Tourism is bouncing back, with 2024 marking another peak year for international travel. But the surge brings a familiar challenge: overtourism. Data cited by Deutsche Welle indicate about 1.5 billion people traveled for leisure last year, making it the second-busiest year on record after 2019. This rapid rebound raises urgent questions about sustainability, local wellbeing, and the capacity of communities to absorb large visitor numbers.
Overtourism describes a level of visitation that harms residents’ daily life or degrades the visitor experience. In Europe and Asia alike, popular destinations face crowded streets, strained services, and environmental stress. For Thailand, famous spots such as Phuket, Bangkok, and the Similan Islands embody both the economic benefits of tourism and its potential downsides when volumes rise unchecked.
Environmental and social impacts are clear. Dense crowds can harm ecosystems, increase litter, noise, and demand on water and energy resources. For example, on Mallorca, hotel wastewater has affected seagrass beds that help combat climate change. In the Canary Islands, water scarcity worsens as visitors consume more resources. Similar pressures appear in Thai resort towns like Samui and Krabi, where peak-season demand can outpace local supply. Data from global analyses show tourism’s footprint rising as emissions grow—roughly 65 percent since the 1990s and accountability for a significant share of greenhouse gases. While air travel represents a minority of trips, it accounts for a disproportionate portion of the sector’s carbon footprint. In Thailand, the expansion of low-cost flight networks mirrors these trends and invites fresh climate considerations for policy and planning.
Beyond the environment, overtourism reshapes communities. The rise of short-term rentals often pushes housing prices higher and reduces options for local residents. Neighbourhoods can shift to serve visitors, sometimes at the expense of authentic culture. In Thailand, Ayutthaya — a UNESCO-listed town — is a case where heritage sites share space with guesthouses and cafes, challenging traditional local commerce and identities.
New drivers of overtourism include “set-jetting”: people travel to places featured in popular films or series. Destinations highlighted in global productions have seen visitor numbers surge by as much as 20 percent. In Southeast Asia, Thai locations repeatedly gain renewed attention through international media and popular TV series, drawing regional and international travelers.
To address these pressures, destinations are testing a mix of controls and incentives. Some cities limit daily visitors or impose taxes on day-trippers and cruise passengers; natural areas often require timed entry or quotas. Venice has introduced a per-visitor fee, while the Balearic Islands restrict lodging licenses to manage demand. Paris has regulated the number of days residents can rent properties to visitors. Thailand is following a growing trend by temporarily reserving certain sites—such as the Similan and Surin Islands—for ecological recovery and by exploring entrance fees for future seasons.
Other approaches emphasize positive incentives. Copenhagen rewards travelers who use trains with free bike rentals and discounted access to attractions. Digital booking and queue-management systems are increasingly used to smooth crowds at sensitive sites like monuments and museums, improving the visitor experience while protecting sacred places.
Experts from the UN World Tourism Organization and social-science scholars stress that solutions must be multi-dimensional and tailored to each location. “There is no one-size-fits-all answer,” notes a senior tourism policy advisor. Local groups in the Canary Islands underline the need for proactive resource and visitor management to safeguard long-term economic vitality and visitors’ appeal.
For Thailand, leading academics urge not only controlling flows but also promoting alternative destinations and seasons. The Tourism Authority of Thailand is launching campaigns to highlight lesser-known provinces and rural experiences, aligning with global calls to spread economic benefits and reduce environmental burdens.
Thai culture places great pride in hospitality—sanuk, the joy of sharing moments with guests. Yet overtourism has sparked mixed reactions, from entrepreneurial adaptation to concerns about cultural dilution. Policymakers must balance residents’ needs with travelers’ aspirations, ensuring tourism remains sustainable and respectful of local identity.
Looking ahead, the conversation around overtourism is unlikely to fade. The middle class expands, and new generations seek experiences abroad. Innovations such as AI-assisted visitor analytics, capacity-based pricing, and green business certifications are topics of ongoing research. Some scholars advocate shifting from volume targets to value-based tourism—prioritizing quality, education, and eco-friendly experiences.
The practical path for residents, businesses, and policymakers blends immediate measures with long-term strategy. Short-term steps include limiting numbers in fragile sites and regulating short-term rentals. Long-term priorities involve investing in sustainable infrastructure, fostering cross-sector collaboration, and encouraging travelers to engage with Thailand’s natural and cultural assets in ways that support communities.
With Thailand set to welcome even more visitors, blending global best practices with Thai-specific solutions will be essential to protect landscapes, communities, and the generosity at the heart of Thai tourism. Responsible travel starts with informed choices: visitors can opt for off-peak travel, participate in community-based tourism, and minimize environmental footprints. Domestic travelers are encouraged to explore less-visited provinces and embrace the country’s diverse charms to help balance tourism’s impact.
For those planning to travel or work in the sector, staying informed about overtourism and supporting responsible travel will be key. Concrete steps—such as reducing unnecessary air travel and choosing accommodations with strong environmental credentials—can help preserve the magic of Thailand and other destinations for future generations.