How overtourism is changing the face of travel and what we can do to tackle it.
The term “overtourism” was reportedly coined by the travel and tourism platform Skift in 2016, driven by concerns over annual tourist flows reaching one billion. A record-breaking figure was reached in 2019, with 1.46 billion international tourists. Recovery came sooner than expected, with 2023 achieving 89% of pre-COVID levels. Amid the ongoing debate around overtourism and anti-tourism, it’s worth asking if a return to pre-pandemic levels is desirable.
For those who enjoy rankings, the term “anti-tourism” has become so widespread that it was nominated (unsuccessfully) as the 2024 Word of the Year by the Collins Dictionary, following a similar nomination by the Oxford Dictionary in 2018.
Meanwhile, a Google Think study enthusiastically predicts that international travellers will number 2.4 billion by 2040.
What Is Overtourism? A Definition
Tourism is a global and complex phenomenon—unstoppable but governable. Given such numbers, one might wonder: How can it be managed? We’ll delve into this later.
The UN Tourism defines overtourism as ” the impact of tourism on a destination or parts thereof that excessively influences the perceived quality of life of citizens and the quality of visitor experiences.” Simply put, overtourism displeases both residents and tourists.
Historical Challenges and Carrying Capacity
Aversion to tourists and debates about the commodification of nature and culture by the tourism “industry” have existed for years, as have concerns about the loss of authenticity and the blurred distinction between travellers and tourists. Discussions on carrying capacity—defined by the UN Tourism as “the maximum number of people who can visit a tourist destination simultaneously without causing harm to the physical, economic, and sociocultural environment or reducing visitor satisfaction”—are not new either.
Carrying capacity can be physical, measurable, and social, tied to perception factors. For example, Doxey’s irritation index measures residents’ tolerance toward tourism. However, there’s no magic number to define sustainable limits; finding balance requires constant and effective management.
The Evolution of Travel and Democratization
Structural changes like low-cost airlines and short-term rental platforms have led to what some call the “democratization of travel,” now perceived as a right. However, overcrowding, resource overuse, and resident-tourist conflicts have become increasingly evident.
Blaming tourists—such as when residents used water pistols against visitors in Barcelona—is only an individual response to a systemic issue.
What Are the Causes of Overtourism?
Technological advancements, such as the rise of low-cost airlines, improved mobility infrastructures, online travel agencies, and booking platforms, along with greater access to information and the role of social media as a showcase for destinations, have expanded travel flows and changed the frequency and patterns of travel. Added to this are socio-economic transformations: changes in the world of work, different levels of economic availability (with a growing middle class able to travel), and greater independence in planning personal trips.
Travel has become “democratized.” Destination promotion also plays a role, whether intentional or not: targeted marketing campaigns coexist with “unexpected” publicity, such as that generated by social media and influencers. This often leads to the increased popularity of a few destinations visited by large numbers of people—the so-called tourist “hotspots,” which can range from cities to lakes or other attractions.
Seasonality is another possible cause of overtourism, with many visitors concentrated in short periods. As noted, clustering flows in a few “must-see” destinations exacerbates the problem.
Overtourism as Perception
If we view overtourism as a phenomenon beyond mere numbers, it can be seen as a new relationship between the local community and tourists. In this context, the causes also lie in a growing awareness among residents that tourism is not always beneficial. It can disrupt a place’s balance to make it unrecognizable. Far from being the “smokeless industry” celebrated in 1980s tourism textbooks, tourism has tangible positive and negative impacts on territories, and a critical mass of people is beginning to bring this to light.
Ineffective Management and Lack of Planning
Another significant cause of overtourism is ineffective—or absent—management of destinations. Overtourism is a symptom, not the root problem, of longstanding processes that a lack of monitoring and oversight has exacerbated.
Given the phenomenon’s complexity, addressing it and attempting to measure it requires both quantitative and qualitative data. Additionally, factors beyond the destination’s control, such as rapidly changing tourist demand, often clash with the slower adaptability of the supply side (the territory), which needs more time to adjust.
What Are the Consequences of Overtourism?
- Overuse of Resources: Ecosystems face stress, leading to biodiversity loss and conflicts over resource allocation, such as water and energy.
- Strain on Services and Infrastructure: Waste management, healthcare, and transportation systems become overwhelmed, resulting in congestion, noise, and air pollution, especially in sensitive natural or cultural areas.
- Economic Dependence on Tourism: Reliance on tourism makes destinations vulnerable to seasonal fluctuations and global crises.
- Economic Inequality: Tourism benefits often remain concentrated among a few, leaving local communities marginalized.
- Decline in the Quality of the Tourist Experience: Overcrowding negatively impacts visitor satisfaction, reducing the destination’s long-term economic value.
The Impact on Local Communities
Beyond measurable effects, tourism transforms cities and neighborhoods, leading to gentrification, rising costs, and reduced economic accessibility to housing—a phenomenon often linked to the spread of short-term rentals. This deterioration in quality of life can leave residents feeling alienated from the places they call home. The risk is the loss of the cultural and social fabric—the very elements that make a location vibrant and appealing.
This highlights one of tourism’s greatest contradictions: as soon as a place is “discovered,” it risks losing the authenticity and environmental and cultural integrity that initially attracted visitors. This phenomenon, known as the “commodification of culture,” underscores the often-conflictual relationship between residents and tourists. It’s a subjective and location-specific issue, difficult to standardize or measure without continuous involvement and dialogue with local communities.
Examples of Overtourism
A prime example of overtourism is Venice, where the overwhelming influx of visitors has strained the delicate lagoon ecosystem and the quality of life for residents. A daily tourist entry fee is among the measures introduced to address the issue. While this initiative marks a debated first step toward more mindful flow management, more is needed. Addressing overtourism in Venice requires a broader Destination Management plan that incorporates long-term strategies and actively involves local communities.
The phenomenon, however, is not confined to Italy. In Barcelona, restrictions on short-term rentals have been implemented to reduce gentrification and improve housing accessibility for residents, with even stricter measures planned for 2028.
Machu Picchu has introduced daily entry limits in Peru to protect the archaeological site and its surrounding environment.
Amsterdam has also taken a multifaceted approach, including raising its tourist tax to the highest in Europe, limiting new licenses for “tourist-trap” shops, and imposing a cap on the number of cruise ships allowed to dock.
These examples demonstrate the measures adopted, though they are often reactive and focus on specific issues. A planned and structured approach is necessary to combat overtourism—preventing problems rather than merely responding to them after the fact.
How to Manage Overtourism?
One of the most frequently proposed solutions to address overtourism is redistributing tourist flows. However, more than simply diverting visitors is required: providing proper management tools and adequately preparing new destinations to ensure they can accommodate visitors without strain. Similarly, promoting off-season tourism is another often-cited strategy, but it raises practical challenges—particularly in countries like Italy, where vacations are traditionally concentrated in August.
Emergency measures such as limiting access (as seen in Venice), regulating short-term rentals (as in Barcelona), or even introducing curfews and fines for disrespectful behaviour reveal the limitations of reactive approaches. To effectively tackle overtourism, acting proactively by organizing destinations through a comprehensive and well-structured Destination Management strategy is necessary.
Key Elements for Effective Management
Managing tourist destinations effectively is challenging, but specific guidelines can foster more sustainable tourism. First and foremost, reliable data is crucial: tools like digital dashboards and advanced management systems help analyze the territory and plan targeted actions.
Collaboration is equally essential: public and private sectors must work together, involving citizens and local administrations in a “territory-based tourism” approach. At the same time, training professionals focusing on sustainability is vital to addressing current challenges and developing innovative solutions.
Sustainability should be the cornerstone of every strategy, balancing economic, environmental, and social aspects. Achieving this requires listening to and engaging local communities, turning tourism into a shared opportunity. Finally, each destination must highlight its uniqueness, learning from the successes of other areas to adapt ideas and solutions to its specific needs.
A Cultural Shift for the Future of Tourism
Addressing overtourism effectively requires a cultural shift: recognizing that tourism is not merely a sector or industry but a complex phenomenon that evolves alongside society. Adapting management models to meet the challenges of our time—such as balancing the relationship between tourists, residents, and resources—is key to shaping a sustainable future for tourism.
Sustainable Management Projects
A practical example is the Smart Tourism Destination project, funded in the Veneto region through regional FESR funds. This initiative has demonstrated that evolving toward a “smart destination” involves more than just digitalization; it also requires improving governance and strengthening integrated management systems. Another noteworthy example is the city of Siena, which has embarked on a certification process to structure its sustainable management model.
At the national level, the Italy Working Group GSTC brings together stakeholders to collaborate on defining standard guidelines, contributing to the preservation of both the planet and its tourist destinations.
GSTC Certification: A Concrete Solution for Sustainable Tourism
To counteract the adverse effects of overtourism and promote a more responsible tourism development model, GSTC certification offers a tangible opportunity. Etifor supports destinations and tourism operators in their journey toward GSTC certification, ensuring high environmental, economic, and social sustainability standards.
Embarking on the certification process means initiating a participatory and continuous improvement journey, encouraging destinations to reflect not only on socio-cultural, economic, and environmental issues but, most importantly, on governance and management structures.
Discover how we can help you enhance your territory while respecting its natural and cultural limits.