Johannesburg – From Athens to Amsterdam, European cities are entering the busiest travel season in history – not everyone is happy about it. The protest banner says that the glossy brochure is “enough,” “Your luxurious trip, my daily misery,” and “Not more rolling suitcases.” These slogans reflect local frustration about overtourism, but also show growing challenges for businessmen, another traveler.
Some of the world's largest commercial hubs have overcrowded airports, limited availability of hotels, and rising travel costs are no longer inconvenient and disrupt business operations. Once a major concern for beach towns and UNESCO attractions, it forces businesses to rethink the timing, destinations and values of any international trip, especially during peak trips.
Tourism contributes 10% to global GDP, but residents and businesses in demand destinations demand a smarter, more sustainable model. For corporate travelers, the question is not just how they travel, but whether it still makes sense to compete with holiday makers.
Old and new problems
Overtourism is not a new phenomenon. Locals have been against it for centuries. Even the celebrated French writer Victor Hugo complained in 1843 that Biarritz, a refined coastal town in southwestern France, had been tamed and organized for visitors, losing the wild beauty that once made it special.
It's easy to see whether millions of tourists are drawn to the Spanish coastline or Venice every year, but pressure is put on Europe, the most visited region in the world. Statista data shows that cities such as Lloret de Mar (Spain), Dubrovnik (Croatia) and Venice recorded much more tourist arrivals per resident than popular destinations such as Lisbon and Seville. Between 2019 and 2023, Budapest, Barcelona and Prague saw faster growth in domestic accommodation than Amsterdam and Madrid, while Paris and Florence had significantly increased their Airbnb list per 1,000 people in 2024 than Rome and London.
The hidden costs of chaos
The government is currently intervening in tourist caps, higher taxes and new restrictions. Venice has launched a visitor billing. Amsterdam has abolished sea cruises. Cities like Barcelona and Edinburgh are cutting short-term rentals that are pushing hotel prices up.
What once was a problem for beach towns and historic sites is now bumping into some of the world's largest commercial hubs.
For corporate travelers, it means reduced availability, increased costs, and increased unpredictability, so they are beginning to question the city centers fighting through packed airports, staying in overpriced hotels, and hanging out for meetings, events, or meetings that could have been scheduled for the offseason, or completely hanging out somewhere.
It's not just the crowd
“What we're seeing now is the acceleration of overtourism, and we've felt it in the corporate executive office, especially when it comes to planning trips during the high season in the Northern Hemisphere,” says FCM GM Mummy Mafojane. “The problem isn't just the crowd. That's what they do for availability, cost and time.”
FCM data shows that the peak season is significantly boosting hotel prices. In London, 30%, Paris 44%, Amsterdam 31% and Barcelona (the city where local tourist conflicts are at the highest ever) differ by 42%. In addition to the cost, last minute bookings can be difficult to protect, and getting a room in a centrally located hotel can be challenging.
For South African businesses already working on weak lands and long distance routes, a business trip in Europe in July or August is less attractive.
Send teams to Europe during peak season required serious legitimacy. Companies ask: Is this the right time? Is this the right place? Are there any better options? Logistically, financially or strategically?
Time to reconsider, not retreat
That doesn't mean businesses should stop traveling.
“Europe remains an important destination for South African businesses,” says Maphojan. “But the margins for errors are smaller than ever. We need to plan differently now. We can't rely on last minute corrections.”
As companies are beginning to deal with international travel like high-value investments, they plan ahead, make intentional choices about when and where to go, and integrate their activities into fewer, better structured travel.
Mafojane advises that three areas can help businesses get more value from travel spending.
1. Timing: The peak season in Europe is from June to September when leisure travel is at its peak. Moving business trips to your shoulder, like in May or October, can significantly reduce costs and ease the logistics burden. Even a weekly schedule shift can improve flight availability and reduce costs.
2. Location: Not all meetings take place in London or Paris. Cities like Manchester, Lyon, Trieste and Porto offer strong infrastructure and international connectivity, but Europe's top tourist hubs are not saturated. “Secondary cities are becoming more and more of a go-to place for business events,” says Maphojan. “You get more results with less confusion.”
3. Itinerary Design: Avoiding consecutive red eyes and rushed transfers makes business sense. By integrating meetings, inspections and events into longer, more strategic visits, businesses can improve productivity and reduce travel fatigue. Mafojane added: “It's quality rather than quantity. You'll see better results from less, better planned trips.”
“The goal is not to stop traveling,” says Maphojan. “It's about traveling intentionally. Be faster, smarter. Be more strategic. That's how business travel continues to offer real value, even in a world where it gets crowded and expensive every summer.”
