Overtourism – Thematic Research

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Overtourism Market Overview

Overtourism essentially covers the overconsumption of resources. From Amsterdam to Venice, from New Zealand to Bali, and the national parks in the US, destinations worldwide were experiencing overtourism. However, fears of the spread of infection, social distancing, and quarantine requirements during the COVID-19 pandemic has minimized the threat of overtourism in the short term. COVID-19 has given destinations the time to re-think, re-build and re-invest in their tourism policies working towards a more sustainable future. Destinations are focusing on becoming more responsible post-COVID-19 through better management, smart technologies, and analysis.

GlobalData’s overtourism thematic research report provides an overview of the overtourism theme and analyzes the key trends contributing to the market growth.

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Overtourism – Market Trends

The main trends shaping overtourism are shown below. We classify these trends into two categories: trends contributing to overtourism and strategic trends to tackle the dominance of this theme.

  • Trends Contributing to Overtourism: Accessibility, low-cost evolution, growth of the sharing economy, social media and ‘instagrammability’, experience economy and the ‘bucket list’ mentality, group travel, cruise industry, festivals and events, and films & media.
  • Strategic Trends in Tackling Overtourism: Adjusting the destination image, banning tourism, crowd management, informing tourists, the sustainable management of resources, tourist tax, second city tourism, smart technologies, and specialized tour operators.

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Overtourism Market – Industry Analysis

The tourism industry was growing rapidly prior to the pandemic. It is estimated that the international departures reached 1.2 billion worldwide in 2019. As the number of international tourists have grown, total outbound tourist expenditure naturally grew alongside reaching US$2.1 trillion in 2019, near doubling since 2009.

However, mismanagement of tourism within a destination can led to over-consumption, cause increased pollution, natural habitat loss, and jeopardize authenticity –an array of social, environmental, and economic impacts. In the past, destinations have prided themselves on the quantity of travelers they can attract but a consistent increase in travelers to a destination is not sustainable. Many destinations have fallen into the trap of simply attracting more and more visitors over the years without properly managing tourism flows, maintaining collaboration with stakeholders and local communities leading to host hostility, site degradation, and ultimately overtourism.

The overtourism market covers the other aspects such as –

  • Case Studies
  • Timeline
  • Impacts of Overtourism
  • Recommendations

Download Sample PDF for more insights on each industry insights

Overtourism Market – Leading Companies

Companies Contributing to Overtourism: Airbnb, Booking Holdings, Carnival, EasyJet, Norwegian Cruise Line, On the Beach, Royal Caribbean Cruises, Ryanair, and TUI.

Companies Combatting Overtoursim: Comcast, G Adventures, GetYourGuide, Hilton, Intrepid Travel, Responsible Travel, and Walt Disney

For more company-specific information, download a sample PDF

Overtourism Thematic Research Overview

Report Pages 40
Regions Covered Global
Trends Contributing to Overtourism Accessibility, low-cost evolution, growth of the sharing economy, social media and ‘instagrammability’, experience economy and the ‘bucket list’ mentality, group travel, cruise industry, festivals and events, and films and media.
Strategic Trends in Tackling Overtourism Adjusting the destination image, banning tourism, crowd management, informing tourists, the sustainable management of resources, tourist tax, second city tourism, smart technologies, and specialized tour operators.
Companies Contributing to Overtourism Airbnb, Booking Holdings, Carnival, EasyJet, Norwegian Cruise Line, On the Beach, Royal Caribbean Cruises, Ryanair, and TUI
Companies Combatting Overtoursim Comcast, G Adventures, GetYourGuide, Hilton, Intrepid Travel, Responsible Travel, and Walt Disney


  • This thematic report provides an overview of how overtourism has become a ‘mega theme’ affecting the travel sector today.
  • The key trends in this report are split between trends that have contributed and strategic trends that are being implemented to battle an uncontrollable number of visitors.
  • Several case studies are included to analyze the multiple ways that DMOs have tackled overtourism in the past and the actions they are taking toward a more responsible tourism model post COVID-19.
  • Our unique thematic analysis then dives deep into how overtourism has developed, the effects it can have on a destination, and why it is still a major theme impacting the future travel sector post COVID-19.

Reasons to Buy

  • Understand how overtourism has developed and how this has affected destinations and tourists in the past.
  • Assess how DMOs are reshaping and re-building their tourism models post-COVID-19 to attract more responsible, higher-yielding tourists.
  • Understand the economic, social, and environmental impacts too many tourists in one given destination can cause and how these can be better managed.
  • Discover recommendations that will help you mitigate the risks of Overtourism and help you work towards a more responsible and sustainable future in travel.
  • GlobalData’s thematic research ecosystem is a single, integrated global research platform that provides an easy-to-use framework for tracking all themes across all companies in all sectors. It has a proven track record of identifying important themes early, enabling companies to make the right investments ahead of the competition, and securing that all-important competitive advantage.
  • All across the travel and tourism supply chain including DMOs and individuals (tourists themselves) have been responsible for overtourism in the past. Therefore, all should buy this report to fully understand how they can help combat the risks of overtourism returning post-COVID-19.

Booking Holdings
Carnival Corporation
Expedia Group
G Adventures
Intrepid Travel
Norwegian Cruise Line
On the Beach
Responsible Travel
Royal Caribbean
Walt Disney

Table of Contents

Executive Summary


Theme Briefing


Industry Analysis


Sector scorecards


Further Reading

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