions will depend on finding a sustainable path that benefits both visitors and residents alike.
