Will UK travellers change their habits to reduce overtourism?

Key Findings:

• Over half of Britons (54%) are concerned about overtourism, though 29% say they’re not very concerned.
• Top worries include rising local living costs (59%), pollution and waste (59%), and overcrowded tourist spots (58%), with women consistently more concerned than men.
• Environmental damage resonates most with young adults (61% of 18–24s), while strain on infrastructure concerns older adults (61% of 55+).
• 38% of travellers have avoided a destination due to overtourism, especially younger groups (44% of 25–34s), while nearly half (47%) haven’t changed travel habits.

The number of visitors to iconic destinations continues to climb, pushing some cities to breaking point. From Venice introducing entry fees to Amsterdam curbing cruise ship arrivals, popular tourist spots are adopting new measures to cope with overcrowding, protect local life, and safeguard the environment. A new YouGov Surveys: Serviced poll of UK adults shows that many travellers are aware of these pressures and some are prepared to change their own travel habits to help manage the strain.

More than two-fifths of Britons (44%) say they are somewhat concerned about overtourism, with another 10% saying they are very concerned – but 29% say they’re not very concerned.

Environmental and economic pressures at the forefront

The rising cost of living for locals (59%), pollution and waste (59%), and overcrowded tourist spots (58%) top the list of concerns. Women are more likely than men to express concern across all these categories – for example, 61% of women versus 57% of men are concerned about pollution and waste caused by overtourism. Environmental damage is a concern for 55% overall, rising to 61% among the youngest group (18–24). Strain on local infrastructure is a worry for 53% overall, peaking at 61% among those 55+.

While 38% of concerned travellers have avoided a destination due to overtourism, the figure climbs to 44% among 25–34-year-olds and 42% among those aged 35–44. Nearly half (47%) have not avoided destinations despite their concerns, a view more common among men (50%).

Cost and climate lead destination choices

Cost is the single most important factor when choosing a destination, cited by 73% overall – higher among women (75%) and younger travellers aged 18–24 (77%). Climate and weather come second at 61%, followed by cultural attractions appeal to 55%.

Crowds and congestion are important to 34% overall but matter more to older travellers (37% among 55+) than to younger ones (23% among 18–24s). Environmental impact influences just 15% of choices, though this rises slightly among the youngest group (18%).

Behaviour changes top the list of solutions

Among UK travellers concerned about overtourism, more than three in five (61%) say they would travel during the off-season to ease pressure on popular destinations. This is more common among women (64%) than men (58%), and among older travellers aged 55+ (70%) compared with 43% of those aged 35–44. Over half (54%) would opt for lesser-known or less crowded locations, with interest higher among women (57%) and those aged 45–54 (59%) and 55+ (57%).

Half (50%) would avoid destinations already struggling with overtourism, rising to 55% among 45–54-year-olds and 59% among those aged 55+. Other shifts include staying in locally owned accommodation instead of large hotel chains (37%) and using public transportation rather than rental cars or taxis (39%).

Support for regulations and visitor limits

When it comes to policy measures, nearly half (46%) would accept restrictions on cruise ship arrivals, with support strongest among the 55+ group (53%). An identical proportion (46%) back limits on short-term rentals like Airbnb.

More than two-fifths (42%) would accept time-slot reservations for popular attractions, while tourist tax or sustainability contribution is supported by 41% of travellers concerned about over tourism.

Around 35% back daily caps on visitor numbers, however, the lowest share of people are willing to pay a tourist entry fee to access cities (26%).

Methodology: YouGov Surveys: Serviced provides quick survey results from nationally representative or targeted audiences in multiple markets. This study was conducted online on August 7-8, 2025, with a nationally representative sample of 2,101 adults in the United Kingdom (aged 18+ years), using a questionnaire designed by YouGov. Data figures have been weighted by age, gender, education and region to be representative of all adults. Learn more about YouGov Surveys: Serviced.

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