How can tourism grow while protecting the very places that make it special? Issue 22 explores the strategies shaping a more sustainable future for travel
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2024 was widely anticipated as the year travel would surpass all previous records, with the World Travel & Tourism Council (WTTC) predicting unprecedented growth. However, full-year analysis from the UN World Tourism Organization (UNWTO) indicates a reality closer to a recovery at pre-pandemic levels rather than the historic surge initially forecast. Still, many indicators suggest that travel's trajectory points toward sustained growth beyond mere recovery.
But this resurgence comes at a cost.
From Barcelona to New Orleans, the backlash against over-tourism is growing louder. Residents are protesting the unsustainable influx of visitors, while local governments are being forced to rethink their tourism models. The environmental impact is also undeniable—delicate ecosystems are under pressure, and historical sites are deteriorating due to excessive footfall.
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Barcelona receives around 32 million tourists annually despite only having a population of 1.6 million residents
At the same time, political shifts are influencing sustainability priorities. In the US, a rollback on environmental policies is evident, yet consumer attitudes particularly among younger travellers, suggest an increasing demand for responsible tourism even if the appetite to travel remains unabated. This paradox raises key questions:
How can the industry continue to grow while respecting local communities and environments? Will nations prioritise their own citizens over tourists, introducing new protective measures? And can travellers be incentivised to make more responsible choices?
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Florence hopes to reduce number of short-term holiday lets from 15,000 to 7,000-8,000 following new measures to curb short-term lets
Some destinations are shifting their approach from restrictions to rewards—using a carrot rather than a stick approach to encourage better tourist behaviour. By offering perks and incentives, cities and regions are finding ways to nudge travellers toward sustainable choices.
Some of the innovative programs leading the way include the Mālama Hawai‘i Program, which enables travellers to earn free hotel nights or other perks in exchange for participating in environmental or cultural conservation activities. Ol’au Palau adopts a similar rewards-based system where visitors earn points for engaging in sustainable actions, unlocking exclusive experiences like private island access.
In fact, upon entering, all tourists are required to take the Palau Pledge which is an agreement to ‘preserve & protect’ the island, which is officially stamped onto their passports.
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“We are inviting the world to access our most treasured natural and cultural wonders, not according to how much you spend, but how gently and respectfully you treat our beautiful but fragile island home.”
Olau Palau tourism initiative
To safeguard and distribute tourism more evenly across the fragile ecosystems of the Florida Keys, the Eco-Experience Trail Pass was introduced in 2024, promoting eco-conscious activities like mangrove restoration, hydrobike rides, and tours with marine biologists. Participants earn discounts and rewards by checking in at these activities and eco-certified businesses like hotels accredited by the Florida Green Lodging program.
In Copenhagen, inspired by research highlighting the gap between travellers’ sustainability intentions and actions often caused by limited information and unclear choices, the CopenPay pilot launched in 2024. Wonderful Copenhagen collaborated with local organisations, rewarding eco-friendly behaviours with tangible experiences such as turning plastic litter into art at the National Gallery of Denmark, or earning extra ski time for using public transport.
These strategies recognise that most travellers don’t want to cause harm, they just need guidance on how to make a positive impact. By integrating meaningful incentives into travel experiences, destinations are taking crucial steps toward sustainable growth that benefits travellers, local communities, and the environment alike.
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Oens Have, Copenhagen is Europe's largest urban garden. Through the CopenPay scheme it rewarded volunteers with a complimentary meal at their farm to table restaurant
While some destinations opt for incentives, others are enforcing stricter rules to protect their cities, residents, and heritage. From banning short-term rentals to cracking down on unruly tourist behaviour, local governments are stepping in to reshape the future of tourism.
In Florence, the ban on all short-term holiday lets in the historic centre in 2023 has been followed up by a city-wide ban on self-check-in key boxes used by holiday rental properties, effective February 2025. This measure seeks to preserve the aesthetics of the famed Renaissance city, symbolically combatting over-tourism, which the proliferation of check-in boxes had come to represent.
Meanwhile, authorities in Athens are taking action against investors keen to convert historic neighbourhoods like Plaka into soulless ‘tourist-only’ holiday-let zones. A recent study on the city’s ‘carrying capacity’ underscored the urgency of protecting residential buildings and areas before they lose their community identity entirely.
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Plaka - with the explosion of buildings acting as clandestine hotels, locals are fighting back to save the community
New Orleans has also implemented stricter Airbnb regulations, capping short-term rental licenses in response to local backlash about their negative impact on communities, particularly amid an affordable housing crisis.
Whereas in Japan, cities like Otaru have introduced measures to address disruptive visitor behaviour, deploying security guards to manage overcrowding and restricting access to culturally sensitive areas to preserve heritage sites and ensure public safety during peak periods.
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Otaru, Japan, welcomed 98,678 overnight international visitors in 2024, almost matching the population of around 100,000 people
Beyond short-term housing and tourist restrictions, some destinations are strengthening partnerships with the hospitality industry to ensure a more equitable relationship between tourism and local communities. In Spain, where over-tourism has drawn significant attention, resorts and hotels are now increasingly expected to contribute to local infrastructure, environmental restoration, and uphold fair labour practices. An extensive roster of environmental certifications further ensures high standards of quality and sustainability.
However, as criticism primarily targets illegal or overwhelming short-term lets, this presents a clear opportunity for traditional hospitality providers like hotels. By demonstrating tangible environmental actions such as but not limited to rewilding, hotels can actively deliver a net-positive contribution to their locality and communities.
As these measures evolve, a critical balance must be struck—one that allows destinations to benefit from tourism without compromising the well-being of residents or the integrity of the place itself.
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Volcanoes Safaris Kyambura Gorge Lodge, Uganda, leads ambitious restoration projects alongside local communities to protect vital habitats for wildlife. Their efforts include reforesting degraded land, promoting sustainable farming practices, and creating wildlife corridors, demonstrating how hospitality and conservation can thrive together.
