How the travel industry can help solve overtourism

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From popular hotspots to hidden gems – why sustainable travel starts with what providers offer and how they guide traveler choices

Mar 25, 2025

As overtourism continues to strain popular destinations around the globe, the travel industry faces mounting pressure to address its role in creating and alleviating the problem. While much of the focus has been on how travelers and governments respond, a recent wave of reports and expert commentary highlights the growing responsibility of travel providers. Companies like Booking.com and Wyndham, along with experts from academia and tourism organizations, argue that sustainable travel cannot be achieved without proactive measures from industry stakeholders who control what travel experiences are offered and promoted.

Key takeaways

Industry responsibility is crucial: Travel providers play a key role in shaping traveler behavior. What is offered to tourists—destinations, accommodations, and experiences – is largely determined by businesses and local governments.
Shared accountability: Solving overtourism requires collaboration between travelers, businesses, governments, and destinations. No single group can tackle the issue alone.
Travelers need help making sustainable choices: Companies should make it easier for travelers to choose responsibly – through clear labeling, alternative destinations, and sustainable practices.
Supply-side solutions are needed: Experts argue that managing overtourism must come from the supply side – curating and promoting lesser-known destinations and enforcing visitor limits where necessary.
Government policies matter, but must be strong: Fees and entry restrictions (like those in Venice) may help, but unless the cost is significant, the effect on visitor numbers may be limited.
Education and timing are key: The industry should educate travelers about off-peak seasons and shoulder periods, and promote visiting less-crowded places at less-crowded times.
Popular destinations remain popular: Tourist hotspots will always attract crowds. The challenge lies in balancing demand with preservation and offering viable alternatives.