After a slump in 2020, the global tourism it's finally in recovery. By the end of 2024, travel spending is expected to reach $8,6 trillion, with a third of consumers ready to invest in new adventures. But this renewed enthusiasm brings with it old challenges: the phenomenon ofovertourism, which sees some overcrowded cities and their resources put to the test. This is evident from the fact that 80% of travelers visit only 10% of global tourism destinations.
According to the report “The State of Tourism and Hospitality 2024” by McKinsey & Company, the most crowded cities in the world, based on the number of nights spent in 2023 by domestic and foreign visitors per square kilometer, are: Dubrovnik (Croatia), followed by Venice e Macau. It also appears in the top fifteen Rome, in 13th place, just below Paris.
Il number of travellers , frequency of trips will continue to growing up. In the first quarter of 2024, nights spent in EU accommodation establishments increased by 6,6% compared to the same period in 2023. By 2030, cities such as Venice will see a 26% increase in tourist crowding, while Marrakech (+ 86%), Amsterdam (+72%) and Dubrovnik (+70%) will experience even more significant increases.
The new face of tourism
Tourism is not just back, but it is transformed. Today's travelers seek unique, luxurious experiences, pushing destinations to innovate. McKinsey identifies four main themes that are redefining the sector:
- Travel close to home: While international travel dominates the headlines, domestic travel still accounts for the majority of spending, with intra-regional tourism on the rise.
- Personalization of trips: Travelers no longer want standardized experiences. Operators must segment and personalize their offerings to remain competitive.
- Growth of luxury tourism: Demand for luxury tourism is growing rapidly, especially in Asia. But luxury travelers are not a homogeneous group; their preferences vary by age, nationality and heritage.
- Mitigation of overcrowding: Destinations must prepare to handle large tourist flows. Planning, developing and investing in mitigation strategies is essential to preserve natural and cultural heritage.
Overtourism, limitations in the world
Dubrovnik represents a classic example of a “strongly seasonal destination”. During the high season, available airline seats to the Croatian city are approximately 20 times higher than in the winter months. Vacation rental density can reach around 90 listings per square kilometer during the summer. Additionally, Dubrovnik is a popular stop for Mediterranean cruises, further contributing to its overcrowding. This tourist pressure has forced the city to take drastic measures to manage visitor flows and preserve the quality of life of residents.
The Amsterdam has taken strict measures to control the tourist influx. The city has banned the construction of new hotel buildings to limit the number of tourists staying overnight. This initiative follows other measures already in place, such as the ban on marijuana consumption on public streets and the interruption of guided tours in the famous red light district.
In France, Marseille introduced a reservation system to limit the number of tourists entering the Calanques National Park. This system is intended to protect the fragile bay and surrounding ecosystem from over-exploitation by tourism.
In Japan, the authorities have adopted innovative solutions to manage tourism. Close to a shopping mall, a barrier 2,5 meters high and 20 meters long was built to block the view of Mount Fuji. This intervention is aimed at better distributing visitors and reducing crowding in specific points. Furthermore, a Osaka and in the hot spring resort of Hakone, new tourism taxes are being considered to control visitor flows and generate revenue for sustainable tourism management.
The Venice has adopted a limited access system to tackle overtourism. Day tourists, who do not stay overnight, must book and pay an entrance fee to visit the city on certain dates.
Overtourism: the risks for Rome and Venice
The McKinsey report identifies six risk categories for cities under tourist pressure. Venice e Rome fall into the highest quintile for traveler density and impact on residents' lives. Dubrovnik, despite the measures adopted to combat overtourism, falls within the highest risk quintile in four out of six categories. The city has banned new private rental permits in the historic neighborhood and is reorganizing cruise schedules to better manage tourist flows.
Strategies for the future
McKinsey offers guidance with suggestions to address the increase in tourist flows:
- Father pay for access to singles attractions and take advantage of major events to improve infrastructure.
- Build and equip one workforce ready for tourism.
- Use i data collected to manage and predict visitor flows.
- Choose which ones segments tourist to attract.
- To distribute the visitors in space and time.
- Prepare for fluctuations sudden and unexpected.
- Preserve cultural heritage it's natural.
Useful suggestions to deal with the growing tourist influx, but they could be a palliative for cities already overwhelmed by visitors.
