Strategies and measures directed towards overtourism: a perspective of European DMOs

Purpose: Due to both the new quality and intensity overtourism discussions have received, it is time to examine the question concerning the consequences this development has on destination level and how destinations can adjust their strategies for future development. This is especially important to consider, since overtourism can be seen as a fundamental issue for tourism development. First measures taken within destinations show that reactions are taking place, e.g. through access restrictions of frequently visited places. The purpose of this paper is to identify future-oriented strategies and to derive concrete measures in order to deal with overtourism on a destination level. Design/methodology/approach: In total, 19 qualitative interviews with European destination managers were conducted and evaluated via the qualitative analysis method GABEK® with WinRelan® software. Findings: The results show that various stakeholders are involved in overtourism, with the destination management organization being the central actor to deal with issues. It is challenging to choose between different strategies and measures, which always have to be considered in relation to the specific conditions of a destination and the perception level of overtourism. In order to face current developments, the initiation of a stakeholder dialog can be seen as a promising factor, but also as a challenging task. Originality/value: Currently, a “wait-and-see-attitude” exists, where well-known destinations are cited as negative examples, but a serious examination related to one’s own destination has not yet been developed. This consideration should be seen as a prerequisite for future-oriented destination development, which takes the local population into account.