Overtourism Isn’t the Problem. Unmanaged Tourism Is.
CBS Sunday Morning recently spotlighted a growing global concern: overtourism. Crowded streets in Barcelona. Strained infrastructure in Venice. Frustrated residents in once-quiet destinations. The segment framed a familiar tension—when popularity becomes pressure.
But here’s the uncomfortable truth for our industry:
Tourism itself isn’t the problem. A lack of strategy, education, and community alignment is.
Destinations don’t wake up one morning, suddenly overwhelmed. Overtourism is rarely accidental—it’s often the result of success without a roadmap.
Marketing works. Flights get cheaper. Social media amplifies hidden gems. Suddenly, a destination is “discovered.”
What happens next determines everything.
Without thoughtful tourism marketing, capacity planning, and community engagement, growth becomes friction. Residents feel displaced. Visitors experience diminished quality. Local businesses struggle to balance demand.
The challenge isn’t stopping tourism.
It’s managing it better.
Infrastructure discussions often focus on roads, airports, and accommodations. Those matter. But one of the most overlooked forms of infrastructure is education.
When local businesses, frontline staff, and residents understand:
Destinations shift from reactive to proactive.
That’s where tourism training becomes essential.
Programs that build local knowledge, pride, and confidence don’t just improve visitor experiences—they reduce friction between visitors and communities.
And the data backs it up.
Participants in destination training programs consistently report increased confidence in welcoming and guiding visitors, as well as a deeper understanding of tourism’s impact. One participant shared:
“The program gave me additional resources and deepened my appreciation for what our region has to offer.”
Confidence changes behavior. Behavior shapes experiences. Experiences define reputation.
The conversation shouldn’t be about limiting visitors. It should be about shaping them.
Forward-thinking destinations are already shifting toward:
This is where the concept of a tourism ambassador—or better yet, a community champion—becomes powerful.
Not as a title. As a mindset.
When residents and workers feel equipped to share their community with pride and intention, they become the most effective—and sustainable—tourism strategy available.
Segments like the one from CBS Sunday Morning play an important role in raising awareness. But they often stop at the symptoms.
Crowds. Complaints. Constraints.
The tourism industry has a responsibility to go deeper.
Because the solution isn’t fewer visitors—it’s better systems.
Better education. Better alignment. Better leadership.
Tourism has always been a force for economic development, cultural exchange, and community vitality. That hasn’t changed.
What needs to change is how we prepare for success.
Destinations that invest in tourism certification programs, community training, and strategic tourism marketing aren’t just avoiding overtourism—they’re building resilience.
They’re creating places where:
Overtourism isn’t inevitable.
It’s a signal.
And with the right tools, training, and mindset, it’s a signal we can respond to intelligently.
Stephen Ekstrom is the embodiment of a passionate lifelong learner and a seasoned professional in the tourism industry, serving as the CEO and co-founder of Learn Tourism - the nonprofit academy. With over 25 years of experience, he has cultivated a deep understanding of tourism development and education, driven by his commitment to advancing the industry and fostering sustainable economies. Stephen's insatiable curiosity and love of knowledge have made him a proud nerd, constantly seeking to expand his expertise and share his insights with others. Alongside his faithful furry companions, Rudy and Marjorie, he embraces the digital nomad lifestyle, traversing the globe and immersing himself in diverse cultures. A dedicated advocate for continuous improvement, Stephen is a professional member of the Association for Talent Development and a member of Skal International. Stephen holds prestigious certifications in Inclusive and Ethical Leadership from USF, AI Governance and Ethics from Brown University, and Sustainable Business Strategy and Transforming Customer Experiences from Harvard Business School.