You’re likely familiar with the fairy-tale character of Goldilocks, a young girl who enters the home of three bears and samples their bowls of porridge. She finds one of them too hot, one too cold and one that strikes the perfect balance. As Goldie says, that last bowl is “just right.”
Now, on a related note, have you heard of “Goldilocks countries”? This travel term isn’t as well known as the classic fairy tale, but it has the potential to change the way you vacation.
Here’s what you should know about the Goldilocks approach to travel:
What are ‘Goldilocks countries’?
The terms “Goldilocks countries” and “Goldilocks Zone countries” refer to travel destinations that strike the “just right” balance. These places have a lot to offer visitors, and yet they haven’t been affected by overtourism.
As TikToker Allie Marshall, aka @AllieGoneAway, explains in her video about the concept, Goldilocks countries have infrastructure, money and political support for tourists. At the same time, the local community has not been harmed by “an unsustainable boom of tourism,” which means “there are still opportunities to have authentic and meaningful interactions and cultural experiences.”
Residents of Goldilocks countries are generally with fine travelers visiting, and there’s reliable public transit, safe accommodations, convenient ports of entry and tourism information centers. Marshall named Slovenia, Vietnam and Bhutan as examples.
“In regards to tourism, the bowl of porridge in the metaphor is the destination and the temperature of the porridge relates to the level of development and desire of the host community to welcome tourists,” Ben Martin, an economics practice director and principal at the architecture and hospitality strategy firm HKS, told HuffPost via email. “The Goldilocks Countries are destinations that are ‘just right’ ― welcoming to tourists, backed by government tourism funding, yet not oversaturated or perceived as ‘too busy.’”
He predicts that the concept of Goldilocks countries will shape the tourism industry in 2025, because such destinations offer genuine cultural experiences without big crowds.
“This balance makes them ideal for those wanting to explore new destinations that are eager for visitors but still retain their unique charm,” Martin said, adding that these locations exist on the lower slopes of Butler’s Tourism Area Life Cycle, which can be a useful reference for travel planning. He listed Albania, Chile, Norway and Georgia as examples of current Goldilocks countries.
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What are the upsides and downsides of the Goldilocks approach?
Hitting that sweet spot of tourism infrastructure and genuine local immersion comes with many upsides in terms of cost, comfort and enjoyment.
“A Goldilocks destination or country will provide you with a visitor experience that is still authentic, welcoming and engaging ― typically at a price that is more accessible than highly developed destinations,” Martin noted. “At the same time, it won’t be so ‘rustic’ as to be uncomfortable, unfamiliar, or even unsafe.”
However, there are downsides to consider as well. Travel can be incredibly subjective, after all.
“One person’s definition of what ‘the right temperature’ is will differ from another’s,” Martin explained. “Thresholds of acceptability differ, typically based on your home-life experience and levels of previous travel experience. Equally, a destination might be considered a little too well-packaged or developed for others.”
As always, visitors should be mindful and respectful of these destinations and do their part to prevent overtourism. Martin pointed to the recent focus on regenerative tourism.
“These practices and principles are harder to apply in an ‘already well-established’ mature destination like the Costa del Sol,” Martin said. “But for those destinations that are gradually evolving and beginning to attract international attention, the time is right to shift the paradigm and build a tourist economy where the question has shifted from ‘what can the destination do for tourism?’ to ‘what can tourism do for the destination ― the local environment, the host community, local businesses?’”
How can travelers make the most of a Goldilocks country visit?
In addition to considering the practices of regenerative tourism, visitors to these “just right” destinations can take various steps to properly experience a Goldilocks country.
“Do your homework,” Martin urged. “Decide what your priorities are then get [online] and explore, and seek advice.”
The research process can be part of the fun of travel as you get to explore exciting options from the comfort of your home.
“Engage with the local community in a respectful manner,” Martin said. “Typically the host community is open, willing and proud of its culture and traditions and direct engagement fosters a deeper, more meaningful experience.”
He also recommended giving yourself enough days to engage in “slow travel” and really get to know your destination. Make sure to get out of your hotel room and explore.
“Try local activities and visit local sights,” Martin said. “This will help to foster those highly-valued memories that you’ll carry with you for the rest of your life.”
