European walking holiday searches rise 60% amid shift to dispersed tourism
A 60% year-on-year surge in walking holiday searches signals a structural shift in European travel demand, offering a scalable economic model to redistribute tourist spending and alleviate the pressures of overtourism.
UK Google searches for walking holidays have increased by 60% year-on-year. This surge highlights a growing consumer preference for immersive, slower travel across the continent.
The trend presents a direct market response to the concentration of mass tourism. "Overtourism isn't just about numbers - it's about concentration," says walking holiday specialist Annie Antonatou.
"Those small encounters are exactly what keep village economies alive," Antonatou says. She notes that walking holidays redirect spending toward local accommodations, ferry operators, bakeries, and tavernas by dispersing travelers across villages and trails.
Travel companies are capitalizing on this shift by promoting off-peak itineraries. Veriano Verde, a guide for Exodus Adventure Travels, leads walking tours on Italy’s Amalfi Coast to relieve pressure on congested areas.
"It is hard to even describe with words, you simply have to experience it," Verde says of the Path of the Gods. He recommends visiting during the spring, autumn, or winter to avoid peak crowds and support local businesses year-round. Exodus offers a week-long guided holiday in the region starting from €1,715 per person, excluding flights.
In Greece, operators are combining famous destinations with lesser-known islands to spread economic benefits. Antonatou, who runs the company No Footprint, suggests pairing Santorini with quieter Cycladic islands like Naxos.
This strategy encourages spending at family-run guesthouses and local tavernas. No Footprint offers a week-long self-guided walking holiday across Santorini and Naxos from €642 per person, excluding flights, available through Responsible Travel.
Portuguese specialist Vincentina Travel is focusing on the Algarve’s southwest coast to divert visitors from busy resorts. Manager Ricardo Estêvão points to the 78km Fishermen’s Trail, part of the 450km Rota Vicentina network.
Estêvão suspends operations during the summer months to concentrate visitors outside the peak period. A week of self-guided walking along the Fishermen’s Trail costs from €490 per person, excluding flights.
Operators are also targeting Croatia’s Dalmatian Coast to disperse cruise crowds. Hiking routes on the Pelješac peninsula, Mljet Island, and Mount Srđ in Dubrovnik offer alternatives to congested historic centers.
Responsible Travel organizes a seven-day self-guided walking holiday covering Dubrovnik, Mljet, and Pelješac from €985 per person, excluding flights. Industry experts recommend visiting between September and October to align with the grape harvest and avoid peak cruise arrivals.
