Boutique European travel is better for communities, the environment and you

The news is awash with stories of overtourism in Europe. But it is still possible to visit the old continent in a way that is responsible and respectful of the uniqueness of each destination.

Europe’s main attractions are reeling from the effects of overtourism. Plane and busloads of tourists are descending on cities like Amsterdam and Rome, Paris, and Prague. The pressure for tourist accommodation is squeezing locals out of the market. In Venice, for example, the resident population has dropped below 50,000 for the first time since the Middle Ages.

Governments and municipalities are doing what they can to curb the impact. It’s now illegal to sit on the Spanish Steps in Rome. And Amsterdam has launched a “stay away” advertising campaign to deter raucous partiers from visiting the city. But official measures are seldom sufficient, and many cities are seeing a grassroots backlash against tourists. In July 2024, protestors marched through the streets of Barcelona chanting “Tourists go home!”

Amid scenes like these, it’s tempting to wonder whether we – as responsible global citizens – should stop visiting Europe and go to other places instead. At SA Expeditions we have thought long and hard about all of these issues. And we firmly believe that staying away is not the solution. Instead, we advocate transforming the mass tourism industry into something smaller, more sensitive, and more sustainable. A way of traveling that is ultimately more enjoyable for everyone it touches.

Since Day 1, we have run our business in a way that benefits not just our customers, but everyone and everything impacted by our trips. And in 2021 we put our money where our mouths are by achieving B Corp certification. As our COO, Riva Bacquet, wrote at the time:

“This holistic certification reaffirms that our commitment goes far beyond the financial health of the company and the satisfaction of our travelers. It ensures that doing good thumps through the entire business. From our supply chain and our impact on the places and communities we visit, through to how we engage with our entire network of team members and partners.”

Read on to find out how we are putting this theory into practice with our custom, privately guided tours to Europe.

Private is better

Since our founding in 2010, SA Expeditions has been all about private, custom tours. And by that we mean private tours for an average of two to four people. This drastically reduces the negative impact our travelers have on the places they visit. We don’t charter buses, block book hotels or commandeer all-you-can-eat buffets. Instead, we visit destinations like locals do, with a gentle footprint and a curious outlook.

Case in point our 9-day Portugal Highlights tour which sensitively lifts the lid on one of Europe’s most underrated gems. Lisbon (Portugal’s capital) and Porto (arguably its most charming city) both see their fair share of tourists (although nowhere the numbers of places like Paris, Rome or Amsterdam). But visiting them as part of a custom, private tour led by a locally born guide allows you to experience a totally different side of these effortlessly stylish cities – especially if you visit outside of peak tourist season. We pride ourselves on working with local partners to offer experiences like a food tour of an authentic, non-touristy Lisbon neighborhood, led by a local cook.

The other stop on our flagship Portugal tour is the Azores – an otherworldly chain of subtropical islands about 1000 miles from the mainland that has so far dodged the mass tourism bullet. From the lush paradise of São Miguel and the rugged coastlines of Faial to the captivating history of Terceira and the vineyards and volcanoes of Pico, every island in the Azores archipelago has something unique to offer. While tourism to the Azores is increasing, this can be harnessed for good. We try to focus on eco-friendly experiences such as marine wildlife explorations with eco-certified operators and guided nature walks led by local naturalists who are actively involved in conserving the islands’ unique ecosystems.

Keep it local

At SA Expeditions we are steadfast in our belief tourism can be a force for good. By only employing local guides, visiting local restaurants and artisanal markets and prioritizing locally owned hotels in our itineraries we are committed to ensuring that the money spent by our travelers benefits the countries, towns and communities they visit.

A great example of this is our Best of Greece itinerary, which includes three nights on the tiny island of Paros. Not only will you eat in local tavernas and sip sundowners in ouzeris (bars specializing in ouzo and finger foods) but you’ll go kayaking with a local guide and get a chance to meet the craftsmen who are the current custodians of Paros’ long history (we’re talking thousands of years) of ceramic production.

Stay longer and go slower

Many visitors to Europe stay in a different city – or country – every night. That is not how we roll at SA Expeditions. One glance at our sample itineraries will show you that we average at least three nights in each destination. This isn’t just better for your carbon footprint – it also allows you to dial in the pulse of each place and have a more fulfilling experience. The backlash against overtourism is aimed at the busloads of box-tickers, not the genuine travelers who take the time to appreciate the culture and quirks of their host country. Check out some of our Spain and Turkey itineraries to see what we’re talking about.

Go off the beaten path

One of the best ways of mitigating overtourism is to travel to lesser-known destinations where communities and economies want and need external economic impetus. While we do include some big attractions on our itineraries (the Alhambra in Spain, for example) we will never design a tick-box itinerary. Our customers come to us because they want to experience the hidden side of Europe – the side that has gone unchanged for centuries.

That’s why we are championing countries like Croatia and Slovenia in our European portfolio. Our 11-day Slovenia to Croatia tour will take you to places you’ve never heard of, while opening your eyes to an ancient and authentic way of life.

The fact that Ljubljana, Slovenia is one of Europe’s most under-the-radar capital cities only adds to its charm. In addition to the Three Cs (cobbles, castles, cathedrals), Ljubljana also boasts a thriving culinary scene (don’t miss the Central Market) and a meandering, café lined river. Lake Bled, meanwhile, seems torn from the pages of a fairy tale. Surrounded by forests and mountains, and featuring an island with a pointy-steepled church, it’s the kind of place that has to be experienced to be believed. As you traverse Slovenia further, you will explore mesmerizing cave systems, wander the streets of medieval fortifications, visit some of Europe’s most traditional wine producers and taste handmade organic cheeses.

Croatia is slightly better known than Slovenia, but its landscapes, culture, history and cuisine are no less mesmerizing. The Istrian Peninsula, which juts into the mirror-calm waters of the Adriatic Sea, boasts the irresistible triumvirate of rolling farmlands, terracotta roofs, and coastal hamlets. The Plitvice Lakes National Park is one of Europe’s last untouched natural gems. And Zagreb, Croatia’s understated capital, practically begs to be explored on foot: street art, food trucks and bustling parks are the order of the day.

Be part of the solution

The remedy to overtourism isn’t government legislation or street protests. Instead, it’s up to us as tourists to think more carefully about where we go and what we do once we get there. Thoughtful and sensitive travel doesn’t just make the locals happy – it’s also more rewarding for the visitor. But you already knew that, didn’t you?

Has this article inspired you to see Europe with fresh eyes? Check out some of our sample itineraries here. Then speak to a Destination Expert about crafting the bespoke Euro trip of your dreams…