The Rise of Undertourism: Why Former Travel Hotspots are Empty in 2025

In 2025, the travel landscape has undergone a radical transformation. After years of “revenge travel” that pushed cities like Venice and Kyoto to their breaking points, a new phenomenon has emerged: Undertourism.

Based on the latest reports from the Boston Globe and global travel analysts, the script has flipped. Former tourist magnets are now seeing empty streets and shuttered shops, while travelers are actively seeking the “Joy of Missing Out” (JOMO). Here is a deep dive into this shifting reality.For a decade, travel was driven by a single goal: the perfect photo. This led to “overtourism,” where destinations were crushed under the weight of millions of visitors seeking the same shot at the Trevi Fountain or Bali’s Lempuyang Temple.

However, as we move through late 2025, the fatigue is visible. The Boston Globe highlights a growing resentment toward “performance travel.” Tourists are no longer willing to wait three hours for a selfie. Instead, they are opting for “Quietcations”—trips defined by silence, authenticity, and a lack of crowds.

The Economic Backlash

The decline isn’t just about traveler preference; it’s a result of policy. In early 2025, cities like Venice, Paris, and Barcelona implemented aggressive “anti-tourist” measures:

• Daily Entry Fees: Venice’s €10 fee for day-trippers.
• Cruise Bans: Nice and Belfast Maine restricted “floating hotels” to protect local infrastructure.
• The “Green Tax”: Significant daily taxes in Greece and the Maldives.

While these measures were meant to protect the cities, they have had a “chilling effect.” Middle-class travelers, hit by inflation and high travel costs, are simply choosing to stay away, leaving former hotspots with a surplus of hotel rooms and a shortage of revenue.

Where is Everyone Going?

The “Undertourism” movement is redirecting the flow of global wealth. Travelers are “trip-chaining” through lesser-known regions:

• Instead of Venice: They are visiting Colmar, France, for similar canal-side charm without the congestion.
• Instead of Bali: Nature lovers are heading to Raja Ampat for pristine diving.
• Instead of London or Paris: Cities like Lyon and Bilbao are seeing a surge in “Slow Travel” enthusiasts who want to stay for 14 days rather than 48 hours.

The Rise of JOMO (Joy of Missing Out)

The biggest psychological shift of 2025 is the embrace of JOMO. According to recent data, two-thirds of travellers now prioritise “stress reduction” over “sights seen.” This means choosing a secluded lakeside lodge in the Maine woods or a farmhouse in the Netherlands over a bustling capital city. The “luxury of time” has replaced the “luxury of status.”

A Sustainable Future?

Undertourism provides a unique opportunity for “Regenerative Tourism.” Destinations that were previously ignored are now receiving the economic boost they need to preserve their heritage. By spreading the tourist load, the industry is finally moving toward a model that doesn’t destroy the very beauty people come to see

This shift towards regenerative tourism is like the ultimate glow-up for destinations that were flying under the radar. They’re getting a chance to showcase their charm, and in doing so, they’re rewriting the rules of tourism. It’s not just about preserving the environment; it’s about empowering local communities and celebrating what makes them unique.

As more travellers hop on this bandwagon, we’re likely to see a ripple effect – more eco-friendly accommodations, tours that support local artisans, and experiences that go beyond the usual tourist traps. The focus is shifting from “how many” to “how meaningful”.

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