The first step to understanding the traveler's relationship with overtourism is understanding the degree of traveler awareness and concern over it.
Within the travel industry, issues of sustainable travel and overtourism go hand in hand, according to Phocuswright’s latest travel research report Far From the Madding Crowd? The Truth About Overtourism and Dispersal. But the average traveler does not see an apparent connection between overtourism and sustainability as a cause.
Only 13-21% of travelers across markets view visiting less trafficked or off-the-beaten-path destinations as a form of sustainable travel.
This range is consistent with a broader trend: Travelers don't comprehend what sustainable travel means on a practical level. The measures they understand better are typically environmental ones like recycling, reducing plastics or using public transportation, which can also be adopted at home and have been buoyed by years of public awareness campaigns. Travelers who are sustainability-oriented in their home lives or took recent trips for nature or culture purposes are more likely to know that staying in less-trafficked areas is part of sustainable travel. However, they still display significant knowledge gaps.
Impact of overtourism on trip decisions
Crowding at destinations is a pain point, even though it's not associated with sustainable travel. It affects perceptions of destinations and concerns about what the future of tourism holds. Travelers expressed concerns that issues such as climate change and overtourism would affect future vacations. For those looking to educate travelers on changing their behavior around crowding or draw them into lesser-known destinations, travelers are primed to understand. But they need a push during the trip-planning and booking phases.
Overtourism is a noteworthy cause of active avoidance - choosing where not to go - less so a positive destination selection influence. Across markets, 43-61% of travelers avoided a destination in the past 12 months for a sustainability-related issue. The biggest deterrent was crowding, particularly for French travelers, followed by over-commercialization.