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Europe is the most visited continent on Earth, attracting 50% of the world’s tourists, up to 700 million people annually. But popularity brings problems. With one in three trips concentrated in July and August alone, and some destinations witnessing tourists outnumbering locals by as much as 1,600 to one, the impact on Europe’s landscapes, local life and wildlife has become unsustainable.

Add in the fact that 77% of people say switching off lights is the most sustainable thing they do when they travel (Booking.com, 2023), while only 13% see travelling off-the-beaten-path as a responsible choice (Phocuswright, 2023), and it was clear things needed to change.