Seven steps to move destinations away from overtourism

29.05.2024 - 13:01 / traveldailynews.com / Vicky Karantzavelou / Carlos Cendra

Overtourism is a key issue for sustainable destination management. Dealing with the problem starts in measuring seven key dimensions, that according to Mabrian and Phocuswright, contribute decisively to lay the foundations of a long-lasting sustainable strategy, based on data intelligence.

BARCELONA, SPAIN – Addressing overtourism is crucial, with 61% of travellers avoiding destinations due to it in the past year; and to do so, destinations should use a holistic, data-led approach to balance local resources, community welfare, and tourism growth. This is one of the conclusions of the white paper “A Roadmap to Move Destinations Away from Overtourism”, developed by Mabrian, the global travel intelligence company, in collaboration with Phocuswright.

Released ahead of the Phocuswright Europe event in Barcelona (June 10-12), this white paper aims at including overtourism in broader discussions on sustainable destination management. It highlights the need for innovative analysis and planning using integral performance key indicators and a data-driven tools.

The report utilizes data intelligence from Mabrian and Phocuswright’s studies to explore how various dimensions of sustainability translate into useful indicators for destination planning.

The white paper offers insights, benchmarking, and performance goals for destinations to create their own tourism sustainability models, aiming to address overtourism. Additionally, it includes success stories and data insights to demonstrate the practical application of these indicators in real-world scenarios.

The seven indicators proposed interact with each other, and can be implemented to different sets of goals, depending on the specific conditions of each destination.

Besides keeping on sight policies to measure and beat seasonality, the white paper also proposes to carry out strategies to broaden motivational diversification and reduce dependency on origins, relying on a varied selection of activities, attractions and tourism products, which contributes to lower density areas and less seasonal demand, as well as developing, alternative, more evenly distributed experiences throughout the territory and the year.

As explained by Madeline List, senior analyst at Phocuswright: “A successful, consistent sustainable strategy involves formulating good practices but operationalizing them expediently.”

Implementing effective measures against overtourism entails “having a transparent, honest and data-centric approach of the impact of tourism on destinations, based on a holistic model able to create a long-standing balance that benefits the businesses, locals and visitors alike while preserving the environment”, according to Carlos Cendra, Partner & Chief Marketing and