Friday, June 20, 2025

As international travel rebounds, Europe’s most visited destinations are facing a growing challenge: overtourism. Throngs of vacationers descending on popular cities are putting significant strain on infrastructure, testing the patience of local residents, and altering the overall traveler experience. The surge in tourists is evident, with the UN World Tourism Organization (UNWTO) forecasting an additional 3-5% increase in international tourist arrivals in 2025, building on the 1.4 billion visitors recorded in 2024. As Europe deals with the aftermath of this rapid tourism growth, protests are intensifying in cities like Barcelona, Venice, Lisbon, and Palma de Mallorca, signaling a growing backlash against mass tourism.

The tension between residents and tourists has boiled over in several European cities. In Barcelona, one of Spain’s most iconic tourist hotspots, demonstrators protested the strain that mass tourism has placed on the city’s housing market, affordability, and overall quality of life. In one of the most symbolic gestures of discontent, residents armed with water guns sprayed tourists as they passed by, signaling their frustration with overcrowding and rising property prices. The protest, which occurred in early June 2025, is just one example of a broader movement seen across Europe.

In addition to the water gun protest in Barcelona, residents in Palma de Mallorca, another popular Spanish destination, organized rallies against the rise in tourism and the adverse effects it has on the cost of living. The cost of housing has skyrocketed in these cities, with short-term rentals like those listed on platforms such as Airbnb exacerbating the problem. Protesters argue that mass tourism is pricing out locals, turning entire neighborhoods into tourist ghettos.

Venice, famed for its canals and architecture, has also been at the center of the overtourism debate for years. The city’s fragile infrastructure is buckling under the weight of millions of tourists each year. In recent years, local authorities have imposed restrictions on large cruise ships entering the canals, but the city still faces a massive influx of tourists. Similarly, Lisbon’s narrow streets and historic neighborhoods are overwhelmed by an ever-growing number of visitors, further straining the local economy and housing market.

While protests continue to grow, the travel industry is also grappling with how to manage overtourism. At the Phocuswright Europe conference held in Barcelona, industry leaders gathered to discuss solutions. Rod Cuthbert, founder of Viator, moderated a session on the complex issue of overtourism, acknowledging that while the conversation was important, it was also difficult to navigate. Cuthbert noted that the session had fewer attendees than other panels, possibly due to the controversial nature of the topic. However, the discussion highlighted the necessity of addressing overtourism from multiple angles, including sustainability, infrastructure, and visitor behavior.

Miguel Sanz Castedo, the director general of Turespaña, Spain’s national tourism agency, emphasized the need for a balanced approach to tourism. He acknowledged that while tourism is vital for the economy, the rapid growth of international visitors has led to imbalances in certain regions. Castedo mentioned that governments across Europe, including Spain, are beginning to take steps to better manage tourism numbers and mitigate their negative effects on local communities. He pointed to initiatives like promoting off-the-beaten-path destinations and implementing regulations to limit the number of tourists in high-density areas.

Ewout Versloot, strategist for The Netherlands Board of Tourism & Conventions, took a different approach. Versloot argued that overtourism is not just about the number of visitors but also the behavior of the travelers themselves. He stressed the importance of destinations being selective about the types of visitors they attract. “It’s not just about more tourists; it’s about ensuring that the tourists who visit align with the destination’s sustainability goals and social values,” Versloot explained. He highlighted the role of marketing in shaping the type of tourism a city or region attracts.

Esther Villena, global head of social sustainability for Amadeus, further emphasized the importance of data in managing tourist behavior and ensuring more sustainable tourism practices. Data, Villena argued, can be used to understand visitor flows, monitor popular attractions, and better distribute tourists across different locations. Using advanced analytics, destinations can identify hotspots and create strategies to divert visitors to lesser-known areas, thus alleviating pressure on the most visited locations.

One of the most significant challenges in managing overtourism is seasonality. Many European destinations experience severe overcrowding during the summer months, only to see their infrastructures underused in the off-season. According to Villena, leveraging data to understand when and where tourists travel can help design more balanced tourism strategies. This could include offering incentives for tourists to visit during shoulder seasons or promoting alternative destinations during peak periods.

Governments are increasingly acknowledging the need to take action to prevent the long-term damage of overtourism. Spain, for example, is making significant moves to address the problem. As part of its strategy to curb overcrowding, the Spanish government has proposed a ban on short-term rentals like those listed on Airbnb in certain neighborhoods by 2028. This is part of a broader push to ensure that tourism is distributed more evenly across the country, especially to regions that have been underexplored by international visitors.

In addition to regulating short-term rentals, Turespaña is working on campaigns designed to promote lesser-known destinations within Spain. The country has 17 regions, but six of them account for 92% of the visitors. The new campaign aims to highlight hidden gems across the country, shifting the focus away from the Mediterranean islands and beaches and instead spotlighting destinations that are often overlooked. According to Castedo, these lesser-known areas offer rich cultural experiences but are currently overshadowed by the more famous tourist magnets.

As overtourism continues to be a pressing issue, there is a growing consensus that the solution lies in a combination of government regulation, industry collaboration, and traveler education. Shannon Guihan, chief sustainability officer at The Travel Corporation, emphasized the need for a holistic approach. By working closely with destinations, tour operators, and other stakeholders, the travel industry can help manage tourist numbers and educate travelers on how to behave responsibly.

Guihan argued that traveler education is crucial to addressing the root causes of overtourism. By informing visitors about the impact of their behavior on local communities and the environment, destinations can foster more responsible tourism practices. This includes promoting sustainable travel options, such as eco-friendly accommodations and transportation, and encouraging visitors to engage with local cultures in a respectful and mindful manner.

The problem of overtourism in Europe is complex and multifaceted, requiring a collective effort from governments, the travel industry, and local communities. While protests continue to raise awareness of the issue, the travel industry is working to develop sustainable solutions that balance economic growth with environmental and social responsibility. With the rise of data-driven strategies, marketing campaigns to disperse visitors, and ongoing efforts to promote responsible tourism practices, there is hope that overtourism can be mitigated, ensuring that European destinations remain vibrant, welcoming, and sustainable for future generations.

( UN World Tourism Organization, Phocuswright Europe, The Guardian, The New York Times, Reuters, Tourism Review, The Financial Times, Amadeus, Turespaña, BBC News)