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Popular global destinations are contending with a surge in tourism that’s getting too big to bear — driving up prices, polluting cities, damaging historical sites and angering locals.

Why it matters: The tourism tsunami shows no signs of slowing down, and some of the planet’s most beautiful and iconic places are in its path.

• “We’re taught to fantasize about travel,” says Christopher Gaffney, a hospitality professor at NYU who studies global tourism risk.
• “But tourism is not just an opportunity. It’s also a threat.”

By the numbers: Some 80% of travelers visit just 10% of the world’s destinations, National Geographic notes.

• And while tourism dipped during the pandemic’s peak, the UN’s tourism arm projects that the number of global tourists will hit 1.8 billion by 2030 — up from 1.5 billion in 2019.

The big picture: The collision of global technology and demographic trends has given rise to overtourism.

• Flights are more accessible. Yes, airfare is higher than it was pre-pandemic, but overall, ticket prices are nearly half as expensive as they were in the 80s when adjusted for inflation.
• There’s an emerging global middle class. A key driver of the modern surge in tourism has been the rise of China’s huge middle class, Gaffney says. Look for India’s emerging middle class to contribute to global tourism too.
• There’s more information. It’s easier than ever for people to learn about landmarks and attractions in other countries — and subsequently dream of visiting them.

“Ironically, overtourism can erode the cultural soul that draws visitors there in the first place,” says Tim Williamson, managing director of Responsible Travel, a U.K. company promoting sustainable travel.

• “Local markets become souvenir shops. You’re left with tourist towns, not communities.

Case in point: Spain saw a record-breaking 85 million visitors in 2023, and one of the most affected cities is Barcelona, CNBC reports. The number of hotels in the city quadrupled from 1990 to 2023.

• Tensions in Barcelona are escalating, with protesters taking to the streets with signs telling tourists to go home and spraying them with water guns.

What we’re watching: The mounting frustration is pushing some cities and countries to come up with solutions to curb tourism — or at least make more money from it.

• Barcelona has increased its tourist tax, and the city’s mayor announced a plan to ban all Airbnb-style short term rentals by 2028. That move will return 10,000 apartments to the local residents’ market.
• Amsterdam has a multi-pronged “Stay Away” campaign targeting tourists. It includes new regulations on turning homes into short-term rentals and limiting cruise-ship traffic. The city is also asking its tourists to behave and visit its cultural attractions instead of just partying, the travel industry news site Skift reports.
• Bhutan has limited tourism — and attracted travelers who spend more — by implementing steep daily fees for visitors and incentivizing people to stay for a week or longer.

What you can do: Consider skipping the most popular destinations or visiting them during off-seasons to avoid adding to the crowds.

• Or take trips to nearby destinations by car or rail. “You might decrease your knowledge of the planet, but increase your knowledge of your neighbors,” says Gaffney. “And that’s just as valuable.”

The bottom line: “Remember it isn’t a tourist destination. It’s someone’s home,” Williamson says. “I think we forget that sometimes, when we’re on holiday, we’re there as a guest.”

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