With summer right around the corner, many popular destinations in Europe are preparing for a surge of tourists—some of whom will, inevitably, make headlines for misbehaving. But a new wave of programs aims to change those troubling trends by using incentives to reward responsible tourist behavior—and attract long-term residents to revive communities facing depopulation.
These initiatives take a multi-layered approach to simultaneously addressing the challenges of overtourism, population decline, and sustainability issues, with incentives now playing a key role in helping drive decisions. Some initiatives offer access to experiences in exchange for making low-impact choices, while others provide financial support to those who stay longer or relocate.
Such programs address overtourism challenges that continue to strain popular destinations. In 2025, tourists set another record, spending nearly 3.1 billion nights in European accommodations, but these economic benefits tend to only benefit popular areas. Many smaller communities, on the other hand, are facing population decline.
At the same time, interest in moving abroad is soaring among U.S. citizens. An October 2025 survey found that one in 10 Americans is considering moving abroad, with 38 percent choosing Europe as their preferred destination.
Rewarding responsible travel, easing overtourism
Copenhagen was among the first European cities to experiment with sustainable reward-based incentives. Launched in 2024, its CopenPay program encourages visitors to choose eco-friendly options and activities, such as biking, train travel, or clean-up efforts, in exchange for cultural experiences.
Inspired by strong traveler engagement with the program, several other cities, including Bremen and Berlin, are introducing similar pilot projects that will launch this year. Meanwhile, Helsinki’s reward scheme will focus on regenerative tourism—activities that restore ecosystems or support local communities—and Baltic Sea restoration projects.
Other European destinations reward sustainable practices through transport experiences. In Switzerland, the Swiss Travel Pass offers free entry to more than 500 museums when visitors travel by train, bus, or ferry. In spring 2024, Normandy launched a low carbon rate incentive that allows visiting commuters to show their used travel tickets or bike rental photos in exchange for a 10 percent discount at leisure attractions. In ski towns Vialattea and Les Gets-Morzine, skiers enjoy ski pass discounts for arriving by train.
In May, Florence will launch the Michelangelo Trail, a collection of citywide itineraries that encourage more relaxed exploration of the legendary artist’s work to help alleviate overcrowding at certain attractions. The initiative reflects a growing desire among travelers to spend time and money on activities that promote sustainability and improve local communities.
Kenny Dunn, founder of Eating Europe, which specializes in immersive gastronomic tours and experiences, believes this type of initiative is a step in the right direction. “People are looking for deeper, more meaningful interactions rather than just checking off landmarks,” says Dunn, an American who has lived for 17 years in Rome. “They want authenticity, smaller groups, and local connections.”
Paying newcomers to stay
Sicily is a popular Italian destination for one-euro home programs.
Photos by Julia Nimke
Meanwhile, more European destinations are implementing long-term solutions to repopulate smaller towns and villages.
Italy has gone all-in on this strategy, perhaps most notably with its highly publicized programs to sell one-euro homes in Sicily and other regions. But plenty of other financial incentives exist. Calabria offers up to €28,000 (US$33,000) over three years to professionals under 40 to relocate and start a small business. Osara di Puglia, home to just more than 3,000 residents, provides €5,000 (US$5,750) to help families buy homes. The medieval town of Radicondoli, in Tuscany, gives financial incentives to renters and new homeowners who stay for four or 10 years, respectively.
Meanwhile, Trentino is giving as much as €100,000 (US$107,500) to purchase and renovate homes in 33 villages. Sardinia enhances its relocation package by offering grants of up to €15,000 (US$17,320) to buy or renovate a home, along with a monthly subsidy of €400 (US$462) to €600 (US$693) per child.
Italy native Rossella Beaugie, director of the Thinking Traveller, a luxury villa rental company with properties in Italy, Greece, and Corsica, says these incentives will help revitalize communities decimated by population loss. “The [repopulation] initiatives play a vital role in reversing this trend, not only by attracting newcomers but by giving skilled, former residents an opportunity to return home and contribute to their local economy,” she says.
In Ireland, through the Our Living Islands community development plan, the local government is offering up to €84,000 (US$92,000) to renovate neglected offshore island properties or €60,000 (US$67,000) for vacant homes needing minor repairs.
Spain is following suit. Initiatives such as Volver al Pueblo and Hola Pueblos connect potential new residents with rural communities. In Extremadura, relocation, job placement, and integration support are provided, most notably in the provinces of Cáceres and Badajoz, which make up the autonomous Extremadura region along the border with Portugal.
Toño Pérez, chef and co-owner of Michelin-starred (and keyed) hotel-restaurant Atrio Cáceres, feels cautiously optimistic about the potential of such programs in the area where he grew up: “Extremadura needs to attract [skilled] talent, fresh perspectives, and new projects,” he explains. “If carried out with respect for the land and local identity, these initiatives can be very positive. The risk lies in losing our authenticity, but if well-managed, it can revitalize our communities.”
A new start for families
Albinen, a Swiss village with only 300 residents, implemented a plan to attract more newcomers with financial incentives.
Photo by Remco de Wit/Shutterstock
Some relocation incentives are specifically designed to attract families. In Switzerland, the scenic Alpine village of Albinen, whose population is fewer than 300 residents, offers families CHF 25,000 (US$26,800) per adult and CHF 10,000 (US$10,700) per child to move—but with restrictions. New residents must be under 45 years old, have Swiss citizenship (or permanent residency), commit to staying for at least 10 years, and invest in property.
Lukas Grand, a lifelong resident and Albinen’s municipal president, says the incentive has been positive so far, but work still remains. “It’s not just about money,” he says. “People need job prospects, [digital] infrastructure, and a chance to actively integrate into village life.”
Municipalities can address this by offering customized support programs tailored to specific needs. “[In the future], the focus will be less on attracting as many people as possible and more on targeting those who truly intend to stay and get involved,” he says.
In Greece, the island of Antikythera provides families with free housing and a monthly stipend for up to three years, with a maximum total of $20,000. Since the island has fewer than 50 permanent residents, officials hope this initiative can help reverse years of population decline.
Weighing the trade-offs
New residents can bring new life to struggling areas and reduce environmental strain. Rewarding travelers for low-impact behavior can lower emissions and help cities gain better control over tourism flows.
However, challenges remain, including cultural integration and language barriers, both of which can create isolation. Jennifer Sontag, founder of ViaMonde, a relocation agency that helps Americans move to Italy and Spain, can relate.
“I lived in a really small mountain village [in Italy], and it can be tough,” she says. “Lack of jobs to start with, in a closed society without connections. Local language, contacts, and trust built within the community are vital to revitalizing the town and keeping the revitalizers there long-term.”
There’s also the issue of qualification. Many relocation programs require local residency, which can take years to obtain. For example, permanent residency in Switzerland takes 10 years for U.S. and Canadian citizens. Combined with the commitment to stay for a decade, it becomes a 20-year plan that applicants cannot alter if they wish to reap the incentive’s rewards. Meanwhile, in Ireland, anyone can buy a house, but only citizens can live there full-time—making the grant a viable option only for certain applicants.
What comes next
The next phase of initiatives will likely be shaped by balance. Early programs have shown promise, but long-term success will depend on careful planning. Destinations must ensure that incentives benefit both newcomers and existing residents.
For some small towns, infrastructure issues, such as limited funding for aging utility networks and road maintenance, present a major concern. “Living and working in Extremadura offers something very special: authenticity, calm, and a close connection to the environment,” Perez explains. “The challenge, however, has historically been the lack of infrastructure and lower visibility compared to more established destinations.”
From the municipality of Albinen’s perspective, reliable transportation, access to healthcare, affordable housing, and digital connectivity matter more than cash payments and will likely determine whether newcomers stay. Without these essentials, even generous incentives may fall short.
Visitors, meanwhile, are increasingly seeking purpose-driven experiences. Programs that reward engagement rather than consumption are likely to expand. Over time, the line between visitor and resident may continue to blur.
“Incentives that support long-term integration, such as initiatives that actively connect newcomers with local communities, are key,” says The Thinking Traveller’s Beaugie. “Ultimately, it’s not just about attracting people, but about helping them stay, integrate, and contribute in a meaningful way.”
