Let’s say farewell to Overtourism, and hello to Purpose Tourism

2020 has been an unprecedented challenge, but it’s also been a unique opportunity. It’s given us a chance to slow down, time to think, to see how different (and hopefully better) the world could be.

So when it comes to travel, what could we be doing differently? The desire to travel is stronger than ever, and we’re starting to see glimmers of hope as people’s confidence in travelling slowly returns. When the world finally reopens, will we be flooding to the same short list of overcrowded places? Will ‘Overtourism’ be back?

I certainly hope not.

Now is the perfect time to rethink our approach to travel. We should be moving from Overtourism to Purpose Tourism.

The term Overtourism was first coined five years ago by Andrew Sheivachman, Rafat Ali and the team at Skift. Simply put, it’s when there are just too many people visiting a location. When it has a negative impact on the local area and its residents, pushing up rents, jamming roads, degrading landscapes and fragile architecture – that’s Overtourism.

For example, Venice was bursting at the edges with 12 million overnight stays a year and a huge 25 million day trippers. Amsterdam was packed with 19 million visitors in 2019, and that’s expected to top 30 million by 2030. And then there’s Barcelona, with an absolutely staggering 30 million visitors in 2019. It’s simply not sustainable.

It really shouldn’t be about just visiting somewhere purely to tick it off your list, and to get your own never-as-good version of someone else's Instagram shot. It should be about really enjoying and investing in a place, putting back in what you get out - travelling with purpose.

The unexpected pause in travel has given the earth a rare chance to breathe. Forests and wildlife have been thriving, pollution reduced by 20% across the world, locals have got to enjoy their own cities all over again. And now, as the world gets ready to welcome back billions of travellers, we have a special opportunity to redefine our relationship with tourism and the impact we leave behind. 

With a growing interest in travelling sustainably and thoughtfully, Lonely Planet released their ‘Best in Travel’ list for 2021 with three refreshing categories: Best in Sustainability, Best in Community and Best in Diversity.

“Travel in 2021 and beyond will be a much more considerate exercise than it’s been before, with travellers cautiously re-engaging with the world and focusing on ensuring their impact is safe and positive for host communities”

- Luis Cabrera

President & CEO,LonelyPlanet

With places like Rwanda, Palau and Kazakhstan on Lonely Planet’s list, it’s a much-needed spotlight on destinations that travellers may not have previously considered. And now that The Points Guy’s parent company Red Ventures bought Lonely Planet, hopefully such thinking can expand to an even broader audience.

Of course, after an incredibly tough year, those places that are affected by Overtourism – from Santorini to San Francisco and every bucket list destination in between - will be anxious for visitors to return, filling their hotels, bars and restaurants. It’s no bad thing, but how can we make sure it’s a better thing? What does Purpose Tourism actually mean, and how can you make sure you’re travelling thoughtfully?

The World Tourism Organization reports that, of each $100 spent during a trip, only $5 benefits the destination. Let’s try to change that! Look for ways to make sure your holiday will have the biggest positive impact on the local economy, and the least impact on the environment. It can be something as small as finding a great local cafe for breakfast instead of hitting the hotel buffet, or hiring a bike to get around instead of a car. Here are a few more ideas to set you on the path to a more considered way of travel:

1. Off season is the new best season. When travellers ask; “when’s the best time to go?” – well, guess what - that's usually is the time everyone else goes. Instead, plan for a few months before or after, or even go in opposite months. You’ll be surprised how much money you can save and how much more there is to enjoy, and locals will love you for it. Low Season Traveller is a brilliant resource – just type in the month you’d like to travel, and it’ll tell you where to go to avoid the crowds.
2. The road less traveled is the road to travel. Whether you’re going around the corner or around the globe, find something new and unexpected. Even in bucket-list destinations, there’s always another side to explore. Ask a local, don’t act like a tourist, find those hidden gems before everyone else does and create your own special memories – just don’t tell too many people.
3. Travel globally, but spend locally. Buying direct is always a good thing. Go one step further and buy direct from the people whose lives you can change. Stay in local hotels or Airbnbs, eat in family restaurants, and buy crafts and souvenirs from local communities. It’s the best quality at the best price, by far the most sustainable, and you can head back home knowing you’ve made a difference to a small business, not a big corporation.

I sincerely hope 2021 brings a rebound to travel and tourism that the industry so desperately needs, and a lifeline to the 330 million people whose livelihood depends on it. I hope that travellers are able to explore the world once again. And I hope from now on that we will do it with Purpose - for ourselves, for each other and for our planet.

The sky remains the limit. 

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Daniel is a senior marketer focused on enhancing customer experience, sustainably. He has explored over 100 Countries and all 7 Continents.

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