it = scantly clad women in person, ads or billboards.
Ads can for the most part be avoided and women in lingerie can also. Also the Torah makes a differentiation between needing to be somewhere and placing yourself in a place like that which is avoidable.
When I plan a vacation, if I see that it won't be able to be avoided then I don't go. Not because I'm holy, but because that means its too touristy for my taste.