European cities reassess tourism strategies

BBC announces that in light of recent protests across Europe’s top travel destinations, the future of tourism is under scrutiny. 

The message this year has been clear: travel is back in full swing. However, while European tourism reached new heights in 2024, not everyone is celebrating. In April, tens of thousands protested in the Canary Islands against the adverse effects of mass tourism, and various anti-tourism demonstrations occurred throughout Europe this summer.

In Barcelona, locals playfully sprayed tourists with water guns, while in Mallorca, residents gathered on beach towels to express their frustration over overcrowded shores. Travelers have faced a wave of new regulations, including restrictions on where selfies can be taken, city entry fees, fines for hiking in flip-flops, and even requests from mayors of popular destinations for tourists to stay away.

As the peak summer season winds down, the issue remains unresolved. Last month, Rovaniemi, the capital of Lapland in northern Finland, hosted a protest highlighting the impact of mass tourism on winter destinations as well.

If significant changes aren't made, it's likely that next year's tourism challenges will mirror those of this summer. In Spain alone, tourism is projected to grow by 5% in 2025, with over 90 million expected international visitors, while France is set to maintain its status as the world's most-visited country.

Jeremy Sampson, CEO of The Travel Foundation—a nonprofit focused on promoting positive tourism impacts—has been advocating for a more balanced tourism model since 2003, one that benefits both local communities and the environment. "Overtourism isn’t a new issue," he tells the BBC. "It was beginning to escalate in 2019, just before the pandemic, as communities grew increasingly frustrated and destinations lost control."

However, Sampson argues that overtourism is not the core problem. Instead, he emphasizes the need to tackle the underlying issue of "poor, unbalanced planning." He notes that regulating tourism is complex and requires a coordinated effort among stakeholders, starting at the destination level.

Many cities and countries are actively working on managing tourism more effectively. For example, Barcelona has changed its tourism slogan from "Visit Barcelona" to "This is Barcelona" to reduce the influx of visitors. Similarly, Visit Norway has scrapped a proposed campaign promoting the country as a destination for outdoor activities to address concerns about tourism management in sensitive areas.

Other locations are focused on better managing incoming tourists, aiming to create a win-win situation for travelers, locals, and destinations. Copenhagen has announced the extension of its pilot project, CopenPay, which offers free entry to cultural centers and museums for travelers demonstrating sustainable behaviors, into 2025. According to Rikke Holm Petersen, director of communication at Visit Copenhagen, this initiative has sparked interest from various tourism organizations worldwide, including the EU Commission, VisitBerlin, the government of Zurich, the Tokyo municipal government, and Tourisme Montreal.

Travelers should also prepare for rising prices as cities implement tourism taxes. This summer’s pilot projects indicate that such fees are becoming more common. For instance, Venice introduced a tourist tax requiring day visitors to register and pay €5 for entry, and this initiative will enter a second trial phase next year, potentially with increased fees and extended duration.

By Naila Huseynova