Remedies for tourism overuse

The overuse of tourism destinations and local resources caused by rising visitor numbers remains a trend that will continue to shape the travel industry in the years ahead. The collapse of international travel during the Covid crisis and the gradual recovery of the market from 2022 onwards briefly pushed the topic into the background. But now that booking volumes and visitor numbers at global hotspots are returning to — or surpassing — pre-pandemic levels, the challenges associated with overtourism can no longer be overlooked. Long-term forecasts are clear: the number of people worldwide who want to travel — and can afford to do so — continues to rise. The tourism industry would be wise to prepare accordingly. The issue will also be a major focus at the ITB Berlin Convention 2026, which takes place under the slogan “Leading Tourism into Balance.”

Protests in cities such as Amsterdam, Venice, and Milan show that tourism models focused solely on volume growth are increasingly reaching their limits — and losing acceptance among local residents. Rising prices, a shortage of affordable housing, and the massive presence of tourists in central public spaces are driving residents to the streets, pushing local policymakers to seek alternatives. Even though issues like inflation and constrained housing supply are not caused by tourism alone, frustration rarely dissipates: in heavily visited places such as Venice or Barcelona, tourism is increasingly perceived as an intruding force — one that overstretches local resources and undermines residents’ quality of life.

Destinations must not be left on their own

That the industry needs to take action is now beyond dispute. “In the past, responsibility for this issue was often placed solely on the destinations. But tackling it requires efforts along the entire tourism value chain. All stakeholders need to be brought on board,” says Sven Liebert, Secretary General of the German Tourism Industry Association (BTW). In his view, not only destination managers but also tour operators and travel distribution companies have a fundamental interest in avoiding long-term overuse of holiday regions — otherwise, the reputational damage could be lasting.

“If local residents stop supporting tourism, it becomes very difficult for the industry to deliver on the promise of a successful holiday experience. Tourism then risks losing not only the people in the destinations, but also its customers,” Liebert warns.

Even a global platform such as Airbnb does not want to stand on the sidelines in tackling the issue. The US-based company now actively participates in shaping regulations for platform-based short-term rentals and sees itself as a cooperative partner for cities and regions affected by overtourism.

“Airbnb works with municipalities in a spirit of transparency. For example, we provide cities with full and free access to our rental data to facilitate market assessment,” explains Ellen Madeker, Head of Public Policy DACH & CEE at Airbnb. Madeker places particular hope in an EU-level framework agreement designed to make data sharing between platforms and governments mandatory from 2026 onward, aiding the search for common solutions.

Airbnb disputes the frequent accusation that short-term rentals drive up housing costs. A study commissioned by Airbnb from the German Fraunhofer Institute found no direct correlation between rising rental prices and Airbnb listings in the German housing market. “The share of Airbnb rentals in the overall housing stock is simply too small,” Madeker emphasizes.

Spain relies on data and diversification

Beyond accommodation markets, data collection and data management will play a central role in avoiding — or at least better managing — tourist congestion in the future. “Data and digitalization are key to bringing these issues under control,” stresses Álvaro Blanco Volmer, Counsellor and Director at the national tourism board Turespaña.

Given widespread protests in hotspots such as Barcelona and Palma de Mallorca, Spain’s tourism industry faces textbook challenges in managing visitor flows. Of the roughly 97 million international arrivals expected in 2025, the vast majority will travel during peak season to Mediterranean coastal regions, the Balearic Islands, and the Canary Islands.

Against this backdrop, Spain has set out to foster a more sustainable tourism model, aiming to attract visitors to lesser-known parts of the country and shift the focus from quantity to quality. Under the marketing tagline “Think you know Spain? Think again,” a campaign was launched to highlight lesser-known cities and regions — including northern destinations such as Galicia, Asturias, and the Pyrenees.

Spreading demand more evenly throughout the year by strengthening off-season travel is also seen as an effective tool for managing visitor flows. However, enhancing out-of-season travel experiences does not happen automatically; destinations must undertake extensive analysis and forward planning.

“Extending the season brings new demands on existing infrastructure and raises questions about profitability. Above all, it requires maintaining the quality of the tourism offering even in the low season,” says BTW Secretary General Liebert. For a high-volume destination such as Spain, both temporal and spatial management of demand is a monumental undertaking. “We know these objectives cannot be achieved through a single measure but only through a comprehensive strategy. This requires extensive data and broad consensus among stakeholders at national, regional, and local levels,” Blanco Volmer stresses.

Spain has therefore launched a national development plan focusing on sustainability, digitalization, and communication. A core element of the strategy is the Smart Tourism Destination Network, which allows real-time tracking and analysis of visitor mobility patterns. According to Blanco Volmer, 680 destinations have already joined the network. The nationwide project also emphasizes deeper engagement with local communities. Through communication forums and participatory platforms, stakeholders collaborate to shape the future of sustainable tourism in Spain. “To do this, we must better understand how tourism is experienced and perceived on the ground — within local communities and neighborhoods,” the tourism expert emphasizes.

Course corrections are unavoidable

However, there is much to suggest that not only residents but also travelers themselves must be included in such initiatives. Berlin-based sustainability and transformation scholar Maja Göpel argues that sustainable tourism requires a shift in mindset not only within destinations but also among visitors: “Our understanding of what constitutes a good travel experience needs a complete rethink. We should return to the idea that we travel somewhere to explore respectfully what that place is truly like. The expectation of a permanently carefree, seamless, and artificial holiday experience runs counter to this and has little to do with sustainability.”

Given accelerating climate change, fundamental course corrections are inevitable, Göpel argues: “We need to recognize that the way we currently operate tourism is significantly transforming the very places we love to visit. If we do not reduce our excessive consumption patterns in tourism, these places will look completely different in ten to twenty years,” she warns.

In the latest ITB Berlin Videocast “Revisiting Overtourism: Toward a More Balanced Future” industry experts discussed how tourism can become more sustainable, balanced, and acceptable to local communities. Moderator Charlotte Lamp-Davies (A Bright Approach) spoke with Dr. Ellen Madeker (Airbnb), Sven Liebert (BTW), and Álvaro Blanco Volmer (Turespaña) about strategies for responsible travel, new growth models, and ways to enhance local acceptance.