Sustainable Travel & Overtourism: What Agents Must Know

Sustainable travel insights for B2B travel agents on managing overtourism, protecting popular destinations, and advising clients responsibly across Europe and Asia while supporting long-term tourism growth.

Why Overtourism Is Now a Critical Industry Issue

Tourism remains a backbone of the global economy, but unchecked visitor growth is now threatening some of the world’s most iconic destinations. From fragile islands to historic cities, overtourism is straining infrastructure, ecosystems, and local communities.

For B2B travel agents, consolidators, and airline partners, this is no longer just a sustainability debate—it directly impacts inventory availability, regulatory compliance, pricing volatility, and destination reputation. Responsible travel planning is fast becoming a professional necessity.

Below are nine global destinations where overcrowding has triggered policy changes—and what travel professionals should keep in mind.

Santorini, Greece: Beauty at Breaking Point

Once a peaceful island, Santorini now receives over 3 million visitors annually, despite a resident population of roughly 25,000. Rapid hotel development, cruise arrivals, and short-stay tourism have overwhelmed local infrastructure.

For travel professionals:

• Promote shoulder-season travel (April–May, October).

• Encourage longer stays over cruise-only visits.

• Partner with accommodations adopting water and energy conservation.

Bali, Indonesia: Tourism vs. Environment

Bali’s popularity has come at a cost—plastic waste on beaches, groundwater depletion, and loss of agricultural land. The island’s infrastructure struggles to keep pace with year-round arrivals.

For travel professionals:

• Recommend eco-certified resorts and villas.

• Guide clients toward lesser-known regions like North Bali.

• Educate travelers on cultural and environmental etiquette.

Venice, Italy: Heritage Under Pressure

Welcoming nearly 30 million visitors a year, Venice faces erosion of its historic fabric. Large cruise ships and day trippers dominate, while resident populations continue to shrink.

For travel professionals:

• Encourage multi-night stays over day visits.

• Support small-group, licensed local tours.

• Inform clients about entry regulations and visitor fees.

Tenerife, Spain: Tourism and Housing Conflict

Tourism-led demand has driven housing shortages, pushing locals out of key areas. Authorities have begun regulating visitor numbers in protected zones.

For travel professionals:

• Choose locally owned accommodations.

• Travel off-peak to reduce congestion.

• Stay updated on regional sustainability rules.

Mallorca, Spain: Managing Mass Appeal

Mallorca remains a favorite for European leisure travel, yet overcrowding in Palma and coastal towns has sparked public protests and environmental concerns.

For travel professionals:

• Design itineraries that include rural villages.

• Avoid mass-market excursions.

• Balance beach tourism with cultural experiences.

Oia, Greece: The Cost of Instagram Tourism

Oia’s sunset views draw thousands daily, often overwhelming its narrow streets. Local life is increasingly disrupted by peak-hour congestion.

For travel professionals:

• Schedule visits during early morning or late evening.

• Educate clients on respectful behavior.

• Limit large group movements.

Dubrovnik, Croatia: Walls Built for Another Era

With over 1.5 million annual visitors, Dubrovnik’s medieval streets struggle to cope especially after its global exposure through popular TV productions.

For travel professionals:

• Respect city-imposed visitor caps.

• Suggest alternatives like Split or Zadar.

• Promote heritage-focused travel over photo tourism.

Machu Picchu, Peru: Preservation Comes First

Visitor numbers are now strictly controlled to protect this UNESCO-listed site. Path erosion and environmental degradation remain ongoing concerns.

For travel professionals:

• Book permits well in advance.

• Use authorized guides only.

• Ensure clients follow all conservation rules.

Kyoto, Japan: Cultural Tourism Challenges

Kyoto’s temples and traditional districts are facing congestion, littering, and resident dissatisfaction. Authorities are rolling out visitor zoning and transport restrictions.

For travel professionals:

• Recommend off-season travel windows.

• Promote lesser-known neighborhoods.

• Reinforce cultural etiquette with clients.

Practical Sustainable Travel Tips for Agents to Share

• Travel off-peak: Reduces crowd pressure and improves client experience.

• Support local businesses: Strengthens destination economies.

• Reduce waste: Promote reusable bottles and minimal plastic use.

• Respect communities: Cultural awareness is essential.

• Offset carbon impact: Offer carbon offset options where available.

Key Takeaway for B2B Travel Professionals

Overtourism is reshaping destination policies, pricing, and traveler expectations. Agents who proactively guide clients toward responsible, sustainable choices will not only protect destinations—but also future-proof their business in a rapidly evolving travel landscape.

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