World Travel & Tourism Council proposes six-step plan for smarter tourism management to address destination overcrowding

As international travel surges during peak summer months, a new report has flagged concerns over growing pressure on major tourist destinations. The report, released by the World Travel & Tourism Council’s (WTTC) ahead of 25th Global Summit in Rome, urges governments and local authorities to adopt more coordinated and long-term planning to manage tourism growth responsibly.

The WWTC report notes that crowding in popular destinations is often linked not just to visitor numbers, but also to deeper structural challenges such as weak infrastructure, poor planning, and limited coordination between stakeholders. It has warned that if these underlying issues are not addressed, destinations risk damaging both community wellbeing and economic value.

As per the report, in 2024, the global Travel & Tourism sector is expected to contribute nearly $11 trillion to the world economy and support 357 million jobs. Governments are also projected to collect more than $3.3 trillion in tax revenues from tourism-related businesses, accounting for almost 10% of total global tax income. The WTTC has called on governments to reinvest a share of these revenues into infrastructure and community services to manage visitor demand sustainably.

The report outlines six practical steps that destinations can implement:

1. Get organised - Establish stakeholder taskforces with decision-making authority

2. Make a plan- Create a clear and shared vision for tourism development

3. Gather the evidence- Use local data to identify specific challenges and solutions

4. Stay vigilant- Monitor trends and respond proactively to early signs of pressure

5. Invest wisely- Allocate funds transparently to strengthen infrastructure and resilience

6. Empower residents- Involve local communities in tourism-related decisions

The WTTC cautioned against short-term responses such as tourism taxes or visitor limits, arguing these may not address the root causes and could lead to economic losses. The report estimates that placing caps on tourist numbers in 11 major European cities could result in a loss of $245 billion in GDP and nearly 3 million jobs over three years.

Examples of effective destination management included in the report are:

• Barcelona, which operates through a public-private consortium guided by sustainability goals
• Flanders, where tourism is aligned with community priorities through its “Travel to Tomorrow” strategy
• Dubrovnik, which has reduced congestion through cruise ship coordination
• Iceland, where tourism revenue is directed toward environmental protection

WTTC President and CEO Julia Simpson said in an official statement, “Travel & Tourism brings huge benefits including jobs, investment, and deeper cultural understanding. But growth needs to be managed carefully. We’re encouraging all decision-makers to think ahead, work together, and focus on long-term benefits for residents and visitors alike.”

The report concludes that while each destination must find its own balance, long-term planning, data-driven policies, and local engagement are key to ensuring that tourism continues to support both economic growth and community wellbeing.