#Overtourism

How the world’s most-visited country avoids resident backlash while breaking tourism records

While Spanish cities erupted in anti-tourist protests and Italian destinations buckled under visitor pressure in 2024, France quietly welcomed a record-breaking 100 million international visitors without triggering widespread social unrest. This remarkable achievement offers crucial insights for Thailand’s tourism industry as the kingdom seeks to balance economic growth with community well-being and environmental protection.

The French Formula: Dispersion, Domestic Travel, and Smart Management

France’s success stems from a carefully orchestrated strategy that prevents tourist saturation from reaching what researchers call the social “tipping point” — the moment when local tolerance collapses into active resistance. According to tourism analysts at Euronews and industry data from Atout France, this approach has three pillars that Thailand can adapt to its own unique context.

France’s tourism numbers rebounded to new highs in 2024 without sparking the large-scale resident protests seen in parts of Spain and Italy, and researchers say a mix of dispersion, domestic travel and targeted management has kept pressure below a social “tipping point.” The findings are important for destinations wrestling with crowding because they show how policy, marketing and infrastructure can reduce hotspots even while overall visitor numbers rise. ( Euronews: Why France’s strategy is working in the age of overtourism )

As European cities grapple with the mounting challenges of overtourism, Copenhagen is setting a bold new example—one that may resonate far beyond Denmark. While this summer has seen escalating protests against tourist-driven overcrowding in Barcelona, Genoa, Lisbon, the Canary Islands, and even outrage in Venice at celebrity spectacles, Copenhagen’s “CopenPay” pilot is offering an alternative. Instead of the familiar dichotomy between economic gain and local misery, the Danish capital is inviting visitors to help the city thrive—and rewarding them for their efforts. It’s a model that experts suggest could inspire new approaches for Thai destinations struggling with similar issues ().

Japan is experiencing an unprecedented tourism surge in 2025, with record-breaking numbers of international visitors flocking to its major cities, historical landmarks, and global cultural icons. Yet as the nation grapples with the double-edged sword of economic gain and overtourism fatigue, new research and travel narratives are highlighting a calming solution: the country’s lesser-known but culturally essential gardens, which promise a tranquil escape for both domestic and international tourists during even the most crowded peak seasons.

With Japan’s tourism industry surging to unprecedented levels—welcoming a record 14.4 million visitors in the first four months of 2025 alone according to The Japan Times—travelers from around the world continue to flock to the Land of the Rising Sun for its iconic cherry blossoms, culinary delights, and historic temples. As global wanderers pack famous locales like Tokyo’s Tsukiji Market and Kyoto’s bamboo groves, a growing number of tourists are seeking alternatives to crowded sites. Recent travel experiences and expert observations indicate that Japan’s centuries-old gardens offer a practical and affordable solution for those longing for genuine immersion and tranquility amid surging tourist numbers (The Japan Times).

Kyoto, Japan’s fabled city of tranquil temples and ancient tradition, is groaning under the weight of a tourism boom so intense that even its famed serenity seems to be fading. As foreign visitors surge to record highs, experts and locals are asking: Has the search for ‘real Japan’ turned Kyoto into a tourist trap, and what lessons does this overtourism crisis hold for other Asia-Pacific destinations, including Thailand?

Kyoto’s growing pains are a parable for the age of global wanderlust. Once famed for the hush of its geisha districts, quiet lanes, and mossy Zen gardens, the city now wears the marks of its billion-yen popularity. According to the report in New York Magazine’s Intelligencer (nymag.com), the city welcomed almost 37 million international visitors in 2024—a staggering leap from 6 million in 2011. This year’s arrivals are running another 25% higher. The allure? Social media’s stylized images, a favorable currency rate, and the ease of digital navigation have made Kyoto more accessible than ever. But the impact is visceral: iconic streets pack thick with streams of photo-chasing travelers, while local culture contorts to accommodate the global demand.

Hawaii’s tourism sector — long considered a bellwether for global island destinations — is experiencing a significant downturn this summer, sparking worry among industry experts, policymakers, and local businesses. A new report by SFGate highlights that June’s daily visitor counts are down sharply compared to 2024, with similar trends expected for July and August, shattering hopes for a robust seasonal recovery (SFGate). The story holds vital lessons for the Thai tourism industry, which faces its own post-pandemic uncertainties.

Kyoto, once revered as the tranquil heart of Japanese tradition and Zen, is facing an identity crisis amid a tidal wave of global tourism. Once known for its serene temples, quiet alleyways, and iconic geisha culture, the city now finds itself struggling under the weight of overtourism, as highlighted in a recent exposé by New York Magazine’s Intelligencer (nymag.com). As international arrivals shatter records, this former imperial capital is wrestling with preserving authenticity while accommodating millions of visitors seeking a slice of “the real Japan”—often with chaotic results.

As global travel rebounds with unprecedented force, new research warns that the benefits of mass tourism may be shadowed by serious costs—both for beloved destinations and their residents. In 2024, a staggering 1.4 billion people traveled internationally, according to the United Nations World Tourism Organization, accounting for roughly one in six people worldwide. For many communities, this surge has been a mixed blessing: while it has brought economic prosperity, it is also overwhelming town centers, fracturing local cultures, inflating living costs, and jeopardizing the pristine sites that first drew visitors from afar (UNWTO).

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.

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.