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There was a moment in Hallstatt on my field trip for my university thesis when I realized something felt… strangely familiar. Not in the comforting, nostalgic way — but in a way that made the place feel almost pre-seen.

As I began studying communication and media — and more specifically tourism communication — I started to see travel through a different lens. Destinations are not just places. They are narratives. They are shaped by tourism boards, by media, by platforms, and by the expectations we carry with us long before we arrive.

What happens when a fairytale village becomes too famous for its own peace? Marianna Kőrösi reflects on overtourism, sustainability, and her university research into how we can travel more mindfully.

It starts with that photo we’ve all seen — maybe even taken ourselves. A sea of people in front of St. Mark’s Basilica. The caldera view in Santorini framed by phones. Crowds shuffling up to the Eiffel Tower or Dubrovnik’s city walls under the midday sun. Crazy lines waiting to see the Sagrada Familia in Barcelona.