A new study by Which? Travel has revealed a surprising, if troubling, statistic: Zakynthos has been named the most oversaturated tourist destination in Europe. The island now experiences a staggering 149,887 overnight stays for every 1,000 permanent residents. In other words, for every local, there are roughly 150 tourists.
The term overtourism is increasingly used to describe this very phenomenon—when the volume of tourism exceeds what a place can sustainably handle. As Rory Boland, the study’s editor, puts it: “For some destinations, it’s clear we've reached a tipping point—where the impact of tourism outweighs its benefits.”
Zakynthos Tops the List—But It’s Not Alone
Following Zakynthos, the second most crowded destination is Istria in Croatia, and third is Fuerteventura in the Canary Islands. At the other end of the spectrum, the least pressured areas include Targovishte in Bulgaria, Rybnik in Poland, and Benevento in Italy.
When measured by tourist density per square kilometer, no city comes close to Paris, with 418,000 overnight stays per square kilometer. Central Athens takes second place with 88,535, while Copenhagen ranks third with 63,944.
In terms of total overnight stays, Mallorca leads the pack with over 51 million stays annually, followed by Paris (43.9 million) and Rome (41.1 million). On the opposite extreme, the remote Norwegian island of Jan Mayen records zero overnight stays due to its location within the Arctic Circle and restricted access.
Why Are Some Destinations Overwhelmed?
According to Professor Richard Butler of Strathclyde University in Scotland, the issue isn’t tourism itself but the inability of some places to manage it effectively. “Cities like Barcelona and Dubrovnik are struggling because they’ve become overly dependent on tourism, without any long-term strategic planning,” he explains.
In contrast, destinations like Las Vegas or Orlando, which were built as tourism hubs, don’t experience the same pressures. Similarly, organically developed travel destinations like Blackpool in the UK have adapted better over time.
Seeking the Road Less Traveled
The report concludes with suggestions for alternative travel spots—particularly in Eastern Europe—that remain relatively undiscovered. Among them: Rybnik in Poland, regions in Romania, and areas of North Macedonia offer quieter, more sustainable options for travelers looking to escape the crowds.
Which? Travel Highlights at a Glance:
Areas with the highest tourist pressure (overnight stays per 1,000 residents):
Zakynthos, Greece: 149,887
Istria, Croatia: 133,467
Fuerteventura, Canary Islands: 118,720
Areas with the lowest tourist pressure:
Targovishte, Bulgaria: 332
Rybnik, Poland: 351
Benevento, Italy: 398
Areas with the highest tourist density (per sq. km):
Paris: 418,280
Central Athens: 88,535
Copenhagen: 63,944
Areas with the lowest tourist density:
Jan Mayen, Norway: 0
Teleorman, Romania: 1.21
Svalbard, Norway: 2.4
Areas with the most overnight stays:
Mallorca: 51,193,029
Paris: 43,919,010
Rome: 41,135,744
Areas with the fewest overnight stays:
Jan Mayen, Norway: 0
Teleorman, Romania: 6,983
Zasavska, Slovenia: 22,990
