When it comes to travel phenomena, “overtourism” has dominated the conversation in recent years with reports of crowded streets, strained infrastructure, and residents pushed to the brink by the sheer number of visitors.
But there’s another side of the equation: undertourism. Below, experts break down what undertourism means and how travelers can embrace it responsibly.
What is undertourism?
“Undertourism refers to areas that are safe, culturally rich and worth exploring, but that don’t get as many visitors as other similar locations,” said Sarah Silbert, managing editor of Points Path. “This could be due to limited marketing, outdated perceptions or less developed tourism infrastructure.”
She gave the example of countries like Albania, Moldova and Laos, and lesser-known cities like Trieste, Italy, which she sees as overshadowed by hotspots like Rome and Florence. These destinations might have beautiful architecture, rich histories and vibrant food scenes, but because they’re not splashed across Instagram or on most people’s bucket lists, they end up attracting only a trickle of the visitors they could welcome.
Alexander Spatari via Getty Images
“Overtourism has been a buzzword within the industry, tied much to the explosion of social media in helping discover destinations,” said Katy Nastro, a spokesperson for the flight alert service Going. “The flip side to destinations growing in popularity is others fail to reap the benefits tourism can bring. These destinations are the ones who deserve the tourism dollars, even if they aren’t #gramworthy.”
Why should travelers take note?
Undertourism translates to missed opportunities for local communities and for curious travelers.
“Undertourism, like overtourism, can be harmful,” said Melanie Fish, a travel expert with Expedia. “Fewer visitors than a destination can handle means lost economic opportunity. With the privilege of travel comes responsibility. Travelers shouldn’t aim for ‘just right’ spots but rather choose undertouristed areas ― even if that means less English or limited public transit ― over overcrowded, stressed destinations.”
In other words, spreading out tourism helps balance the scales. It allows overburdened hotspots to breathe while bringing income and cultural exchange to places that want and need more visitors.
So how can people support undertouristed areas?
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