An alternative roadmap to address overtourism

Overtourism is driven by many factors, so it follows that any response requires a multi-agency approach. There are destinations and governments as well as tech providers and platforms, to say nothing of the travelers themselves, each with a role to play in helping to address what could define travel over the next few years.

In some ways, overtourism shows that travel is a victim of its own success. Creating the demand is proving easier than supporting the destinations to accommodate the demand. The growth in economic value and visitor numbers has been constant for decades (pandemic blip aside) and this growth is set to continue, with one long-term projection predicting annual air passengers to hit just shy of 20 billion by 2042.

Airports overloaded

“Dispersal” is one lever that destinations are looking to pull in order to shift demand from primary to what are known as secondary destinations. Some DMOs have started to consciously promote or cross-sell secondary destinations to travelers, with varying degrees of success. At the same time, the consumer-facing PR machines of some of the biggest sellers—Holiday Pirates, Expedia, GetYourGuide and others—have built a buzzword on the back of dispersal—”destination dupes.” So instead of Croatia, go to Albania. Try Koh Tao instead of Koh Samui. Corsica over the Seychelles.

But the dispersal trend is limited by infrastructure. Most travelers use air, and their first point of contact with a destination is often the airport. I was taken aback when I was doing some research into overtourism and found out that there are only about 4,000 commercial airports around the world. So, airports are creating a concentration of visitor arrivals at a limited number of locations. 

For dispersal to have any role in addressing overtourism, there must be options for travelers to get from a main city to their chosen destination. In most situations the primary connection from airports is usually a road or rail link to the nearest major city. From there travelers can usually get an onward connection, often retracing their steps, but many prefer the convenience of staying where they have been funneled to, creating the disconnect between the volume of tourists and the infrastructure to service them, which in turn leads to crowded hotspots, time-limited museum visits and disgruntled locals.

The road ahead

Airport infrastructure creates arrival hotspots, but infrastructure is also relevant when talking about destination dupes. Quite often a location is secondary because it is less accessible, rather than less attractive. Road- and rail-building programs are the responsibility of governments, rather than the travel and tourism industry, and many destinations will find it challenging to disperse tourist flows without new infrastructure. 

There is a lot of evidence about the economic value that new roads and rail connections can bring to a new (or upgraded) destination. The United Nations sees roadbuilding and transport infrastructure in general as key components in the delivery of many of its strategic development goals

Planners will be aware that the benefits of new roads can improve socio-economic opportunities for many communities. Dispersal of the tourism dollar away from the hotspots and toward secondary destinations can be a positive outcome. While the travel and tourism industry is not responsible for funding or developing civil engineering products, it should be part of the consultatory process. 

Digital connections support the physical

The final layer of infrastructure is one where the travel and tourism industry does have a role, and that is connecting sellers and suppliers with travelers. A number of companies have advocated for and invested in digitizing the ground and sea transportation sector, a process which is underway but still has room to grow. 

Making it easier for travelers to book their ground or sea transportation in advance is one of the most direct ways to encourage tourism dispersal and surface the benefits that this brings. But for that to happen, many suppliers of ground and sea transport need to move their business online, and that requires technical (and in some cases, financial) support. 

Travelers booking online will also want to know whether their ground-and-sea-transport provider will have Wi-Fi, if there are toilets or catering options, details about seat pitch and configurations. They will want to know about departure and arrival times, routes taken, any stops on the way, luggage limitations, if any, and more.

Digitizing ground and sea transport is not just about the sale, it is about rich content and relevant information, presented in a way that encourages travelers to book. And with ground and sea often the only ways travelers can access destinations beyond overcrowded, bucket-list locations, travel technology’s role in helping to address overtourism through dispersal cannot be understated.