(Lebanon, NH – April 28, 2025) — As overtourism worsens in the world’s most popular destinations, travelers are adjusting course—opting for less-frequented places and off-season travel. But while these decisions may offer quieter, more authentic experiences, they simultaneously increase traveler risk. According to the Spring 2025 Global Rescue Traveler Sentiment and Safety Survey, this shift in behavior is creating a new safety landscape for global travel.

“People are turning away from overrun cities in search of meaningful escapes, but that trade-off often comes with greater personal risk. Infrastructure in these emerging destinations is frequently underdeveloped, especially in terms of emergency medical support. We’ve seen a 17% jump in security memberships in the last quarter,” said Dan Richards, CEO of The Global Rescue Companies and a U.S. Travel and Tourism Advisory Board member at the U.S. Department of Commerce.

The survey reveals that 61% of travelers have deliberately avoided a destination due to concerns about overcrowding—frequently naming countries like Spain and Italy. In seeking alternatives, they’re increasingly venturing into remote or lesser-developed regions, where medical infrastructure and emergency resources may be limited.

As travel risks evolve, proactive safety measures are no longer seen as a luxury but as a necessity for those navigating an unpredictable global landscape. “This is a defining moment in travel behavior,” Richards said. “Demand for personal security services among travelers is on the rise.”

Key findings include:

  • 90% of travelers say they would consider a less popular alternative to reduce overtourism.
  • 69% have been disappointed by crowds in top destinations.
  • 77% prefer to travel off-season, with over half doing so “most of the time.”

“These results confirm that overcrowding is more than an inconvenience—it’s actively shaping traveler behavior,” Richards said. “But as more people explore the road less traveled, we must recognize the increased challenges and risks they may face along the way.”

As locations like Venice, Barcelona, and Bali continue to implement restrictions to manage overtourism, travelers are redirecting themselves to places that are quieter but often ill-equipped to handle crises—from natural disasters to medical emergencies.

“Sustainable tourism isn’t just about protecting destinations,” Richards emphasized. “It’s also about protecting travelers. While spreading out visitation helps preserve culture and environment, it also demands smarter planning—by governments, the travel industry, and individuals alike—to ensure safety isn’t sacrificed in the process.”

Global Rescue advises travelers to prepare for the added risks that come with venturing off the beaten path by securing travel protection that includes medical evacuation and emergency response services.

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For more information, contact Bill McIntyre at bmcintyre@globalrescue.com or +1 202.560.1195.  

About the Global Rescue Traveler Sentiment and Safety Survey   

Global Rescue, the leading travel risk and crisis response provider, surveyed more than 1,100 current and former members between April 8-12, 2025. The respondents revealed a variety of behaviors, attitudes and preferences regarding current and future travel.  

About Global Rescue   

Global Rescue is the world’s leading provider of medical, security, evacuation and travel risk management services to enterprises, governments and individuals. Founded in 2004, Global Rescue has exclusive relationships with the Johns Hopkins Emergency Medicine Division of Special Operations and Elite Medical Group. Global Rescue provides best-in-class services that identify, monitor and respond to client medical and security crises. Global Rescue has provided medical and security support to its clients, including Fortune 500 companies, governments and academic institutions, during every globally significant crisis of the last two decades. For more information, visit www.globalrescue.com.