Alternative tourism is an increasingly popular way to travel, offering an alternative to crowded, mainstream holidays. But what exactly is alternative tourism, why is it growing and what are some examples? This article explains.
What is alternative tourism?
Alternative tourism is a term used to distinguish an activity or trip from so-called mass tourism, in other words, it is the OPPOSITE of mass tourism. Alternative tourism is an umbrella term, rather than an individual type of tourism. If tourism is alternative, it is usually different from the mainstream. Most forms of niche tourism are also classified as alternative tourism.
What is mass tourism?
Because alternative tourism is defined as the opposite of mass tourism, it helps to first understand what mass tourism is.
Mass tourism is when a large number of people visit the same place at the same time and it is often (although not always) associated with overtourism. This leads to destinations being saturated. For example, New York City sees a lot of mass tourism – from crowds congregating in Times Square and heading to Ellen’s Stardust Diner for pancakes, then going up the Empire State Building to appreciate the city views. These popular activities result in queues and large crowds. However, it is possible to visit New York without engaging in mass tourism, for example by staying in a residential neighbourhood, exploring lesser-known districts and travelling at a slower pace.
Cruises are another example of mass tourism, as are resorts full of all-inclusive hotels and holiday villas. Activities and hospitality in these places are likely to cater specifically to tourists. Alternative tourism is said to be the opposite of this.
The typical mass tourism market is often associated with the package holiday market, whereby tour operators mass produce holidays and sell them to holiday makers in huge numbers. These holidays usually involve the typical sun, sea and sand model.
Alternative tourism definition
Surprisingly, there is no formal definition of alternative tourism that is widely used. However, it is easy enough to determine a general definition based on the widely published literature available. As such, alternative tourism can be defined as ‘tourism which is paradoxical to the mainstream, mass tourism industry and which is closely aligned with innovative, specialist and niche tourism types.‘
In addition, the Youth Travel Foundation, a French organisation, have attempted to define alternative tourism as follows:
‘Alternative tourism is an umbrella term for all forms of travel opposed to mass tourism. A special attention is paid to economic, social, cultural and environmental considerations. Alternative tourism aims to have a neutral or positive impact on its destinations. Although there are no rules defining it, beneficial tourism can take many different forms.‘
You can find out more about the different types of alternative tourism below!
The growth of alternative tourism
Alternative tourism is growing. Many travellers want to move away from what everyone else is doing and try something new. In Booking.com’s 2026 Travel and Sustainability Report, 43% of travellers said they planned to avoid overcrowded destinations, and 42% intended to travel outside the peak season.
The mainstream tourism industry promotes the same places every year – The Canary Islands for some winter sun, Paris for a spring city break, the Greek islands for your perfect summer vacay and Orlando, Florida for year-round fun and games in the sunshine. People (especially avid travellers) have done a lot of it already. They’ve been there, experienced it, got the t-shirt and the sun tan and the shell necklace souvenirs.
Many tourists are looking for new experiences, which is why there is a growing shift from mass tourism towards alternative tourism. This might mean visiting lesser-known towns and cities, travelling in the shoulder season, volunteering, or taking a road trip off the beaten track. Some destinations now actively promote lesser-known areas to spread visitors more evenly and reduce overtourism.
However, as with anything like this, it’s cyclical – a vicious circle almost. Cities that are now untouched by tourism provide the perfect playground for alternative tourists. But as humans we are keen to share our experiences, to tell stories or show photos or write blog posts about amazing trips to locations that tourists don’t go to – where few people speak English, where they ate in local restaurants or helped out on a farm. And as we share these stories, we pique the interest of others. So they go there. Then they tell their friends, who mention it to colleagues, who encourage family members to go. And it takes time but then, that city or town risks becoming a mass tourist destination itself. This is closely linked to the stages of Butler’s Tourism Area Life Cycle model.
Why is alternative tourism important?
Alternative tourism is important in many ways. By drawing people away from crowded mass tourism destinations, it can give them some relief. Mass tourism can be damaging for the environment, especially for places like historical sites or small villages. It also provides a boost to the economy for these alternative tourism destinations. It supports local communities, especially if you eat at independent restaurants and shop in small boutiques, stay in family-run B&Bs and so on.
Alternative tourists are often more conscious of their choices. They experience things that few others have done, usually (but not always) in a much more sustainable way than when contributing to mass tourism.
Types of alternative tourism
There are many different types of alternative tourism. As there is no steadfast or widely recognised definition, a lot of things can be seen to fit the mould. Some of the most well-known types include:
Sustainable and responsible tourism
Sustainable tourism and responsible tourism involve minimising the negative impacts of travel on the environment and local communities, for example by staying in eco-certified accommodation, travelling by train and supporting local businesses.
Solidarity tourism
Also known as pro-poor tourism, this type of tourism revolves around the fair socioeconomic growth of the destination. It involves ensuring local businesses and communities benefit from you being there.
Participative tourism
This is all about getting involved with the local population, learning from them or engaging with their culture. It creates a bond between visitors and locals, and provides space for authentic intercultural experiences.
Disaster tourism
Disaster tourism is a type of alternative tourism in which people visit locations in the immediate aftermath of some sort of natural (or manmade) disaster whether that is to offer help, to investigate or simply out of curiosity, which raises ethical questions.
Volunteer tourism
Although popular in itself, volunteer tourism is still distinguished from mass tourism and involves travelling somewhere to stay and while you’re there, volunteering in some way such as building a school. This is often done through a program.
Dark tourism
Different from disaster tourism, dark tourism involves visiting sites associated with death and tragedy, such as Auschwitz-Birkenau in Poland. Some dark tourism sites now attract large numbers of visitors, so alternative dark tourists often seek out lesser-known sites. Tours to the Chernobyl Exclusion Zone in Ukraine, once a popular dark tourism destination, have been suspended since Russia’s full-scale invasion in 2022.
Rural tourism
Rural tourism involves going to rural areas such as farms or ranches, whether to work or simply relax somewhere away from the hustle and bustle of a city. Rural areas also offer plenty of opportunities for hiking, cycling and other outdoor activities. See also agritourism.
Thematic tourism
A largely unknown form of tourism that is rarely discussed, this is alternative tourism at its finest. It involves visiting a series of places which are all linked by a very specific theme: the ‘Circuitul bisericilor de lemn de pe Valea Mureșului’ (The circuit of wooden churches on Mures Valley) for example, or all of the Harry Potter filming locations in London.
Alternative tourism destinations
As alternative tourism takes so many forms, it can occur in so many destinations. Below you’ll find some specific examples of locations where types of alternative tourism might happen…
Ecotourism in Costa Rica
Ecotourism is a form of alternative tourism, and Costa Rica is one of the world’s leading ecotourism destinations. Around a quarter of the country is protected as national parks and reserves, and its forest cover has more than doubled since the 1980s thanks to reforestation programmes.
Falkland Islands
The Falkland Islands in the South Atlantic are a remote, lesser-visited destination. Visitors are attracted by their wildlife, including large penguin colonies, as well as sites linked to the 1982 Falklands War, making them an example of both wildlife tourism and battlefield (dark) tourism.
Aveyron, France
This is the perfect location to experience rural tourism. There are plenty of rural towns and villages, acres upon acres of farmland and fields, and beauty around every corner.
Volunteer tourism in Cameroon
Countries in Africa and Asia are popular destinations for volunteer tourism. When it is well organised, volunteering can support local communities, for example through conservation, healthcare or construction projects. However, volunteer tourism has been criticised for ‘white saviourism’ and for projects that do more harm than good, such as orphanage tourism, so it is important to choose ethical projects. Read more about the negative impacts of volunteer tourism.
Indonesia
When the 2004 Indian Ocean tsunami struck, wrecking many peoples’ homes and lives, Indonesia became an example of a disaster tourism destination. People travelled there to offer help and support, but in some cases simply out of curiosity. When it comes to disaster tourism there are obviously no set-in-stone locations, because of the nature of it. Wherever there is a disaster, we are likely to see a small amount of disaster tourism where people are permitted to access the destination.
Thematic tourism in Croatia
Croatia is home to many film tourism locations for the hit series Game of Thrones, particularly in Dubrovnik. At first, this thematic tourism was a form of alternative tourism, but as the series became a global hit, Dubrovnik’s old town became so crowded that the city introduced limits on cruise ship visits. This is a classic example of what happens when alternative tourism ‘catches on’ and grows.
Other examples
Some other places, and the type of alternative tourism they are linked to, include:
- Puttur, Andhra Pradesh, India – rural tourism.
- Majdanek Concentration Camp, near Lublin, Poland – dark tourism.
- Norwegian fjords, Norway – ecotourism.
- Various winemaking areas of Uzbekistan – thematic tourism.
Alternative tourism: FAQs
Below are answers to some of the most common questions about alternative tourism.
What is alternative tourism?
Alternative tourism is an umbrella term for forms of travel that differ from mainstream mass tourism. It usually involves smaller numbers of visitors, more authentic experiences and a focus on minimising negative impacts on destinations.
What are examples of alternative tourism?
Examples of alternative tourism include ecotourism, rural tourism, volunteer tourism, dark tourism, pro-poor tourism, participative tourism and thematic tourism.
What is the difference between alternative tourism and mass tourism?
Mass tourism involves large numbers of people visiting the same popular destinations, often on package holidays, while alternative tourism involves smaller numbers of visitors seeking different, often more sustainable and authentic experiences.
Why is alternative tourism growing?
Alternative tourism is growing because many travellers want new and authentic experiences, want to avoid crowds and overtourism, and are increasingly concerned about the environmental and social impacts of their travel.
Is alternative tourism always sustainable?
Not always. Alternative tourism is often more sustainable than mass tourism, but if a destination becomes too popular it can turn into mass tourism, and some forms, such as poorly run volunteer projects, can cause harm.
Alternative tourism- further reading
If you found this article useful, you may also be interested in these:
- Rural tourism explained: What, where and why
- What is dental tourism and why does it exist?
- What is wine tourism and why is it so big?
- What is industrial tourism and why is it so popular?
- What is e-tourism and how is it changing travel?
