Navigating the Overtourism Crisis: Towards Responsible Local Solutions

In 2024, the global tourism industry has experienced unprecedented growth. According to the World Travel & Tourism Council (WTTC), the sector’s global economic contribution will reach an all-time high of $11.1 trillion, adding an extra $770 billion to its 2019 peak. In addition, WTTC’s latest economic impact research (EIR) shows a picture of a healthy sector supporting 348 million jobs globally, 13 million more than its highest point in 2019.

The cruise sector, a major market segment, also rebounded in 2023, with 31.7 million passengers, 7% above 2019 levels. Projections indicate that, driven by a substantial expansion in the global cruise ship fleet, this number could rise to 40 million by 2027.

But while this growth brings enormous opportunities, it also raises questions about sustainability, particularly in cultural tourism, which is increasingly central to the visitor economy. In fact, in 2024, the global cultural tourism market is projected to be valued at $6.95 billion, with a growth in demand forecast to reach 14.4% over the next 10 years.

Impacts of Cultural Overtourism

Cultural tourism, encompassing both urban and rural cultural experiences, is a significant driver of the visitor economy. This sector continues to thrive on the back of increasing interest in immersive, authentic experiences — be it exploring historical sites, engaging in local traditions, or attending cultural festivals. That said, regions such as Europe that have long dominated the cultural tourism scene are increasingly seeing Asia Pacific, particularly China and India, emerging as strong contenders.

Governments keen to promote local heritage sites have viewed cultural tourism as a way of reinforcing national identities as well as a catalyst for traditional activities and local creativity. UNESCO, for example, has been promoting cultural tourism as a means of preserving world heritage and the sustainability of intangible cultural elements at a variety of sites and locations. In addition, the demand for experiential cultural trips, the authentic (as in accommodation and cuisine among other elements) continues to be strong, supported by the digitization of cultural assets and the use of virtual and augmented reality to offer ever new experiences.

However, such levels of growth in tourism also bring challenges. Lately the phenomenon of cultural overtourism has become a pressing concern for places from Venice to Barcelona, Amsterdam, Copenhagen and Dubrovnik to the Greek and Spanish islands, Iceland, and, outside Europe, Bali and Phuket, to name but a few. All these places have long been popular for their rich history and cultural significance, but the influx of millions of visitors annually has put immense strain on infrastructure and local communities alike.

Whilst UNESCO warns of potential damage to protected areas, Fodor’s  “No Travel List”  recommends thinking twice about a visit to “suffering cultural hotspots” such as Venice, Athens, Mount Fuji and others in 2024. The list includes a detailed description of the challenges those destinations are facing across three main areas of impact: overtourism, trash production, and water quality and sufficiency. The recent appeal by the mayor of the Greek island of Santorini, Nikos Zorzos, to halt the construction boom driven by foreign hotel chains and tourism investors building outside regulated zones, is a case in point.

Here, new built spaces include mostly luxury lodgings designed to rake in hundreds of euros per person per night, in the expectation that a different type of tourist, a more “discerning” one, will decide to come in the future. But why should such visitors choose to come to a place if it has lost the very essence that made it once so attractive and authentic? Why come if, as Zorzos says: “Everywhere is jam-packed with people who have no time to stop, no time to enjoy, who are actually full of angst, because they are so rushed.”

 If it’s obvious that destination managers, national governments and local civic leaders need to improve the coordination of actions and put much more of an emphasis on sustainable and responsible tourism, more problematic is the application of such principles at granular level in each location. Whilst there is a vast body of both academic and industry research showing the negative impacts of overtourism, examples of initiatives and policies aimed at mitigating its worst effects are still, to a certain extent, in their infancy.

Venice, for example, introduced a ticketing system in 2024, charging visitors €5 during peak tourist days. Although this initiative was partially successful, covering operational costs or even reducing the number of visitors remain a challenge. Other destinations, such as Hallstatt, a small town in Upper Austria (famous for being the location of Spring Waltz, a popular South-Korean Netflix series highlighting the romantic aspects of Alpine Austria, as well as possibly being the inspiration for the Disney blockbuster Frozen) have implemented pre-booked bus slots to improve visitor flow management.

However, while the municipality was able to reduce the daily bus tourists significantly — thanks to the new bus slot parking system — one of the biggest ongoing issues is created by wild parking all along the narrow (and only) access road to the town.

These examples show the complexity of dealing with the challenges of cultural overtourism as this intersects with various sectoral policies and stakeholders at both global and local levels. A case in point is the cruise tourism industry, which requires supra-state regulatory mechanisms to mitigate its impacts and promote greater sustainability (e.g. by integrating tourism-related issues more firmly into the ocean governance agenda).

Striking a balance between promoting cultural tourism and safeguarding local heritage, cultural and community assets is a delicate task, and one that requires the constant testing, monitoring and evaluating of holistic solutions in practice.

Addressing Overtourism and Climate Change

Beyond infrastructure concerns, overtourism exacerbates environmental issues. The impact of tourism on fragile ecosystems is increasingly recognized as a societal concern. Destinations overrun by tourism are often also those on the frontline of global warming. In 2024, Europe recorded its hottest summer on record, with significant heatwaves across Southeast Europe. Urban heat islands — areas where city infrastructure retains heat — are making destinations less liveable for residents and less attractive to tourists.

To combat this, cities such as Athens have launched green initiatives like pocket parks to reduce temperatures and improve air quality. These projects not only create cooler, greener urban spaces but also serve as new cultural touchpoints that contribute to the tourism economy.

At the local level, cities like Vienna — ranked among the top three for overtourism in Austria — are increasingly adopting “smart tourism” strategies. Vienna’s Smart Climate City Strategy combines tourism, urban planning, and environmental sustainability initiatives.

A More Just Tourism

By leveraging technology and community engagement, cities can manage visitor flows more effectively, promote sustainable lifestyles, and enhance the quality of life for both residents and tourists. Essentially, climate change is highlighting the need for more sustainable tourism practices capable of tapping into local communities´ needs, aspirations and creativity.

The conversation around tourism is increasingly less about pure economic gain and more about long term resilience — both environmental and cultural. As we move into a future where climate change is reshaping landscapes and cultural identities are under threat from mass tourism, the implementation of a multiagency, holistic, sustainable approach to cultural tourism is more critical than ever.

This blog post marks the beginning of a series in which we will share our insights and experiences over the coming months. Through concrete examples, we will highlight sustainable and creative solutions to the challenges outlined above. Additionally, we will showcase specific instances of positive actions taken at national, local, and community levels that strive for tourism justice.

The concept of tourism justice is increasingly recognized in discussions about sustainable tourism, advocating a reimagining of how tourism is understood and practiced. Our upcoming posts will centre on examples based on the principle of promoting responsible cultural tourism that honours cultural integrity, safeguards the environment, and fosters social equity.

Lia Ghilardi is a renowned expert in city making and cultural tourism strategies, with extensive consulting experience. She collaborates with organizations like the EU, OECD, and the British Council, as well as cities worldwide to enhance urban cultural identity, foster community engagement, and promote sustainable tourism.

 Bernhard Bauer is a cultural anthropologist and consultant in tourism and the cultural industries. He connects tourism, culture, and agriculture to propose creative solutions for projects funded by UNESCO, UNWTO, and the World Bank in developing countries. He advises the management company Bain & Co. and the OECD Tourism Unit and teaches at the SRH School of Management in Germany.