Theo Reilly speaks to Destinations International CEO Don Welsh, who explains how destinations can beat overtourism and move towards a more responsible approach.
In September, I asked a few heads of Finnish CVBs whether “mass sustainable tourism” can exist. “Right now, no” – was the response I got back.
In the age of social media trends, Instagram influencers and cheap flights, how can we beat the inherently unsustainable model of mass tourism? The issue is multi-sided. Not only are we globe-trotting with more regularity, we’re also converging on the same destination. Popular leisure destinations Italy, Spain, France and Croatia are certainly receiving more and more visitors per year, while second tier destinations are seeing a much slower growth rate.
For Don Welsh, president and CEO of Destinations International, the answer is ‘responsible tourism’ – a model that his association pushes for. Here he explains how we can achieve this.
How do we define overtourism?
One explanation described overtourism as ‘when the negative effects of tourism outweigh the positives’. Is that a fair description?
That is a fair description, although I would add that in some cases concerns about overtourism are rooted in a perception that the negatives of visitors outweigh the benefits. Sometimes residents are concerned about problems that are not actually caused by tourism primarily. Issues such as affordable housing for residents and pressure on public services. At Destinations International, we advocate for ‘responsible tourism’ that benefits both residents and visitors.
You work with 750+ destination organisations globally. What’s driving this overtourism surge – is it simply more people travelling, or are travellers converging on major hotspots?
It is a combination of factors. Yes, there are more people travelling, and global demand has bounced back post-pandemic. But we are also seeing more people concentrate their trips in just a handful of well-known places, often influenced by what they see on social media.
Are you seeing issues emerge in unexpected places beyond the usual suspects like Barcelona and Venice? We hear mostly from European hotspots, and occasionally Southeast Asian destinations like Bali.
We are certainly seeing this. It is no longer confined to iconic cities like Barcelona or Venice. Smaller towns, heritage sites and natural parks, especially those without infrastructure built for high volumes, are increasingly feeling the strain.
A common sentiment among travellers is ‘They should be grateful we’re contributing to their local economy’. How should the conversation about overtourism be managed?
Scenes of locals spraying tourists with water pistols in Barcelona last year got the media’s attention, but is it the right way to voice frustration?
People have a right to voice frustration, especially when they feel unheard. However, conflict rarely leads to constructive outcomes. What is needed is open and honest dialogue. Destination organisations have a vital role in facilitating those conversations, bringing together residents, governments and industry stakeholders. With the right leadership, destinations can transform frustration into collaboration.
What kind of strategies are you seeing destinations employ that are working? I read that the Amsterdam tourist tax raised a lot of cash but didn’t reduce complaints from locals.
There is no single solution, but we are seeing success where destinations take a multi-faceted approach. Local governments can take a more active role, which might include visitor taxes, stricter regulations on short-term rentals, traveller education, spreading demand across different seasons and the use of data and analytics to inform decision-making. Cities like Amsterdam and Kyoto are applying a combination of these tools. Also, destinations may have to face the fact that it may no longer be viable to strive for growth in visitor numbers.
Ultimately, destination organisations can only do so much, and it is local government that must play an active role, along with the private sector. It’s also about creating better travel experiences. We encourage our members to promote off-season travel, alternative locations and hidden gems.
What specifically is Destinations International doing to promote ‘responsible tourism’? Do you have different strategies for different destinations, or is there a one-size-fits-all approach?
We provide our members with stewardship frameworks, advocacy tools, data-driven insights and opportunities for peer-to-peer exchange. No two destinations are the same, so there is no universal solution.
I read that San Sebastián is trying to move away from the demographic of tourist it is typically attracting, and to draw more corporate events. To what extent can that be a ‘solution’?
Business events bring a different kind of visitor. These travellers often come during off-peak periods, stay longer, spend more and have a lower impact on crowded leisure zones. Cities like San Sebastián are wisely exploring how to rebalance their tourism mix by attracting more meetings and events. Our Global Leaders Forum in Dublin this year brought together over 100 destination CEOs to explore these types of strategies. Business events can absolutely be part of a solution for destinations seeking more sustainable tourism, including by leveraging a destination’s unique intellectual capital; for example, hosting medical conventions where there are leading medical facilities and scholarly meetings where there are recognised academic institutions, etc.
Lastly, a lot of people are blaming the social media effect for overtourism. Destinations that go viral can attract thousands of visitors. How big a role does social media play in your opinion?
Social media plays a major role in shaping travel behaviour. A single viral post can draw thousands of people to a previously quiet place. That influence can be disruptive, but it can also be used in beneficial ways. We encourage destinations to use those same platforms to tell a more complete story, including promoting lesser-known areas, encouraging respectful behaviour and aligning digital storytelling with community values.
