Situation Overtourism is a growing issue worldwide, with 2025 marking a record-breaking year. In hotspots like Barcelona, Paris, and Venice, locals protested against the cultural and environmental effects. The problem is not too many tourists overall, but their concentration in certain places. Concentrated tourist masses are not only challenging for locals, but also destroy the experience for the tourists themselves. Insight Social media is one of overtourism’s biggest drivers: when too many people post about a special place, it goes viral and turns into a hotspot. Austria is especially affected, having been named the world’s most overtouristed country per capita. With Austrians loving to share their favorite tips with their guests, how can we help them share their hidden gems and protect them at the same time? Idea Making Austria the first country to make tourists sign an NDA. In Austria’s busiest season – winter – Austria Tourism did what you are not supposed to do in tourism ads: we blurred and beeped everything that makes this country so special. The campaign was launched with a long-format social clip that told the story of the deep love Austrians feel for their country and why the NDA was the best way to make tourists care as much for their hidden gems as they do. On social media, we teased real insider tips from Austrians that had never shown up on any feed before. The only way to experience these – and over 100 other tips from lesser-known regions – was to sign an NDA on non-disclosure-austria.at, prohibiting tourists from sharing what they had seen on the site and during their future travels to Austria. Thus, we sparked a global conversation, invited those who signed into an exclusive club of people in the know, and actively dispersed tourist concentrations by recommending lesser-traveled places.