Rethinking the European tourist map for sustainability: why Central and Eastern Europe deserve more of the spotlight

Call it “geographical dissonance”, “cultural FOMO”, or “travel awareness gaps”, but I’m still mildly suffering from one of them after a two-week road trip which crossed Italy, Slovenia, and Croatia.

These last two countries are #43 and #44 on my ‘Visited List’, yet a couple of questions wouldn’t leave me alone: “How could I not have been here before?” and “Why have these incredible places slipped under my radar?”

As a 17-year resident of France—often declared as the world’s top tourist destination country— I wondered if I had fallen slightly into the ethnocentric rabbit hole of  “Well, France has everything Europe can offer (mountains, beaches, history, gastronomy et al.), and Spain is three-hours drive away, so why would I look elsewhere?”

Well, duh. 

Twentieth-century adventurer and travel writer Freya Stark put it well:

“I have no reason to go, except that I have never been, and knowledge is better than ignorance. What better reason could there be for travelling?” 

(In my defence, I’ve happily continued submerging myself in French cheese and navigating confusing Gallic customer service up to this point.)

Our trip started in Geneva and went east to Verona, on to Ljubljana, and then south to Zadar and Split. Rather than a ‘tapestry’, the European landscape resembles a less-romantic sounding patchwork quilt. 

Through the car windows, the visual differences were striking: northern Italy’s prealpine, partly agricultural contours dotted with pale-stone castles; Slovenia’s thick carpet of trees stretching as far as the eyes can see, the skyline broken by a profusion of distinctive slender church spires; and Croatia’s rugged and sparkling coastline (are Adriatic waters a different shade of blue than Mediterranean ones?)

QUICK SIDE NOTE: Thanks to the under-celebrated ease of moving across the Schengen Area, the most obvious announcement of entering another country is the ping of my mobile phone provider confirming a network change.

One answer to my questions might be perception bias.

Western (and international) travellers seem to default to well-known itineraries (you know the ones) which have been shared by word-of-mouth, seen on a Netflix film, Insta posts, or just from plain, old familiarity. Contrary to misconceptions that may be held about CEE (Central and Eastern European) countries being less interesting or historic, Croatia and Slovenia (and all the others) have incredibly rich histories and cultural curiosities. 

Of course, Italy has world champion status in this with 61 UNESCO-listed world heritage sites, but Croatia has 10 and Slovenia has 4. These are hardly fringe numbers. And CEE cities punch above their weight in museums, performing arts, and festivals. 

Without getting bogged down in complex stats for the whole of the EU, this table provides some interesting figures for the three countries I visited this month:

You don’t need to be a data analyst to see that there’s a big difference in tourist arrivals between Croatia and Slovenia, for two countries with similar populations. And unsurprisingly, annual visitor numbers to Italy easily outstrip its entire population! There was a sense of this on my trip: bustling Verona but mellow Ljubljana.

So what is going on here? 

Tourism is skewed, and demand isn’t equal. As some of the ‘big’ destinations, such as Venice (billionaires’ weddings aside), struggle with tourism saturation and are having to impose caps on hotel growth and tourist taxes, wouldn’t it be great and more sustainable to spread the tourist love a little? Heading to lesser-known spots eases pressure on overcrowded destinations, creates opportunities in developing tourist economies, and offers the perfect chance for increased wanderlearning.

What next?

Doesn’t tourist redistribution leave room for untapped opportunities for tourists, communities and operators?

For tourists, it means better value, more meaningful and less hurried experiences (especially when it takes ten minutes trying to order a coffee in Italian), no queues, and therefore, enriching and deepening their visit.

For communities, it means relief for saturated destinations, diversifying economic benefit, the chance to evolve hospitality and travel infrastructures slowly, and supporting heritage preservation. It can also mean year-round jobs, if destinations are promoted in off-season months.

For tourist boards, DMOs and providers/operators, it spreads overwhelming demand at key times of the year, and the space to build sustainable tourism as a cornerstone of regional development.

The OECD reports that better promotion of under-visited regions could help reduce overtourism and distribute economic benefits more evenly.

Here are some alternative places for a next visit:

Croatia

• Rastoke – A picturesque village with cascading waterfalls and historic mills near Slunj.
• Motovun – A hilltop medieval town in Istria, famous for truffles and sweeping valley views.
• Mljet Island – National Park with saltwater lakes, forests, and quiet beaches.
• Šibenik’s Fortresses – Less crowded than Dubrovnik but with stunning coastal fortifications.
• Kopački Rit Nature Park – Wetland paradise for birdwatchers and nature lovers.
• Hum – Known as the “world’s smallest town,” with medieval charm.
• Varaždin (technically close to Croatia-Slovenia border) – Baroque architecture and calm streets.

Slovenia

• Škocjan Caves – Dramatic underground river canyon, UNESCO-listed, less visited than Postojna.
• Ptuj – Slovenia’s oldest town with a charming medieval old town.
• Kobarid – Historic WWI site in Soča Valley, surrounded by turquoise rivers and mountains.
• Velika Planina – Alpine plateau with traditional herdsmen’s huts and panoramic hiking trails.
• Idrija – Known for lace-making and mercury mining history.
• Logar Valley (Logarska Dolina) – Stunning glacial valley with waterfalls and hiking paths.
• Kolpa River Region – Quiet riverside area ideal for kayaking and camping.

Italy

• Civita di Bagnoregio – The “dying city,” a dramatic hilltop village in Lazio.
• Tropea – Calabria’s cliffside town with beaches and historic charm.
• Asolo – Quaint medieval town in Veneto, less crowded than nearby Treviso.
• Castelluccio (Umbria) – Famous for the flower bloom season and remote mountain vistas.
• Procida – Tiny island near Naples, colourful houses, low tourist traffic.
• Bosa – Sardinia’s colourful riverside town, far from the typical Costa Smeralda crowds.
• Civitanova del Sannio – Remote medieval town in Molise, authentic Italian life.

Coming?