Do Travel Companies Share the Blame for Overtourism?

As overtourism continues to impact popular destinations worldwide, the question arises: how much responsibility do travel companies bear in solving the problem? Industry leaders say it’s more than just a traveler or government issue—travel providers must also step up.

Harold Goodwin, founder of ICRT Global, argues that tourists can only choose what’s offered, putting the onus on businesses and local governments. Philip Halanen, head of sourcing and sustainability for EMEA at Wyndham Hotels & Resorts, agrees, stating that providers focused only on high-demand locations are contributing directly to the problem.

Booking.com’s director of sustainability, Danielle D’Silva, emphasizes the need for shared responsibility. Travel companies, she says, must make sustainable choices easier by promoting lesser-known destinations, offering responsible accommodations, and supporting partners in improving sustainability practices.

Booking.com’s strategy includes encouraging off-peak travel and highlighting accommodations with minimal environmental impact. The company’s research shows nearly half of travelers are open to visiting alternative destinations.

Yet, challenges persist. Goodwin notes that popular spots like Venice and Barcelona will remain tourist magnets, and tour operators and airlines are unlikely to shift focus without significant change in demand. Still, travel brands can help shape demand through education and trend-setting.

Wyndham, for example, is expanding into emerging destinations like Romania, Georgia, and parts of India.

Experts agree the path forward lies in collaboration between travel companies, local authorities, and the broader travel community. By promoting more balanced tourism and investing in sustainable options, the industry can play a crucial role in addressing overtourism.

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Do Travel Companies Share the Blame for Overtourism?

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