IN FOCUS
OVERTOURISM Taking responsibility
A torrent of anti-tourism protests mean travel sellers must rethink how to balance responsible holidays with clients’ demands, writes Charlotte Brook
The travel industry has come back with a bang since the end of the pandemic. In fact, according to strategists McKinsey & Company, the industry is on track for a full recovery by the end of this year. The luxury sector in particular is thriving, with Virtuoso reporting a 211% increase in sales for the first half of 2024 compared with the same period in 2019. While the industry’s post-pandemic rebound
is positive, this dramatic resurgence of travel has prompted an influx of tourists, leading to overcrowding, skyrocketing prices and an outpouring of negativity from locals. “Many destinations don’t have the capacity to take extra people, so it is very challenging at a local level, particularly from an infrastructure and economic standpoint,” explains Javier Arredondo, vice-president of sustainability at Virtuoso. This summer, protests swept through Europe
in tourist hotspots across Spain, Greece and Portugal, with residents expressing frustration and hostility towards tourists through marches and demonstrations. In Barcelona, travellers
The protests are about the quality of life for locals who feel they are being pushed out from their daily lives
were sprayed with water pistols while dining at street-side restaurants. “The protests are about the quality of life for locals who feel they are being pushed out from their daily lives,” says Arredondo. In response to this unrest, many governments
have imposed tighter travel restrictions to combat overtourism. In 2025, Santorini is set to enforce a cap of 8,000 cruise passengers a day, down from peaks of 17,000. Similar limitations have also been proposed in Majorca and Dubrovnik. As well as restrictions on cruise ships, Amsterdam has banned the construction of new hotels. Overtourism is not a new problem, but in many
destinations, it appears to have reached its boiling point, causing a shift in consumer behaviour and posing the question: what role should the luxury sector play in mitigating its effects?
Industry impact This backlash means many agents are recommending alternative destinations and travel in the shoulder seasons, not only to offer their clients an authentic and undisturbed experience,
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aspiretravelclub.co.uk NOVEMBER 2024 ASPIRE 31
CREDIT: Shutterstock/ Michiko Chiba
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