A familiar scene is unfolding across Asia: tourists scrambling for sunbeds at dawn, late-night altercations outside clubs, and British pubs screening EastEnders. While these sights might evoke memories of Spanish holiday hotspots like Tenerife, they're becoming increasingly common in destinations thousands of miles away.
The New British Exodus
According to the recent World Travel Market Global Travel Report, a significant shift is underway. British holidaymakers, particularly younger generations, are increasingly bypassing traditional European favourites in favour of more distant locations.
Travel analyst Gary Bowerman, based in Kuala Lumpur, identifies Bali, Kyoto, and Phuket as areas suffering from 'overtourism'. He attributes this trend partly to post-pandemic wanderlust and increasingly affordable flights to Asian destinations.
The data reveals a generational divide in travel preferences. 68% of Gen Z and 62% of millennials have chosen destinations other than Spain this year, with a staggering 78% of 18-19 year olds making this switch. While older generations might opt for Italy's Amalfi Coast over Spain's Costas, younger Brits are heading much further afield.
Dubai emerged as the top choice for 27% of Gen Z travellers, compared to just 2% of baby boomers.
Consequences of the Tourism Boom
This influx of visitors is transforming destinations. In many areas, such as Kuta in Bali, commercial tourist attractions are overshadowing traditional charm. The influence is unmistakably British in some locations.
Since the 1980s, British pubs have proliferated in Japan, with the HUB chain now operating over 100 locations. Meanwhile, in Pattaya, Thailand, a pub inspired by JD Wetherspoon—called Witherspoons—serves British classics like fish and chips.
The tourism surge extends beyond established hotspots. Vietnam has seen British visitor numbers in the first nine months of 2025 surpass entire-year 2022 figures. This means experiencing celebrated UNESCO sites like Ha Long Bay often involves navigating substantial crowds.
'As soon as places achieve that UNESCO destination, everybody wants to go there,' Bowerman told CNN Travel.
Local Responses to Overtourism
Authorities are taking notice and implementing measures to manage the impacts. Japan has approved its highest-ever hotel tax, with guests in Kyoto potentially paying up to £49 per person per night from March 2026.
This represents a dramatic 900% increase from the current maximum of £4.90, making it Japan's most substantial accommodation tax. The decision follows a record-breaking 36.9 million international visitors to Japan in 2024.
Other Asian destinations have taken more drastic action. The Philippines closed Boracay Island for six months in 2018 for rehabilitation after describing it as a 'cesspool' due to pollution and overcrowding.
In Thailand, despite international visitor numbers decreasing by approximately 6% compared to last year, popular sites like the Phi Phi Islands remain crowded. The Phuket government recently announced plans to address traffic congestion and water shortages as infrastructure struggles to keep pace with tourism growth.
Cultural Clashes and Environmental Strain
The tourism boom isn't without its cultural tensions. Bowerman notes that Bali's reputation among international travellers often doesn't align with reality.
'It's actually a very, very spiritual destination,' he said. 'But people go there and behave badly by taking their clothes off for pictures at temples, or riding around without their shirts on motorbikes, not wearing helmets.'
Enforcement poses challenges. 'No country wants to be seen to be locking up tourists. It's just bad PR,' Bowerman added.
Meanwhile, the environmental impact is significant. While many Asian economies rely on tourism, their infrastructure often cannot accommodate the visitor volume, leading to overcrowding and strain on local resources.
Finding Alternatives Amid the Crowds
Despite these challenges, travel experts suggest solutions exist for those seeking authentic experiences. According to Nikki Scott, founder of South East Asia Backpacker magazine, avoiding overcrowding is possible with some planning.
'Even in popular tourist destinations, it's easy to find under-explored areas just by wandering away from the trodden path,' she advised.
Scott encourages travellers to 'strike out in their own direction rather than following the crowds or the advice of influencers.' Instead of heading to familiar British pubs, she recommends engaging with locals to discover lesser-known spots that often become trip highlights.
Recent research from ABTA indicates that despite awareness of tourism backlash—more than three-quarters of Brits know about anti-tourism protests—there's been no 'sizable change' in travel intentions. This suggests the trend toward Asian destinations will likely continue, making sustainable travel practices increasingly important.
