Too many people in too short a time divided between too few locations.

This is how mass tourism can be summarized. It is particularly prevalent in destinations with unique beauty or landmarks and can be intensified by advertising and social media (keyword: Instagramability). The phenomenon already emerged after the 2nd World War, when the intensity of travel increased dramatically due to economic, social and societal boom factors. Since 1950, travellers worldwide have risen by 1.4 million (Statista, 2019).

Such several travellers, mainly when concentrated in a few places, cause problems that players in the travel industry have become even more acutely aware of since the pandemic brought them to a standstill. In addition to the environmental damage caused by arrivals by plane or private car, there is also the disturbance to local residents who are in the minority in their own region during peak travel times. In addition, there is seasonal work (and the associated unemployment afterwards), destruction of nature, increased waste generation and a generally very high consumption of resources.

Sustainable or soft tourism is often presented as a solution to the problem of mass tourism. However, the focus is often solely on the arrival and interaction with the local residents, booking sustainable accommodation, for example. However, sustainable tourism should also consider visitor management and motivate travellers to travel outside the high season(s) and avoid sights at peak times. It also makes sense for travellers to view the surroundings of their favoured destination. Maybe they do not need to stay in the town centre but instead, choose accommodation off the beaten track.

“We don’t have mass tourism in Balderschwang,” writes the team of the Allgäu wellness hotel. In general, the group recommends its guests instead look at the small places in the surrounding area and not focus too much on the big cities—a special insider tip: Holzschuhmacher Devich in the neighbouring Austrian community of Hittisau in the Bregenz Forest.

The HUBERTUS is not only a refuge in name but is one. Here, guests are allowed to arrive and find peace. In addition to the large Mountain Spring Spa, the focus on yoga and Ayurveda and the regional and healthy food also play a significant role.

Warpe is a tiny village in Lower Saxony. Surrounded by fields and forests, it is always quiet and tranquil here. The two sisters, Kristin and Maren, continue to run the family hotel with love and care. The cozy rooms, the yoga and relaxation programs and the handmade cakes and treats in the adjoining café are just some highlights that delight the Okelmann’s guests. “Here you can be away from the crowds all year round and recharge your batteries,” Kristin Okelmann summarises.

The Hohe Tauern National Park is the oldest national park in Austria. And right in the middle of it lies the Naturhotel Outside. “Our region of East Tyrol is characterized by soft/gentle/natural tourism,” describes hotel manager Daniel Ganzer. Even in winter, the ski lifts hardly have any waiting times. This is possible, among other things, because the Hohe Tauern National Park is a model region for low-impact tourism. With its own sustainability strategy, the nature and hiking hotel supports the efforts of the model region and, for example, gladly advises its guests to travel by train and stop in local mountain huts.

Even in popular holiday regions and during the high season, there are ways and means for guests (and tour operators) to counteract the crowds. The choice of time of day or day of the week can be crucial for an almost deserted destination.

At the Hotel Weihrerhof on the Ritten in South Tyrol, which is well-frequented in summer, Klaus Pichler advises his guests not to visit the Rittner Horn on the weekend, for example. There are, in fact, alternatives for the famous earth pyramids in Lengmoo: The geological phenomenon can also be admired in Oberbozen and Unterinn. Klaus Pichler’s favourite place, however, is Lake Mitterstiel. From there, you have a unique view of the Dolomites.

“There is always a lot going on at the lake, especially during the holiday season,” says Ursula Wagner of Naturresort Gerbehof in response to our question about mass tourism at Lake Constance. She, therefore, recommends her guests explore the beautiful hinterland. For this purpose, Gerbehof has bike maps that show the routes’ length, difficulty and altitude so that everyone can find the perfect tour. Especially popular are the Deggenhauser Valley, also known as the Valley of Love, and a visit to the many small museums in the villages outside of Meersburg and Lindau.

Otherwise, Ursula Wagner recommends taking advantage of the off-season. “A very nice time for us is in spring when the flowers bloom or in September for the wine and fruit harvest. Holidays are over, and things are quieter.” In addition, certain farm inns, called Rädle, are only open during harvest.

The teams of the sustainable Green Pearls® partners on-site usually know best and gladly provide information and share their secrets. At Hotel Das Rübezahl, this all happens first-hand. Active guide Basti is happy to take guests to these insider sites and introduce them personally. “But we do reveal a little now and then via our blog,” admits Alexander Thurm.

At the Hotel Bella Vista in Zermatt, Switzerland, the team also likes to recommend alternatives to the classic sights to its guests. They know all the picturesque and quiet places around the car-free resort where you can get away from the hustle and bustle.

The sustainable properties of the Green Pearls® network show how it is done: All tourism stakeholders can work to ensure that the mass of tourists is managed wisely. Both in advance, by deliberately highlighting the low season, and on the ground, when it comes to when and if certain sights should be visited.