The Key in Addressing Overtourism

The issue of overtourism has become a significant concern in the travel industry. Popular destinations worldwide are consistently burdened with crowds of visitors, leading to environmental and social issues. In the face of this dilemma, travel companies, governments, and tourists have a shared responsibility to combat this problem.

Travel providers such as Accor, Booking.com, and Wyndham Resorts and Hotels are aware of their crucial role in tackling overtourism. These companies understand that their choice of destinations to offer can directly contribute to overcrowding in popular spots. As Philip Halanen, head of sourcing and sustainability for Europe, the Middle East, and Africa (EMEA) for Wyndham Resorts and Hotels, puts it, “If they are only focused on high-demand destinations, then they are directly contributing to the problem.”

To address this issue, travel companies must become more proactive in promoting sustainable behaviors among travelers. Danielle D’Silva, director of sustainability at Booking.com, emphasizes that travel providers should make it easier for travelers to make sustainable choices. This could include offering a wider range of sustainable options, promoting destinations that prioritize sustainability, and investing in accommodations and experiences that are mindful of their impact on the community.

Furthermore, travel companies can also significantly impact the community by encouraging travelers to explore less crowded destinations. Booking.com has adopted this approach, and its sustainability program promotes accommodations that use fewer resources or manage their community impact effectively.

However, the responsibility of alleviating overtourism should not rest solely on travel companies. According to Harold Goodwin, founder of ICRT Global, the issue of overtourism must also be tackled by the destinations themselves. He points to the initiative by Venice, Italy, and other governments to manage visitor numbers through entry fees.

Despite these efforts, overtourism remains a complex issue that needs to be solved. Popular destinations will always attract crowds, and changing this trend is challenging. However, travel companies can play a vital role in mitigating the impact of overtourism by educating travelers, promoting less crowded destinations, and working with local authorities to adhere to specific laws and requirements.

The fight against overtourism is a collective responsibility that requires the collaboration of travel companies, local governments, and the global travel community. As Halanen put it, “It’s on travel companies to focus on providing more sustainable services and working with local suppliers to promote their products and services, ensuring they are continuing to benefit from tourism to their destinations.”

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