As undertourism enters the industry’s collective consciousness, offbeat destinations or those with new stories to tell are marketing immersive experiences that build relationships with people, places, culture, and community over Instagram-worthy photo ops and mass touring.

Destinations increasingly say that they’re committed to spreading tourism beyond congested areas to neighborhoods in need of tourism spending, or grow tourism during less popular seasons. But the dispersal approach, if successful, only marginally shifts the problem elsewhere rather than solving it.