​Tourism’s High Season: Balancing the Thrill and the Challenge

Last week, if you didn’t catch it, I explored the whirlwind onset of high season—the grind between calm and chaos—and how, once that busy period settles in, things most often smooth out. One of the ongoing challenges in our industry, on many levels, is balancing business demands with personal balance. This naturally brings the idea of shoulder season, and even low (or off) season, to the forefront—not just in conversations with my clients but across the travel industry as a whole.

Many destinations around the world have pushed back against the overwhelming surge of tourism. This pushback isn’t just about protecting economies or cities; it’s about preserving the lives of local people. We’ve seen it in places like Venice, Barcelona, and Dubrovnik—cities overwhelmed by cruise ship passengers, where locals have found themselves struggling to live in their own homes. Protests have erupted, cruise lines have been ousted, and restrictions have been put in place because ultimately, the impact falls hardest on communities, and not in a good way.

The travel industry—guilty as charged—has had to find ways to balance sharing the world with visitors while being mindful of these pressures. Some solutions have come proactively; others have been imposed by necessity. For example, no cruise ships are allowed to dock directly in Venice anymore. Instead, they unload in towns outside the city, and visitors are bussed in. Venice even started charging an entry fee a year or two ago during high season to help regulate tourist numbers and spread out visits. That high season, which used to be a compact June, July, and August, has stretched longer over recent years.

Focusing on American travelers, who historically have flocked to the summer months, airlines and the industry itself have tried to expand the shoulder season. What once was simply May and September became a longer window—sometimes from May through September—because demand never waned. Prices reflected that, effectively stretching high season to five months. The hope was to diversify travel over a longer period, easing congestion, but post-pandemic demand actually intensified.

So, what do we do? How are destinations evolving to welcome travelers without becoming overwhelmed?

Generally, the answer has been to extend the travel season—especially when weather remains pleasant, like here in Italy during April and October. In my view, even March falls into shoulder season, offering fewer crowds, better value, and often a richer experience. I recognize this isn’t possible for everyone, but it’s a worthy option.

This topic is gaining serious attention in the travel industry. In fact, I’ll be attending an event this June in London called SHOP—short for Shoulder & Off Peak. It focuses on how destinations can stand out during these less-traveled times, highlighting experiences designed to attract visitors year-round. I’m impressed by how hard destinations, tour companies, and hotels have worked to develop enticing activities in these off-season months.

It's crucial we understand the value in spreading the travel “wealth” throughout the year, rather than packing it all into a few summer months. Again, I’m speaking mainly about the American market, as the summer months have traditionally defined high season. While that tradition is loosening—due to changing work habits, remote jobs, social media influence, and shifting family structures—the summer core remains strong.

I firmly believe destinations offer incredible opportunities in the off and shoulder seasons—even places like Iceland where winter days are short still have magic to share. Expanding travel possibilities beyond peak months isn’t just smart; it’s necessary. Sure, not everyone can be flexible with timing, but I’ve always been someone who thinks outside the box—traveling off the beaten path, challenging traditional 9-to-5 thinking, and encouraging learning through experience, even if that means taking kids out of school for a week during quieter times.

For the good of our planet and its people, we must consider new ideas. Destinations increasingly focus on what they can offer in the low seasons, and I’m genuinely excited to bring those ideas back from the SHOP event.

What do you think? From a business perspective, having more steady streams of travel is attractive. And yes, as I mentioned last week, I still thrive on the chaos of travel’s busy peaks. But at this stage of my professional life, I’ve grown accustomed to the ebb and flow.

More importantly, for the benefit of local communities and travelers alike, it’s worth seriously considering what travel during less busy months can offer—for everyone’s long-term good.

As travel professionals and travelers, embracing shoulder and off-peak seasons isn’t just about beating the crowds or scoring better deals. It’s about respecting destinations and communities, spreading the joy—and impact—of travel more thoughtfully throughout the year.

I’d love to hear your thoughts:

Have you ever traveled in the shoulder or off season? What was that experience like?
How do you feel about restrictions on cruise ships in historic destinations?
How can we, as travelers, balance our wanderlust with respect for the places we visit?
Let’s keep the conversation going—and together, help create travel that benefits the planet, the people, and ourselves.

If you want to explore travel beyond traditional seasons, or find new ways to experience your favorite destinations more sustainably,