Tourism redistribution is the new overtourism fix

Shifting travelers from overcrowded hotspots to overlooked regions could ease pressure and spread prosperity

Speakers at the WTTC Global Summit argued that overtourism is less about too many travelers overall and more about their overconcentration in a few iconic destinations. Countries like Italy are calling for strategies to spread visitors across lesser-known regions to relieve overcrowded cities and support underserved communities.

Key takeaways

• Italy’s undertourism challenge: While Italy welcomes 58 million visitors annually, 75% of them focus on just 4% of the country, leaving thousands of small towns and villages overlooked.
• Global issue of concentration: IHG’s CEO Elie Maalouf stressed that overtourism isn’t worldwide but localized, with some areas “starving” for visitors while others face crowding.
• Role of marketing and media: Social media and “top 10” travel lists amplify concentration by funneling travelers to the same few destinations, underscoring the need for broader promotion.
• Partnerships with government: Hotel groups like IHG see collaboration with governments as crucial to market and develop infrastructure in under-visited areas.
• Infrastructure as catalyst: Investments in accommodation and tourism facilities in lesser-known regions, such as northern Umbria, can encourage travelers to explore beyond the usual hotspots.
• Redistribution as prosperity: By guiding travelers off the beaten path, destinations can both ease pressure on crowded cities and bring economic benefits to rural and smaller communities.

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