Tourists flock to the Trevi Fountain in Rome. Elsewhere in Italy, cities and monuments such as Venice and … [+]
Europe remains a dream destination for American travelers, attracting more than 20 million Americans in the first 11 months of 2024, according to the US Commerce Department’s International Trade Administration.
Despite this impressive number, North American tourists represent only 7% of all international visitors to the European Union. Inter-European travel dominates at 85%, putting significant pressure on the region’s most iconic destinations.
In 2025, European countries continue to prioritize tourist taxes, visitor limits and short-term rental bans as key measures to tackle overcrowding. However, these actions underscore a concerted effort to protect cultural heritage and support local communities amid growing travel demand.
Restoring Amsterdam’s sustainability in the midst of a historic anniversary
Canal tour in Amsterdam, Netherlands, an area which will soon become an emission-free zone.
Amsterdam is celebrating its 750th anniversary in 2025 with a packed calendar of events, but the city’s bold sustainability initiatives are stealing the spotlight.
In 2024, the Dutch capital already implemented one of the highest tourist taxes in Europe, imposing 12.5% on accommodation costs. Other measures include banning buses over 7.5 tonnes from the city centre, increasing cruise passenger taxes to €14.50 per person and freezing permits for new hotels and bed and breakfasts in key districts.
Aiming for a greener future, Amsterdam introduced emission-free zones from 1 January 2025, banning scooters, motorbikes and snorkels within urban areas.
By April, the city’s inland waterways will also transition to zero-emission passenger cruises and boat rides. While these changes may increase prices in the short term, if canal tourism operators pass the cost of this transition on to their customers, they align with Amsterdam’s long-term sustainability goals.
Venice doubles down on tourism rules
Thousands of people are gathering along the Grand Canal to celebrate the Venetian carnival, but so what … [+]
Venice does not back down. After introducing a €5 access tax for day-trippers in 2024, the city is increasing the number of taxed days to 54 in 2025, 19 of which fall on weekends. Visitors who do not pay the tax at least four days before arrival will face a double fee of €10.
The initiative – criticized for not reducing congestion but praised for generating €2.2m in revenue – signals Venice’s commitment to balancing tourism with local needs.
The city has also strengthened regulations on short-term rentals. Hosts can now rent their properties for just 120 days a year unless they meet stricter requirements, such as using labeled trash bags to track trash and greeting guests in person rather than relying on key boxes. These measures aim to address the housing shortage and ensure better management of tourist accommodation.
Pompeii captures visitors to manage millions of tourists
Visitors to the Archaeological Park of Pompeii, near Naples, Italy will now be counted on a daily basis … [+]
Pompeii is another Italian landmark stepping up efforts to combat overcrowding, fueled in part by an influx of 4 million visitors in 2024.
On 15 November 2024, the Archaeological Park of Pompeii announced a daily limit of 20,000 visitors, with further restrictions during the peak season. From April 1 to October 31, 2025, the Park will limit morning entries to 15,000 and afternoon entries to 5,000.
The park now requires tickets to be purchased in advance online, tied to specific time periods and visitor names.
This strategy mirrors similar efforts at other European heritage sites such as the Acropolis Museum in Athens and the Louvre in Paris, which have long implemented visitor limits to protect their cultural and historical integrity.
Greece takes a multifaceted approach to overtourism
Tourists on the island of Mykonos during the magic hour of sunset. Will the new measures for navigation … [+]
Greece has introduced comprehensive measures to tackle overpopulation and climate resilience. Starting in 2025, the climate resistance tax will range from €1.50 for 1-star hotels to €15 for 5-star accommodation during peak season, a significant increase from the cap of €4 for 5-star hotels star in 2023. Off-season rates will remain lower to encourage year-round tourism.
Additionally, Greece will impose a €20 tax on cruise passengers visiting Mykonos and Santorini during the peak summer months. Mykonos alone hosted 768 cruise arrivals in 2024, bringing 1.29 million passengers to an island with only 10,000 permanent residents.
To ease congestion, the Hellenic Port Authority shared a statement from Athanasios Kousathanas-Mega, President of the Mykonos Port Fund, in which he highlighted the efforts made in 2024 to extend the 2025 cruise season from February to December.–beyond the traditional summer months. He aims to spread the numbers and thereby relieve the pressure on the island.
In Athens, a ban on new short-term rental licenses came into effect on January 1, 2025, targeting three central districts. The measure, announced by Tourism Minister Olga Kefalogianni, aims to address the housing shortage and ease the strain on local infrastructure. The ban can be extended beyond its initial one-year term.
The United Kingdom introduces tourist tax before arrival with ETA
Passengers queue to check-in at Heathrow Airport Terminal 1. Will ETA simplify travel in 2025?
The UK is modernizing its borders with the Electronic Travel Authorization (ETA) scheme. From 8 January 2025, eligible non-European travelers will need an ETA, while eligible Europeans will follow suit on 2 April 2025.
The £10 fee, digitally linked to passports, allows multiple entries for up to six months over two years, effectively functioning as a tourist tax. This initiative increases safety by simplifying travel for millions of visitors each year.
Complementing the ETA, the Visitor Levy (Scotland) Act 2024 empowers Scottish local councils to set tourist tax rates. While no one has implemented it yet, Edinburgh City Council and the High Council have proposed a 5% tax. However, its implementation remains uncertain for 2025.
Meanwhile, Wales is also considering a visitor charge, with a bill due to be considered by the Senedd in 2025.
Portugal’s rising tourism costs
Tourists wait in line to enter a tram at Camoes Square in Lisbon, Portugal. Will this change from … [+]
Portugal is following suit with higher visitor fees. According to the Portuguese News Agency (LUSA), 40 of Portugal’s 308 municipalities now impose a tourist tax.
Lisbon doubled its overnight tourist tax to €4 per person for hotel guests from 1 January 2025, while maintaining its €2 sea arrival tax for cruise passengers.
Meanwhile, Porto also raised the tourist tax to 3 euros per person.
The latest additions include six municipalities in the Azores (Ponta Delgada, Ribeira Grande, Lagoa, Vila Franca do Campo, Povoação and Nordeste) and three in Madeira (Câmara de Lobos, São Vicente and Porto Santo), highlighting the country’s growing support from these taxes. to manage tourism and support local development.
The question remains
Overtourism forces Europe to confront pressing questions such as: Can global travel continue to expand without compromising local heritage and quality of life? Will tourist taxes, visitor limits and short-term rental bans be enough to manage the negative side effects of an increasingly crowded world? What else can be done to ensure that European hotspots succeed in balancing economic growth with cultural preservation?
