Published on February 19, 2026
Image generated with Ai
Tourist hotspots face increasing challenges due to overtourism caused by European and Japanese population surges. The iconic Cherry Blossom Festival at Mount Fuji in Japan had to be canceled due to tourism disruption. As disruptive tourism poses a greater risk, an emerging trend provides more profound experiences instead of more of the same. Customized boutique travel experiences offers localized, immersive tourism.
Much of this innovative travel practice is being developed in Norwaywith new cruise services like Hurtigruten allowing direct tourism with the locals instead of just over-commercialized attractions. Theses boutique excursions are a cultural exchange opportunity and economically sustainable for all parties involved.
Norway’s Open Village For Hurtigruten
Offering itineraries to the less commercially developed Norwegian villages is a new practice for Hurtigruten. For more than a century, this company has played an integral role in Norwegian coastal tourismand now visitors to the coastal village of Matters are the first to experience the Open Village conceptwhich is designed to be an authentic Norwegian experience.
Travelers get the chance to enjoy a festive village parade as a demonstration of the community’s hospitality. They can take a look at the village’s antique structures as well as explore the region’s rich history and culture. They will get to interact with the community as they participate in wood carving activitieslisten to the local music, and enjoy the free local delicacies.
Hurtigruten is the only company to offer its clients the true experience of the region as they hold a unique privilege to these tiny settlements. Because only small ships can access these settlements, they serve as closer points of access to many northern region tourism spots. Celebrating 133 years of operationthey are the oldest and most trusted operators in coastal Norwegian tourism.
Authentic Travel Experiences
Personalized shore excursions are becoming more popular. Cruise passengers want to connect with different cultures instead of the traditional sightseeing tourism. Operators and locals have been more receptive to community tourism instead of mass tourism.
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Hurtigruten CEO Hedda Felin states that guests have more preference for journeys when they aim to explore deeper into the real Norway. Local community access is a closeness that most other operators cannot offer. Visitors can catch and eat fish like locals and can even participate in local cooking classes.
These experiences are also positive for them local economy. While visitors traverse new, remote locations, they financially support the unique local cultures they are engaging with.
AmaWaterways and Azamara: Immersive Travel
AmaWaterways is experiencing the personalised, immersive travel trend first-hand. The river cruise line is starting new excursions in partnership with the Smithsonianset to launch in April. This will offer guests on 33 sailings on the Danube, Rhine, Douro, Seineduck Rhône rivers the chance to travel with experts, including an species historianan archaeologistetc anthropologistfor private individuals museum duck castle tours. Guests will receive commentary for these tours beyond the usual.
Azamara is a small-ship cruise line with more destination immersive cruises. This year, the cruise line has introduced AzAmazing Eveningswhich includes cultural events in caves in Gibraltarwhere travelers will be serenaded by the Gibraltar Youth Choir and a string orchestra.
As more travelers desire to shift away from watching a destination to really experiencing a destination, cruise lines are responding to the increased demand for travel experiences.
Sustainable and Real Travel Options for Tourists in Europe
Travel companies are focusing on creating bespoke shore excursions and are helping tourists engage sustainable tourism. They are helping travelers connect with less-travelled, remote parts of Europeand helping tourists gain authentic, real travel experiencesas opposed to just looking at attractions and snapping photos.
Travel hotspots in Europeand especially big cities in Europe, are suffering from overtourism. Overtourism poses real threats to the popular destinations. However, customized excursions help tourists experience fairly untouched parts of Europe, and help travelers experience the real traditions, culturesduck landscapes of Europe without creating a negative effect from too many travellers.
Travelers can avoid mass tourism by booking customized shore excursions. Tourists who book these excursions engage in authentic tourism and help support the destinations economically. Additionally, travelers learn a lot about the country they are visiting.