Venice. Machu Picchu. Bali. These iconic destinations are household names for a reason, but their global fame comes at a cost. Over-tourism: When visitor numbers exceed a destination’s capacity, it threatens the cultural, environmental, and social fabric of these beloved places.
Tourism powers economies and preserves cultural heritage, but when unchecked, it can do the opposite. Crowded streets, strained infrastructure, and environmental degradation are just the start. For many destinations, over-tourism has become a crisis in need of immediate action.
How over-tourism takes its toll
The data paints a stark picture. According to the United Nations World Tourism Organization (UNWTO), over 1.5 billion international arrivals were recorded in 2019, a number that continues to grow as travel recovers post-pandemic1. For certain destinations, this surge is overwhelming.
- Environmental strain: In the Galápagos Islands, fragile ecosystems are under constant pressure from tourism activities, threatening unique species and habitats2.
- Cultural erosion: In cities like Barcelona, locals have protested against the “Disneyfication” of their neighborhoods, where traditional shops give way to souvenir stands and Airbnb rentals3.
- Infrastructure collapse: Dubrovnik’s Old Town, famously featured in Game of Thrones, has had to limit tourist numbers to protect its medieval streets from wear and tear4.
These aren’t isolated incidents, they’re recurring patterns in destinations worldwide. When too many visitors descend upon a location without proper management, the very essence of what makes that place special can begin to erode.
What drives over-tourism?
Over-tourism isn’t just a result of people traveling more, it’s a symptom of deeper shifts in how and why people travel. In an era where accessibility and digital influence shape decision-making, destinations that were once hidden gems can quickly become overwhelmed. The combination of evolving consumer behavior, economic growth, and technological advancements has accelerated tourism to unprecedented levels.
Several factors contribute to over-tourism, many tied to the broader dynamics of modern travel:
- Social media amplification: Platforms like Instagram inspire millions to visit the same photogenic spots, creating viral tourist magnets.
- Budget travel expansion: Low-cost carriers and affordable accommodation platforms have made even remote destinations accessible to the masses.
- Global middle-class growth: Rising incomes in emerging economies mean more people than ever can afford international travel.
While these trends democratize travel, they also exacerbate its impact. Destinations that lack the infrastructure to accommodate the influx of visitors often suffer from overcrowding, environmental degradation, and a diminished quality of life for locals. To preserve the essence of these places, the travel industry must rethink its approach, balancing accessibility with sustainability. The challenge isn’t stopping people from traveling, it’s ensuring that travel remains a positive and enriching experience for all involved.
The unintended consequences for brands
Tourism brands and operators face a difficult balancing act. Over-tourism not only damages the destinations they rely on but also tarnishes their reputations. A survey found that 78% of travelers prefer brands that prioritize sustainability, yet only 33% believe the industry is doing enough to mitigate its impact5.
When over-tourism becomes the norm, guests don’t leave with cherished memories, they leave with frustration. Long lines, overcrowded attractions, and degraded environments aren’t what anyone signed up for.
What can travel brands do?
Over-tourism is not just a challenge for destinations, it’s a pressing issue for the entire travel industry. When popular attractions become overcrowded, both the visitor experience and the local way of life suffer. Instead of fostering meaningful connections, mass tourism can lead to environmental degradation, cultural dilution, and rising tensions between locals and tourists.
Travelers are becoming more aware of these issues, and many are actively seeking more responsible ways to explore the world. This presents an opportunity for travel brands to take the lead in shaping a more sustainable future for tourism.
By prioritizing long-term sustainability over short-term profits, travel brands can create experiences that are both enriching and responsible. This means rethinking marketing strategies, adjusting operational practices, and working closely with local communities to ensure tourism remains a force for good. Responsible tourism doesn’t mean limiting travel; it means making it smarter, more intentional, and better balanced. There are several key steps travel brands can take to mitigate over-tourism while still providing incredible experiences for their customers:
- Promote lesser-known destinations: Encourage travelers to explore under-visited areas, spreading the benefits of tourism more evenly.
- Implement capacity controls: Partner with local governments to establish visitor caps, reservation systems, or timed entry to popular sites.
- Invest in education: Use marketing channels to inform travelers about sustainable practices and respectful tourism.
- Support local communities: Ensure tourism dollars directly benefit residents through fair wages, local sourcing, and community investment.
- Align with sustainable practices: Offset emissions, reduce waste, and partner with organizations dedicated to conservation.
While these measures require effort and coordination, the long-term benefits, both for destinations and the brands that operate within them, are worth it. Addressing over-tourism requires proactive steps to balance growth with sustainability.
Rethinking what travel success means
The tourism industry has an opportunity to redefine its metrics of success. Instead of focusing solely on visitor numbers, success should encompass the well-being of destinations, the satisfaction of locals, and the preservation of cultural and natural heritage. A thriving travel industry isn’t just measured by how many people visit a place but by how well that place can continue to flourish under the weight of tourism.
Tourism isn’t just about moving people, it’s about fostering deep, meaningful connections between travelers and the places they visit. When those connections are rooted in respect, sustainability, and genuine engagement, they create positive ripple effects that benefit both visitors and local communities. Destinations that prioritize responsible tourism practices, such as limiting overcrowding, supporting local economies, and protecting fragile ecosystems, not only enhance the traveler experience but also ensure that future generations can enjoy these places as well.
By shifting the focus from short-term profits to long-term sustainability, the industry can create a new model of success, one that values quality over quantity and puts the well-being of people and the planet at its core. Ensuring that these connections are thoughtful and enduring isn’t just good business; it’s essential for the future of travel.
Sources:
- United Nations World Tourism Organization (UNWTO). (2020). International tourism growth continues to outpace the economy. https://www.unwto.org/international-tourism-growth-continues-to-outpace-the-economy
- World Wildlife Fund (WWF). (n.d.). The Galápagos. https://www.worldwildlife.org/places/the-galapagos
- Trip By Trip. (2025). 2025: Overtourism overdose. https://tripbytrip.org/2025/01/01/2025-overtourism-overdose/comment-page-1/
- Henley, J. (2024). Entrance fees, visitor zones and taxes: How Europe's biggest cities are tackling overtourism. The Guardian. https://www.theguardian.com/travel/2024/mar/03/entrance-fees-visitor-zones-and-taxes-how-europes-biggest-cities-are-tackling-overtourism
- Earth Changers. (2022). Sustainable travel trends for 2022. https://www.earth-changers.com/purpose/sustainable-travel-trends-for-2022/