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With the global travel and tourism sectors getting to the height of the northern summer travel season, the World Travel and Tourism Council (WTTC) released a new report calling for a more balanced approach to managing tourism in popular destinations.

Released today, 7th July, the report titled Managing Destination Overcrowding: A Call to Action shows how many of the real pressures in the tourism sector come from deeper issues such as underinvestment in infrastructure, poor planning, and fragmented decision-making. 

These challenges affect both residents and visitors and need joined-up solutions, especially given that travel and tourism support one in every ten jobs and nearly ten percent of the global gross domestic product (GDP.)

The sector is also set to support one in every three new jobs over the next decade.

If managed well, travel and tourism also foster cultural exchange, global understanding, and environmental protection. 

However, the benefits these sectors bring could be at risk if governments around the world fail to take smart planning into consideration.

No quick fixes

Likewise, the report points out that there’s no simple fix to the problem and urges governments, local leaders, and businesses to work together to support both communities and visitors.

In 2024, travel and tourism were expected to contribute nearly US$11 trillion to the global economy whilst it supported around 357 million jobs.

While this is seen as a success, it also shows the need for destinations to manage their growth in a responsible manner.

Annually, governments around the world earn over US$3.3 trillion from businesses involved in travel and tourism, an amount equivalent to 9.6 percent of global tax revenues. 

Keeping this in mind, the WTTC urges governments to reinvest this sum in vital infrastructure, and solutions to relieve pressures on already very popular destinations.

At the same time, the report looks at some of the root causes of overcrowding in a small number of increasingly popular destinations across Europe and offers real-world solutions that can be tailored to local needs. 

Indeed, the paper encourages leaders to think beyond short-term fixes and focus on reinvesting tourism income into critical infrastructure improvements, local services, and resident well-being.

Six steps to better management

The report further outlines six simple steps destinations can take to manage tourism better.

These are: 

1. Get Organised: Bring the right stakeholders together, via empowered task forces;
2. Make a Plan: Define a shared vision and destination strategy;
3. Gather the Evidence: A lack of data is exacerbating issues in several destinations. It is therefore crucial to carry out evidence-based diagnoses and responses to the unique challenges faced by each destination;
4. Stay Vigilant: Monitor conditions and act early;
5. Invest Wisely: Reinvest in infrastructure and resilience, being transparent about where money is spent; and
6. Empower Residents: Make sure residents have a say and understand the benefits of Travel & Tourism in their communities

An increasingly obvious need for more responsible measures

A growing number of destinations have introduced tourism taxes in response to pressure, but WTTC warns that these measures don’t always solve the real problems and can put jobs, income, and services at risk.

The report finds that if 11 major European cities capped visitor numbers, it could cost US$245 billion in lost GDP and almost three million jobs over the next three years.

The report includes examples of destinations that are taking positive steps to combat some of the causes:

• Turisme de Barcelona Consortium operates under a public-private partnership model, guided by the principles of sustainable development goals
• VisitFlanders’ Travel to Tomorrow strategy, which reframes tourism as a tool to support local community goals such as making sure that listening to residents needs is a central tenet in their practice
• Dubrovnik’s partnership with CLIA, reducing congestion through cruise coordination and community dialogue
• Iceland, which reinvests tourism levies directly into environmental protection

According to WTTC president and chief executive Julia Simpson: “Travel & Tourism brings huge benefits including jobs, investment, and deeper cultural understanding. But growth needs to be managed carefully. We’re encouraging all decision-makers to think ahead, work together, and focus on long-term benefits for residents and visitors alike. This isn’t about stopping tourism, it’s about making it work for everyone.”

The WTTC believes that, with the right steps, destinations can protect what makes them special while ensuring that tourism continues to bring value to communities and local economies.

The report makes it clear that there are no no one-size-fits-all solutions; every destination is different, and actions must be based on local realities. But with cooperation and planning, 

That said, travel and tourism can continue to thrive in a way that protects what makes each place special.

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