Monday, May 27, 2024 Addressing overtourism is essential, as evidenced by 61% of travelers avoiding such destinations in the past year. To tackle this issue, the white paper “A Roadmap to Move Destinations Away from Overtourism,” developed by Mabrian in collaboration with Phocuswright, advocates for a comprehensive, data-driven approach to managing tourism sustainably. This approach aims to balance local resources, community welfare, and tourism growth.
Set to be released before the Phocuswright Europe event in Barcelona on June 10-12, the paper encourages incorporating overtourism into broader discussions on sustainable destination management. It emphasizes the importance of innovative analysis and planning using key performance indicators and data-driven tools. The report leverages data from Mabrian and Phocuswright to assess how various sustainability dimensions can serve as practical indicators for destination planning.
The white paper provides insights, benchmarks, and performance objectives to help destinations develop their tourism sustainability models to address overtourism effectively. It includes real-world success stories and data insights to showcase the application of these indicators. It introduces seven interconnected indicators tailored to the unique conditions of each destination: The paper also suggests strategies for broadening motivational diversification and reducing dependency on specific markets by promoting a variety of activities and attractions .