Are you aware of undertourism?

80% of the world's tourists visit just 10% of the world's tourist destinations. Just think about that for a moment. It means that approx. 1 billion people are visiting only a few hundred locations around the world.

At the same time, the tourism industry provides income for over 330 million people. It directly or indirectly contributes more than 10% of global GDP—roughly equivalent to USD 10 Trillion. That’s 10 with 12 zeros behind it.

In other words, 10,000,000,000,000 USD is created annually as a result of tourism. Each quarter, approximately 300 million people travel internationally. But they congregate in the same few places.

At its worst, it becomes overtourism, which has been a huge topic of discussion in 2024 - and previous years, for that matter. Overtourism poses significant challenges for many European cities and holiday destinations, particularly those that have only recently begun to address tourism in a more sustainable and appropriate way.

As a result, countless cities, destinations, and regions struggle to attract the 'tourist dollars' that would otherwise provide much-needed income—particularly in peripheral areas that, while often adjacent to major tourist hubs, fail to benefit from the influx. There is, in fact, no reason why these overlooked destinations shouldn’t get some of the vital economic benefits of tourism.

The list of under-visited destinations is, of course, vast. Few countries can attract tourists to every region.

However, the equation is that 90% of the world’s tourist destinations remain largely unexplored. So if a larger share of the visitors to the world’s 10% most popular destinations can be encouraged to explore less-visited alternatives, it can create a win-win scenario. Both overtourism and undertourism can benefit—if we become more aware of the options beyond the iconic, well-trodden spots.

At Journey's Intent, our mission from the very beginning has been to highlight and promote under-touristed destinations.

Have you heard of Isaan?

Let me share an example that has always been close to my heart—especially as a travel guide author. For the past 30 years, I’ve worked with Thailand as a tourist destination. In that time, the country has grown from attracting 5-6 million international visitors to over 40 million.

Thailand, roughly the size of France, boasts more than 3,000 kilometers of coastline, lush mountains, vast rice fields, and numerous national parks. Its people are renowned for their hospitality and service-oriented nature toward tourists. The food alone is a destination in itself, much like French cuisine. And, much like France, Thailand is home to a capital city that draws millions of tourists from around the world.

While France seems to successfully attract tourists to nearly every region, including those without beaches or coastal attractions, Thailand faces a major challenge: its most populous and largest region, Isaan, remains largely overlooked.

Home to more than 30% of Thailand's population and covering over a third of the country’s land area, Isaan receives almost no share of the tourism revenue. Despite Thailand welcoming 40 million visitors annually, Isaan generates just 3% of the total tourism income. While this still represents a significant sum, it’s important to note that travelers in Isaan spend far less locally than in other regions. Naturally, the cost of living is lower there, and unlike many other destinations, hotel prices haven’t been inflated by rising demand.

You will meet Isaan's smile everywhere in Thailand

The few visitors to Isaan represent a paradox, one that becomes even more striking when you consider that the region is a major exporter of both its cuisine and its workforce.

When you stay in a hotel in Southern Thailand, Bangkok, or any other popular tourist area, you’ll likely find that many of the staff come from Isaan. Dishes like larb, som tam, and marinated skewers of charcoal-grilled meat are staples in these tourist hotspots, beloved by travelers. The flavors and smiles of Isaan are present everywhere in Thailand. Yet, despite this, tourists rarely venture to Isaan itself—where the food originated, where prices are lowest, and where the warmth of the people is said to be the most genuine in all of Thailand.

We don’t need to spark a revolution in these undertouristed areas, but we should become more mindful of the incredible travel experiences they offer—experiences that can play a meaningful role in positive local development.

At Journey's Intent, our mission from the very beginning has been to shine focus and bring forward undertouristed destinations. We want to invest in projects that make these places more appealing to tourists. We’ve supported initiatives in Indonesia and Cambodia, where local communities could need an economic boost and where young people need other opportunities for education than no education at all.

We invite you to explore some of these overlooked destinations because we know the experiences they offer are extraordinary. These places often hold unexpected gems—experiences far more unique than those found in well-trodden spots where you’ve already heard all the recommendations from neighbors and colleagues. In these destinations, you’ll discover something truly different and magnificient.

It's a matter of offering alternatives to traditional jobs, the typical migration to big cities, and fostering a renewed sense of pride in local communities.

For travelers who are willing to venture beyond the beaten path, many of the alternative destinations we work with at Journey's Intent —ranging from Indonesia in the east to Ecuador in the west—are just exceptionally amazing. These places stand to benefit greatly from being developed as responsible tourism destinations. And luckily, we have seen a growing focus on sustainable tourism in recent years, driven by the long-standing debate over the consequences of over-tourism.

This gives us hope for the future of undertouristed destinations, though we recognize that they can be fragile, as local communities are not yet accustomed to large-scale tourism

Nevertheless, it’s high time to turn our attention to undertourism—countless destinations around the world where the potential for unforgettable experiences is already present but where outdated habits and a lack of initiative, particularly among tour operators and tourism development companies, have hindered growth. Unlocking this potential could prove invaluable for these undertouristed regions.

They are invaluable because of their untapped potential for tourism but also because they are often overlooked in other contexts. The Thai region of Isaan, for example, is the poorest in the country, with average incomes less than half of what people earn in Bangkok. Education levels are lower than in other regions, and many locals migrate elsewhere in search of work in Thailand's more established tourism hubs.

We don’t need to spark a revolution in these undertouristed areas, but we must recognize that they offer incredible travel experiences that can drive positive local development. Both overtourism and undertourism can benefit if we become more aware of the alternatives to iconic, heavily visited destinations.