Responsible Tourism Response to the Anti-Tourism Surge

Anti-tourism rallies and sentiment are sweeping across Europe, combined with excessive immigration pushing Spaniards, Greeks, Italians, French, British and other nationals to reject mass tourism. Even in Mexico City, the chant “Gringos Go Home” is catching media attention and adding to the growing rancor for tourists that locals feel.

For small travel agency owners, it’s a source of worry and helplessness, as most of your revenue is derived from these popular locations. A product switch to off the beaten path might help in the matter, but these country’s response will likely diminish access, revenue and costs for your business. Hopefully, a new strategy of responsible tourism can take hold.

When we see photos and videos of packed sidewalks and pathways in Rome and Barcelona, we know that many of these places really are under seige from mass tourism. So far, little has been done to mitigate the issue, which is why local residents are protesting more loudly.

The Travel Experience Itself is Being Degraded

Too many tourists in popular regions/cities are creating issues (listed below) for residents in many cities and towns in France, Spain, Italy, and Thailand. What was quiet and quaint is now overrun and tiring. It’s tough to really enjoy any location that’s too crowded. As the travel destination deteriorates, it’s tough for your marketing campaigns to convince travelers to book with all the negative press. Being part of the solution in your marketing is wise.

Global Rescue’s survey found 73% of surveyed travelers are concerned about overtourism, while 33% have personally experienced it. 53% reported plans to avoid overpopulated hotspots such as France, Spain, Italy, Greece, Thailand, the Netherlands, and Peru. Only 16% of travelers still plan to visit Italy, followed by Spain (15%) and France (14%). Spain is set to welcome 100 million visitors this year.

Overtourism is especially intense in cruise ship ports. Venice now disallows ships to dock there, and they’ve initiated tourist fees to defray costs and perhaps discourage new visitors.

The Anti-Tourism Protests Begin

In Spain (Barcelona, Valencia, Mallorca) several high-profile protests were covered by European and US media. Protesters used creative and sometimes aggressive methods to get their message across including spray-painting “Tourism kills neighborhoods” graffiti, using water pistols to “attack” tourists, and even distributing stickers to identify and shame illegal tourist rentals.

Why are locals so angry? Activists say unchecked tourism is pushing residents out of city centers, driving up rents and overwhelming local infrastructure. Barcelona alone received 26 million visitors last year, with a third of its residents calling tourism “damaging” in a recent survey” — travelweekly-asia.com

What has been a key element in these country’s GDP, is increasingly described as a scourge instead. With low wages for most, they’re bearing the brunt and seeing their quality of life slide.  Add on massive numbers of illegal aliens to these countries and the tensions are very high.  That’s not positive for the travel and tourism sector and it begs a solution that perhaps hasn’t been properly conceptualized as yet.

What is a Good Solution for Overtourism?

The solution might be a travel management problem where tourists are drawn away from overcrowded and stressed regions to less-traveled locations. And, a new respect for the communities, culture, ecology, and actual traffic capabilities of these nations.    A recent fine of $500,000 euro fine against an electronic dj in Spain, who held a big party in a nature reserve has set the tone for a no-tolerance policy on harmful tourism.

At the root of the problem is an unsustainable mass tourism model, for which forward looking tourism analysts are suggesting a new model of responsible tourism. The new theme, an actionable strategy and plan, and a sincere intent to mitigate the harm might result in saving the travel industry.

Because Europe is a key destination for the world now, given travel to the US has sagged. Europe’s travel capacity, destinations, resorts etc. have expanded greatly. The island of Maiorca is a good example. It’s drawn a rambunctious crowd of partiers and residents of the island appear to have had enough.

The problem has become unbearable and travel companies must have empathy for the local people. At risk, is a much stronger rejection of tourism, and the implementation of fees, fines and taxes, which are increasingly being levied. If travel companies can’t work with the tourism boards and mayors of these cities, they risk a major loss of revenue, and a reduced selection of travel products.

What is the Issue for Locals?

Here are 7 key issues that have pushed local residents to their limits.

• Inflation: Higher prices seem to be missing in media coverage of the pain of overtourism. However, higher real estate, utility costs, rents, food prices and overall “priced for tourists” practices must create pressures for the locals (yet, local residents are chased completely out of these areas).
• Housing shortages: In popular destinations like Barcelona, Venice, Lisbon, and the Canary Islands, property owners are increasingly converting homes into short-term tourist rentals via platforms like Airbnb. This dramatically reduces the supply of long-term housing, causing rental prices to soar and making it unaffordable for local residents
• Local Displacement: As locals are priced out, they are forced to move to the outskirts, leading to the “hollowing out” of city centers and historic neighborhoods. These areas lose their unique character as local shops and businesses are replaced by souvenir stores, international chains, and restaurants catering exclusively to tourists. This process is called “touristification.”
• Overcrowding and Congestion: A massive influx of visitors puts immense pressure on public services and infrastructure. Cities and islands become overcrowded, leading to congested public transport, traffic jams, and long queues at major attractions
• Environmental Degradation: The sheer number of tourists can also lead to environmental issues. This includes increased waste, pollution, and a strain on natural resources, such as water supplies, which is a particular concern in places like the Canary Islands and Greece.Crime, drug use, bad behavior, and community decay.
• Noise and Public Nuisance: Tourists are often blamed for late-night noise, rowdy behavior, and disrespect for local customs, leading to a breakdown in a peaceful coexistence between residents and visitors.
• Lack of Control: Many residents feel they have no say in the decisions that shape their communities. They feel that governments and tourism boards prioritize endless growth and profit over the well-being of the local population.

Will the Solution Hurt Your Travel Business?

Some believe the thrust of the anti-tourism movement is more of a call for a sustainable and equitable tourism model that respects the environment and the lives of local residents. Yet that might mean a severe reduction of tourists and tourist accommodations and tours.

Dan Richards, CEO of The Global Rescue Companies notes in a report, that government leaders have the power to mitigate these dangers. “Implementing visitor caps, promoting off-peak travel, and targeted investments in tourism infrastructure are critical to easing the burden on high-traffic destinations.”

Countries and local destination boards can implement a combination of policy, economic, and social measures. The core principle of these measures is to shift the focus from a “growth-at-all-costs” model to a “quality-over-quantity” model, ensuring that tourism benefits residents as much as it does visitors.

Plan to Ease the Traffic Burden

Tourism is a necessary source of revenue for most countries, thus the only choice is to manage the damaging effects and increasing the comfort of local residents. Carrying this out may actually create a significant increase in well being for local residents. They will need to be convinced of real benefits for them, and not just profit protection for corporations.

1. Regulation and Policy

• Visitor Caps and Quotas: Limit the total number of visitors to a destination, a specific neighborhood, or a popular attraction. This is the most direct way to combat overcrowding and protect fragile environments. Examples include Venice’s day-tripper fee, the daily visitor limit at Machu Picchu, or restrictions on the number of hikers on certain trails.
• Short-Term Rental Regulation: Implement strict laws to control the proliferation of short-term rental platforms like Airbnb. This can include:
  • Limiting the number of days a property can be rented out.
  • Requiring special licenses for short-term rentals, particularly in residential areas.
  • Imposing higher taxes on second homes used for tourism.
• Tourism Taxes and Fees: Introduce or increase tourist taxes, with the revenue being reinvested directly into local infrastructure, public services, and conservation efforts. These funds can be used to improve public transport, manage waste, and restore cultural heritage sites.
• Cruise Ship and Airline Regulations: Set limits on the size and number of cruise ships that can dock in a port, or impose higher fees on ships that don’t meet strict environmental standards. Similarly, governments can work with airlines to manage flight volumes during peak seasons.

2. Economic and Market-Based Incentives

• Promoting Off-Peak and Off-Season Travel: Use marketing campaigns and pricing strategies to encourage visitors to travel during less crowded times of the year. This helps to distribute the economic benefits more evenly throughout the year and reduces pressure during peak seasons.
• Diversification of Tourism Offerings: Actively promote alternative, less-known destinations and attractions to disperse tourists away from crowded hotspots. This could involve highlighting rural areas, second-tier cities, or specific cultural and nature-based experiences that are less concentrated.
• Incentivizing “Slow Travel”: Encourage longer stays by offering discounts or other benefits to visitors who stay for more than a few days or who choose more sustainable modes of transport, such as trains over short-haul flights.
• Support for Local Businesses: Implement policies that favor and support locally-owned businesses, such as restaurants, artisan shops, and tour operators. This ensures that the economic benefits of tourism are distributed more equitably within the community rather than flowing to large international corporations.

3. Community Engagement and Empowerment

• Involve Residents in Tourism Planning: Establish formal channels for local residents to participate in decisions about tourism development. This “destination stewardship” approach ensures that the needs and concerns of the host community are at the heart of tourism policy.
• Community-Based Tourism: Promote and fund tourism initiatives that are owned and operated by local communities. This model provides direct economic benefits to residents and allows them to share their culture on their own terms.
• Tourist Education and Awareness Campaigns: Launch public information campaigns aimed at tourists, explaining local customs, promoting respectful behavior, and providing guidance on how to minimize their environmental and social footprint.

4. Technological and Infrastructure Solutions

• Smart Tourism Technologies: Use data-driven solutions to manage visitor flow. This could include mobile apps that provide real-time information on crowding at attractions, dynamic pricing systems to encourage off-peak visits, or online reservation systems for popular sites.
• Investment in Public Infrastructure: Improve and expand public transport networks to handle tourist volumes, reducing reliance on private cars and taxis. This also benefits residents and improves the overall quality of life.
• Develop “Limits of Acceptable Change”: Instead of just focusing on the number of tourists, destinations can define a “limits of acceptable change” framework. This involves local stakeholders working together to define social, environmental, and cultural thresholds beyond which the negative impacts of tourism become unacceptable.

For the local US or Canadian travel agency or tour operator, a change in product design, time of year bookings, and an active voice on your website to show you understand their pain and want to ease it. Encouraging them to see the value in tourism is key to creating cooperation.

As the US and world economy heats up again in the next 5 years, the overtourism pressures will resurface. It’s best that we find a solution now. Contact Gord regarding developing your agency’s visibility online.  Your customers are searching. Let’s connected to them.

Hoping to promote your travel business better in 2026? Consider the tremendous value of more traffic from Google, greater visitor impact, deeper immersion in your travel content experiences, and the power of great storytelling and user-generated content.  This and more can be part of your travel marketing strategy.

Screencapture courtesy of Reuters.