Every summer, thousands of young people flock to famous party spots like Ayia Napa, Magaluf, Ibiza, and Mykonos for a carefree escape filled with sun, alcohol, nightclubs, and casual hookups.
These holidays are often sold as wild and exciting adventures, but new research shows there’s a darker side to the party.
A study by researchers from the University of Birmingham and the University of Warwick, published in International Affairs, reveals that the way party tourism is designed and marketed creates an environment where sexual and gender-based violence (SGBV) can happen more easily—and is often covered up to protect profits.
Dr. Columba Achilleos-Sarll, one of the lead authors, explains that these destinations encourage extreme behavior and create what the researchers call a “party tourism bubble.” In these bubbles, normal rules seem suspended. Tourists are encouraged to drink heavily, break social norms, and act wildly.
This setting creates a risky space where sexual harassment and assault are more likely to occur.
The study highlights how tourism businesses promote these bubbles with ads featuring young women and men drinking, partying, and wearing revealing clothes. This marketing helps build the expectation that excessive alcohol and casual sex are part of the experience. It also feeds into traditional gender roles that often center male pleasure and objectify women.
According to the research, this business model often encourages young men to act in aggressive or predatory ways, while leaving women to manage the risks. For example, some tourists pay to go on bar crawls led by semi-naked women hired by nightclubs, or are encouraged to visit strip clubs. These activities aren’t just casual entertainment—they are part of a larger system that uses women’s bodies to sell the holiday experience and earn money.
What’s worse, when sexual assaults do occur, destinations often try to cover them up to avoid harming their reputation. Since many of these places rely heavily on tourism money, local businesses and authorities may avoid acknowledging these incidents publicly. Instead, they may silence victims to protect the image of their “fun and safe” party paradise.
Dr. Achilleos-Sarll points out that while not every man behaves badly and not every woman becomes a victim, the overall environment supports a culture where sexual violence can thrive. Even official advice from the UK Foreign Office often puts the burden on women to protect themselves, such as watching their drinks and staying with friends.
The researchers argue that the current model of party tourism must change. They call for a new, fairer approach to tourism—one that doesn’t trade women’s safety for profit and instead prioritizes a more sustainable and just holiday experience for everyone.
Source: University of Birmingham.
