Mabrian: Tackling Overtourism Crucial as More People Avoid Crowded Destinations

Sixty-one percent of travelers worldwide avoided visiting destinations due to overtourism last year making it crucial to address the growing problem found data released this week by tourism intelligence provider Mabrian.

According to “A Roadmap to Move Destinations Away from Overtourism” report developed in collaboration with Phocuswright, destinations should integrate a data-based approach into policies that balance local resources, community welfare, and tourism growth.

The findings, released ahead of the Phocuswright Europe event in Barcelona next month highlight the need for innovative analysis and planning using integral performance key indicators and a data-driven tools.

Source: Mabrian

Combating overtourism, analysts say, is key for sustainable destination management. In this direction, the report prioritizes understanding how tourist spend is distributed in addition measuring spending per visitor and category; reducing CO2 emissions in order to minimize the environmental impact of travel, especially since air transportation accounts for 55 percent of the tourism sector’s carbon footprint; understanding the clustering of accommodation and attractions; targeting messaging and engagement strategies to play a central role in shaping perceptions of tourism sustainability; measuring and assessing seasonality; formulating strategies to broaden motivational diversification and reduce dependency; diversifying activities, attractions and tourism products; and developing, alternative, more evenly distributed experiences throughout the territory and the year.

“Implementing effective measures against overtourism entails having a transparent, honest and data-centric approach of the impact of tourism on destinations, based on a holistic model able to create a long-standing balance that benefits the businesses, locals and visitors alike while preserving the environment,” said Mabrian Partner & Chief Marketing and Communications Officer Carlos Cendra.