WTTC Urges Smarter Tourism Strategies to Protect Destinations

As the busy summer travel season kicks off, WTTC has released a report urging for a more balanced approach to managing tourism in popular destinations. Overcrowding is often blamed on tourism, but many underlying issues are at play, including underinvestment in infrastructure, poor planning, and disjointed decision-making. These challenges impact both residents and visitors and require coordinated solutions.

Travel & Tourism supports one in ten jobs globally and accounts for nearly 10 per cent of the world’s GDP. It is expected to generate one in three new jobs over the next ten years. When managed carefully, it promotes cultural exchange, understanding, and environmental sustainability. However, without smart planning, these benefits could be compromised.

WTTC’s new report,Managing Destination Overcrowding: A Call to Action, highlights that there is no quick fix. It calls on governments, local leaders, and businesses to collaborate to benefit both communities and visitors. In 2024, Travel & Tourism is projected to contribute almost $11 trillion to the global economy and support around 357 million jobs. While this is a remarkable achievement, it also underscores the need for responsible growth planning.

Every year, governments worldwide collect over $3.3 trillion from tourism-related activity, nearly 9.6 per cent of global tax income. The report urges these governments to reinvest in critical infrastructure and solutions to ease pressures on overloaded destinations. 

It explores root causes of overcrowding in a handful of increasingly popular European destinations and suggests tailored, practical solutions — from improved data and planning tools to involving local residents in decision-making.

A Practical Plan of Action

The report recommends six simple steps for better tourism management:

• Get Organised:Bring together key stakeholders via empowered taskforces.
• Make a Plan:Develop a shared vision and destination strategy.
• Gather the Evidence:Use data to diagnose challenges and inform responses.
• Stay Vigilant:Monitor conditions regularly and act early.
• Invest Wisely:Reinvest in infrastructure and resilience, with transparency about expenditure.
• Empower Residents:Ensure local communities have a voice and understand tourism’s benefits.

Why It Matters

While some destinations have introduced tourism taxes to address pressure, WTTC warns these measures don’t always tackle core issues, and can risk jobs, income, and essential services.

For example, the report warns that capping visitor numbers in 11 major European cities could cost the region $245 billion in lost GDP and nearly 3 million jobs in just three years.

The report highlights positive examples, including:

• Turisme de Barcelona:operates under a public-private partnership promoting sustainable development.
• VisitFlanders:has a ‘Travel to Tomorrow’ strategy, prioritising community well-being and listening to residents.
• Dubrovnik:uses cruise coordination and community dialogue to reduce congestion.
• Iceland:reinvests tourism levies directly into environmental conservation.

Julia Simpson, WTTC President & CEO, said, “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.”

WTTC believes this is a moment of opportunity. Through the right actions, destinations can protect what makes them unique while ensuring tourism supports local communities and economies. Every destination is different, and solutions should reflect local realities. But with cooperation and proper planning, Travel & Tourism can continue to thrive responsibly and sustainably.