Cruise ships turned away, angry locals protesting against visitors, even cities charging tourists to visit. The images and reality of the backlash against mass tourism are becoming increasingly familiar.
Whatever the reasons behind such mass tourism — the ability to book independently online, improvements in infrastructure and communications such as cheaper airline travel, and pent-up demand following the COVID-19 pandemic — it is clear that the backlash against it has also surged recently.
In an industry already challenged by the growing ability of people to book online and travel independently, not to mention the economic damage caused by the pandemic, the question arises as to how tour operators and other travel companies are reacting to such new challenges and the backlash. It is another big moment for the industry.
“While there are challenges, such as adapting to the shift toward independent online bookings and recovering from the pandemic’s impact, we see this as a critical moment to reassess and refine our offerings,” said Duncan Greenfield-Turk, chief travel designer at London-based Global Travel Moments. “It’s about finding a balance between meeting client demand and being responsible stewards of the destinations we promote.”
For Greenfield-Turk and his company, such responsibility has translated into more sustainable travel initiatives such as smaller groups touring at off-peak times and longer stays in single locations to both minimize environmental impact and reduce strain on local communities.
Such a change in focus can also lead to far more authentic experiences for the traveler. Off-the-beaten-path destinations can also tick off items on many people’s bucket lists just as well while supporting the local economy, says Adeline Kuroki, owner of Colorado-based tour operator Savor & Soak Travel, which focuses on tours of Japan.
“This leads to better trips for my clients, as they won’t be battling crowds, and supports the economies of smaller cities and out-of-the-way destinations that are eager to welcome inbound travelers,” Kuroki said.
Italy as a test case?
Arguably nowhere in the world is the challenge of mass tourism and the backlash against it bigger than in Italy, one of the world’s most visited countries where tourism is a major factor in the country’s economy. According to Statista data, tourism contributed approximately 10.5% of Italy’s gross domestic product in 2023.
Hotels increasingly sell out months in advance, tickets to major attractions such as the Vatican museums and the Uffizi Art Gallery in Florence become unobtainable, and cities become overrun with crowds.
While expert tour operators can offer tickets to such attractions as part of their selling point, there is also a move away from the more obvious hot spots. Indeed, focusing on lesser-known areas can also be a big opportunity.
Tourist Italy, for example, launched its “Italy with a Twist” program in January precisely to offer more off-the-beaten-track locations. The Florence-based company’s Tuscany day tour, for example, includes a visit to Lucca, a city described by founder Ben Julius as “underrated” and a “hidden gem.”
Since January, the company has seen a 43% increase in customers seeking activities and tours in Italy that go beyond the traditional route, Julius added. There are similar numbers for the Japanese arm of the business too. Just as there is increasing demand for the obvious, therefore, there also appears to be increasing demand for the less so.
“This is a reflection of the wider ‘slow travel’ trend, which has seen a growing desire among tourists for experiences that enable them to connect with their destination’s true, authentic culture,” Julius said. “This result is highly encouraging, and we see a real opportunity to change the way people travel and experience Italy.”
Pivoting to new opportunities
Other tour operators contacted for this article tell a similar story.
French operator Japan Experience, for example, said it has faced the direct consequences of local government action to attempt to defuse mass tourism such as implementing new taxes and even closing down well-known tourist streets in the country.
The company’s response has been to double down on its previous efforts to widen the amount of attractions and venues it can offer visitors to Japan.
“We aim to make travelers to Japan discover other destinations than the ones suffering from overtourism, even working with prefectures to highlight their appeal and drive travelers further than the overused Tokyo-Kyoto axis,” said CEO Thierry Maincent.
U.K.-based Exodus Adventure Tours, which offers small group trips to the likes of the less well-trodden Loire Valley in France or wilderness trips to Finland that can steer clear of the popular Lapland region, says 92% of the accommodations it offers are locally owned, with 87% of the meals it offers also locally sourced.
“By prioritizing off-the-beaten-path destinations and supporting local communities, we strive to contribute positively while acknowledging the challenges that come with travel,” the company said in a statement.
It’s not always an easy balance — you wouldn’t want to stop people visiting hot spots in Italy, for example, if that was their first visit to the country, said Julius at Tourist Italy.
But with the challenges of mass tourism growing harder, as well as the backlash against it becoming more strident, there are ethical considerations as well as opportunities for different offerings.
“As a travel designer, I believe there’s a moral responsibility to ensure that our industry does not contribute to the degradation of the very destinations that attract travelers,” said Greenfield-Turk at Global Travel Moments. “It’s not just about making money — it’s about preserving these places for future generations. The growing awareness of overtourism has actually encouraged us to be more creative and thoughtful in designing trips that are not only enjoyable but also sustainable.”
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Responsible travel planners increasingly understand they need to offer more, said Kuroki at Savor & Soak Travel.
“Booking clients a trip to only the most popular destinations involves less work and research for the travel planner, but I think it really does the whole profession a disservice, as it begs the question ‘What value did you add to the trip?’” she said.
Nick Thomas is a writer based in Denver.