Far From the Madding Crowd? The Truth About Overtourism and Dispersal

Summary

Overtourism taxes travelers, destinations and locals alike. Often overlooked as a key sustainability facet, crowd management and visitor volume control has become vital in the current conservation and green development conversations. In its milder form, overtourism is a nuisance. At its extremes, it can threaten access to critical or even life-saving resources. Consumers may express a desire to support sustainable travel, but like with other green-focused measures, there is limited follow-through, and particularly so regarding overtourism. While many destinations aim to employ innovative solutions, too many are playing catch up against tidal waves of eager visitors. With ever-increasing numbers of tourists and renewed confidence in international trips, the need to rein in overtourism proactively is more essential now than ever.

Phocuswright’s Far From the Madding Crowd? The Truth About Overtourism and Dispersal is part of a comprehensive consumer research study focused on sustainability in the modern travel environment. Specific topics covered include:

• Travelers’ disconnect between overtourism and sustainability, and where further engagement may make a difference.
• Impact of overtourism, climate change and other factors on trip decision making.
• Role of social media in highlighting already-famous places, including what actions DMOs and other formal organizations can take to promote less crowded destinations.
• Dispersal considerations from the side of the travel provider, including infrastructure, marketing and technology recommendations.