The travel industry has often discussed how travelers and governments are responding to the issue that some destinations around the world are consistently burdened with crowds of visitors—and particularly whether consumers factor this issue into their planning and if so, how?

Accor, Booking.com and the University of Surrey recently released a report on what motivates travelers to embrace more sustainable behaviors, and in late 2023 Phocuswright released results of its survey that found travelers don’t always understand the link between overtourism and sustainability.

But what about travel providers? How much responsibility should the industry bear to help alleviate overcrowding in popular destinations?

“The tourists can only choose between the things which are offered to them, right?” said Harold Goodwin, founder of ICRT Global. “So what is offered to them is determined by the businesses, by the local government.”

Philip Halanen, head of sourcing and sustainability for Europe, the Middle East and Africa (EMEA) for Wyndham Resorts and Hotels, said companies bear a great deal of responsibility regarding overtourism.

“If they are only focused on high-demand destinations, then they are directly contributing to the problem,” Halanen said.

Combatting crowding requires a group effort

Fighting overtourism has to be acknowledged as a shared responsibility between travelers, companies, destinations and governments, said Danielle D’Silva, director of sustainability at Booking.com.

Halanen agreed.

“It’s down to multiple stakeholders to combat the issue of overtourism; it’s in everyone’s best interest, from a sustainability standpoint, to protect historically high-demand locations,” Halanen said.

D’Silva said while travelers bear a responsibility to act, travel providers have a duty to make it easier for travelers to make more sustainable choices.

“Not only does this include building a supply of more sustainable options to ensure we preserve a world worth experiencing, but also investing in, promoting and partnering with destinations, accommodations and experiences that are prioritizing sustainability,” she said.

Travelers, she said, can make a meaningful impact by selecting destinations that are less crowded and by acting responsibly when they choose to visit a destination.

And, of course, these elements work in tandem. D’Silva used Booking.com’s strategy as an example.

The company’s sustainability program seeks to address overtourism-related issues by promoting accommodations that use fewer resources in a destination or those that are mindful and managing their impact on the community.

The company also has a plan to work with accommodations to elevate their sustainability practices.

“For accommodations that aren’t yet considering that impact, we’re working to support them to put more sustainable and community-friendly practices in place and, where available, working with the local destination to ensure that the properties are sufficiently supported,” D’Silva said.

Goodwin said he doesn’t see a catch-all solution, save government action. That can be difficult, he said, referencing the challenges of privatizing a public space that may be popular among tourists.

“Overtourism will have to be tackled from the supply side by the destinations,” Goodwin said.

He pointed to efforts to create systems to manage visitor numbers, similar to the measure Venice, Italy and other governments have put into place.

But he said he doesn’t believe that the initiatives will make much difference until the price imposed becomes significant. In 2024, nearly half a million people paid the fee to visit Venice. Last month the city announced it will double the fee for this year—from €5 to €10—and it will applied be on nearly twice as many dates. 

While it is yet to be seen if policies such as entry fees can in fact meaningfully reduce visitor numbers, experts say coordination between destinations and other industry stakeholders is crucial.

It’s down to multiple stakeholders to combat the issue of overtourism; it’s in everyone’s best interest, from a sustainability standpoint, to protect historically high-demand locations.

Philip Halanen, Wyndham Hotels & Resorts

“It’s important that hotel and travel companies work directly with local authorities to ensure they are adhering to specific laws and requirements, and then advising on how those parties can collaborate further to mitigate the issue,” Halanen said.

Why overtourism is difficult to solve

Dispersal is often presented as one potential solution to shift travelers from crowded destinations to those that need more visitors. But it isn’t that simple.

“The fact of the matter is that destinations are popular for a reason,” Halanen said. “Barcelona is always going to be a popular tourist destination, so is Venice and so is Paris.”

And tour operators exist to meet travelers’ demand, Goodwin said.

He gave St Mark’s Square in Venice as an example: “I don’t think the tour operators are going to choke off that demand, and I don’t think the tourists are going to stop wanting to go there.”

The desire to fulfill travelers’ interests fuels every sector of the industry.

“Airlines want to fill seats, and they want to fly as many flights as possible and grow as big as they can, of course,” Goodwin said. “So trying to change that is intensely difficult.”

Still, that doesn’t mean brands shouldn’t make an effort. It’s important that travel companies actively try to educate travelers—a point that has been brought up time and again—and work to drive traffic to alternate destinations, in spite of what has traditionally been popular.

“A lot of this is supported by popular travel trends, so ensuring your company is reflecting these trends in your offering is important when it comes to negating the impact of overtourism,” Halanen said.

Halanen shared an example: Wyndham is focusing on growing its portfolio in lesser-discovered regions including Romania, Georgia and areas of India.

D’Silva said education to help travelers understand the full scope of their options is still needed.

“It is not just about where people travel but when, and the industry can do more to promote shoulder seasons and off-peak travel,” she said.

What’s promising, D’Silva said, is that Booking.com’s research has shown that around half of travelers are interested in choosing a “lesser-known” destination instead of a tourist hotspot.

Bottom line, teamwork between travel providers, local authorities and the global travel community is the key—and that’s a big part of the responsibility that travel providers hold right now.

“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,” Halanen said.