Greece, Portugal, and Spain See Skyrocketing Growth with Off-Peak Travel Despite Anti Tourism Protests Concern in Santorini, Lisbon, and Barcelona

Published on October 3, 2024

By: Tuhin Sarkar

Greece, Portugal, and Spain have experienced significant growth in off-peak tourism in 2024, driven by travelers seeking alternatives to the crowded summer months. However, this surge has exacerbated concerns over overtourism, particularly in hotspots like Santorini, Lisbon, and Barcelona, where local communities have increasingly voiced opposition through anti-tourism protests. These protests highlight frustrations over overcrowding, rising costs, and environmental degradation, leading to tensions between residents and tourists as the industry continues to expand rapidly.

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As the world moves forward from the COVID-19 pandemic, European tourism has made a significant recovery in 2024. Southern Europe, in particular, has seen a resurgence in international travel, with Greece, Portugal, and Spain leading the way. These countries are not only experiencing strong tourism growth during the traditional summer months but are also seeing an increasing number of visitors during the “shoulder months” (outside peak season). While this boom is a welcome boost for local economies, it also brings the ongoing challenge of managing overtourism, especially in popular destinations like Santorini, Lisbon, and Barcelona.

Greece: Breaking Tourism Records in 2024

Greece has long been a favorite destination for international travelers, and 2024 is set to be a record-breaking year for the country’s tourism sector. According to data from the National Bank of Greece, the country is expected to welcome 35 million tourists this year, a 7% increase over 2023, and a significant improvement in revenue per tourist, projected to reach €22 billion.

The tourism boom in Greece extends beyond the peak summer season, with the shoulder months (spring and autumn) gaining increasing popularity. This shift has been driven by a variety of factors, including climate change, which has led many tourists to prefer traveling during milder weather periods, as well as rising accommodation and flight costs during the high season.

To combat the pressures of overtourism in iconic locations like Santorini and Mykonos, Greece has been promoting lesser-known destinations. Islands like Naxos and Sifnos are becoming attractive alternatives, offering authentic Greek experiences without the overwhelming crowds. This strategy has helped spread tourism demand more evenly throughout the year, reducing the strain on popular tourist hotspots.

Portugal: Tourism Growth in New Regions

Portugal has also experienced a robust tourism rebound, with a 26% increase in foreign arrivals in 2024 compared to pre-pandemic levels. The country remains one of Europe’s top tourist destinations due to its diverse offerings, including the scenic beaches of the Algarve, the historic cities of Lisbon and Porto, and the scenic Douro Valley. Portugal’s tourism industry is not just concentrated in the summer months; the country has seen a rise in visitors during the off-peak seasons, thanks in part to events like the Web Summit in Lisbon and an increasing number of travelers seeking to avoid summer crowds.

Overtourism remains a concern in key tourist hubs like Lisbon and Porto. To manage this, Portugal has started promoting rural and less-frequented regions like Alentejo and Madeira, which are gaining traction among tourists looking for unique, quieter experiences. In addition, Portugal has been pushing eco-tourism initiatives, particularly in its national parks and wine regions.

Spain: A Year-Round Tourist Magnet

Spain, already one of the most visited countries in the world, is seeing continued growth in its tourism sector in 2024. The country welcomed 24 million international tourists in the first four months of the year alone, with a notable increase in off-peak travel. While Spain’s famous summer beach destinations—such as the Costa del Sol and Ibiza—remain extremely popular, the country has also seen a rise in visitors to cities like Barcelona, Madrid, and Seville during spring and autumn.

One of the most significant contributors to Spain’s tourism boom has been the country’s ability to attract long-haul visitors, particularly from the United States. The share of U.S. tourist arrivals in Spain increased from 4% in 2019 to 5% in 2023, and the trend is expected to continue in 2024. This influx has brought with it higher tourist spending, with average per-person expenditure increasing significantly.

Spain faces ongoing challenges with overtourism, especially in popular destinations like Barcelona and the Balearic Islands. In response, local governments have implemented new regulations, such as limiting the number of short-term rental licenses in high-tourism areas and imposing higher tourist taxes. These measures aim to reduce the negative impact of mass tourism on local communities and the environment.

Overtourism: Managing the Challenge

Despite the ongoing growth in tourism, overtourism remains a significant issue for Greece, Portugal, and Spain. The influx of tourists during peak seasons has placed immense pressure on infrastructure, local communities, and natural environments. Popular destinations are grappling with overcrowding, rising property prices, and environmental degradation.

Several strategies have been implemented to manage this challenge:

1. Promoting Off-Peak Travel: All three countries have been actively encouraging visitors to travel during the shoulder months, which has helped spread tourism more evenly throughout the year. This strategy not only reduces overcrowding but also boosts local economies year-round.
2. Diversifying Destinations: By promoting less-frequented regions, countries like Greece and Portugal have been able to direct some tourist traffic away from traditional hotspots. This not only alleviates pressure on crowded areas but also brings economic benefits to rural and underdeveloped regions.
3. Sustainable Tourism Initiatives: Spain, in particular, has been a leader in promoting sustainable tourism. The country has introduced stricter regulations on vacation rentals, implemented tourist taxes in key areas, and invested in eco-friendly infrastructure.

Comparison of International Tourist Arrivals (2024 vs. Previous Years)

The tourism boom in Greece, Portugal, and Spain shows no signs of slowing down, with all three countries experiencing strong growth outside the traditional summer months. While overtourism remains a challenge, the rise in off-peak travel and the promotion of lesser-known destinations are helping to alleviate the pressure. As the industry continues to evolve, sustainable tourism practices will be essential to ensure long-term growth while protecting the cultural and natural heritage that makes these countries so popular.