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Over-Tourism: How the Tourism Industry Can Influence Positive Change

Writer's picture: Daina WalkerDaina Walker

Over-tourism has been a major topic in 2024 and I have no doubt it will continue to be a theme in 2025, as global tourism has not only rebounded but surpassed pre-pandemic levels in many destinations.

While the industry celebrates recovery, the strain on popular destinations is still undeniable, making sustainability a key focus again in 2025 and beyond.


Industry leaders have been working hard to create sustainability frameworks, share best practices, and promote responsible travel through workshops, seminars, and global conferences. Awareness and action are central themes—but how can we influence meaningful change in the tourism sector?


Photo taken by Daina Walker in Santorini, Greece.
Photo taken by Daina Walker in Santorini, Greece.

This is why I’m passionate about tourism education, especially in sales and marketing. It may not sound obvious at first, but sales and marketing professionals play one of the largest roles in shaping tourism patterns.


The people selling travel experiences—whether through travel agencies, booking platforms, or independent tour operators—are often the first touchpoint for travellers.

Their marketing materials and sales strategies influence where people go, how they travel, and the impact they leave behind.


To truly tackle over-tourism, we must educate travel bookers and marketers to promote alternatives. Marketing needs to shift from focusing on "hot spots" to showcasing lesser-known destinations and unique cultural experiences. Imagine a campaign that highlights hidden gems rather than the same crowded landmarks—this can reshape how people choose their next trip.


Photo taken by Daina Walker in Venice, Italy.
Photo taken by Daina Walker in Venice, Italy.

But will travellers actually change their behaviour?

Even with better marketing and educated travel bookers, some tourists will still head to places like Barcelona or Paris for their iconic attractions.

People often travel with a specific goal in mind, such as seeing the Eiffel Tower or Venice, Italy, without considering the impact their visit has on local communities and infrastructure.



This is why education needs to go beyond the industry itself. Travellers also need to understand how their choices affect destinations. It’s about not just where you travel, but how you experience it. For instance, avoiding short-term rentals like Airbnb in cities where they’ve driven up housing costs for locals.



The Role of Supplier Relationships in Over-Tourism


Another challenge is the way supplier relationships drive booking decisions. Many travel agencies and platforms prioritise hotels and tours offering the highest commissions or pre-negotiated rates, even if those options aren’t the most sustainable.

Travel bookers are often influenced by incentives rather than destination needs or community impact. This can result in continued focus on the busiest destinations and large hotel chains rather than supporting local businesses.



Travel Content Creators and Their Influence


Content creators and bloggers also play a major role in influencing travel trends. Many popular creators promote tours and experiences through platforms like GetYourGuide, Viator, and Tripadvisor because they offer commission structures, while smaller local tour operators often don’t.


This financial model drives traffic towards already crowded sites rather than unique, local experiences.

However, there is a growing group of travel influencers focusing on "hidden gems" and sustainable travel practices.

Many of them started as budget travellers, exploring less-known places out of necessity, only to discover how rewarding those experiences were.


If more creators shared these types of stories—alongside practical advice on sustainable travel choices—it could influence audiences to think beyond the mainstream.



Expanding the Definition of Travel Influencers


It’s important to remember that travel influencers aren’t limited to social media personalities with large followings. Influence comes in many forms:


  • The photography club leader who organises group trips to remote landscapes for photo tours.

  • The chef who arranges international food tours for culinary enthusiasts.

  • The youth sports coach who coordinates team trips for overseas tournaments.

  • The history buff who leads cultural heritage tours to lesser-known historical sites.


These diverse groups may only engage with the travel industry a few times a year, but collectively they represent a significant—and often overlooked—opportunity for positive influence in tourism.



So, What Can We Do?


The key to reducing over-tourism lies in education and responsible marketing across all levels:


  • Marketers and Travel Bookers: Promote lesser-known destinations and cultural experiences, not just commission-driven partnerships.

  • Travellers: Educate travellers about their choices, from where they stay to how they engage with local communities.

  • Content Creators: Highlight sustainable options, support local businesses, and share diverse destinations.


It’s time to reassess your travel marketing strategies. If you’re in the tourism or travel industry and want to make a difference, I can help with coaching and training tailored to ethical and effective marketing strategies. Let’s create a more sustainable tourism future together.

Daina Walker, Founder & Director of Diversified Business Skills.
Daina Walker, Founder & Director of Diversified Business Skills.

Get in touch:

Daina Walker

Diversified Business Skills

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