Staying ahead of overtourism: How continuous adaptation and smart solutions can save destinations

Overtourism is a growing problem in cities like Venice, Barcelona, and Amsterdam, where local life and infrastructure are being overwhelmed by peak-season tourism. While these cities are struggling with overcrowding, countries like Japan and Portugal have managed tourism flows more effectively—at least for now.

However, with rising tourist numbers, even these destinations must adapt to avoid a similar fate.

The Peak-Season Problem

The main issue in many overtouristed cities isn't just the number of visitors but the concentration of tourists during peak seasons.

• Venice receives around 20 million tourists annually, but the city’s population is just 50,000. During peak periods, the tourist-to-resident ratio can exceed 400 tourists per resident, leading to congestion and environmental strain.

• Barcelona faces similar challenges, with 12 million tourists visiting 1.6 million residents, resulting in a tourist-to-resident ratio of 7.5 tourists per resident. In the summer, the city’s streets and services are heavily overburdened.

Both cities have responded with tourist taxes and are discussing further regulations, but the challenge remains: peak-season visitors continue to put unsustainable pressure on infrastructure.

Promoting Off-Season Tourism: Is It Enough?

Japan and Portugal have spread visitors more evenly throughout the year. So far, it has worked, but rising concerns persist.

• Japan, especially in Kyoto, has promoted off-season events to reduce pressure, but growing tourist numbers are still a concern. While Tokyo has a tourist-to-resident ratio of 1.1, smaller cities like Kyoto are feeling the strain.

• Portugal promotes year-round tourism, as adopted in their 2027 vision, with cultural events and festivals. However, as Lisbon’s popularity grows, summer crowds are starting to stretch infrastructure and public services.

This proves a key point: no destination is immune to overtourism. Even Japan and Portugal need to continuously adapt their strategies. It’s not just about managing today’s tourism numbers; it’s about preparing for tomorrow’s challenges.

Tech Solutions for Smarter Tourism

One way to manage tourism better is through dynamic pricing for tourist taxes. By adjusting taxes based on demand, destinations can encourage visitors during off-peak periods, easing infrastructure strain in high season. Another tool is tourist quotas, which limit the number of visitors allowed in popular areas at peak times. These quotas can be dynamically adjusted using real-time data, helping cities maintain a balance between visitor capacity and local needs.

A Strategic Advantage: Learning from Others

Some might say Japan and Portugal are just a few years behind Venice and Barcelona and will face the same issues soon. However, this presents a strategic advantage. They have the opportunity to learn from other cities’ mistakes and act before overtourism becomes a crisis. By adopting proactive measures like dynamic pricing and quotas, Japan and Portugal can manage tourism growth sustainably, avoiding the extreme congestion seen in Venice and Barcelona while benefiting from the economic advantages of tourism.

The time to act is now. Sustainable tourism requires adaptive, forward-thinking policies to thrive.