Filenews 28 January 2025 - by Emesme Maczko
Europe remains a wonderful destination for American travellers, attracting over 20 million Americans in the first 11 months of 2024, according to the U.S. Department of Commerce's International Trade Service.
Despite this impressive number, North American tourists account for only 7% of visitors from the rest of the world to the European Union. Intra-European travel dominates 85%.
In 2025, European countries trying to tackle overtourism will continue to push through measures including taxes, visitor caps and short-term rental bans. Measures that aspire to protect Europe's cultural heritage and provide support to local communities amid increased travel demand.
Amsterdam and sustainability against the backdrop of a landmark anniversary
Amsterdam celebrates its 750th anniversary in 2025. The calendar is full of events, but bold initiatives in the field of sustainability steal the impression
As of 2024, the Dutch capital has imposed one of the highest tourist taxes in Europe, 12.5% on accommodation costs. In addition, buses over 7.5 tons are banned from accessing the center of Amsterdam, the tax per cruise passenger has been increased to 14.5 euros, while licenses for the construction of new hotels and rented rooms in central districts of the city have been frozen.
Aiming for a greener future, from 1 January 2025 Amsterdam introduced "no emissions" zones banning scooters, and mopeds within urban areas.
By April, zero-emission passenger boats and pleasure boats will circulate on the city's waterways. These changes may increase prices in the short term if channel tour operators pass on the costs of the green transition to customers, but they serve Amsterdam's long-term sustainability goal.
Venice strengthens tourism regulations
Venice is not backing down. After introducing a tax of €5 per day for overnight visitors in 2024, it increased the number of days taxed to 54 in 2025, of which 19 fall on a weekend. Guests who do not pay the tax at least four days before arriving in the Italian city will be asked to pay a double fee of €10.
The initiative - criticised for not reducing overtourism, but praised for generating €2.2 million in revenue. It marks Venice's commitment to bring tourist flows into balance with the needs of residents.
In addition, the city has tightened regulations on short-term rentals. Hosts can now only rent their properties for 120 days per year, unless they meet stricter criteria, such as using special garbage bags or greeting guests in person instead of relying on keychains, to address housing shortages and ensure the best possible management of vacation accommodations.
Pompeii: Visitor cap
Pompeii is stepping up efforts to combat overtourism, with 4 million visitors arriving in 2024.
On November 15, 2024, Pompeii's archaeological park announced a daily cap of 20,000 visitors, with additional restrictions during the peak season. From April 1 to October 31, 2025, the Park will limit visitor entries in the morning to 15,000 and in the afternoon to 5,000.
In order for someone to visit the archaeological park, he must have purchased his ticket electronically, which is linked to a specific visitor's name and provides a specific duration for the visit.
This strategy follows similar models followed by other European heritage sites, such as the Acropolis Museum in Athens and the Louvre Museum in Paris, which have long applied visitor caps to protect their cultural and historical heritage.
Greece: Multifaceted treatment of overtourism
Greece has adopted measures to tackle overtourism and climate resilience. From 2025, the climate resilience fee will range from €1.50 for "1-star" hotels to €15 for 5-star accommodations in peak season, when the cap for 5-star hotels in 2023 was €4. The fee will be lower in the so-called "off season" period to boost tourist traffic throughout the year.
In addition, Greece will impose a disembarkation fee of €20 on cruise passengers visiting Mykonos and Santorini during the summer months. Mykonos alone welcomed 768 cruise ships in 2024 and 1.29 million. passengers, when the island has 10,000 permanent residents.
In addition, in 2024 an effort was made to extend the cruise season for next year, from February to December, with the aim of distributing the number of visitors and alleviating tourist pressure on the island.
In Athens, as of January 1, 2025, the issuance of new short-term rental licenses in the historic center and in areas of three municipal districts was prohibited. This move, announced by Tourism Minister Olga Kefalogianni, aims to address the housing problem and de-escalate the pressure on local infrastructure. The ban may be extended beyond its initial one-year validity.
The United Kingdom introduces a "tourist tax"
The UK is modernising its borders with the Electronic Travel Authorisation (ETA) system. From 8 January 2025, eligible non-European travellers will need an ETA, with eligible Europeans following on 2 April 2025.
The £10 fee [allegedly increase being discussed], digitally linked to passports, allows multiple entries for up to six months over two years, effectively acting as a tourist tax. This initiative enhances security while streamlining the travel of millions of visitors annually.
Complementing ETA, the Visitor Levy (Scotland) Act 2024 empowers Scottish local councils to set rates of tourist tax. Although neither has implemented it yet, Edinburgh City Council and Highlands Council have proposed a 5% fee. However, its enforcement remains uncertain for 2025.
Meanwhile, Wales is also considering a visitor fee in 2025.
Portugal's rising tourist costs
According to the Portuguese News Agency (LUSA), 40 of Portugal's 308 municipalities now impose a tourist tax.
Lisbon doubled the overnight tourist fee to €4 per person for hotel guests from January 1, 2025, while maintaining the €2 disembarkation fee for cruise passengers.
Meanwhile, Porto has raised the tourist fee to €3 per person.
The last municipalities to adopt this policy are in the Azores (Ponta Delgada, Ribeira Grande, Lagoa, Vila Franca do Campo, Povoação and Nordeste) and Madeira (Câmara de Lobos, São Vicente and Porto Santo).
Questions remain
Overtourism is forcing Europe to answer the following questions: Can global travel continue without jeopardising the cultural heritage and quality of life of residents? Are tourist fees, visitor caps and short-term rental bans enough to limit the negative side effects of tourism? What else can be done to ensure that European hot spots strike the right balance between economic growth and heritage preservation?
Performance – editing: Michalis Papantonopoulos
