In an era of travel shaped by social media and Google searches, it’s no surprise that most tourists end up standing in the same spots, snapping the same photos, of the same views. But the Faroe Islands—a remote, wind-swept archipelago in the North Atlantic—have never been particularly interested in doing things like everyone else.

Now, the country’s official tourism board, Visit Faroe Islands, is flipping the script on modern tourism with an idea as charming as it is radical: self-navigating rental cars that take you on a journey you didn’t choose.

Yes, really.

Starting July 8, visitors can rent specially equipped cars that decide the route for you. No itinerary, no Google review rabbit holes, no TikTok-inspired detours. Once you get in and start the engine, the car—programmed with curated routes designed by locals—simply tells you where to go. Your only job? To trust the ride.

The initiative is more than a whimsical experiment. It’s a direct response to one of the biggest issues in global travel: overtourism. “In a world where tourists gather around the same iconic hot spots, driven by algorithms and social media trends, we’re seeing more predictable and overcrowded travel experiences,” says Guðrið Højgaard, CEO of Visit Faroe Islands. “We wanted to create a more thoughtful kind of journey—one that protects the places people love while revealing others that rarely get the spotlight.”

The concept is delightfully subversive. Rather than follow the crowd, these routes take travelers on quiet detours—perhaps to a misty cliffside few have seen, or to a hidden waterfall nestled beyond the main road. The cars rely on Google Maps but are layered with local insights and lesser-known gems chosen by Faroese residents. The idea grew out of the country’s earlier collaboration with Google, known as Google Sheep View, in which sheep roamed the islands with 360-degree cameras to help map its remote landscape.

At launch, three dedicated vehicles will be equipped with the self-navigation system, but all rental cars in the Faroe Islands can eventually adopt the technology. The system is free to use—you just need to agree to follow it for the entire day, destination unknown.

“Travel has become something you plan down to the minute,” says Højgaard. “We wanted to remind people of the magic of the unknown. This is about curiosity, surrender, and serendipity.”

Of course, in a place like the Faroe Islands, there really aren’t any “bad” detours. Towering cliffs, turf-roofed villages, black-sand beaches, and wide, silent skies await in nearly every direction. But what makes this idea so quietly powerful is the shift it represents: away from chasing the same views and toward a more intentional kind of discovery.

And in doing so, the Faroes may have just charted a course for the future of tourism—one surprise stop at a time.

The self-navigating cars will be available for rent from July 8th at the same price as regular rental cars.

Photos: Visit Faroe Islands