Evaneos has taken a stance against overtourism by removing Santorini and Mykonos from its summer offerings. The B Corp-certified company launched a provocative campaign across Paris, drawing parallels between overcrowded tourist hotspots and the chaos of rush-hour public transit. The ads juxtapose 'idyllic' destinations with sardine-packed metro carriages and compare the slim odds of snagging a table at an outdoor cafe in Mykonos in August to securing daycare for your toddler in Paris.
The campaign aims to help travelers make more informed decisions that benefit both their own experience and local communities. Last year, Evaneos partnered with Roland Berger to develop an Overtourism Index tracking tourism pressure across 70 global destinations; the accompanying report proposes solutions, too. Founded in 2009, Evaneos connects travelers directly with local agents worldwide, ensuring at least 85% of trip costs benefit local economies.
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Evaneos' decision to delist Mykonos and Santorini — two iconic, high-demand destinations — reflects a shift from selling place to selling values. It flips traditional travel marketing: less bucket list, more conscious compass. As the brand puts it, the goal is to "change the imagination around 'fashionable' destinations. No, it's not cool to participate in overtourism. No, it's not cool when the inhabitants of a place lack basic resources because of tourists." As commuters consider their holiday options, the campaign asks them to rethink what constitutes a true escape.
