Hawaii, a prime example of overtourism, has taken significant measures, including removing a World War II landmark. In April 2024, the Honolulu City Government announced that the island’s famous Haiku Stairs, often referred to as the Stairway to Heaven, would be removed. This drastic measure highlights a pressing issue that many 2024 travel trend reports overlooked: the severe impact of overtourism.
Many other countries have also recently dominated headlines for their struggles with overtourism, highlighting a critical point: the travel trend reports 2024 missed the severe consequences of overtourism on local communities.
Travel brands must reassess their roles in promoting sustainable and responsible travel.
The Predicament of Overtourism
Overtourism occurs when visitor numbers exceed a destination’s sustainable capacity, leading to overcrowding, environmental degradation, and strained resources. This phenomenon is often driven by the popularity of destinations amplified by social media, marketing campaigns, and budget travel options.
Many global examples of locals bear the brunt of overtourism in their cities and towns.
In Spain, Barcelona’s Gothic Quarter and La Rambla Street have become so crowded with tourists that the local quality of life has significantly diminished. Residents frequently complain about noise pollution, increased living costs, and losing community spaces to tourist-centric businesses.
Similarly, in Japan, the influx of tourists to locations such as Kyoto and Tokyo has led to overcrowded public transport and the disruption of daily life. The iconic Mount Fuji, a symbol of natural beauty and cultural heritage, now faces environmental threats due to the sheer volume of visitors. These cases highlight the urgent need for a balanced approach to tourism that considers the well-being of local communities and the preservation of natural and cultural assets.
Sustainable Travel Efforts
Sustainable travel initiatives aim to minimise tourism’s negative impact on the environment and local communities while promoting economic benefits and cultural exchange. These initiatives encourage responsible tourism practices, such as reducing waste, conserving natural resources, and respecting local customs and traditions.
Thailand’s Phi Phi Island, a popular tourist destination, faced severe environmental degradation, prompting the government to close Maya Bay in 2018 for ecological recovery. After nearly four years, the area reopened with strict regulations to preserve its natural beauty. These measures included limiting the number of daily visitors, banning single-use plastics, and enforcing guidelines for responsible snorkelling and diving practices. The successful rejuvenation of Phi Phi Island demonstrates that with proper management and a commitment to sustainability, popular destinations can recover from the adverse effects of overtourism and continue to thrive.
Impact on Local Communities
The adverse effects of overtourism on local populations are profound and multifaceted. They disrupt the very fabric of the communities that attract visitors, extending beyond environmental degradation and strain on infrastructure to deeply impact residents’ social and economic well-being.
Overcrowding leads to increased traffic congestion, longer wait times for public services, and a general sense of chaos in daily life. Noise pollution from throngs of tourists can disrupt the peace residents cherish. The influx of visitors often commodifies local culture, where traditions and customs are commercialised to cater to tourists, diluting their authenticity and significance.
Economic pressures mount as overtourism drives up the cost of living. Housing prices and rents can skyrocket, making it difficult for locals to afford to live in their communities. This phenomenon, known as “tourist gentrification,” often forces residents to move to less desirable areas, leading to a loss of community cohesion.
Small, local businesses that once served residents’ needs may be replaced by tourist-oriented shops and restaurants, further alienating the local population.
Examples of local pushback against overtourism are becoming increasingly common. In Barcelona, residents express frustration through protests and actions such as using water guns to spray tourists. Locals complain their city has been transformed into a “theme park” for tourists, with everyday amenities overshadowed by tourist attractions. The strain on public services and infrastructure and the commercialisation of cultural landmarks have sparked a growing movement among residents to reclaim their city.
Similarly, the sheer volume of tourists has led to significant disruptions in Tokyo. The local government has had to take measures to protect community spaces and maintain order. For example, barriers were erected at a popular convenience store to prevent tourists from taking photographs of Mount Fuji, as it had become a major inconvenience for store patrons. This action reflects a broader sentiment among Tokyo residents that their needs and daily routines are being compromised for the sake of tourism.
The situation in Mallorca, part of Spain’s Balearic Islands, exemplifies the severe impact of overtourism on local communities. Tourism generates 45% of the Balearic Islands’ GDP, underlining its economic significance. However, the influx of visitors, which reached a record 17.8 million last year, has stretched public services to breaking point and severely impacted residents’ quality of life. Protests have become a common sight in Palma de Mallorca, where thousands recently took to the streets under banners reading “Enough saturation, the city for those who live in it” and “This isn’t tourismophobia, it’s numbers: 1,232,014 residents, 18 million tourists.”
Image Credit: Al Jazeera
The protestors, organised by around 80 groups, have called for measures such as imposing a tourist tax and regulating tourist rental flats. They argue such regulations would generate resources to manage tourism better and support local populations. Suggestions include limiting the number of tourist accommodations and ensuring residents have a say in managing tourism.
These examples underscore the urgent need for a more balanced approach to tourism management. Local communities must be actively involved in planning and implementing tourism policies to safeguard their interests. Travel brands, too, are responsible for promoting respectful and sustainable tourism practices. By fostering a deeper understanding of the local culture and environment among travellers and by supporting initiatives benefitting visitors and residents, the negative impacts of overtourism can be mitigated.
Innovative Solutions for Mitigating the Effects of Overtourism
Addressing the challenges posed by overtourism requires innovative solutions to balance the needs of tourists with those of local communities. Several cities and travel brands have pioneered effective measures to manage visitor numbers and mitigate the adverse effects of overtourism, creating models that can be replicated globally.
Examples of Positive Measures: Copenhagen, Denmark
Copenhagen exemplifies forward-thinking tourism management. The city has implemented initiatives to reduce the negative impact of high visitor numbers while enhancing the experience for tourists and residents.
- Green Kayak Initiative: Copenhagen encourages tourists to help clean the city’s waterways by offering free kayak rentals in exchange for collecting trash during their paddle. This program keeps the canals clean and raises awareness about environmental conservation among visitors.
- Localhood Campaign: This campaign aims to disperse tourists from the overcrowded city centre by promoting lesser-known neighbourhoods and attractions. By highlighting these areas, Copenhagen alleviates pressure on popular sites and distributes tourism’s economic benefits evenly across the city.
- Litter Collection Rewards: Tourists who pick up litter can receive free public transport rides and entry to local attractions. This incentivises responsible behaviour and fosters a sense of stewardship among visitors, contributing to a cleaner and more pleasant environment.
The Role of Travel Brands in Mitigating Overtourism
Travel brands are pivotal in addressing overtourism through sustainable practices.
Here are strategies and real-life examples:
Strategies for Airlines
- Promoting Lesser-Known Destinations:
Airlines can help disperse tourist traffic by highlighting and offering direct flights to lesser-known destinations. By creating appealing travel packages and providing information about off-the-beaten-path locations, airlines can encourage travellers to explore beyond the usual tourist hotspots.
Example: In 2019, Ryanair launched a campaign to promote lesser-known European cities such as Kaunas in Lithuania and Brno in the Czech Republic, encouraging travellers to explore these hidden gems instead of the traditional hotspots.
- Encouraging Off-Peak Travel:
Airlines can offer incentives such as discounted fares for travel during off-peak seasons. This can help balance visitor numbers throughout the year, reducing the strain on popular destinations during high season and providing a steadier flow of income for local economies.
Example: JetBlue offers its “Blue Pass,” which allows unlimited travel during specific off-peak periods. This helps to balance the tourist influx by spreading travel across different times of the year.
- Supporting Sustainable Aviation Practices:
Implementing more fuel-efficient technologies, investing in sustainable aviation fuel, and optimising flight paths can reduce air travel’s environmental impact. Airlines can also educate passengers on the benefits of carbon offset programs and encourage participation.
Example: In 2019, KLM Royal Dutch Airlines launched the “Fly Responsibly” campaign, encouraging passengers to offset their carbon emissions and promoting sustainable aviation fuel use.
Strategies for Hotels
- Implementing Eco-Friendly Practices:
Hotels can adopt various sustainable practices, such as reducing water and energy consumption, minimising waste, and sourcing local and sustainable products. Green certifications can attract environmentally conscious travellers and set a benchmark for industry standards.
Example: Marriott International’s “Serve 360” sustainability and social impact platform aims to reduce waste, conserve water, and support sustainable practices across its global properties. By 2025, Marriott plans to reduce landfill waste by 45%.
- Supporting Local Communities:
By employing local staff, sourcing products from local suppliers, and collaborating with local artisans, hotels can ensure that tourism revenue benefits the local economy. This supports community well-being and provides guests with an authentic cultural experience.
Example: Six Senses Hotels Resorts Spas emphasises local hiring and sourcing. Their properties often feature locally made products and hire local staff, ensuring that tourism benefits the surrounding community.
- Managing Guest Behaviour:
Hotels can educate their guests on responsible tourism practices, such as respecting local customs, minimising waste, and engaging in sustainable activities. Information on less-visited attractions and eco-friendly tours can also help distribute tourist numbers more evenly.
Example: The Ritz-Carlton has implemented the “Community Footprints” initiative, which includes educating guests about local customs and sustainable practices. They provide information on eco-friendly activities and encourage guests to engage in community-based tourism.
Strategies for Tour Operators
- Designing Sustainable Itineraries:
Tour operators can develop travel itineraries emphasising sustainability, including visits to eco-friendly attractions, community-based tourism projects, and conservation initiatives. This approach reduces the environmental impact of tours, supports local economies, and educates travellers on sustainable practices.
Example: Intrepid Travel offers small group tours that focus on responsible travel. They include community-based tourism experiences, promote local businesses, and ensure their tours have a minimal environmental footprint.
- Limiting Group Sizes:
Smaller tour groups can lessen the environmental and social impact on destinations. Tour operators can create more intimate and personalised experiences less disruptive to local communities and environments.
Example: G Adventures limits the size of its travel groups to 12-16 people. This approach reduces the destinations’ environmental and social impact while providing a more intimate and personalised travel experience.
- Promoting Responsible Travel:
Tour operators can educate their clients on the principles of responsible travel. This includes respecting local cultures and traditions, supporting local businesses, and participating in conservation efforts. By fostering a sense of stewardship among travellers, tour operators can help ensure tourism has a positive impact.
Example: Responsible Travel, a UK-based tour operator, focuses exclusively on sustainable tourism. It offers trips that support conservation efforts and benefit local communities and educates its customers on the principles of responsible travel.
Importance of Balancing Tourist Satisfaction and Local Well-Being
Balancing the needs and desires of tourists with the well-being of local communities is crucial for sustainable tourism.
Ensuring that tourism benefits both visitors and residents involves several key considerations:
- Preserving Cultural Heritage:
Tourism should enhance rather than erode the cultural heritage of destinations. This means promoting and respecting local traditions, ensuring that tourism revenue supports cultural preservation, and preventing the commodification of cultural practices.
Example: Bruges, Belgium, has implemented visitor caps and restricted tourist accommodations to preserve its cultural heritage and prevent overcrowding. These measures help maintain the city’s charm and residents’ quality of life.
- Maintaining Environmental Integrity:
Protecting natural environments is essential for the long-term sustainability of tourism. Travel brands should promote eco-friendly practices, support conservation efforts, and minimise their environmental footprint to preserve the beauty and biodiversity of destinations.
Example: The Galápagos Islands have strict regulations on the number of visitors and the activities allowed. These measures protect the islands’ unique ecosystems while providing a high-quality experience for eco-conscious travellers.
- Ensuring Economic Benefits:
Tourism should provide tangible benefits to local economies. This includes creating jobs, supporting local businesses, and investing in community infrastructure. Equitable distribution of tourism revenue can help reduce economic disparities and foster a sense of shared prosperity.
Example: The Icelandic Tourist Board’s “Inspired by Iceland” campaign encourages tourists to travel responsibly and respect local communities. The campaign highlights the economic benefits of sustainable tourism practices and promotes local businesses.
- Enhancing Tourist Experiences:
Satisfied tourists are more likely to return and recommend destinations to others. Travel brands should strive to provide high-quality, meaningful experiences that respect local communities and environments. This includes offering educational opportunities, personalised services, and unique cultural interactions.
Example: Airbnb’s “Experiences” platform offers travellers unique, locally-led activities that provide a deeper connection to the destination. By promoting authentic interactions and supporting local hosts, Airbnb enhances the travel experience while benefiting the local economy.
Final Thoughts
Reflecting on overtourism’s complexities reveals the travel industry’s need to address its multifaceted impact. While travel trend reports focus on travellers and destinations, the severe consequences on local communities and environments necessitate a holistic approach to ‘travel trends.’
Travel brands are uniquely positioned to lead this change by adopting sustainable and community-focused strategies. Travel brands can create a more balanced and sustainable tourism industry by prioritising local populations’ well-being and preserving natural and cultural resources.
This involves promoting lesser-known destinations, encouraging off-peak travel, and supporting eco-friendly practices.
Ultimately, the goal is to ensure tourism remains a positive force, benefiting visitors and their communities.
For a deeper dive into the evolving landscape of travel and tourism, including insights into the other five emerging trends, download our comprehensive report, “Navigating Emerging Trends in Global Travel and Tourism.” Discover how to stay ahead of the curve and drive positive change in the industry by accessing the report here.
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