In a global context where tourism is reaching record numbers, the World Travel & Tourism Council (WTTC) today released a new report proposing a smarter and more sustainable approach to addressing the impacts of overtourism in the world’s most visited destinations.

Titled “Managing Overcrowding in Tourism Destinations: A Call to Action,” the report emphasizes that while there are no quick fixes for the challenges of overtourism, there are urgent strategies that can and must be implemented. The WTTC urges governments, local stakeholders, and the private sector to work together with a long-term vision that places local communities at the heart of tourism planning.

“This is not a debate about stopping tourism, but about making it work for everyone: residents and visitors,” said Julia Simpson, President & CEO of WTTC.

A Growing Industry… at Risk

The report recalls that the travel and tourism sector represents nearly 10% of global GDP and supports one in ten jobs worldwide. In 2024, its economic impact is expected to exceed $11 trillion, sustaining over 357 million jobs. Additionally, governments are estimated to receive more than $3.3 trillion annually in tax revenue from tourism.

However, this rapid growth, if not well managed, can threaten both the well-being of local communities and the visitor experience.

Six Steps Toward Sustainable Tourism

The WTTC proposes six concrete actions to manage tourism overcrowding:

1. Effective organization – Form working groups with real decision-making power.
2. Clear planning – Establish a shared vision and coherent destination strategy.
3. Data-driven insights – Use evidence to fully understand the problem and guide actions.
4. Ongoing monitoring – Stay alert to changing conditions and act before crises emerge.
5. Smart investment – Strengthen infrastructure and local resilience with transparency.
6. Resident inclusion – Give communities a voice and highlight how tourism benefits them.

Poorly Applied Measures Can Harm Local Economies

The report warns that unilateral measures—such as imposing strict limits on visitor numbers or introducing tourism taxes without a clear strategy—can backfire. If 11 major European cities were to enforce excessive visitor restrictions, it could result in a loss of up to $245 billion in GDP and nearly 3 million jobs over just three years.

Destinations Leading by Example

WTTC highlights real-world examples of destinations that are successfully managing tourism pressure:

• Barcelona, with a public-private strategy aligned with the Sustainable Development Goals.
• Flanders, where tourism policies focus on residents’ quality of life.
• Dubrovnik, which coordinates with the cruise industry to reduce congestion.
• Iceland, where tourism revenues are reinvested in environmental protection.

A Defining Moment for Rethinking Tourism

WTTC underscores that this is a pivotal moment for the industry.

“With planning and commitment, destinations can protect what makes them unique while continuing to generate value,” said Simpson.

The call is clear: move beyond reactive measures and embrace integrated tourism management with strategic investment in infrastructure, public services, and quality of life for local communities.