When in Rome, do as the Romans do.
The ancient Roman saying is more than just a travel cliché – it reminds us to respect the local communities, traditions, culture, and heritage when travelling.
However, in recent decades, the rapid growth of mass tourism has led to a wide range of serious problems for local communities, ecosystems, and historical sites. Destinations that once inspired wanderlust are now suffocating under the weight of their popularity.
In response, there is a demand for more sustainable and authentic travel experiences. That’s where alternative tourism comes in.
KEY TAKEAWAYS
- Over-tourism harms local communities and the environment.
- Alternative tourism developed as a response to over-tourism.
- It’s a key to more sustainable and authentic travel.
- Respect local culture, heritage and customs.
- Choose sustainable accommodation and eat local.
- Learn basic local phrases to connect with the community.
- Go zero waste.
- Don’t make it trendy – some places should remain “undiscovered”.
- Be mindful of greenwashing.
- Not all customs and traditions need to be shared online.
Understanding Alternative Tourism
Alternative tourism developed between the late 1970s and early 1980s as a response to the growing mass tourism. It is an alternative to large numbers of tourists, environmental degradation, cultural erosion, increased cost of living for locals, and homogenization.
Alternative tourism is community-oriented, meaning it promotes sustainable travel that benefits local communities. It aims to adopt a more sensitive and conscious approach to travel, thereby preserving local heritage, culture, and economy.
To understand the benefits of alternative tourism today, we must first understand the devastating consequences of mass tourism.
Negative Effects of Mass Tourism
Mass tourism, also known as overtourism, occurs when large, organised groups travel to popular destinations for recreation. Travel agencies offer mass travel packages and comfort for tourists who don’t want to rearrange their trip and have an authentic experience. And when we say tourists, we mean more than a billion people each year.
A 2024 report indicates that 80% of visitors in Palma de Mallorca and Barcelona were tourists. This high volume of tourism has led to dissatisfaction among residents, resulting in local backlash and protests. Additionally, a 2024 survey found that 54% of Spanish residents support the initiative to introduce a tourist tax fee for entering popular cities.
The issue doesn’t end there. Popular destinations, ranging from Dubrovnik in Croatia to Machu Picchu in Peru, face similar challenges: tourists who rush to see famous monuments, take selfies, and quickly move on, leaving a significant amount of trash while overlooking the community’s needs.
A map showing tourists per Capita in the world. Source: Vivid Maps.
What is the cost of mass tourism? Let’s see together.
Environmental damages
- Increased waste generation and inadequate waste management systems.
- Depletion of natural resources (water, energy, local materials).
- Ecosystem degradation, wildlife disturbance, and habitat loss.
- Soil erosion from heavy foot traffic on trails and beaches.
- Light and noise pollution affecting wildlife patterns.
- Disturbance of aquatic life.
Community disbalance
- High rent prices that push locals out.
- Loss of traditional jobs as locals shift to tourism-dependent employment.
- Overcrowding of public spaces and transportation systems.
- Strained infrastructure, unable to support growing demands.
- Food price inflation.
- Unsanitary behaviour that increases the risk of spreading germs, bacteria, or disease.
Social and cultural dilution
- Loss of local languages.
- Authentic heritage turned into commercialism and capitalism for profit.
- Brain drain as young locals leave for less touristy areas.
- Local backlash, or the local communities’ protest against tourists.
- Creation of “tourist bubbles” that isolate visitors from authentic local life.
- Gentrification of historic neighbourhoods into tourist districts.
- Legal pushbacks due to noise, violence, public sex, and other behaviour directly causing psychological damage to the local community.
Economic dependency
- Vulnerability to external economic shocks and travel disruptions.
- Unequal distribution of tourism profits (mostly benefiting large corporations).
- Seasonal economic instability.
Even if we believe our behaviour as individuals has little effect, when millions of footsteps walk the same path, even the most resilient landscapes begin to crack.
Mass tourism in Venice is facing overcrowding, environmental damage, loss of local culture, and a housing crisis. Photography: Kirk Fisher.
Types of Alternative Tourism
Alternative tourism includes various forms of travel that benefit local communities, areas, and travellers themselves. Let’s explore some of them.
Ecotourism
Ecotourism refers to responsible travel to natural areas that support environmental conservation and the protection of wildlife. According to World Animal Protection, while travel is one of the richest experiences we can have, it should not come at the expense of ecosystems, biodiversity, or animal welfare.
Ecotourism contributes to the preservation of biodiversity and ecosystems by:
- Promoting sustainable practices, including limiting visitor numbers, minimising waste, and conserving energy and water resources.
- Educating visitors about the threats facing fragile environments and the importance of their protection.
A beautiful story from Colombia illustrates the potential impact of ecotourism in post-conflict settings. In Mesetas, birdwatching tourism managed by the local community has supported reforestation, biodiversity preservation, and peace-building initiatives.
Educational walking tours
Educational walking tours aim to strengthen the connection between visitors, the local environment, and its community.
This approach combines a guided tour and educational storytelling to offer visitors interactive and authentic experiences. The tour is often adapted to the specific learning objectives of the group (e.g., history, geography, architecture), and many tours include scheduled pauses for discussion or hands-on activities designed to promote critical thinking and active involvement.
Good examples of this practice include the STAR project facilitated by SCI Italy and Oxford historical walks.
Agritourism
Agritourism refers to travel to agricultural areas and participating in activities on working farms or ranches. The experience typically involves participation in harvesting, food tastings, workshops, and educational tours.
In Italy, agritourism is practised exclusively on farms managed by farmers. It connects visitors to the countryside and rural heritage, preserving historic farm structures and supporting small-scale agriculture, particularly in hilly or mountainous areas.
In Italy, agritourism is defined and regulated as a form of hospitality carried out exclusively by farmers on their agricultural holdings. The model serves multiple functions: it facilitates access to rural areas, promotes the preservation of traditional farming practices and architecture, and supports the economic viability of small-scale agriculture, particularly in less accessible hilly and mountainous regions.
The Benefits of Choosing Alternative Tourism
The benefits of alternative tourism are:
- Supports local communities
- Protects the environment and wildlife
- Less waste generation
- Protection of biodiversity and ecosystems
- Authentic connections with locals
- Deeper cultural understanding
- Personal growth
- Reduced pressure on over-touristed areas
- Make informed choices
- Travel with purpose
Let’s see some examples of how alternative tourism has impacted overcrowded destinations.
Community-based tourism in Namibia
Namibia’s shift toward community-based tourism began in 1996, when a legal framework was introduced to return rights over natural resource management to local communities. This policy change enabled the creation of over 80 communal conservancies, many of which now collaborate with private operators to run joint venture lodges.
These partnerships offer both environmental and socioeconomic benefits. Lodges such as Grootberg, owned by the ≠Khoadi-//Hôas Conservancy, and Nambwa Lodge, located within Bwabwata National Park, generate income that supports education, healthcare, and other community services.
In Namibia, tourists enjoy an authentic experience of local culture and biodiversity, while the community maintains control over its land and economy.
Nimibia has a rich wildlife that local communities aim to protect with alternative tourism practices. Photography: TimTom, Unsplash.
Protecting Fragile Spaces in France
The small island of Bréhat, located off the coast of Brittany, has long been a popular summer destination. However, sustained popularity has led to increasing environmental pressure and stress on local infrastructure.
To manage this, authorities introduced a daily visitor cap of 4,700 people during peak season. Residents and service workers were excluded from the cap. The intention was to protect local ecosystems and improve the overall quality of life on the island during peak season.
Between 2022 and 2023, the number of tourists decreased by 8%. As a result, several positive changes occurred: calmer beaches, fewer parking complaints, and reduced pressure on local ecosystems, such as the coastal dune.
Challenges and Ethical Considerations
Alternative tourism faces several challenges. Here’s an overview of key concerns and how to address them.
- Risk of Greenwashing
Not everything marketed as “alternative” is sustainable. As interest in eco-conscious travel grows, some companies adopt misleading practices to appear sustainable. This is known as greenwashing.
To avoid it, travellers can look for third-party certifications. Labels such as Green Key, EarthCheck, and Global Sustainable Tourism Council (GSTC) accreditation indicate compliance with environmental and social criteria.
In some cases, local authorities introduce regulatory tools (such as visitor limits, cruise ship restrictions) or UNESCO guidelines to protect natural and cultural heritage. These measures help reduce harm and guide responsible travel choices.
- Culture as Attraction
Some forms of tourism treat culture as a product, rather than a shared experience. This can include entering sacred spaces without permission, misrepresenting traditions, or taking exploitative photographs.
In northern Thailand, for example, tours to visit the Karen long-neck women offer staged photos while ignoring the community’s voice. Reducing culture to spectacle degrades dignity.
Ethical travel means asking who benefits, and who controls how culture is shared.
- Managing the Balance
Alternative tourism can lead to over-tourism. Fragile communities may face pressure from increasing visitor numbers, even if the original intent was cultural exchange.
This shift often happens when travel influencers reveal the “secret” places you must visit. These areas may become popular too quickly, losing their capacity to manage tourism sustainably.
For example, some Italian villages are struggling to manage the growing number of Insta-travellers, reports The Guardian. These locations are portrayed online as hidden gems to visit, but they quickly become overcrowded.
Tourists in the town of Riomaggiore, Italy. Photograph: Roberto Salomone/The Observer. Source: The Guardian.
- Personal Responsibility
Alternative tourism requires conscious decision-making. Before travelling, it is recommended to:
- Research destinations carefully
- Ask critical questions about the impact you leave
- Think of an authentic way to connect with the community
- Find accommodation and restaurants run by locals
- Stay open to learning
Alternative tourism can only work if we do.
What Can You Do as a Traveller
Big change doesn’t happen overnight. It begins with small, conscious choices, such as:
– Booking local, sustainable accommodation and eating local;
– Avoiding eating threatened wildlife (e.g., shark fin, turtle);
– Staying longer in one place and getting to know the community;
– Using buses, trains, and shared rides to reduce environmental impact;
– Buying handmade gifts from artisans rather than mass-produced souvenirs;
– Learning about the destination’s history and culture;
– Dressing appropriately and respecting local customs;
– Learning a few words in the local language;
– Going zero waste: avoiding plastic, not leaving trash behind, and reducing water and energy use;
– Asking before photographing, especially in rural or traditional communities;
– Respecting boundaries of the place and not sharing everything online;
– Protecting the biodiversity and wildlife of the area;
– Promote responsible travel on digital media.
There are many ways to support and practice sustainable tourism. A long journey starts with a single step, and even a small change can have a meaningful impact.
Participating in a traditional Japanese tea ceremony is an example of alternative tourism. Photography: Teddy Yang, Pexels.
Beyond the Destination
Mass tourism contributes to environmental pollution, overcrowding, and negative social impacts. In contrast, alternative tourism promotes cultural exchange, sustainable practices, and positive local engagement. One degrades destinations; the other supports them.
Choosing alternative tourism means choosing a sustainable future. When we travel better – we live better, and so does the world.
Author: Vanja Mlađenović