As international tourism rebounds to near-historic highs in 2024, destinations across the globe, including Thailand, are grappling with the complex challenge of overtourism. Recent insights published by Deutsche Welle reveal that around 1.5 billion people travelled for leisure last year, marking it as the second busiest year for global tourism ever recorded, surpassed only by 2019 (DW). This surge has reignited urgent debates about the sustainability of tourism, with mounting evidence that unchecked visitor volumes can damage local environments, disrupt daily life, and strain vital infrastructures.
The term “overtourism,” as defined by the UN World Tourism Organization, refers to the point at which tourism becomes an unbearable burden for locals or diminishes the visitor experience—a reality now facing places like Mallorca, Rome, the Canary Islands, and notably many Asian and Southeast Asian destinations. The issue has direct relevance for Thailand, where world-renowned locations such as Phuket, Bangkok, and the Similan Islands have become emblematic of the benefits and consequences associated with global tourism booms.
Overtourism can harm destinations in numerous ways. According to environmental analyses, excessive foot traffic can degrade ecosystems, while large crowds frequently cause increased littering, noise pollution, and intensified use of resources like water and energy. Illustrative examples abound: on the popular Spanish island of Mallorca, wastewater from hotels has contributed to the shrinking of vital underwater seagrass beds—natural assets that help in the fight against the climate crisis. In the Canary Islands, water scarcity is exacerbated by visitors’ higher consumption rates, a scenario familiar to Thai resort towns like Samui and Krabi, where resorts’ demand outpaces local water supplies during holiday peaks (DW).
Tourism’s impact on the climate is another rising concern. Since the 1990s, emissions from the global tourism sector have soared by 65%, accounting for 8% to 10% of total greenhouse gas emissions. Of this, air travel is the largest contributor—even though only a quarter of all vacation trips are by plane, these journeys account for three-quarters of tourism’s carbon footprint. Short-haul flights and repeated weekend trips, which have surged in Europe and increasingly also in Southeast Asia, further compound the climate impact by multiplying take-offs and landings. Within Thailand, the boom in low-cost flights connecting Bangkok, Chiang Mai, Phuket, and other hubs mirrors these global emission trends and brings similar sustainability questions to the forefront.
Beyond environmental concerns, overtourism also transforms social landscapes. Housing prices in hotspots climb as more properties are converted to short-term rentals—often through platforms like Airbnb—leaving local residents struggling to find affordable homes. Locals in affected areas report feelings of alienation as traditional neighbourhoods morph to cater to tourist tastes, sometimes at the expense of authentic cultural expression (DW). These pressures are well documented in Thailand’s UNESCO-listed town of Ayutthaya, where ancient temples now share space with an ever-increasing number of guesthouses, cafes, and souvenir shops, pushing out longstanding local businesses.
Several unexpected factors are contributing to new spikes in overtourism. The phenomenon known as “set-jetting,” where viewers flock to locations seen in popular television series or films, has emerged as a major driver of sudden visitor surges. After “Game of Thrones” was filmed in Dubrovnik and “The White Lotus” spotlighted Sicily and Maui, these places experienced up to 20% increases in tourist arrivals. In Southeast Asia, similar waves have followed the appearance of locations in international movies and K-dramas, with Thai destinations featuring in globally popular productions receiving renewed attention among both regional and intercontinental travelers.
In response to these mounting pressures, global cities and tourism hot spots are trialling a range of management and mitigation strategies. Several European cities now limit daily visitor numbers or apply steep taxes to day-trippers and cruise passengers, while popular natural sites impose strict quotas and timed entry requirements. For instance, Venice has introduced a daily visitor fee, and the Balearic Islands restrict tourist accommodation licenses to control volumes (DW). In France, Paris has capped the number of days residents can rent out their homes to visitors. Thailand, too, is adopting a more assertive stance: authorities have moved to close the iconic Similan and Surin Islands for several months each year to allow ecosystems to recover and are planning to introduce entrance fees in future seasons.
Some destinations are experimenting with positive incentives rather than just restrictions. Copenhagen, for example, rewards tourists who travel by train, offering free bike rentals and discounted access to attractions. Meanwhile, digital booking and queuing systems are becoming more widespread, helping to better manage crowds at sensitive sites such as monuments and museums.
Experts with the UN World Tourism Organization and social science academics agree that tackling overtourism requires multidimensional solutions. As opined by a senior tourism policy advisor at a prominent international development agency: “There is no single answer to overtourism. Strategies need to be location-specific and must balance environmental, economic, and cultural priorities.” Local advocacy groups in the Canary Islands echo this, emphasizing that without proactive resource and visitor management, the region’s appeal—and long-term economic prospects—are put at risk (DW).
In the Thai context, tourism experts from leading national universities advise not only managing visitor flows but also promoting alternative destinations and seasons. Diversifying the Thai tourism portfolio could alleviate strain on ultra-popular sites during the busy months. Thai officials at the Tourism Authority have already begun introducing campaigns to highlight lesser-known provinces and rural experiences, aligning with global calls to spread both the economic benefits and the environmental load of tourism.
Culturally, Thais often take pride in hospitality—a trait celebrated through the concept of “sanuk,” or finding joy in interacting with guests. Yet, local reactions to overtourism reveal a spectrum of responses, from entrepreneurial adaptation to concerns about cultural dilution and loss of identity. This mirrors tensions surfacing in other host communities worldwide, reminding policy-makers that any sustainable solution to overtourism must respect both the needs of residents and the aspirations of future travelers.
Looking forward, overtourism is likely to remain a hot topic as the global middle class continues to expand and new generations seek adventure abroad. Innovations such as AI-powered visitor tracking, capacity-based dynamic pricing, and green certifications for tourism businesses are being studied internationally. Some academics advocate for the evolution of the Thai tourism model—from volume-based goals to value-based tourism, with more focus on quality, educational, and eco-friendly experiences.
For residents, local business owners, and policymakers alike, the practical path forward blends immediate mitigation—such as limiting visitor numbers in fragile locations and regulating short-term rentals—with longer-term shifts. These include investing in sustainable infrastructure, fostering cross-sector collaboration, and encouraging travellers to engage with Thailand’s rich natural and cultural assets in ways that support, rather than strain, local communities.
With Thailand preparing to host millions more visitors in the years ahead, adopting global best practices combined with uniquely Thai solutions will be vital in protecting the country’s most precious heritage—its landscapes, its communities, and its spirit of generosity. Responsible travel begins with informed choices: visitors can support preservation efforts by traveling in the off-peak season, participating in community-based tourism initiatives, and minimizing their environmental footprint. Meanwhile, domestic travellers are encouraged to explore lesser-known provinces, rediscovering the country’s diverse charms and contributing to a more balanced tourism future.
For those planning to travel or work in the tourism sector, staying informed about the impacts of overtourism and supporting responsible travel will be key. Practical steps—from reducing air travel when possible to choosing accommodations with green credentials—can help ensure that the magic of Thailand and its global counterparts endures for generations to come.
For further reading, see the original Deutsche Welle article (DW), the UN World Tourism Organization’s official reports, and ongoing research on sustainable tourism in Southeast Asia.