#Overtourism

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.

Kyoto faces a new test: how to protect its heritage as international visitors surge. The city’s timeless temples, narrow lanes, and geisha traditions attract millions, while residents seek to keep daily life authentic and welcoming for guests. A recent feature explores how Kyoto negotiates preservation amid record arrivals.

Tourism has jumped since Japan reopened after the pandemic. Foreign visitors rose from about 6 million in 2011 to nearly 37 million in 2024, with Kyoto among the world’s most-visited cities. When domestic travelers are added, daily arrivals reach around 150,000. The city’s mountainous terrain amplifies pressure on infrastructure and resources, challenging a livable environment for about 1.4 million residents.

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).

A global travel rebound is under way, but new research warns that mass tourism may come with steep costs for destinations and residents. In 2024, international travel reached about 1.4 billion departures, roughly one in six people on Earth, according to the World Tourism Organization. The surge has brought jobs and investment, yet it also crowds town centers, strains local cultures, pushes up living costs, and threatens the very sites visitors seek.

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.

European cities are testing bold, long-term solutions to overtourism. Protests in top destinations have prompted reforms aimed at protecting residents’ quality of life, safeguarding natural and cultural heritage, and rethinking travel in a post-pandemic era. The lessons resonate in Thailand, where places like Phuket, Chiang Mai, and the Andaman and Gulf islands face similar pressures.

The Canary Islands and other hotspots have drawn global attention to housing pressures, resource strains, and crowded sites. Yet officials are optimistic. A wave of reforms focuses on decentralizing visitor management, expanding sustainable transport, and incentivizing responsible travel. Thailand’s Ministry of Tourism and Sports is already weighing similar approaches as international arrivals rise again after the pandemic.

A bold shift in Thailand’s travel story is unfolding. Bangkok has emerged as a top destination for 2024, underscoring a broader reinvention that blends contemporary art, gourmet cuisine, and sustainable travel with Thai heritage. This evolution matters not just for visitors, but for Thai society—economically, culturally, and in how the world sees the kingdom.

Two decades ago, foreign travelers often sought temples, markets, and the famous nightlife. Today, Bangkok and other Thai destinations present a layered experience: gleaming towers, luxury hotels, and mega-malls sit beside thriving local businesses. The city’s fashion scene now features a mix of global brands and homegrown Thai designers, reflecting a sophisticated retail landscape and a cosmopolitan street vibe. Culinary prestige has grown as well, with several Thai restaurants earning Michelin recognitions and elevating Bangkok’s status as a premier gastronomic hub in Asia.

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.

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.