Overtourism Surge Sparks Urgent Measures to Manage Growing Global Tourism

Global travel recovery brings fresh challenges, with tourism taxes and strategies being implemented to tackle overtourism concerns / Getty Images

Last year, the global number of international tourists reached nearly 1.4 billion, restoring travel to almost 99% of pre-pandemic levels. However, this rapid rebound has highlighted a critical issue: overtourism. With travel demand surging after the pandemic, many popular tourist destinations are grappling with overcrowding and its negative impact on local communities. As projections for 2025 suggest that the number of tourists will increase further, experts stress the need for urgent strategies to manage the flow of visitors.

According to the United Nations World Tourism Organization (UNWTO), approximately 1.4 billion people traveled abroad last year, with Europe attracting nearly half of all international visitors. Despite the ongoing conflict between Russia and Ukraine, Europe remains the top destination, accounting for about 747 million of these visitors. The steady rise in global tourism had been uninterrupted for a decade until the pandemic hit in 2020, causing a drastic decline in travel. However, by 2022, tourism began to rebound sharply as restrictions eased, restoring visitor numbers to near pre-pandemic levels. This explosive return has led to growing dissatisfaction among locals in major tourist hotspots.

In many European cities, residents have voiced their frustration with overcrowding by organizing protests and demonstrations. In Spain, for instance, residents in popular tourist areas have been seen spraying water guns at visitors in protest. Similarly, the Canary Islands saw large-scale protests calling for a halt to tourism. These reactions underscore the growing tension between locals and the tourism sector, which has intensified with the rise in visitor numbers.

To combat overtourism, several countries have implemented measures such as introducing or raising tourism taxes. In Venice, for example, the local government increased the entrance fee for day-trippers from €5 (around $7) to €10 (about $15) starting in 2024. The duration of the fee collection period has also been extended, now covering weekends and public holidays for a total of 54 days, nearly double the number from the previous year.

In Amsterdam, the government announced a ban on the construction of new hotels to curb excessive tourism. The city also aims to limit the number of hotel stays to fewer than 20 million annually to prevent further strain on its infrastructure.

Overtourism is not limited to Europe. The Asia-Pacific region, which welcomed 316 million tourists last year, also faces similar challenges, with Japan emerging as a notable example. The Japan National Tourism Organization (JNTO) reported that the number of foreign visitors to Japan surged by 47.1% in 2023, with a total of 36.87 million tourists, surpassing pre-pandemic figures. In response, local governments in Japan have started implementing accommodation taxes. As of last year, nine local governments were collecting accommodation taxes, with plans for 14 more regions to follow suit in 2024.

Despite these measures, experts argue that significantly reducing the number of visitors through taxes or other financial measures will likely have limited success. Tourists may not be deterred by increased costs such as entry fees or accommodation taxes, as they are already factoring in currency exchange rates and travel expenses when planning their trips. Travel industry insiders point out that the increase in taxes may not substantially influence travelers’ decisions to alter their destinations or itineraries.

Looking ahead to 2025, the UNWTO predicts a 3-5% increase in global tourism, with the Asia-Pacific region continuing its recovery. The coming year also marks a significant event, the Catholic Jubilee Year, which is expected to bring a massive influx of pilgrims and tourists to Rome. This will likely exacerbate overcrowding, with wait times at popular tourist sites potentially tripling.

To address overtourism effectively, experts recommend diversifying tourism offerings and exploring less-traveled destinations. These alternative strategies could help alleviate pressure on overburdened tourist hotspots while promoting sustainable growth in the industry.

The UNWTO emphasizes the need for a balance between growth and sustainability in tourism. They advise exploring lesser-known destinations and promoting regional travel to disperse tourists more evenly across different areas.

As the world continues to recover from the pandemic, the tourism sector faces a critical crossroads. By fostering sustainable travel practices, promoting underexplored destinations, and developing innovative solutions, the tourism industry can adapt to the challenges of overtourism and create a more balanced and sustainable future for both travelers and local communities.