With wide-ranging reports of local communities abroad protesting against the economic and climate impact of overtourism, new research from InsureandGo suggests this is beginning to have an impact on UK holidaymaker choices for 2025. Explore alternative European holiday destinations for 2025!

Nationally, 68% of adults are considering alternative European holiday destinations for 2025, in order to avoid areas of over-tourism. Of these, the top alternative destinations making people’s holiday lists for 2025 comprise: Switzerland (43%) Norway (37%)  Sweden (31%) Austria (28%) and Poland (24%).

The appeal of exploring new destinations for the New Year could come at the expense of some old favourites. The InsureandGo survey revealed that 53% of people said they would be hesitant about visiting some favourite holiday hotspots following local protests on the negative impact of tourism.

Of those expressing concern, the top five holiday destinations people would feel hesitant about visiting in 2025 included Barcelona (45%), Venice (26%), Majorca / Menorca (35%), Amsterdam (25%) and Marbella (25%).

Garry Nelson, Head of Corporate Affairs at InsureandGo, commented:

“Our research 12-months ago suggested that extreme heat and first-hand experiences of wildfires on holiday abroad had forced some people to consider cooler climates and alternative destinations for future holidays (44%). This new research suggests the protests could be having a far greater impact on shifting holidaymaker mindset – so, in some respects, economic sustainability issues are proving to be at least as influential in shaping holidaymaker choices as specific climate-related factors. Further, if the protests result in people switching holiday destinations, the prospect of a changing holiday map for Europe would also have economic consequences for those places whose local economies rely on tourism.”

These are some of the alternative European holiday destinations for 2025:

Switzerland

Switzerland offers a blend of natural beauty and urban sophistication, making it a dream destination for travelers. Explore the majestic Alps with world-famous ski resorts like Zermatt and St. Moritz or take scenic train rides, such as the Glacier Express. Don’t miss Zurich and Geneva, which feature a mix of historical charm and modern culture. For a unique experience, visit the picturesque villages of Interlaken or Gruyères, known for their stunning landscapes and cheese-making traditions.

Norway

Norway is a haven for nature lovers, offering breathtaking fjords, dramatic waterfalls, and vibrant cities. Cruise along the Geirangerfjord or Sognefjord for unforgettable views. In the north, the Lofoten Islands and Tromsø provide opportunities to see the Northern Lights. For city enthusiasts, Oslo blends modern architecture with rich Viking history, while Bergen enchants its colorful waterfront and surrounding mountains.

Sweden

Sweden combines cutting-edge design with untouched wilderness, making it a versatile travel destination. Explore Stockholm, known as the “Venice of the North,” with its charming Gamla Stan (Old Town) and ABBA Museum. For nature escapes, visit Swedish Lapland for dog sledding and the midnight sun, or enjoy the serene archipelagos along the Baltic Sea. Gothenburg’s culinary scene and Malmö’s modern vibes also offer great urban experiences.

Austria

Austria is a treasure trove of cultural heritage and Alpine beauty. Vienna, the capital, is renowned for its classical music, imperial palaces, and vibrant café culture. Salzburg, Mozart’s birthplace, charms visitors with its baroque architecture and stunning views of the Alps. Adventure seekers can head to Innsbruck or Kitzbühel for skiing, while Hallstatt, a lakeside village, captivates with its fairy-tale-like charm.

Poland

Poland is rich in history, culture, and natural attractions. Kraków boasts a beautifully preserved medieval Old Town and the poignant Auschwitz-Birkenau Memorial. Warsaw, the capital, offers a mix of modern skyscrapers and reconstructed historical areas. Nature lovers can explore the Tatra Mountains or the serene Masurian Lake District. Don’t miss Gdańsk, a port city with a fascinating maritime history and colorful architecture.

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