After last year’s headline-making protests against mass tourism, tensions are once again rising across Europe — but this time, so are efforts to rethink the system.

In the Canary Islands, thousands of residents have already taken to the streets in 2024 to voice anger over the consequences of unchecked tourism. And more protests are expected to erupt across southern Europe later this summer. From sky-high rents to overcrowded streets and disrespectful visitor behavior, locals are growing increasingly frustrated.

While change in the tourism sector is typically slow—requiring collaboration across governments, businesses, and communities—a wave of new initiatives offers a glimmer of hope. Across the continent, countries are launching strategies to address the environmental, social, and economic pressures caused by overtourism, aiming to balance visitor numbers with the wellbeing of local residents.

Importantly, tourists themselves are starting to respond. Growing media coverage and increased awareness of tourism’s downsides are prompting travelers to consider their impact. At the same time, local communities are ramping up demands for authorities to act. Here’s how one European nation is leading the way with practical and sustainable reforms.

Switzerland: Greener Travel and Smarter Infrastructure

Switzerland is stepping up with its “Swisstainable” tourism strategy, designed to spread visitor numbers more evenly throughout the year and across the country. A key pillar of the plan is transport: in 2024, the country’s national train system will run entirely on hydroelectric energy, reinforcing its push for low-impact travel.

With the Alps increasingly threatened by rising temperatures and receding glaciers—like the recent tragic collapse in Blatten—the need to protect natural sites is urgent. Switzerland is using its extensive public transport network, including century-old mountain trains, to ease road congestion and encourage eco-conscious travel. Swisstainable-certified hotels now offer discounts of up to 33% on rail tickets, making sustainable choices more attractive for visitors.

Meanwhile, a high-profile campaign featuring tennis legend Roger Federer promotes off-season visits, showcasing Switzerland’s beauty beyond the peak ski and summer hiking seasons. Many ski lifts and seasonal hotels are extending their operating periods, helping to relieve pressure during peak months and support year-round tourism.

Despite not being among Europe’s top overtourism hotspots (destinations like Zante, Istria, and Fuerteventura currently bear the brunt), Switzerland is still feeling the strain. Tourist magnets like Lauterbrunnen and Lake Brienz—especially popular after their appearance in the hit Korean drama Crash Landing on You—have seen surging numbers of visitors. A 2024 survey revealed locals are particularly concerned about “Instagram tourism,” which they say turns cultural sites into superficial photo ops.

Alexander Herrmann, Director for the UK & Ireland at Switzerland Tourism, acknowledges the challenges: “When large crowds descend without warning, it can overwhelm communities. Our goal is to channel some of that impact into long-term benefits—like better infrastructure, restrooms, and traffic management.”

To that end, a CHF 5 (£4.50) tourism fee has been introduced at Lake Brienz, with proceeds funding local maintenance. A new car park outside Lauterbrunnen connects to a train line, allowing visitors to reach the scenic town without clogging its one-lane access road.

The bottom line? Switzerland’s message is clear: travel by train, avoid peak seasons, and expect to pay a little more for high-demand spots. It’s a blueprint that other destinations across Europe may soon follow, as the continent grapples with the delicate balance between welcoming the world—and protecting what makes it worth visiting.