Evaneos has taken a provocative stance against overtourism by deliberately removing popular destinations like Santorini and Mykonos from its summer offerings. Through this branding initiative, the company hopes to spark conversation about sustainable travel practices.

Evaneos’s campaign was developed in collaboration with creative agency Socialclub and illustrator Sibel Balac. It employs witty visual comparisons between overcrowded vacation spots and hectic urban commutes — such as equating Mykonos with Paris’ congested RER B train line — to highlight how mass tourism can degrade the very experiences travelers seek.

This campaign against overtourism ran across Paris from June 9 to 22. Beyond the bold marketing, Evaneos reinforces its commitment through actionable tools like the Overtourism Index, created in partnership with consultancy Roland Berger. This resource evaluates tourism pressure across 70 destinations.

Image Credit: Evaneos