Tourists clambering for sunbeds at 5am, fights outside nightclubs and British pubs showing EastEnders.
This might feel familiar to holidaymakers who have visited European tourist hotspots like Tenerife or Mallorca, but it’s not what most travellers would expect from Asia.
According to the recent World Travel Market Global Travel Report, there is a growing trend of Brits – particularly the younger generations – leaving behind Spain and heading to far-flung destinations.
But this doesn’t come without its consequences.
Gary Bowerman, a travel and consumer trends analyst based in Kuala Lumpur, Malaysia, identified Bali, Kyoto and Phuket as areas which have been plagued by ‘overtourism’.
He claims this is due, in part, to demand after the pandemic, as well as flights to Asian destinations getting cheaper.
In many places, developments have led to some areas, such as Kuta in Bali, becoming dominated by commercial tourist attractions rather than retaining their traditional charm.
Since the 1980s, British pubs have sprung up in Japan, with a chain called HUB dominating the market with more than 100 locations.
Large crowd of tourists are seen at the extremely crowded Dreamland Beach in Bali
People are pictured sleeping in Phuket, Thailand’s largest island, which is known for its beaches and nightlife
Pictured: A British pub, part of the Hub chain of bars, in Tokyo’s Akihabara area
Tourism is growing rapidly in Vietnam, with the number of British travellers in the first nine months of 2025 surpassing those for the entire year of 2022.
This means that to see one of the country’s celebrated UNESCO World Heritage destinations, such as Ha Long Bay, you will likely have to battle crowds.
‘As soon as places achieve that UNESCO destination, everybody wants to go there,’ Bowerman told CNN Travel.
A recent study found that younger generations are leading the charge in booking alternative destinations, with 68 per cent of Gen Z and 62 per cent of millennials the most likely to have ditched Spain this year – including a whopping 78 per cent of 18 to 19-year-olds.
While boomers are swapping the Costas for the Amalfi Coast, young Brits are opting for far-flung destinations such as Dubai, which emerged as the top choice for 27 per cent of Gen Z travellers, compared to just two per cent of boomers.
While Asia is the biggest continent in the world, overtourism in popular spots like Kyoto highlights the issue of too many tourists visiting the same destinations.
It comes as Japan has approved its highest-ever hotel tax, which could see guests charged up to £49 per person per night.
Kyoto, once the capital of Japan, is famous for its thousands of Buddhist temples and Shinto shrines.
Tourist are seen enjoying Seminyak Beach, a popular tourist destination in Bali. It is located north of Kuta and Legian beaches and is a popular destination for nightlife
Ho Chi Minh City in Vietnam – pictured – offers vibrant, budget-friendly nightlife, from cheap drinks on backpacker streets like Bui Vien to more upscale rooftop bars and nightclubs in District 1
It is not unusual to find tourists sleeping on the beach the morning after Full Moon Parties in Koh Phangan, Thailand
There are shops where tourists can rent traditional Japanese clothing and then visit holy sites and take selfies.
But with the influx of visitors comes serious congestion on the streets and at popular beauty spots.
Following a record-breaking 36.9million international visitors in Japan in 2024, the Ministry of Internal Affairs and Communications has confirmed that a hotel tax will come into effect in Kyoto from March 2026.
There is already a tax that has been in place since 2018 but currently the nightly rate is set at a maximum of £4.90 for everyone.
Kyoto is set to increase its accommodation tax by up to 900 per cent to £48.92 per person per night for the top category of hotels. This hike will make Kyoto’s accommodation tax the highest in Japan.
The Philippines previously took action against overtourism by closing its Boracay Island in 2018 for rehabilitation due to severe pollution and overcrowding.
The government previously described the island as a ‘cesspool’ due to issues like untreated sewage being released into the ocean.
The beach is now a calmer experience with stricter rules on beach activities and environmental management.
Pictured: Crowds of tourists at Patong beach in Phuket, Thailand
There is a pub inspired by JD Wetherspoon – called Witherspoons – in Pattaya, Eastern Thailand, serving British pub classics like fish and chips and full English breakfasts
Across the South China Sea, despite Thailand’s international visitor numbers being down by about six per cent over last year, sites like the Phi Phi Islands remain crowded.
The government in Phuket recently announced plans to tackle some of the major challenges facing the island, including traffic jams and water shortages, as it struggles to keep pace with growth.
But the influence of tourists remains apparent. There is even a pub inspired by JD Wetherspoon – called Witherspoons – in Pattaya, Eastern Thailand, serving British pub classics like fish and chips and full English breakfasts.
Another issue on the island is marijuana use, as the 2022 decriminalisation of cannabis saw a boom of dispensaries and cafes opening across the country, particularly in tourist areas.
Like Thailand, Bali is also known for its party atmosphere, particularly in areas like Kuta, Seminyak, Canggu and Uluwatu.
But the influence of tourists remains apparent. There is even a pub inspired by JD Wetherspoon- called Witherspoons – in Pattaya, Eastern Thailand, serving British pub classics like fish and chips and full English breakfasts.
Bali has always had a reputation among international travellers for being more liberal and open-minded than it is, said Bowerman.
‘It’s actually a very, very spiritual destination,’ he said. ‘But people go there and behave badly by taking their clothes off for pictures at temples, or riding around without their shirts on motorbikes, not wearing helmets, that kind of thing that goes down very, very badly with locals.
‘You can put laws or regulations in place, but enforcing them is very, very difficult to do. No country wants to be seen to be locking up tourists. It’s just bad PR.’
The Mail recently reported that a new report has found Brits are ignoring the sign-waving protesters begging visitors to stay away in Spain.
Pictured: Tourists gather at Tanah Lot Temple, an ancient Hindu pilgrimage temple located on a rock formation off the Indonesian island of Bali
ABTA, which represents British travel agents and tour operators, found in its latest ‘Holiday Habits’ report that more than three-quarters of people are aware of the tourism backlash but concluded there has been no indication of a ‘sizable change’ in travel intentions.
But the effects of overtourism can be devastating for locals, visitors and the environment.
While many Asian countries rely on tourism for their economy, their infrastructure is not built to cope with the scale of visitors, leading to issues like overcrowding.
But this doesn’t mean Brits should ditch these destinations altogether.
Nikki Scott, founder and editor of the Backpacker Network and South East Asia Backpacker magazine, told CNN: ‘Even in popular tourist destinations, it’s easy to find under-explored areas just by wandering away from the trodden path.’
As the impacts of overtourism in Asia are beginning to show, the travel editor urges people to strike out in their own direction rather than following the crowds or the advice of influencers.
Instead of heading to an English pub, talking to locals is a great way of discovering under-the-radar spots. For many travellers, local recommendations end up being the highlight of the trip compared to over-hyped tourist spots.