As iconic European destinations implement bold new measures — visitor caps, tourist taxes, and access restrictions — to combat overtourism, are Americans reevaluating their impact on popular destinations, and how do they perceive their role in addressing the issue?

Results from a recent YouGov survey highlights a mixed but growing awareness among U.S. adults. Just over four in ten Americans (41%) say they are concerned about overtourism — 11% very concerned and 30% somewhat concerned. Meanwhile, 29% report not being very concerned, and 22% are not concerned at all. Concern is more prevalent among women than men (32% somewhat concerned vs. 28%) and is highest among younger adults aged 18 to 34, with nearly half (49%) being either very or somewhat concerned compared to just 39% of those 55 and older.

What drives concern about overtourism?

Among Americans who express concern, the leading issues are pollution and waste (60%) and the rising cost of living for local residents (59%). Overcrowded tourist sites (52%), environmental degradation (50%), and pressure on local infrastructure (47%) also feature prominently. While cultural loss is cited less frequently, it remains a relevant concern for nearly a third of respondents (31%).

Generational differences emerge in the details. Younger adults (18–34) are more likely to cite the rising cost of living for locals (62% vs. 56% among those 55+), while older adults are more likely to focus on overcrowded attractions (57% vs. 46%) and infrastructure strain (50% vs. 44%).

Avoiding destinations and the factors that matter

Despite growing concern, behavior change remains uneven. Among travelers concerned, 37% say they have avoided certain destinations due to overtourism, while a larger share (41%) have not.

Cost remains the dominant consideration when choosing where to travel, even among those concerned about overtourism. Three-quarters (76%) cite cost as a primary factor, followed by climate and weather (66%) and safety (62%). Though nearly half (48%) consider crowding and congestion, far fewer take into account environmental impact (16%) or the effects on local communities (14%).

Again, younger travelers (18–34) are slightly more attuned to these impacts, with 21% considering environmental consequences and 20% weighing local community effects — compared to 13% and 10%, respectively, among those over 55.

Support for travel limits and willingness to adapt

When it comes to possible solutions, Americans show measured support for various restrictions. Time-slot reservations at popular attractions (42%) receive the highest level of acceptance, followed by limits on short-term rentals like Airbnb (38%) and daily visitor caps (37%). Fewer respondents support city entry fees (21%) or tourist taxes and sustainability fees (29%).

Younger adults (18–34) are more open to policy interventions. For example, 35% support a tourist tax, and 43% support limiting short-term rentals, compared to 24% and 35% of older adults (55+), respectively. Still, a notable minority — 13% of all adults — oppose any such measures to address overtourism.

Yet, many travelers express willingness to shift their travel behavior voluntarily. Two-thirds (66%) would consider traveling during the off-season, and 56% would choose lesser-known or less crowded destinations. Over half (51%) are willing to avoid places already struggling with overtourism. Additional adjustments include staying in locally owned accommodations (38%) and using public transportation instead of rental cars (31%).

Older adults are particularly receptive to these voluntary measures. Three-quarters (75%) of those 55 and older would travel during the off-season, and 62% say they would avoid overvisited locations.

Run your own surveyTalk to a researcher

Methodology: YouGov Surveys: Serviced provides quick survey results from nationally representative or targeted audiences in multiple markets. This study was conducted online on August 4-5, 2025, with a nationally representative sample of 1,206 adults in the United States (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.

Image: Getty Images