The Faroe Islands bring back the joy of getting lost

The Faroe Islands – As algorithm-driven travel fuels overtourism, The Faroe Islands’ self-navigating rental cars offers curated but partially hidden routes devised by locals. This new initiative is challenging travellers to let go of planning and control. Though not autonomous vehicles, the cars reveal only one destination at a time – appealing to travellers craving surprise and serendipity.

Using QR-code-enabled Google Maps, the routes are designed to alleviate overtourism by directing visitors to overlooked sites such as turf-roofed churches and cliffside cafés. Each car receives a unique route to avoid duplication, and local stories accompany each stop. It’s a savvy evolution of Visit Faroe Islands’ past creative campaigns, such as Sheep View 360 and Faroe Islands Translate, that merge whimsy with utility.

Published in 2024, our Anti-tourism Market foresaw the rise of ‘destination dupes’ – off-grid alternatives for screen-fatigued travellers. The Faroe Islands’ tech-enabled, human-curated solution is precisely designed to disperse footfall – while delivering a sense of adventure and local authenticity.