“Overtourism” is a buzzword that has attracted a lot of negative attention in the global travel community. But it doesn’t just mean large crowds.
Plenty of the world’s most famous destinations see millions of people every year, but because of smart infrastructure and conscious travelers, they don’t experience the negative effects of overtourism. Overtourism refers to both the quantity of tourists and the quality of tourism. It means creating disruptions to a destination, decreasing the quality of life for locals and even worsening the experience for other tourists.
As group travel planners, how can you stop contributing to overtourism to maintain your brand’s stellar reputation and contribute to your destinations in a healthy way? Here are a few tips.
1. Cap Your Group Size
If you’re going to take a group to one of the world’s most popular tourist destinations, small groups are better than large ones. Introducing groups of 50 into already crowded piazzas or world-renowned attractions can be overwhelming, especially when several other operators are doing the same thing. Small groups are more likely to be easily accommodated in local businesses and on local transportation and are less likely to behave in a way that’s intrusive to everyday living. When it comes to some of the world’s most popular tourist hot spots, smaller groups are more sustainable. If you do take a large group, try splitting them up to have different experiences at different points of the day. In the morning, one half of the group can tour the destination’s top attraction while the other half enjoys free time to shop; in the afternoon, the two groups can switch.
2. Know When to Go
Timing is one of the top contributing factors in overtourism. Some destinations are crowded year-round, but during peak seasons, visiting them becomes almost unbearable. Taking your groups to explore the destination during its shoulder season is a great way to beat crowds and high costs and avoid contributing to overtourism. Ask a destination’s tourism bureau about peak times and slow times. Learn about the weather and any events or other factors you might need to be aware of during that time of the year. Obviously, some destinations are off-limits in certain seasons due to extreme weather or other factors. If avoiding crowds is your goal, avoid planning the trip during a popular event. For example, it might be best to avoid Rome during Holy Week unless that’s what your trip is centered around.
3. Go Beyond the Main Cities and Attractions
One way to avoid contributing to the overcrowding of major destinations is by visiting lesser-known cities and regions. These places can still give groups the same feel of their dream destination without the overwhelming crowds. If your group wants to go to France, swap Paris for cities like Bordeaux or Lyon for similar culinary delights and French charm. If they want to go to Hawaii, try the Big Island instead of Oahu or Maui. If it’s really important to them, your groups can still go to these destinations for part of the trip to see the most famous attractions then return to their off-the-beaten path itinerary. Hit the top attractions outside of peak visiting hours to make sure their experience is the best it can be.
4. Educate Your Travelers
One of the most difficult aspects of overtourism is when the behavior of travelers clashes with the local culture or ecosystem. Sometimes this behavior is egregious, like littering or breaking the law. Other times, even well-intentioned travelers can commit a faux pas against cultural norms at a destination by dressing inappropriately at a religious heritage site or taking selfies at a sensitive historical attraction. To counteract this, make sure to educate your travelers about the local culture — for instance, they should know about any phrases or gestures that are customary to perform or wise to avoid. If you will be visiting any attractions that require tact or sensitivity, or where photography is not allowed, explain this to your travelers prior to their visit. And reinforce that they should practice “leave no trace” principles on natural landmarks and man-made attractions alike.
5. Coordinate with Locals
When you bring a group into a destination, you have a lot of power you can use for good. You can contribute to the local economy and lift up its small businesses, and, in turn, they can give you knowledge that’s irreplaceable when building an authentic experience for your groups. Contacting and working closely with local tourism bureaus can get you the best deals on lodging and attractions, but it can also put you in touch with vendors and locals who can provide the best experience for your group. It doesn’t get any more authentic than dining with a local family or eating at a small authentic restaurant instead of a big tourist trap.
