While overcrowding is often seen as a tourism problem, many of the real pressures come from deeper issues such as underinvestment in infrastructure, poor planning, and fragmented decision-making.

These challenges affect both residents and visitors and need joined-up solutions.

Travel & Tourism supports one in every 10 jobs and nearly 10% of global GDP and is set to support one in three new jobs over the next decade.

When managed well, it also fosters cultural exchange, global understanding, and environmental protection. But without smart planning, the benefits it brings could be at risk.

WTTC’s paper, Managing Destination Overcrowding: A Call to Action, explains that there’s no simple fix to the problem and urges governments, local leaders, and businesses to work together to support both communities and visitors.

In 2024, Travel & Tourism is expected to contribute nearly $11TN to the global economy and support 357MN jobs. That’s a huge success but it also means destinations must plan to manage growth responsibly.

Annually, governments around the world accrue more than $3.3TN from Travel & Tourism businesses, equivalent to 9.6% of global tax revenues.

The global tourism body urges governments to reinvest this sum in vital infrastructure, and solutions to relieve pressures on already very popular destinations.

The report looks at some of the root causes of overcrowding in a small number of increasingly popular destinations across Europe and offers real-world solutions that can be tailored to local needs. From using better data and planning tools, to involving residents in decisions.

A Practical Plan of Action

The paper outlines six simple steps destinations can take to manage tourism better:

1. Get Organised – Bring the right stakeholders together, via empowered taskforces
2. Make a Plan – Define a shared vision and destination strategy
3. Gather the Evidence – A lack of data is exacerbating issues in several destinations. It is therefore crucial to carry out evidence-based diagnoses and responses to the unique challenges faced by each destination
4. Stay Vigilant – Monitor conditions and act early
5. Invest Wisely – Reinvest in infrastructure and resilience, being transparent about where money is spent
6. Empower Residents – Make sure residents have a say and understand the benefits of Travel & Tourism in their communities

Why It Matters

A growing number of destinations have introduced tourism taxes in response to pressure, but WTTC warns that these measures don’t always solve the real problems and can put jobs, income, and services at risk.

The report finds that if 11 major European cities capped visitor numbers, it could cost $245BN in lost GDP and almost 3MN jobs over three years.

The report includes examples of destinations that are taking positive steps to combat some of the causes:

• Turisme de Barcelona Consortium operates under a public-private partnership model, guided by the principles of sustainable development goals
• VisitFlanders’ Travel to Tomorrow strategy, which reframes tourism as a tool to support local community goals such as making sure that listening to residents needs is a central tenet in their practice
• Dubrovnik’s partnership with CLIA, reducing congestion through cruise coordination and community dialogue
• Iceland, which reinvests tourism levies directly into environmental protection

Julia Simpson, WTTC president & CEO, said

“Travel & Tourism brings huge benefits including jobs, investment, and deeper cultural understanding. But growth needs to be managed carefully.

“We’re encouraging all decision-makers to think ahead, work together, and focus on long-term benefits for residents and visitors alike. This isn’t about stopping tourism, it’s about making it work for everyone.”

The global tourism body believe this is a moment of opportunity.

With the right steps, destinations can protect what makes them special while ensuring that tourism continues to bring value to communities and local economies.

The report makes clear there’s no one-size-fits-all solution. Every destination is different, and actions must be based on local realities. But with cooperation and planning, Travel & Tourism can continue to thrive in a way that protects what makes each place special.

The paper encourages leaders to think beyond short-term fixes and focus on reinvesting tourism income into critical infrastructure improvements, local services, and resident wellbeing.

 A major new report by World Travel & Tourism Council (WTTC) and Trip.com Group, together with Deloitte, reveals a heightened appetite for sustainable tourism amongst consumers, with 69% of travellers actively seeking sustainable travel options. 

In this follow-up report, WTTC joined forces again with leading global travel service provider, Trip.com Group and its major consumer brands Trip.com, Ctrip and Skyscanner, with additional data sourced from Deloitte, to analyse the trends that shaped the Travel & Tourism sector last year and will continue to do so over 2023.

The report, “A world in motion: shifting consumer travel trends in 2022 and beyond”, shows that sustainability is a key element of the travel agenda, with travellers eager to reduce their carbon footprint and support sustainable tourism.

According to a survey included in the report, three quarters of travellers are considering travelling more sustainably in the future1 and nearly 60% have chosen more sustainable travel options in the last couple of years.

Another survey also found that around three quarters of high-end travellers are willing to pay extra to make their trips more sustainable.

Last year, following more than two years of travel disruption, travellers made clear their wanderlust is very much alive, with a 109% increase of international overnight arrivals, compared to 2021.

According to the report, last year consumers were willing to stretch their budget for their holiday plans, with 86% of travellers planning on spending the same amount or more on international travel than in 2019, with U.S. tourists leading the list as big spenders⁴.

But 2023 is looking even better in terms of travellers’ spend. Despite concerns about inflation and the cost-of-living crisis around the world, nearly a third (31%) of travellers said they intend to spend more on international travel this year than in 2022.

Additionally, according to Deloitte’s ‘Global State of the Consumer Tracker’, last year more than half (53%) of global consumers surveyed during the summer said they plan to stay in a hotel over the following three months.

Julia Simpson, WTTC President & CEO, said: “The demand for travel is now stronger than ever and our report shows that this year we will see a significant bounce back. 2023 is set to be a very strong year for Travel & Tourism.

“Sustainability is top of travellers’ agenda, and consumers highlight the value they put on protecting nature and travelling responsibly.”

Jane Sun, Trip.com Group CEO, said: “Travel & Tourism is a powerful force in driving the global economy, creating jobs, stimulating economic growth, and lifting communities out of poverty.

“The Asia-Pacific Region, with its rapidly growing middle-class and dynamic economies, is well-positioned to capitalise on the growth of the industry and take its place as a leader in the global tourism economy.

“I’m optimistic about the positive momentum for the global resumption and growth of travel in 2023, primarily driven by mainland Chinese consumers, which will help accelerate worldwide recovery and development.”

Scott Rosenberger, Deloitte Global Transportation, Hospitality & Services Sector Leader: “Travel is rebounding from the pandemic while innovating and meeting the demands of more modern alternative travel-types, sustainable travel, luxury travel, and much more.

“Even the rise in inflation-driven financial concerns is not slowing the pace; incredibly travel is being prioritized and flexible/remote work arrangements are creating new opportunities. We are actively engaging with our clients as they embrace these new trends and create memorable experiences for consumers.”

Other findings revealed in the report include:

• 2022 sun and sea package holiday sales are estimated to be up 75% compared to the previous year⁵ 
• Last year during the summer, international arrivals in European sun and beach destinations were just 15% below 2019 levels
• According to WTTC’s recent ‘Cities Economic Impact Research’, in 2022 visits to major cities are expected to see a 58% year-on-year increase, less than 14% below 2019 levels 
• Luxury holidays will prove particularly popular, with sales of luxury hotels expected to reach $92 billion by 2025 (compared to $76 billion in 2019)
• In a survey, nearly 60% of travellers said they were either already paying to offset their carbon emissions or considering it if the price was right