Travel: French Travel Brand Takes a Stand: Making Overtourism Uncool in Santorini and Mykonos

Why it is the topic trending: Addressing Overtourism

• Provocative Campaign: Evaneos launched a bold and attention-grabbing advertising campaign in Paris, directly confronting the issue of overtourism in popular destinations like Santorini and Mykonos. This unconventional approach has generated significant discussion and media attention.

• Delisting Iconic Destinations: The travel brand's decision to remove two highly sought-after Greek islands from its summer offerings is a strong and symbolic action against the negative impacts of excessive tourism, making headlines within the travel industry and among environmentally conscious travelers.

• Comparison to Everyday Discomfort: By drawing parallels between overcrowded tourist spots and the unpleasantness of rush-hour public transport, Evaneos is making a relatable and impactful argument against the deteriorating experience caused by overtourism. This clever comparison resonates with a broad audience.

• Focus on Sustainable Travel: The article highlights Evaneos' B Corp certification and its commitment to ensuring that a significant portion of trip costs benefits local economies. This focus on ethical and sustainable tourism practices is a growing trend, making Evaneos' stance particularly relevant and newsworthy.

• Development of an Overtourism Index: Evaneos' proactive approach to understanding and addressing overtourism through the development of an index and accompanying report positions them as a thought leader in the sustainable travel movement, further contributing to the trending nature of this topic.

• Shifting Travel Values: The "Trend Bite" section emphasizes a broader shift in travel from simply ticking off bucket list destinations to making more conscious and value-driven choices. Evaneos' campaign directly taps into this evolving mindset, making it a timely and relevant topic.

Overview: Evaneos' Bold Move Against Overtourism in Greece

The French travel brand Evaneos has made a significant statement against overtourism by ceasing to offer trips to the popular Greek islands of Santorini and Mykonos during the summer. To highlight this decision, the company launched a provocative advertising campaign in Paris, comparing the overcrowded conditions in these tourist hotspots to the unpleasantness of rush-hour commutes. The campaign aims to encourage travelers to reconsider their holiday choices and opt for destinations where their visit will have a more positive impact on both their personal experience and the local communities. Evaneos, a certified B Corp, emphasizes its commitment to sustainable travel by connecting travelers directly with local agents, ensuring that the majority of travel expenses benefit the local economy. This decision reflects a growing trend in the travel industry towards promoting more responsible and less impactful forms of tourism.

Detailed Findings: Evaneos' Stance and the Overtourism Issue

• Summer Delisting: Evaneos has specifically removed Santorini and Mykonos from its offerings for the summer season, indicating a targeted effort to address peak-season overcrowding.

• Provocative Advertising: The campaign in Paris uses impactful imagery and comparisons, such as juxtaposing "idyllic" destinations with sardine-packed metro carriages, to illustrate the negative realities of overtourism.

• Focus on Traveler Experience: The campaign aims to help travelers make more informed decisions that will ultimately lead to a better and more authentic travel experience for themselves, away from the intense crowds.

• Benefit to Local Communities: Evaneos' business model ensures that at least 85% of trip costs go directly to local agents and economies, highlighting their commitment to responsible tourism that benefits residents.

• Overtourism Index and Report: The company has actively researched the issue of overtourism by partnering to develop an index tracking tourism pressure in 70 global destinations, along with a report proposing potential solutions.

• Shifting from Place to Values: Evaneos' strategy marks a shift in travel marketing, moving away from simply promoting popular locations and instead emphasizing the values of conscious and responsible travel.

Key success factors of product (trend): Promoting Conscious Travel Choices

• Addressing a Growing Concern: Overtourism is an increasingly recognized problem with negative consequences for both travelers and local communities. Evaneos is directly addressing this concern, tapping into a growing awareness among consumers.

• Authenticity and Local Impact: By connecting travelers with local agents and ensuring financial benefits for local economies, Evaneos offers a more authentic and impactful travel experience, which resonates with ethically-minded travelers.

• Bold and Differentiated Marketing: The provocative campaign effectively cuts through the noise of traditional travel advertising by taking a clear stance against overtourism and challenging conventional ideas of desirable destinations.

• Commitment to Sustainability: As a B Corp-certified company, Evaneos' core values align with the growing demand for sustainable and responsible travel options. This commitment builds trust and credibility with consumers who prioritize ethical choices.

• Providing Solutions and Alternatives: While highlighting the problems of overtourism, Evaneos also implicitly offers alternative destinations and a different way of traveling, empowering consumers to make more responsible choices.

Key Takeaway: Overtourism is No Longer Fashionable

Evaneos' campaign sends a clear message that participating in overtourism is not "cool" and that the negative impacts on local inhabitants should be a key consideration for travelers when planning their holidays. The brand is actively trying to change the perception of overly crowded destinations and promote a more conscious approach to travel.

Main Trend: The Rise of Anti-Overtourism Sentiment in Travel

This article reflects a growing trend within the travel industry and among travelers themselves – a growing awareness of the negative consequences of overtourism and a desire for more sustainable and responsible ways to explore the world.

Description of the trend (please name it): The Conscious Traveler's Revolt

This trend describes the increasing number of travelers who are actively seeking to avoid contributing to overtourism and are prioritizing destinations and travel methods that have a positive or minimal negative impact on local environments and communities. This involves a shift in focus from solely visiting popular "bucket list" locations to exploring less crowded alternatives and embracing more sustainable travel practices.

What is consumer motivation: Seeking Authentic, Responsible, and Less Crowded Travel Experiences

• Desire for Genuine Cultural Immersion: Travelers are increasingly looking for authentic experiences that allow them to connect with local cultures and communities in a meaningful way, which is often hindered by massive crowds.

• Ethical Concerns about Impact: Many travelers are becoming more aware of the negative environmental and social consequences of overtourism and want to make choices that align with their ethical values.

• Frustration with Overcrowding: The reality of overcrowded tourist hotspots often falls short of the idealized images, leading to frustration and a diminished travel experience for visitors.

• Seeking Unique and Undiscovered Destinations: Travelers are often motivated by the desire to find unique and less-explored destinations that offer a more personal and less commodified experience.

• Support for Local Economies and Communities: A growing number of travelers want their travel spending to directly benefit the people and places they visit, rather than large corporations.

What is driving trend: Increased Awareness of Negative Impacts and Evolving Traveler Values

• Media Coverage of Overtourism: Growing media attention on the negative impacts of overtourism in popular destinations has raised public awareness of the issue.

• Social Media Sharing of Negative Experiences: Travelers sharing their experiences of overcrowded destinations on social media contributes to a growing perception that these places may not offer the ideal vacation.

• Rise of Sustainable and Ethical Travel Movements: Organizations and initiatives promoting sustainable and ethical travel are gaining traction and influencing traveler behavior.

• Increased Focus on Local and Authentic Experiences: There's a growing trend in travel towards seeking out more authentic and local experiences, often found in less mainstream destinations.

• Environmental Consciousness: Increased awareness of environmental issues is leading travelers to consider the carbon footprint and ecological impact of their travel choices.

What is motivation beyond the trend: Broader Desire for Meaningful and Impactful Experiences

• Seeking Enrichment and Personal Growth: Travel is often seen as an opportunity for personal growth and enrichment through exposure to different cultures and perspectives. Overtourism can detract from this.

• Valuing Experiences Over Material Possessions: A broader societal shift towards valuing experiences over material possessions aligns with the desire for more meaningful and less consumer-driven travel.

• Desire to Connect with Nature and Local Communities: Many travelers are motivated by a desire to connect with the natural environment and the people who live in the places they visit.

• Seeking a Sense of Authenticity and "Realness": In an increasingly commercialized world, travelers often seek out experiences that feel genuine and authentic, which can be difficult to find in heavily touristed areas.

Description of consumers article is referring to: Conscious and Ethically-Minded Travelers

• Who are them: Individuals and families who are aware of the negative impacts of overtourism and are actively seeking more sustainable and responsible travel options. They are often more independent in their travel planning and value authentic experiences over mainstream tourist attractions.

• What kind of products they like: They prefer travel options that minimize environmental impact, support local communities (e.g., locally owned accommodations, restaurants, tours), and offer opportunities for cultural immersion. They might also be interested in eco-friendly travel gear and brands that promote sustainability.

• What is their age?: Likely spans a range, but potentially skewed towards millennials and Gen Z who are often more environmentally and socially conscious. However, older travelers who have witnessed the changes in popular destinations might also be part of this group.

• What is their gender?: Likely a relatively even split.

• What is their income?: Could range, as the motivation is more values-based than solely income-driven. However, they might be willing to spend more on travel options that align with their ethical principles.

• What is their lifestyle: Often includes an awareness of social and environmental issues. They might engage in other sustainable practices in their daily lives (e.g., recycling, reducing consumption, supporting local businesses).

• What are their shopping preferences in the category article is referring to: They prioritize booking with companies that have strong sustainability credentials and transparent practices. They are likely to research the impact of their travel choices and may prefer booking directly with local providers when possible.

• Are they low, occasional or frequent category shoppers: Could be occasional to frequent travelers, but their choices are likely to be more deliberate and less impulsive than those driven solely by price or popularity.

• What are their general shopping preferences-how they shop products, shopping motivations): They tend to be more research-oriented, value transparency and ethical sourcing, and are often willing to pay a premium for products and services that align with their values. They are motivated by a sense of responsibility and a desire to make a positive impact.

Conclusions: The Travel Industry Faces a Shift Towards Responsibility

Evaneos' decision and campaign highlight a growing tension between the desire for tourism and the negative consequences of overtourism. The travel industry is increasingly facing pressure to adopt more responsible practices that benefit both travelers and local communities. This move by Evaneos could signal a broader shift towards promoting more conscious travel choices and challenging the allure of simply visiting the most popular, and often most crowded, destinations.

Implications for brands: Opportunity to Champion Sustainable and Authentic Travel

• Differentiate by Promoting Undiscovered Destinations: Travel brands can gain a competitive edge by highlighting less crowded and more authentic destinations, catering to the growing demand for responsible travel.

• Transparency and Ethical Practices: Brands should emphasize their commitment to sustainability and ethical practices, such as ensuring that local communities benefit directly from tourism.

• Educate Travelers about Responsible Choices: Travel companies can play a role in educating consumers about the impacts of their travel decisions and offering guidance on how to travel more responsibly.

• Partner with Local Communities: Collaborating with local communities to develop and promote sustainable tourism initiatives can enhance brand reputation and offer more authentic experiences to travelers.

Implication for society: Rethinking the Meaning of Desirable Travel

• Shifting Focus from Quantity to Quality: Society may begin to redefine what constitutes a successful or desirable travel experience, placing more value on authentic cultural immersion and less on simply visiting the most Instagrammable spots.

• Increased Awareness of Environmental and Social Impacts: The conversation around overtourism can lead to greater public awareness of the broader environmental and social consequences of mass tourism.

• Empowering Local Communities: A move away from overtourism could empower local communities to have more control over tourism in their regions and ensure that it benefits them in a sustainable way.

Implications for consumers: More Authentic and Less Crowded Travel Options

• Access to Less Touristy Destinations: Consumers may find a wider array of appealing destinations as travel brands begin to promote alternatives to the most overcrowded locations.

• Potentially More Rewarding and Authentic Experiences: By choosing less crowded destinations, travelers may have opportunities for more genuine cultural interactions and a more relaxing travel experience.

• Increased Awareness and Consideration of Ethical Choices: Consumers may become more informed and thoughtful about the impact of their travel choices on the places they visit.

Implication for Future: A Potential Restructuring of the Tourism Industry

• Focus on Sustainable Tourism Models: The future of tourism may see a greater emphasis on sustainable models that prioritize environmental protection and community benefits over sheer volume.

• Regulation and Management of Tourist Flows: Governments and tourism organizations may implement measures to better manage tourist flows and mitigate the negative impacts of overtourism in vulnerable destinations.

• Technological Solutions for Sustainable Travel: Technology could play a role in helping travelers discover less crowded alternatives and make more sustainable travel choices.

• De-marketing of Overtouristed Locations: Destinations and travel brands might intentionally shift their marketing efforts away from locations suffering from overtourism to promote other, less impacted areas.

Consumer Trend (name, detailed description): Destination Discretion: This trend signifies a growing consciousness among travelers to be more selective and mindful about their destination choices, actively avoiding locations known for overtourism and seeking out alternatives that offer a more authentic and less impactful experience.

Consumer Sub Trend (name, detailed description): Ethical Exploration: This sub-trend highlights the increasing number of travelers who prioritize ethical considerations in their travel planning, seeking out options that benefit local communities, minimize environmental harm, and promote responsible tourism practices.

Big Social Trend (name, detailed description): Backlash Against Massification: This broader societal trend reflects a growing resistance to the negative impacts of mass consumption and overcrowding in various aspects of life, including tourism. There's a desire for more personalized, authentic, and less impactful experiences.

Worldwide Social Trend (name, detailed description): The Sustainability Imperative: Globally, there is an increasing awareness and urgency around sustainability across all sectors, including travel. Consumers are increasingly demanding more sustainable and responsible options from businesses.

Social Drive (name, detailed description): Seeking Authenticity and Connection: This fundamental social drive pushes individuals to seek genuine experiences and meaningful connections with different cultures and environments. Overtourism often hinders this drive, leading to a preference for less crowded and more authentic destinations.

Learnings for brands to use in 2025 (bullets, detailed description): Champion Sustainability, Authenticity, and Conscious Consumption

• Promote Undiscovered Gems: Actively market and highlight less popular destinations that offer unique and authentic experiences, providing alternatives to overcrowded hotspots.

• Highlight Local Impact: Clearly communicate how travel with your brand benefits local communities and economies, emphasizing fair wages and direct contributions.

• Educate and Empower Travelers: Provide resources and information to help travelers understand the issues of overtourism and make more responsible travel choices.

• Offer Sustainable Travel Options: Develop and promote travel packages and experiences that minimize environmental impact and support sustainable practices.

• Partner with Local Experts: Collaborate with local agents and guides who have a deep understanding of their destinations and can offer truly authentic experiences while respecting local cultures and environments.

Strategy Recommendations for brands to follow in 2025 (bullets, detail description): Lead with Values, Diversify Offerings, and Foster Responsible Tourism

• Publicly Commit to Sustainable Tourism: Clearly articulate your brand's commitment to responsible and sustainable tourism practices, making it a core value proposition.

• Diversify Destination Portfolio: Actively expand your offerings to include a wider range of less-visited destinations, showcasing their unique appeal and distributing tourism more evenly.

• Invest in Local Partnerships: Build strong relationships with local businesses and communities in your destination areas, ensuring that tourism benefits them directly.

• Develop Educational Content: Create informative content, such as blog posts, videos, and guides, that educate travelers about the impacts of tourism and provide tips for responsible travel.

• Measure and Report on Sustainability Efforts: Track and transparently report on your brand's sustainability efforts and their impact on local communities and the environment.

Final sentence (key concept) describing main trend from article (which is a summary of all trends specified), and what brands & companies should do in 2025 to benefit from trend and how to do it.

The central trend of increasing traveler awareness and aversion to overtourism necessitates that travel brands and companies in 2025 prioritize sustainable practices, promote less crowded and more authentic destinations, and empower consumers to make conscious choices, thereby aligning with evolving values and fostering a more responsible and rewarding travel landscape.

Final Note:

• Core Trend: Destination Discretion: Travelers are increasingly discerning in their destination choices, actively avoiding overtouristed locations in favor of more authentic and less crowded experiences.

• Core Strategy: Championing Responsible Travel: Brands must embrace and actively promote sustainable and ethical travel practices as a core element of their offerings and messaging.

• Core Industry Trend: Shift Towards Sustainable Tourism: The travel industry is undergoing a significant shift towards more sustainable models that prioritize environmental and social well-being alongside economic growth.

• Core Consumer Motivation: Authenticity and Ethical Impact: Travelers are increasingly motivated by a desire for genuine cultural experiences and the knowledge that their travel choices are having a positive or minimal negative impact on the places they visit.

Final Conclusion:

Evaneos' bold stance against overtourism in Santorini and Mykonos exemplifies a growing movement within the travel industry and among consumers. As awareness of the negative consequences of mass tourism increases, there is a clear demand for more responsible and sustainable ways to explore the world. Brands that embrace this shift by promoting less crowded destinations, prioritizing local impact, and educating travelers will likely find themselves well-positioned in the evolving landscape of global tourism.

Core Trend Detailed: description.

The core trend of Destination Discretion signifies a fundamental shift in how travelers are approaching their vacation planning. No longer are they solely driven by the allure of the most popular or widely advertised destinations, particularly those known for being heavily crowded. Instead, a growing segment of travelers is actively seeking out alternatives, prioritizing locations that offer a more authentic and less impacted experience. This involves a conscious decision-making process where factors beyond mere "bucket list" appeal come into play. Travelers exhibiting Destination Discretion are considering the potential negative impacts of their visit on local communities and the environment, actively seeking destinations where their presence will be less disruptive and potentially more beneficial. This trend is fueled by increased awareness of overtourism and a desire for more meaningful and less commodified travel experiences.

Key Characteristics of the Core trend:

• Active Avoidance of Overcrowded Locations: Travelers are intentionally steering clear of destinations known for mass tourism and excessive crowds.

• Emphasis on Authenticity: There's a strong desire for genuine cultural experiences and interactions with local communities, which are often perceived to be diminished in heavily touristed areas.

• Prioritization of Sustainability: Travelers are increasingly considering the environmental and social impacts of their travel choices and seeking options that align with sustainable practices.

• Value on Less "Commodified" Experiences: There's a growing preference for destinations that haven't been overly commercialized and still retain their unique character.

• Willingness to Explore Off-the-Beaten-Path: Travelers are more open to considering less mainstream destinations and experiences, moving beyond traditional tourist hotspots.

Market and Cultural Signals Supporting the Trend (bullets):

• Increased Media Coverage of Overtourism: Mainstream media outlets are increasingly reporting on the negative consequences of overtourism, raising public awareness and concern.

• Social Media Narratives Highlighting Crowding and Disappointment: Travelers are sharing their negative experiences of overcrowded destinations on social media, influencing the perceptions of potential visitors.

• Growth of Sustainable and Responsible Travel Initiatives: Organizations and campaigns promoting sustainable and ethical travel are gaining visibility and influence.

• Demand for Locally-Focused Travel Experiences: There's a rising interest in tours, accommodations, and activities that directly support local economies and communities.

• Traveler Surveys Indicating Concerns About Overtourism: Research and surveys within the travel industry show a growing percentage of travelers expressing concerns about overtourism and a desire for more sustainable options.

How the Trend Is Changing Consumer Behavior:

• More Extensive Research Beyond Popular Destinations: Travelers are spending more time researching alternative destinations and seeking recommendations from less conventional sources.

• Increased Booking of Off-Season Travel: To avoid peak season crowds, some travelers are opting for travel during shoulder seasons or less popular times of the year.

• Preference for Smaller, Locally-Owned Accommodations and Businesses: Travelers are increasingly choosing to support local economies by staying in smaller, independent hotels or guesthouses and patronizing local restaurants and shops.

• Greater Engagement with Local Cultures and Communities: There's a growing interest in participating in authentic cultural experiences and interacting with local people in a respectful and meaningful way.

• Willingness to Pay More for Sustainable and Ethical Travel Options: Some travelers are willing to invest more in travel experiences that align with their values of sustainability and responsible tourism.

Implications Across the Ecosystem:

• For Brands and CPGs (bullets): Opportunities to partner with travel companies focused on sustainable and authentic experiences. Potential to market products that cater to the needs of conscious travelers (e.g., eco-friendly travel gear).

• For Retailers (bullets): Increased demand for travel-related products that align with sustainability and responsible tourism. Opportunity to curate selections that cater to the "Destination Discretion" traveler.

• For Consumers (bullets): Access to a wider variety of travel options beyond traditional tourist hotspots. Potential for more authentic, enriching, and less crowded travel experiences. Increased awareness of the impact of their travel choices.

Strategic Forecast:

• Continued Growth of Alternative Tourism: Destinations and travel companies that offer less crowded and more authentic experiences are likely to see continued growth in demand.

• Increased Focus on Destination Management: Destinations struggling with overtourism may implement strategies to manage visitor numbers and promote more sustainable tourism practices.

• Technological Tools for Discovering Off-the-Beaten-Path Locations: Travel platforms and apps may increasingly focus on helping travelers find and book unique experiences in less crowded areas.

• Rise of Niche Travel Experiences Focused on Sustainability and Local Immersion: We may see a growth in specialized travel companies and tours that cater specifically to travelers seeking sustainable and culturally immersive experiences.

• Potential for "De-marketing" Campaigns for Overtouristed Locations: Some destinations may intentionally scale back marketing efforts to reduce visitor numbers and focus on more sustainable levels of tourism.

Areas of innovation :

• Technology for Discovering Undiscovered Destinations: Developing platforms and algorithms that help travelers find and book unique experiences in less crowded locations based on their interests and values.

• Community-Based Tourism Initiatives: Creating and promoting travel experiences that are directly managed by and benefit local communities, offering authentic cultural immersion and ensuring that tourism revenue stays local.

• Regenerative Tourism Models: Exploring tourism models that aim to have a net positive impact on the environment and local communities, going beyond just sustainability.

• Personalized Travel Planning Based on Ethical Values: Offering travel planning services that take into account a traveler's ethical preferences and help them create itineraries that align with their values.

• Experiences that Focus on Deeper Connection with Local Culture and Nature: Developing tours and activities that go beyond surface-level sightseeing and offer opportunities for meaningful engagement with local culture and the natural environment.

Final Thought (summary):

The emerging core trend of Destination Discretion signifies a growing maturity and awareness among travelers who are increasingly prioritizing authenticity, sustainability, and less crowded experiences over simply visiting the most popular tourist spots. This shift presents significant opportunities for travel brands and destinations to innovate and cater to the evolving values of these conscious travelers by offering more responsible, enriching, and less impactful ways to explore the world.

Source: https://www.trendwatching.com/innovations/french-travel-brand-drops-santorini-and-mykonos-in-bid-to-make-overtourism-uncool