Puerto Rico is now part of a movement — one that includes countries as diverse as Spain, South Africa, Chile, Greece, India and Japan — to embrace a next wave of sustainable travel to slow overtourism and give rural communities more power by forcing the spotlight off the crowded cities to focus more on sustainable experiences rooted in the local area. Now, as iconic places around the world grapple with the effects of mass tourism, these countries are promoting alternatives like agrotourism, nature experiences and cultural immersion as they work to safeguard the environment and raise up underserved areas of the country and offer travelers the opportunity to foster lasting, meaningful connections to the places they visit.

Puerto Rico’s Agrotourism Movement Gains Ground

With its booming tourism economy drawing millions of American visitors each year, Puerto Rico has long been known for its coastal escapes and colonial charm. But beyond San Juan and resort towns, a quieter revolution is taking shape. Agrotourism and rural eco-experiences are now flourishing across the island, led by local pioneers like Ingrid Rivas of Cabo Rojo and Ricardo Caraballo in Yauco.

Rivas runs Hacienda Tahiti Verde, a 25-acre dragon fruit farm that invites visitors to enjoy farm-to-table meals, rustic eco-lodging, and sustainability workshops—all built around principles of regenerative agriculture and zero waste. Her mission isn’t just to farm—it’s to reconnect people with the land, reduce environmental impact, and build long-term community resilience.

Meanwhile, Caraballo’s beekeeping tours in the mountains of Yauco showcase the ecological importance of pollination, blending environmental education with gastronomy as visitors taste local honey-based dishes. These off-the-grid experiences not only divert traffic away from Puerto Rico’s overtouristed hubs but also create opportunities for rural entrepreneurs and cultural preservation.

Spain: From City Protests to Rural Revitalization

Spain has been at the forefront of responding to overtourism, with major cities like Barcelona and Palma de Mallorca experiencing frequent protests and policy backlash over unchecked tourism. In response, regional governments have started incentivizing travel beyond the cities—toward olive groves in Andalusia, vineyards in La Rioja, and cheese farms in Asturias. This redirection aligns with Spain’s broader strategy to decentralize tourism and promote sustainable land use.

South Africa: Conservation Meets Community

In South Africa, eco-friendly tourism is deeply tied to conservation and community-led initiatives. Rural lodges, wildlife conservancies, and cultural villages in areas like Limpopo and the Eastern Cape offer immersive experiences that benefit local people and protect natural ecosystems. Programs focusing on ethical wildlife tourism and farm-based stays have gained popularity, particularly among travelers seeking more meaningful, low-impact adventures.

Chile: From Vineyards to Seaweed Farms

Chile is harnessing its diverse geography for rural tourism with initiatives like the “Ruta de los Abastos,” a trail that connects tourists with seaweed harvesters, beekeepers, winemakers, and indigenous food producers. These experiences not only support local livelihoods but also educate travelers on sustainable practices and traditional methods of food production, reinforcing cultural heritage and environmental care.

Greece: Rescuing Villages Through Green Tourism

Greece has made headlines for revitalizing rural villages through agrotourism. In areas like the Peloponnese and Crete, travelers can partake in olive harvesting, cooking classes, and vineyard visits while staying in restored stone cottages. Supported by government subsidies, these initiatives combat depopulation and provide economic alternatives to mass tourism in already saturated coastal zones.

India: Farming as a Tourism Experience

In India, states like Uttarakhand and Maharashtra are turning to agri-based tourism to both attract visitors and boost rural incomes. “Horticulture trails” and eco-farms allow urban travelers to participate in fruit picking, organic farming, and traditional cooking. With a large domestic tourism market, India’s rural eco-tourism sector is positioned for rapid growth and long-term sustainability.

Japan: Farmhouse Inns and Nature Immersion

Japan’s concept of “green tourism” has brought new life to the country’s declining rural towns. Places like Shunran-no-Sato in Ishikawa offer intimate farmhouse stays where guests engage in rice planting, foraging, and seasonal cooking. These initiatives not only promote environmental mindfulness but also preserve endangered cultural traditions and revive forgotten landscapes.

As overtourism continues to burden urban hotspots and natural landmarks, eco-friendly travel offers a much-needed solution—one that fosters sustainability, honors local culture, and unlocks the potential of rural destinations. Puerto Rico’s alignment with this growing global movement marks a hopeful step toward a more balanced and inclusive tourism future

Puerto Rico has joined Spain, South Africa, Chile, Greece, India, and Japan in embracing eco-friendly travel to reduce overcrowding in major tourist hubs and redirect visitors toward sustainable, rural experiences. This shift helps protect local ecosystems while empowering communities through agrotourism, cultural immersion, and low-impact adventures.

As the global travel industry recalibrates its future, Puerto Rico’s decision to follow the lead of eco-focused countries such as Spain, South Africa, Chile, Greece, India and Japan marks a significant pivot toward more sustainable, people-first travel. While reversing the urgent challenges of overtourism, these countries are investing in rural experiences and championing environmental balance, creating our industry’s most mature and sustainable model for travel that respects nature, rewards local economies and enhances the trips visitors take. This new way forward provides a roadmap for how destinations can flourish, by putting people, planet, and authenticity at the core of tourism.