Europe Grapples with Overtourism as Protests Grow

As global tourism rebounds, popular destinations across Europe are facing increasing backlash from residents overwhelmed by visitor numbers. With the UN World Tourism Organization forecasting a 3–5% rise in international arrivals in 2025—on top of the 1.4 billion tourists recorded last year—the tension between community needs and tourism growth is mounting. Cities like Barcelona, Lisbon, and Venice saw protests erupt this week, with demonstrators calling out the strain on infrastructure and quality of life caused by overtourism.

Just days before water gun-wielding protesters targeted tourists in Barcelona, travel industry leaders gathered in the same city at Phocuswright Europe to address the growing concern. Rod Cuthbert, founder of Viator, led a candid panel discussion acknowledging the sensitive and often uncomfortable topic. He noted the lower attendance at the session as a sign that the industry still hesitates to fully engage with overtourism issues.

While a solution remains elusive, several stakeholders highlighted efforts already underway. Governments are introducing new regulations, such as Barcelona’s plan to phase out short-term rentals by 2028 and implement visitor fees. Miguel Sanz Castedo, director general of Spain’s national tourism agency Turespaña, said the rapid growth of tourism has created imbalances that governments are now trying to correct. Spain’s new national marketing campaign, for example, intentionally excludes traditional hotspots like the Mediterranean and islands in favor of promoting under-visited inland regions.

Panelist Ewout Versloot from the Netherlands Board of Tourism emphasized that managing overtourism isn’t just about controlling visitor numbers. He argued destinations must be selective about the types of travelers they attract and the behaviors they encourage. Tourism strategies, he said, should focus on where travelers spend their money and how they impact local communities and ecosystems.

Esther Villena of Amadeus echoed this sentiment, noting that data analytics can help destinations pinpoint traveler movement, pressure points, and seasonality trends. By identifying where and when infrastructure is underutilized, data can help inform strategies to spread visitors more evenly throughout the year and across regions. She said the key is to get the right people to the right places at the right times.

Shannon Guihan of The Travel Corporation added that education and collaboration are essential to any solution. Her company is working with destinations to promote lesser-known areas, but she acknowledged that tourism often lacks influence in broader urban planning. Without a seat at the planning table, she said, the industry’s ability to enact meaningful change remains limited.

Despite differing views on the best path forward, the discussion at Phocuswright Europe marked a step toward a more balanced approach to tourism. As traveler demand continues to climb, destinations and travel brands alike are under growing pressure to prioritize sustainability, respect local communities, and rethink the way tourism is managed and marketed.

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Europe Grapples with Overtourism as Protests Grow

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