As protests against mass tourism flare up once again across Europe’s most visited destinations, the continent is experimenting with ambitious new strategies to strike a balance between tourism and residents’ quality of life. Policymakers, tourism boards, and local communities from Switzerland to Spain and Germany are rolling out innovative programs to fight overcrowding, preserve natural and cultural heritage, and rethink the very nature of travel in a post-pandemic age. The struggle underway in Europe offers vital lessons for Thailand, which faces its own battles with overtourism in places like Phuket, Chiang Mai, and the islands of the Andaman and the Gulf.
The current wave of anti-tourism protests, most notably in Spain’s Canary Islands, has captured global headlines for a second consecutive summer, highlighting local anger at skyrocketing housing prices, resource shortages, and unsustainable visitor volumes. But even as tensions mount, experts and officials see signs of hope: a raft of reforms and sustainable travel initiatives are beginning to reshape how Europe manages its massive tourism economy. The debate in Europe mirrors ongoing discussions in Thailand, where the return of international tourists after the pandemic has once again strained iconic sites and triggered debates around environmental protection and the rights of local residents.
Europe’s overtourism crisis is, in many ways, a test case for the world—as the continent continues to receive hundreds of millions of visitors annually, according to the United Nations World Tourism Organization (UNWTO). In 2023, countries like Spain, Italy, and France saw visitor numbers soar past pre-Covid levels, and 2024 is on track to shatter even more records. Yet at what cost? In popular urban destinations such as Barcelona, Venice, and Dubrovnik, residents have long suffered the downside of success: higher rents, crowded public spaces, degraded infrastructure, and the loss of community identity. The concept of “overtourism”—coined to describe the tipping point at which industry benefits are outweighed by social and environmental damage—has become a rallying cry for reformers, not only in Europe but worldwide (BBC Travel).
Stakeholders now increasingly recognize that continuing with ‘business as usual’ could irreparably damage Europe’s appeal and its long-term competitiveness. The new model taking shape is one focused on decentralization, sustainability, and active management of visitor flows—an approach that finds echoes in recent policy discussions in Thailand’s Ministry of Tourism and Sports (Bangkok Post).
Recent measures highlight a range of creative solutions. Switzerland, for example, is leveraging its world-famous railway network—now running on 100% hydroelectric power—as both a means to redistribute tourists and to promote eco-friendly travel. The country’s new “Swisstainable” strategy incentivizes public transport by offering discounts to travelers who stay in sustainability-certified hotels, and campaigns featuring tennis icon Roger Federer promote off-season visitation. Switzerland’s focus on extending ski lift operations and hotel opening times is designed to flatten seasonal peaks and reduce pressure on specific hotspots such as Lauterbrunnen—a picturesque valley that has struggled with the influx of fans inspired by Korean dramas filmed on location. “We get jet-setting—but not in a good way. You have to find a way to manage the situation,” explained Switzerland Tourism’s Director for the UK & Ireland (BBC Travel). In a significant move, Switzerland now charges a tourism tax at sites overcrowded by social media-fueled visitor waves, with funds directly supporting local maintenance and infrastructure.
Spain, another global tourism powerhouse, has begun to fight back against unregulated accommodation and the kind of ‘Instagram tourism’ that distorts local life. According to the Spanish Tourist Office, the government has called for the removal of 66,000 unregulated Airbnb listings, stepped back from influencer-driven social media campaigns that funnel visitors to small beaches, and ramped up its use of smart technology to monitor and manage beach crowds, weather, air quality, and even jellyfish. A “Smart Destinations” digital platform informs tourists and businesses alike, helping divert visitor flows and protect local ecosystems. Over 85% of foreign arrivals to Spain cluster in just five regions, and tour operators are now encouraged to introduce less-visited parts of the country to their customers. Notably, new tourist taxes in regions like the Balearic Islands now reward longer stays over transient visits, while state-owned luxury hotels (“Paradores of Spain”) are drawing travelers deeper into the interior and away from the crowded coasts.
Berlin, capital of Germany, is piloting rewards for sustainable tourist behaviour. Under a program inspired by Copenhagen’s “CopenPay” initiative, environmentally-minded visitors may soon receive free guided tours, discounted admission to attractions, and other perks in exchange for participating in tree planting or waste collection activities. “The aim is to make sustainable behaviour more attractive to guests,” stated the Chief Executive of VisitBerlin. These incentive-based schemes acknowledge that mere appeals to conscience are insufficient: real change requires concrete benefits for travelers who choose the greener path.
Yet, significant challenges remain. The exponential growth in air travel and the proliferation of large-scale cruise ships—none of which are substantially regulated at present—continue to drive visitor numbers in excess of what cities can reasonably handle. Even the boldest of Europe’s destination management reforms cannot wholly offset the environmental and social impact of millions arriving by sea and air. As Spain’s head of tourist communications acknowledged, while solutions are underway, “it takes time to work. Communication is the key: it’s about making sure that local people’s quality of life is not impacted.”
For Thai readers, the European story resonates powerfully. In Thailand, chronic issues with overtourism came to a head before the pandemic, prompting the temporary closure of Maya Bay in Krabi province to allow for ecosystem recovery—a move widely praised internationally (The Guardian). As arrivals rebound toward pre-pandemic levels, local officials, tourism operators, and community groups are debating how to implement zoning, tourist levies, capped daily visitors, and campaigns for responsible conduct. Earlier this year, tourism leaders touted digital visitor management systems and partnerships with local technology start-ups to avoid a repeat of past mistakes (Bangkok Post), echoing the data-driven approaches seen in Spain and Berlin.
Thailand’s reliance on natural beauty and cultural distinctiveness makes it especially vulnerable to the pitfalls of overtourism—whether through the coral reefs of the Andaman, the rice terraces of the North, or Bangkok’s historic neighborhoods. Just as in Europe, the very attractions that draw visitors risk being destroyed if unmanaged crowds overwhelm ecological limits or erode community cohesion. International media attention to resident protests, from Barcelona to Santorini, underscores that local resentment—if left unaddressed—can turn a tourism asset into a liability.
Historically, Thailand has balanced rapid tourism growth with official campaigns—such as “Amazing Thailand” and more recently “Visit Thailand Year 2023”—emphasizing both hospitality and tradition. However, a national reckoning may now be required: what kind of tourism does Thailand want, and for whose benefit? The lessons from Switzerland’s investment in rail, Spain’s crackdown on illegal accommodation, and Berlin’s reward-based sustainability campaigns all point toward a new paradigm where local quality of life, environmental protection, and visitor experience are in harmony.
Looking ahead, experts suggest that without new policies, overtourism will worsen as global travel continues to rebound. The rise of the “Instagram effect,” cheaper budget airlines, and the quest for social media validation make every beautiful spot vulnerable to trending overnight. Policymakers and tourism boards must invest not only in digital infrastructure, but also in education and long-term stewardship involving local communities. For Thailand, that may mean expanding its smart management programs, reforming licensing rules for accommodation, and investing further in public transport to distribute visitors more evenly. There is also potential to pilot reward-based schemes for green tourists—offering discounts or cultural experiences to those who travel off-season, take public transport, or participate in conservation efforts.
Most importantly, effective communication with both residents and tourists is crucial to foster understanding and cooperation. European governments are increasingly transparent about the need for visitor management—not simply for profit, but to preserve what makes each destination unique. Thai authorities might do well to strengthen their partnerships with local communities, learning from the European experience that consent and participation are keys to sustainable tourism.
Tourists themselves have a role to play, whether visiting Europe or Thailand: seek off-the-beaten-track destinations, travel off-season, respect local customs, and reduce waste. Simple choices—not following the crowd, supporting community-led businesses, and using public transport—can reduce individual impact and build resilience for local economies. Thailand’s spiritual traditions, grounded in the values of sufficiency, moderation, and harmony with nature, can guide both Thai and foreign tourists in their journey to being “better” travelers.
As the world watches Europe’s response to overtourism, the opportunity for Thailand is clear: adopt a proactive, data-driven, and community-centered approach to tourism management before crisis points emerge. By aligning policies with local needs and global best practices, Thailand can ensure its world-renowned hospitality is sustained for generations to come.
To learn more about overtourism trends and best practices, Thai readers can explore trusted sources such as BBC Travel, Bangkok Post, and UNWTO reports on sustainable development in tourism.