Ultrawealthy Seek Hidden Gems to Escape Overtourism

Popular luxury destinations are becoming too crowded for even the most exclusive travelers. Wealthy tourists are now actively seeking out quieter, secondary locations in major countries to escape the noise and crowds of traditional hotspots.

According to insights from a luxury travel planner, the ultrawealthy want to enjoy famous destinations without the frustration of overtourism. This shift is driving interest toward regions that offer similar cultural and scenic experiences but with significantly more privacy and space.

Even the ultrawealthy are not immune to the frustrations of overtourism. As international tourism grows, many popular luxury destinations once associated with wealth and exclusivity are now packed with large crowds, long lines, and constant noise.

Rob DelliBovi, a luxury travel planner whose clients include celebrities and high-net-worth individuals, noted that many of his clients feel crowded out of places that used to feel special. He identified a "continuing trend of our clients believing everything is too crowded and they need their own space."

As a result, wealthy travelers are deliberately seeking out destinations that others tend to overlook. "They want to have their cake and eat it too, in terms of going to the popular places at the popular times, but enjoying peace and quiet and their own kind of experience," DelliBovi explained. Instead of abandoning travel to dreamy destinations like Italy and Japan, clients are ditching the hottest spots for quieter, alternative cities.

These secondary markets are actively building infrastructure to accommodate the wealthy and the famous. Travelers are skipping the most popular locations in favor of places that offer a similar vibe without the overwhelming presence of budget-minded tourists.

Italy is one of the most strained countries in the world regarding overtourism. Cities like Venice, Rome, and Florence are experiencing record numbers of tourists and mounting protests from locals.

DelliBovi described the situation in Italy as a "disaster right now" in terms of crowds. However, ultrawealthy travelers who "still want to go to Italy and eat like Italy" are finding a solution by skipping Rome and Florence entirely.

Instead, they are heading to Puglia. Located in the southeastern region of Italy, Puglia is known for its whitewashed towns, clear Mediterranean coastlines, and countryside estates. This makes it an appealing choice for luxury travelers seeking private villas and quieter travel.

While Puglia is also experiencing a tourism boom, it remains less crowded than the better-known travel destinations in Italy. It offers the authentic Italian experience without the chaos currently found in major cities.

Greece is facing similar issues associated with overtourism and protests. Popular hotspots like Mykonos and Santorini are often overwhelmed by summer crowds and cruise ships.

DelliBovi stated that many of his clients are skipping those islands entirely. "People are going to Paros in Greece as opposed to Mykonos or Santorini," he said.

Paros, an island in the Aegean Sea, has become an attractive alternative. It combines beaches, picturesque villages, and nightlife without the crush of people found elsewhere. "There's not 10,000 people at every restaurant. There's not 5,000 people at every beach club," DelliBovi noted.

Tourism on Paros has increased steadily over the past decade, especially with luxury travelers. Despite this growth, it remains less developed and less chaotic than its more famous neighboring islands.

Japan's status as one of the hottest destinations in tourism has brought issues, particularly in cities like Tokyo and Kyoto. Locals in these areas have protested tourism levels that they say are unsustainable.

DelliBovi reported that his clients are increasingly asking for alternatives. Travelers are looking for places in Japan that are "cool," "high-end," and have the necessary infrastructure, but where they won't "get run over by a mob of people."

The answer for many is Kanazawa. Located on the opposite coast of Tokyo, the city is increasingly appealing to high-net-worth travelers looking for a similar cultural experience with more privacy.

Kanazawa has been called "Little Kyoto" and is known for its art, dining scene, historic districts, and nature. Tourism to regional destinations like Kanazawa is growing as the Japanese government encourages visitors to explore beyond the country's most popular destinations.