{"id":18171,"date":"2023-03-22T08:00:00","date_gmt":"2023-03-22T08:00:00","guid":{"rendered":"https:\/\/leger360.com\/new-leger-travel-study-explores-consumer-interest-for-under-tourism\/"},"modified":"2024-02-28T14:04:10","modified_gmt":"2024-02-28T14:04:10","slug":"new-leger-travel-study-explores-consumer-interest-for-under-tourism","status":"publish","type":"post","link":"https:\/\/leger360.com\/en\/new-leger-travel-study-explores-consumer-interest-for-under-tourism\/","title":{"rendered":"New Leger Travel Study Explores Consumer Interest for Under-Tourism."},"content":{"rendered":"<p>[et_pb_section fb_built=&#8221;1&#8243; admin_label=&#8221;section&#8221; _builder_version=&#8221;4.16&#8243; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_row admin_label=&#8221;row&#8221; _builder_version=&#8221;4.16&#8243; background_size=&#8221;initial&#8221; background_position=&#8221;top_left&#8221; background_repeat=&#8221;repeat&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_column type=&#8221;4_4&#8243; _builder_version=&#8221;4.16&#8243; custom_padding=&#8221;|||&#8221; global_colors_info=&#8221;{}&#8221; custom_padding__hover=&#8221;|||&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_text admin_label=&#8221;Text&#8221; _builder_version=&#8221;4.16&#8243; background_size=&#8221;initial&#8221; background_position=&#8221;top_left&#8221; background_repeat=&#8221;repeat&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;]<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/leger360.com\/wp-content\/uploads\/2024\/02\/Leger23-005_Travel_Email-Header1.png\" alt=\"Leger23-005_Travel_Email-Header1\" width=\"736\" height=\"245\" loading=\"lazy\" style=\"height: auto; max-width: 100%; width: 736px; margin-left: auto; margin-right: auto; display: block;\" \/><\/p>\n<p>Under-Tourism is the trend of taking a trip to a less traveled and more unexplored destination. Travelers who scour social media for \u201cdestination finds\u201d know that under-tourism has gained in popularity in recent years. There are examples like <a href=\"https:\/\/www.instagram.com\/getawayhouse\/\" rel=\"noopener\">Getaway House<\/a>, which has 1 million followers, who make under-tourism feel like a new way to unplug and unwind. Under-toured destinations that Getaway House promotes include <a href=\"https:\/\/getaway.house\/booking?location=61\" rel=\"noopener\">Coosa River<\/a>, which is an hour outside of Birmingham, AL, and <a href=\"https:\/\/getaway.house\/booking?location=62\" rel=\"noopener\">Starved Rock,<\/a> IL in the suburbs of Chicago.<\/p>\n<p>The opposite of under-tourism is \u201cover-tourism\u201d, or destinations overrun by tourists. A common example is Venice. Locals are leaving Venice due to overcrowding. The current population is around 50,000, but roughly 110,000 visit the city per day (around 20 million tourists a year).\u00a0 <!--more--><\/p>\n<p>As consumers look to de-stress in the post-pandemic era, Leger explored consumer attitudes toward under-tourism through Leger\u2019s proprietary <a href=\"https:\/\/legerusa.com\/travel-market-research\/\" rel=\"noopener\">360 Travel Community,<\/a> which is comprised of traveler consumers from a diverse range of demographics.<\/p>\n<h2>Younger travelers are fueling the increased popularity of under-tourism.<\/h2>\n<p><img decoding=\"async\" src=\"https:\/\/leger360.com\/wp-content\/uploads\/2024\/02\/travel-1.jpg\" alt=\"travel\" width=\"304\" height=\"385\" loading=\"lazy\" style=\"height: auto; max-width: 100%; width: 304px; float: right; margin: 0px 0px 0px 20px;\" \/> Most U.S. travelers \u2013 more than \u00be (77%) &#8211; are interested in travelling to an under-tourism destination. Younger travelers have stronger interest in under-tourism than older travelers.\u00a0<\/p>\n<ul>\n<li>82% of 18\u201344-year-olds are interested in under-tourism.<\/li>\n<li>63% of those ages 45+ are interested in under-tourism.<\/li>\n<\/ul>\n<p>Local experiences for adventure, local culture and relaxation are expected from travelers. Expected \u201clocal\u201d experiences for under-tourism destinations include hiking, local cuisine, cooking classes, and exploring nature such as beaches and landmarks.<\/p>\n<p><a href=\"https:\/\/leger360.com\/wp-content\/uploads\/2024\/02\/Leger23-005_Travel-Charts_1200x628_r2.png\" rel=\"noopener\" target=\"_blank\"><i><img decoding=\"async\" src=\"https:\/\/leger360.com\/wp-content\/uploads\/2024\/02\/Leger23-005_Travel-Charts_1200x628_r2.png\" alt=\"Expectations if traveled to an under-toured location\" width=\"629\" height=\"329\" loading=\"lazy\" style=\"height: auto; max-width: 100%; width: 629px;\" \/><\/i><\/a><\/p>\n<h2>The benefits and draw backs of under-tourism.<\/h2>\n<p>Overall, travelers indicated that they do not want to be treated like a tourist. Instead, local, indigenous, eco-friendly, immersive, and authentic experiences were cited as expectations for under-tourism. Fewer crowds and more intimate settings were also mentioned as benefits of under-tourism.<\/p>\n<p><a href=\"https:\/\/leger360.com\/wp-content\/uploads\/2024\/02\/Leger23-005_Travel-Charts_1200x628_r22.png\" rel=\"noopener\" target=\"_blank\"><img decoding=\"async\" src=\"https:\/\/leger360.com\/wp-content\/uploads\/2024\/02\/Leger23-005_Travel-Charts_1200x628_r22.png\" alt=\"Expected benefits of under-tourism\" width=\"629\" height=\"329\" loading=\"lazy\" style=\"height: auto; max-width: 100%; width: 629px;\" \/><\/a><\/p>\n<p>Conversely, the drawbacks of under-tourism include concerns about safety\/security, language barriers and having less to do.<\/p>\n<p><a href=\"https:\/\/leger360.com\/wp-content\/uploads\/2024\/02\/Leger23-005_Travel-Charts_1200x628_r23.png\" rel=\"noopener\" target=\"_blank\"><img decoding=\"async\" src=\"https:\/\/leger360.com\/wp-content\/uploads\/2024\/02\/Leger23-005_Travel-Charts_1200x628_r23.png\" alt=\"Concerns of under-toursim\" width=\"629\" height=\"329\" loading=\"lazy\" style=\"height: auto; max-width: 100%; width: 629px;\" \/><\/a><\/p>\n<h2>How are under-tourism trends influencing travel overall?<\/h2>\n<p>Even in over-tourist locations, the trend toward having deeper experiences is gaining popularity. Using the example of Venice, according to National Geographic, local communications suggest to tourists that they swap a day at St. Mark\u2019s Square with a day at Lido. Similarly, the hotel Venezia Autentica emphasizes local artisans, instead of tours and local tourist traps. For the true under-tourist enthusiast, instead of Venice, the canal-lined city of Trieste is recommended as an under-tourist gem.<\/p>\n<p>Like Venice, over-tourist destinations including Hawaii, Barcelona, and Thailand are seeking to limit the negative impacts of over-tourism. This can be accomplished in various ways, such as additional taxes on hotel stays or fees imposed on international airfare. In Maui, officials asked airline executives to limit airline routes after a boon of travelers following the pandemic. Longer-term, the better option for destinations that are over-capacity is to shift tourism to other under-tourist destinations in the same region.<\/p>\n<p>Finally, the notion of the \u201csocially conscious tourism\u201d is becoming part of the messaging for under-tourist destinations and it\u2019s a topic often debated on travel blogs. Versus large hotel chains\/operators who are known for winning over local officials to meet large corporate objectives, the smaller operators are emphasizing that they are part of the community and therefore, they are willing to protect local interests and nature attractions.\u00a0<\/p>\n<h2>Tap into Leger\u2019s 360 Travel Community for more travel insights.<\/h2>\n<p>Leger\u2019s 360 Travel Community is an ongoing, proprietary online research community comprised of travel consumers from a diverse range of demographics. With always-on access to this community, Leger can rapidly design and execute travel market research programs for our clients\u2014a crucial advantage in such a fast-paced industry. Travel industry leaders like the U.S. Travel Association and many more trust Leger to guide them to greater success. Contact us today to learn how our solutions can lead you to brighter horizons, too.<\/p>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Under-Tourism is the trend of taking a trip to a less traveled and more unexplored destination. Travelers who scour social media for \u201cdestination finds\u201d know that under-tourism has gained in popularity in recent years. There are examples like Getaway House, which has 1 million followers, who make under-tourism feel like a new way to unplug and unwind. Under-toured destinations that Getaway House promotes include Coosa River, which is an hour outside of Birmingham, AL, and Starved Rock, IL in the suburbs of Chicago. The opposite of under-tourism is \u201cover-tourism\u201d, or destinations overrun by tourists. A common example is Venice. Locals are leaving Venice due to overcrowding. The current population is around 50,000, but roughly 110,000 visit the city per day (around 20 million tourists a year).\u00a0 As consumers look to de-stress in the post-pandemic era, Leger explored consumer attitudes toward under-tourism through Leger\u2019s proprietary 360 Travel Community, which is comprised of traveler consumers from a diverse range of demographics. Younger travelers are fueling the increased popularity of under-tourism. Most U.S. travelers \u2013 more than \u00be (77%) &#8211; are interested in travelling to an under-tourism destination. Younger travelers have stronger interest in under-tourism than older travelers.\u00a0 82% of 18\u201344-year-olds are interested [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":18175,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_et_pb_use_builder":"on","_et_pb_old_content":"<p><img src=\"https:\/\/leger360.com\/wp-content\/uploads\/2024\/02\/Leger23-005_Travel_Email-Header1.png\" alt=\"Leger23-005_Travel_Email-Header1\" width=\"736\" height=\"245\" loading=\"lazy\" style=\"height: auto; max-width: 100%; width: 736px; margin-left: auto; margin-right: auto; display: block;\"><\/p> <p>Under-Tourism is the trend of taking a trip to a less traveled and more unexplored destination. Travelers who scour social media for \u201cdestination finds\u201d know that under-tourism has gained in popularity in recent years. There are examples like <a href=\"https:\/\/www.instagram.com\/getawayhouse\/\" rel=\"noopener\">Getaway House<\/a>, which has 1 million followers, who make under-tourism feel like a new way to unplug and unwind. Under-toured destinations that Getaway House promotes include <a href=\"https:\/\/getaway.house\/booking?location=61\" rel=\"noopener\">Coosa River<\/a>, which is an hour outside of Birmingham, AL, and <a href=\"https:\/\/getaway.house\/booking?location=62\" rel=\"noopener\">Starved Rock,<\/a> IL in the suburbs of Chicago.<\/p> <p>The opposite of under-tourism is \u201cover-tourism\u201d, or destinations overrun by tourists. A common example is Venice. Locals are leaving Venice due to overcrowding. The current population is around 50,000, but roughly 110,000 visit the city per day (around 20 million tourists a year).&nbsp;<\/p> <!--more--> <p>As consumers look to de-stress in the post-pandemic era, Leger explored consumer attitudes toward under-tourism through Leger\u2019s proprietary <a href=\"https:\/\/legerusa.com\/travel-market-research\/\" rel=\"noopener\">360 Travel Community,<\/a> which is comprised of traveler consumers from a diverse range of demographics.<\/p> <p>{{cta('9931116f-272b-48b4-90bc-648684f06d2d','justifycenter')}}<\/p> <h2>Younger travelers are fueling the increased popularity of under-tourism.<\/h2> <p><img src=\"https:\/\/leger360.com\/wp-content\/uploads\/2024\/02\/travel-1.jpg\" alt=\"travel\" width=\"304\" height=\"385\" loading=\"lazy\" style=\"height: auto; max-width: 100%; width: 304px; float: right; margin: 0px 0px 0px 20px;\"> Most U.S. travelers \u2013 more than \u00be (77%) - are interested in travelling to an under-tourism destination. Younger travelers have stronger interest in under-tourism than older travelers.&nbsp;<\/p> <ul> <li>82% of 18\u201344-year-olds are interested in under-tourism.<\/li> <li>63% of those ages 45+ are interested in under-tourism.<\/li> <\/ul> <p>Local experiences for adventure, local culture and relaxation are expected from travelers. Expected \u201clocal\u201d experiences for under-tourism destinations include hiking, local cuisine, cooking classes, and exploring nature such as beaches and landmarks.<\/p> <p><a href=\"https:\/\/leger360.com\/wp-content\/uploads\/2024\/02\/Leger23-005_Travel-Charts_1200x628_r2.png\" rel=\"noopener\" target=\"_blank\"><i><img src=\"https:\/\/leger360.com\/wp-content\/uploads\/2024\/02\/Leger23-005_Travel-Charts_1200x628_r2.png\" alt=\"Expectations if traveled to an under-toured location\" width=\"629\" height=\"329\" loading=\"lazy\" style=\"height: auto; max-width: 100%; width: 629px;\"><\/i><\/a><\/p> <p style=\"text-align: center; font-size: 16px;\"><span style=\"background-color: #ffffff; color: #ee3b35;\"><i>Click the image to view full-size chart in new tab.<\/i><\/span><\/p> <h2>The benefits and draw backs of under-tourism.<\/h2> <p>Overall, travelers indicated that they do not want to be treated like a tourist. Instead, local, indigenous, eco-friendly, immersive, and authentic experiences were cited as expectations for under-tourism. Fewer crowds and more intimate settings were also mentioned as benefits of under-tourism.<\/p> <p><a href=\"https:\/\/leger360.com\/wp-content\/uploads\/2024\/02\/Leger23-005_Travel-Charts_1200x628_r22.png\" rel=\"noopener\" target=\"_blank\"><img src=\"https:\/\/leger360.com\/wp-content\/uploads\/2024\/02\/Leger23-005_Travel-Charts_1200x628_r22.png\" alt=\"Expected benefits of under-tourism\" width=\"629\" height=\"329\" loading=\"lazy\" style=\"height: auto; max-width: 100%; width: 629px;\"><\/a><\/p> <p style=\"font-size: 16px; text-align: center;\"><span style=\"color: #ee3b35;\"><i>Click the image to view full-size chart in new tab.<\/i><\/span><\/p> <p>Conversely, the drawbacks of under-tourism include concerns about safety\/security, language barriers and having less to do.<\/p> <p><a href=\"https:\/\/leger360.com\/wp-content\/uploads\/2024\/02\/Leger23-005_Travel-Charts_1200x628_r23.png\" rel=\"noopener\" target=\"_blank\"><img src=\"https:\/\/leger360.com\/wp-content\/uploads\/2024\/02\/Leger23-005_Travel-Charts_1200x628_r23.png\" alt=\"Concerns of under-toursim\" width=\"629\" height=\"329\" loading=\"lazy\" style=\"height: auto; max-width: 100%; width: 629px;\"><\/a><\/p> <p style=\"text-align: center;\"><span style=\"color: #ee3b35;\"><i>Click the image to view full-size chart in new tab.<\/i><\/span><\/p> <h2>How are under-tourism trends influencing travel overall?<\/h2> <p>Even in over-tourist locations, the trend toward having deeper experiences is gaining popularity. Using the example of Venice, according to National Geographic, local communications suggest to tourists that they swap a day at St. Mark\u2019s Square with a day at Lido. Similarly, the hotel Venezia Autentica emphasizes local artisans, instead of tours and local tourist traps. For the true under-tourist enthusiast, instead of Venice, the canal-lined city of Trieste is recommended as an under-tourist gem.<\/p> <p>Like Venice, over-tourist destinations including Hawaii, Barcelona, and Thailand are seeking to limit the negative impacts of over-tourism. This can be accomplished in various ways, such as additional taxes on hotel stays or fees imposed on international airfare. In Maui, officials asked airline executives to limit airline routes after a boon of travelers following the pandemic. Longer-term, the better option for destinations that are over-capacity is to shift tourism to other under-tourist destinations in the same region.<\/p> <p>Finally, the notion of the \u201csocially conscious tourism\u201d is becoming part of the messaging for under-tourist destinations and it\u2019s a topic often debated on travel blogs. Versus large hotel chains\/operators who are known for winning over local officials to meet large corporate objectives, the smaller operators are emphasizing that they are part of the community and therefore, they are willing to protect local interests and nature attractions.&nbsp;<\/p> <h2>Tap into Leger\u2019s 360 Travel Community for more travel insights.<\/h2> <p>Leger\u2019s 360 Travel Community is an ongoing, proprietary online research community comprised of travel consumers from a diverse range of demographics. With always-on access to this community, Leger can rapidly design and execute travel market research programs for our clients\u2014a crucial advantage in such a fast-paced industry. Travel industry leaders like the U.S. Travel Association and many more trust Leger to guide them to greater success. Contact us today to learn how our solutions can lead you to brighter horizons, too.<\/p> <p>&nbsp;<\/p> <p>{{cta('e7b0d7a7-8b63-4f2d-a8ac-24bf2e03562f','justifycenter')}}<\/p>","_et_gb_content_width":"","content-type":"","inline_featured_image":false,"footnotes":""},"categories":[1129],"tags":[],"post_language_cat":[38],"class_list":["post-18171","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-market-intelligence","post_language_cat-us-en-market-intelligence"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.7 (Yoast SEO v27.7) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>New Leger Travel Study Explores Consumer Interest for Under-Tourism. - Leger<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/leger360.com\/en\/new-leger-travel-study-explores-consumer-interest-for-under-tourism\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"New Leger Travel Study Explores Consumer Interest for Under-Tourism.\" \/>\n<meta property=\"og:description\" content=\"Under-Tourism is the trend of taking a trip to a less traveled and more unexplored destination. Travelers who scour social media for \u201cdestination finds\u201d know that under-tourism has gained in popularity in recent years. There are examples like Getaway House, which has 1 million followers, who make under-tourism feel like a new way to unplug and unwind. Under-toured destinations that Getaway House promotes include Coosa River, which is an hour outside of Birmingham, AL, and Starved Rock, IL in the suburbs of Chicago. The opposite of under-tourism is \u201cover-tourism\u201d, or destinations overrun by tourists. A common example is Venice. Locals are leaving Venice due to overcrowding. The current population is around 50,000, but roughly 110,000 visit the city per day (around 20 million tourists a year).\u00a0 As consumers look to de-stress in the post-pandemic era, Leger explored consumer attitudes toward under-tourism through Leger\u2019s proprietary 360 Travel Community, which is comprised of traveler consumers from a diverse range of demographics. Younger travelers are fueling the increased popularity of under-tourism. Most U.S. travelers \u2013 more than \u00be (77%) - are interested in travelling to an under-tourism destination. Younger travelers have stronger interest in under-tourism than older travelers.\u00a0 82% of 18\u201344-year-olds are interested [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/leger360.com\/en\/new-leger-travel-study-explores-consumer-interest-for-under-tourism\/\" \/>\n<meta property=\"og:site_name\" content=\"Leger\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/leger360\/\" \/>\n<meta property=\"article:published_time\" content=\"2023-03-22T08:00:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-02-28T14:04:10+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/leger360.com\/wp-content\/uploads\/2024\/02\/travel-1.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"304\" \/>\n\t<meta property=\"og:image:height\" content=\"385\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Jason Anthony\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@leger360\" \/>\n<meta name=\"twitter:site\" content=\"@leger360\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Jason Anthony\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/leger360.com\\\/en\\\/new-leger-travel-study-explores-consumer-interest-for-under-tourism\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/leger360.com\\\/en\\\/new-leger-travel-study-explores-consumer-interest-for-under-tourism\\\/\"},\"author\":{\"name\":\"Jason Anthony\",\"@id\":\"https:\\\/\\\/leger360.com\\\/en\\\/#\\\/schema\\\/person\\\/34dfccb7aa46dcd4085221008ca51ac9\"},\"headline\":\"New Leger Travel Study Explores Consumer Interest for Under-Tourism.\",\"datePublished\":\"2023-03-22T08:00:00+00:00\",\"dateModified\":\"2024-02-28T14:04:10+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/leger360.com\\\/en\\\/new-leger-travel-study-explores-consumer-interest-for-under-tourism\\\/\"},\"wordCount\":731,\"publisher\":{\"@id\":\"https:\\\/\\\/leger360.com\\\/en\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/leger360.com\\\/en\\\/new-leger-travel-study-explores-consumer-interest-for-under-tourism\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/leger360.com\\\/wp-content\\\/uploads\\\/2024\\\/02\\\/travel-1.jpg\",\"articleSection\":[\"Market intelligence\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/leger360.com\\\/en\\\/new-leger-travel-study-explores-consumer-interest-for-under-tourism\\\/\",\"url\":\"https:\\\/\\\/leger360.com\\\/en\\\/new-leger-travel-study-explores-consumer-interest-for-under-tourism\\\/\",\"name\":\"New Leger Travel Study Explores Consumer Interest for Under-Tourism. - 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Leger","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/leger360.com\/en\/new-leger-travel-study-explores-consumer-interest-for-under-tourism\/","og_locale":"en_US","og_type":"article","og_title":"New Leger Travel Study Explores Consumer Interest for Under-Tourism.","og_description":"Under-Tourism is the trend of taking a trip to a less traveled and more unexplored destination. Travelers who scour social media for \u201cdestination finds\u201d know that under-tourism has gained in popularity in recent years. There are examples like Getaway House, which has 1 million followers, who make under-tourism feel like a new way to unplug and unwind. Under-toured destinations that Getaway House promotes include Coosa River, which is an hour outside of Birmingham, AL, and Starved Rock, IL in the suburbs of Chicago. The opposite of under-tourism is \u201cover-tourism\u201d, or destinations overrun by tourists. A common example is Venice. Locals are leaving Venice due to overcrowding. The current population is around 50,000, but roughly 110,000 visit the city per day (around 20 million tourists a year).\u00a0 As consumers look to de-stress in the post-pandemic era, Leger explored consumer attitudes toward under-tourism through Leger\u2019s proprietary 360 Travel Community, which is comprised of traveler consumers from a diverse range of demographics. Younger travelers are fueling the increased popularity of under-tourism. Most U.S. travelers \u2013 more than \u00be (77%) - are interested in travelling to an under-tourism destination. 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