Planning an eco-friendly trip to Europe

Choosing a destination and accommodation

Avoid destinations that are too popular and overcrowded

Before booking, take some time to think about your destination. Some European cities suffer from severe overtourism, particularly during the high season. 

In Italy, some cities and historic sites have introduced restrictions. Venice, for example, has introduced an access fee to regulate visitor numbers. The archaeological site of Pompeii also limits the number of daily visitors to 20,000. Measures of this kind are becoming more widespread in several European destinations. In Greece, in particular, the islands of Santorini and Mykonos are also seeking to better manage tourist numbers. 

In many cases, it becomes difficult to visit certain places without booking several weeks, or even several months, in advance.

Choosing a destination therefore now means planning ahead. To avoid the crowds, it may also be worth exploring lesser-known towns or regions. Europe is brimming with hidden gems, which are often more authentic and just as culturally rich. These destinations have the advantage of being accessible by train or bus – modes of transport that produce fewer CO₂ emissions than flying. 

How to choose a destination? 

Feel free to check out platforms specialising in responsible tourism, which list destinations, accommodation and activities selected according to environmental and social criteria. When it comes to accommodation, if you’d like to stay in establishments committed to environmental sustainability, check for recognised eco-labels. 

The EU Ecolabel, for example, is awarded to accommodation providers that meet strict criteria regarding water and energy consumption, waste management and the use of more environmentally friendly products. Be careful, though – not all labels are created equal! Some “greenwashing” practices do exist. It is best to cross-check information from several sources before booking.

Good to know: holiday villages in France will have to meet more sustainability criteria in order to retain their classification. These include energy efficiency and management, lighting, air conditioning, reducing water consumption, recycling rainwater and greywater, waste reduction, waste sorting and recycling, and cleaning products…

Villages must now comply with 39 criteria relating to the environment and sustainable development, 22 of which are mandatory.

Choosing your holiday accommodation

For a more authentic experience, you could also opt for accommodation with local residents. Examples include rural guesthouses, urban co-living arrangements or even couchsurfing. These options encourage interaction with residents and often offer a better insight into the local culture.

But be wary of fake listings! Get in touch with the host before booking to clarify the accommodation terms and conditions. This will allow you to check that the accommodation meets your expectations. Don’t hesitate to read the reviews left by previous guests to get a clearer idea of what to expect.

Bear in mind that certain forms of tourist accommodation are currently the subject of debate in several European cities facing a housing shortage. Barcelona wants to tackle mass tourism and significantly reduce short-term tourist rentals. Since April 2026, the tourist tax for guests staying in Barcelona hotels has risen from 5 to 7.5 euros per night to between 10 and 15 euros per night, depending on the hotel’s category. Florence has banned new listings on holiday rental platforms until further notice. Existing licences must be renewed by 2028, subject to stricter criteria. Lisbon has also adopted measures to better regulate the sector.

This does not mean you have to rule out this type of accommodation. However, it may be worth finding out about its local impact. Where possible, you might consider alternatives that are of greater benefit to local residents and the local economy.

Social media, search engines and artificial intelligence: a different way to stay informed 

Don’t let social media influence you too much

Social media platforms such as Instagram and TikTok have a significant influence on the choice of holiday destinations. Spectacular landscapes, hidden beaches and “Instagram” spots can quickly become victims of their own success. Some places have seen visitor numbers skyrocket within a matter of months. This sudden surge in visitors has consequences for the environment, cultural heritage and the quality of life of local residents. 

To plan a trip more thoughtfully, it is useful to draw on a variety of sources of information. Travel guides, local tourist offices, specialist blogs and platforms dedicated to sustainable tourism often enable travellers to discover lesser-known destinations and gain a better understanding of local issues. 

Using AI wisely 

Artificial intelligence tools are also proving to be valuable allies when planning a holiday. They can help you put together a coherent itinerary, minimise unnecessary journeys between different stops, and suggest alternative train routes. They can also identify accommodation providers committed to environmental sustainability. Some apps even let you find out when museums, monuments or natural sites are at their busiest, so you can plan your visits more effectively. 

Don’t blindly trust AI agents

However, these tools do have certain limitations. The information provided may be incomplete or, in some cases, out of date. It is best to check important details against official sources, particularly timetables, bookings or local regulations. 

Be wary of content generated by artificial intelligence! Some articles appearing in search engine results, social media posts or travel blogs are not genuine. They are sometimes based on photos that have themselves been generated artificially. These photos greatly embellish landscapes or present places in a completely misleading light. To avoid disappointment and a wasted trip, don’t act on a spur-of-the-moment decision! Always check several sources before choosing a destination or booking a holiday. 

AI can contribute to overtourism

Bear in mind that artificial intelligence cannot completely replace human experience. AI tools tend to recommend the most popular destinations, landmarks or activities. This can contribute to further concentrating tourist flows on sites that are already very busy. Don’t hesitate to ask for suggestions for lesser-known alternatives or to look for recommendations from locals and local organisations. 

Tip: protect your personal data! Providing the AI with a flight confirmation or hotel booking email can help it organise an itinerary for you. However, these documents often contain sensitive information: your name, booking number, dates of stay, personal contact details and sometimes even your payment details. Before sending a document to an AI, remember to hide or delete any details that could identify you. 

Bear in mind the environmental footprint of AI

The sensible use of AI can form part of a responsible approach. However, focus on targeted searches, avoid repetitive queries, and download any useful information before you set off rather than constantly looking it up online.

Tour operators and the challenges of sustainable tourism 

The package holiday sector is gradually evolving to address travellers’ environmental concerns. More and more tour operators are incorporating sustainability criteria into the design of their packages. Some are seeking to spread tourist flows more evenly. They are promoting less popular destinations or limiting the promotion of sites under heavy tourist pressure, such as Santorini and Mykonos, during the high season. Others are encouraging longer stays for distant destinations accessible only by air. This has the advantage of better spreading the environmental impact of transport over the duration of the trip. 

Tourist brochures are also changing. More itineraries are being introduced that prioritise public transport, certified accommodation or activities that showcase natural and cultural heritage. Some tour operators are also working with socially responsible service providers. This is to reduce their energy consumption, manage waste more effectively or support local economies.

Other players in the sector are now publishing information on greenhouse gas emissions. When considered alongside the various modes of transport, these indicators enable travellers to compare different options. This allows them to factor climate considerations into their choices.

Before booking, it is therefore worth finding out about the tour operator’s specific commitments. A detailed environmental policy, recognised eco-labels, transparency regarding travel-related emissions, and support for local communities are all factors to bear in mind if you want to travel in a more “green” way, even on the other side of the world. However, do remain vigilant to distinguish genuine initiatives from mere marketing ploys.

Funded by the European Union. Views and opinions expressed are however those of the author(s) only and do not necessarily reflect those of the European Union or the European Innovation Council and Small and Medium-sized Enterprises Executive Agency (EISMEA). Neither the European Union nor the granting authority can be held responsible for them.