With travel soaring thanks to low-cost airlines, glossy guidebooks and social media, it’s no surprise that overtourism has become a problem over the past few decades.
With tourism accounting for 10% of the global economy, Europe’s most famous landmarks are reaching maximum capacity.
In 1950, global travel brought 25 million people abroad. These days, that number has soared to more than 1.5 billion, inevitably pushing popular destinations like Venice, Amsterdam and Paris to breaking point.
As highlighted in a May 2026 CBS Sunday Morning segment on overtourism, this explosive growth has sparked a moment of tremendous growth for the travel industry. “Destination destinations are really realizing that tourism needs to be regulated. It needs taxes, it needs urban planning laws, it needs physical infrastructure.”
But in the end, tourism is all about our choices as travelers.
This is where JayWay Travel comes into play. JayWay serves semi-independent travelers who truly make a difference by creating unique, customized itineraries.
How JayWay fights overtourism every day
hidden gem
No one can argue that a gondola ride in Venice, a sunset in Santorini, or strolling the hallways of the Louvre in Paris are all bucket list items.
But there is more to Europe than its major cities and famous landmarks. JayWay Travel Planners do a great job of encouraging off-the-beaten-path travel by customizing each itinerary, expertly tailoring it to lesser-known but equally amazing destinations that hide just as much magic as the famous destinations.
Traveling off the beaten path can help you stay much smarter. You can take a day trip to your tent destination, but you can save time, money and effort by booking accommodation in other towns and cities that are a direct car or ferry ride away. And trust us. The views and experience make it very valuable.
For example, why stick to Capri when you can enjoy the slower pace of island life in Ischia? Likewise, on the Amalfi Coast, consider using Sorrento as a base instead of Positano.
Not only will this allow you to enjoy a more authentic experience, but it will also allow you to support your local community in a destination where your time won’t be overwhelmed by long lines, huge crowds, or rushed travel itineraries.
smart timing
Deciding the right time to visit Europe can make or break your travel experience. JayWay Travel’s experienced travel planners are always happy to advise on the best time to travel to avoid major events that attract unbearable crowds.
Most importantly, JayWay Travel manages exceptional private tours during off-peak hours.
local immersion
At JayWay Travel, local immersion is how we really do things. We do not compromise on our goal of providing unforgettable experiences on every day of your travels.
We are dedicated advocates of semi-independent, tailored travel while avoiding coach tours and cruise tours, which are one of the main drivers of overtourism.
There’s another reason the JayWay philosophy recommends skipping a packed tour schedule. In other words, it’s a cut-and-paste approach, which can rob your travel experience of everything that makes it truly memorable.
Instead, says Olga Sontowska, Sales Director at JayWay, “Experience away from the main tourist crowds whenever possible. Our offering includes many off-the-beaten-path, local experiences, such as “dinner with a local” in Dubrovnik, that allow you to discover the destination in a more authentic way without feeling like another tourist.”
“Dinner with the Locals” in Dubrovnik is just one of the many experiences we offer that prove that you can get a glimpse of real life even in a popular destination like Dubrovnik, as long as you know where to look.
Why traveling with JayWay can make a difference
Customized personal itinerary
Semi-independent travel could be part of the solution to overtourism. how? By avoiding unreasonable group scheduling and prioritizing flexible schedules, JayWay guides users through ideal off-peak times while also managing to divert traffic from overly congested hotspots.
Deep local partnerships
Having pioneered European travel for 20 years, JayWay has built an extensive network of local guides, family-run hotels and local artisans. This way, every penny you spend on travel supports your local community and helps create a sustainable future for its residents.
Ana Bacic Vukota, JayWay’s Director of Operations, said: “Over the years, we have built long-term relationships with trusted local partners, many of whom have become close friends.” Ana continues: “Above all, we truly enjoy sharing our passion for our country, history and cultural heritage with every traveler we welcome.” What’s the best part about JayWay for Ana? “It is a great reward and joy for us to be able to build deeper connections with the destination and its people, and convey the same emotions and passion to our departing guests.”
field staff
But if there’s one thing that really makes JayWay Travel stand out, it’s their local staff.
Our city hosts are locals who have spent their entire lives in Europe and are committed to helping guests see their favorite cities with their own eyes, providing real-time recommendations for the best neighborhoods, restaurants, and all the places you’ve grown to love over the years.
These same people also have first-hand experience of how overtourism has transformed the lives of local residents in saturated cities, making them the right people to help you escape the trap of tourism and enjoy immersive experiences.
JayWay is a better way to travel
If you remember one thing from the recent CBS Sunday Morning report on overtourism, it should be this quote from Paige McClanahan: “We can use our power to transform tourism into a constructive force for humanity.”
With JayWay Travel, it’s not as difficult as you think. Conscious travel doesn’t have to sacrifice comfort or miss out on the magic of Europe.
What is needed is careful planning, smart choices and a network of local professionals who excel at providing exceptional service while keeping in mind the impact of mass tourism on local residents and communities.
But don’t just take our word for it. Read real stories from travelers who have already made a difference by choosing responsible, crowd-free adventures on the JayWay Travel Customer Reviews page.
Born and raised in Athens, Maria is passionate about travel and storytelling, an ideal combination for her role as Content Manager.
