Could 'Tiny Tourism' Be the Answer to Global Overtourism?

“Sorry, tourist. Barcelona is already sold out,” read the placards as thousands of protesters took to the streets of the Spanish city earlier this month. Similar demonstrations have erupted in Mallorca and Ibiza. Railing against what they view as overtourism, Spanish protesters claim that the annual influx of summer visitors has become overwhelming. This surge has led to a declining quality of life for locals, marked by increased traffic congestion, pollution, and a squeezed housing market as long-term rentals are converted into Airbnbs. Tourist behavior has also sparked concern, triggering a protest in Bangkok on September 10, where hundreds gathered outside the Israeli Embassy to object to the conduct of Israeli visitors at popular Thai destinations.

Tourism is currently facing unprecedented scrutiny. While some argue it drives economic revenue, critics contend it simultaneously inflates the cost of living for residents. Finding the right balance remains a central challenge for modern travel.

What Causes Overtourism?

This contemporary phenomenon stems from several converging factors, including low-cost airlines, cruise ships, short-term rentals, viral social media trends, and a lack of local government regulation.

“Mass tourism isn't simply about too many tourists. It's about too many tourists concentrated in the same places, with the same itinerary, doing the same things at the same time,” explains Omar Al Shunnar, owner of the boutique travel company Beyond With You. “Social media has not only accelerated, but also likely caused that concentration, for example with the 'TikTok effect’, along with imitation and checklist mentality. Increasingly, we risk consuming destinations rather than exploring them, while local communities question whether they are receiving enough of the benefits.”

Data from the environmental tech company Murmuration, which uses satellite imagery to help destinations track environmental impacts, reveals that 80 per cent of travelers visit just 10 per cent of the world’s destinations. Furthermore, the United Nations World Tourism Organisation projects in its report, Tourism Towards 2030, that international tourist arrivals will reach 1.8 billion by the end of the decade.

“I think the conversation is rightly shifting from simply counting visitor numbers towards value for residents, local communities and travellers,” Al Shunnar says. “The future should be about better tourism through better stewardship by the authorities.”

Is Tiny Tourism the Solution?

In response to the backlash against mass tourism, the “tiny tourism” concept—coined earlier this year by the British creative platform It’s Nice That—offers a potential path forward for both travelers and residents. Tiny tourism encourages visitors to bypass famous landmarks and major cities in favor of off-the-beaten-path destinations, helping to quietly support underserved communities.

“It has real value for both sides,” notes Shrey Nayar, airline business director and global head of flight marketing solutions for Trip.com in the Middle East and India. “For the traveller, going beyond the places that dominate postcards can give you a much more complete understanding of a destination. Often, the experiences people remember most are not necessarily the landmark itself, but the restaurant they found nearby, the neighbourhood they walked through afterwards, a local market or a conversation they did not plan for.”

Beyond distributing economic benefits outside of major capitals, tiny tourism offers other vital advantages, according to Al Shunnar. “Tiny tourism reduces pressure on infrastructure, nature, historic landmarks and famous areas, thus creating a better quality of life,” he notes. “For travellers, it creates discovery, interaction and often a much richer personal experience.” Nayar adds that the approach encourages travelers to appreciate the broader context surrounding major attractions.

Does adopting this mindset mean avoiding iconic sights entirely? Not necessarily, experts say. Even if destinations like the Eiffel Tower, the Taj Mahal, Big Ben, the Sagrada Familia, or the Trevi Fountain in Rome have been on a traveler's bucket list for years, skipping them isn't the only solution.

“The more useful conversation is about how we travel. Plan ahead, respect local guidance, travel outside peak periods where possible, and spend some of your time and money beyond the busiest tourism districts,” Nayar advises. He adds that technology can play a key role by helping platforms suggest alternative neighborhoods and activities tailored to individual interests, rather than pushing a one-size-fits-all itinerary.

How to Be a Tiny Tourist

Adopting tiny tourism requires a shift in mindset. Simple changes include choosing locally owned coffee shops and restaurants over global chains, traveling during the off-season, and avoiding viral social media hotspots.

“Travellers can build trips around smaller interests rather than only around destinations, such as a particular food culture, a neighbourhood, nature, sport, music or a local event,” Nayar explains. “The destination still matters, but the reason for choosing it becomes more specific.”

Al Shunnar offers a final word of caution: “We have to be careful with the idea of constantly ‘discovering’ the next hidden gem. We've seen how quickly social media can take somewhere quiet and turn it into another overcrowded destination. Tiny tourism should be about travelling more thoughtfully, not simply finding somewhere new to consume.”