WTTC urges smarter tourism management in the face of mass tourism

The World Travel & Tourism Council (WTTC) launches a new report proposing more balanced tourism management in the most popular destinations worldwide.

The publication of the report, "Managing Overcrowding in Destinations: A Call to Action," points out that there are no simple, immediate solutions to the issue of mass tourism, which is why the WTTC urges governments, local leaders, and businesses to work together, thinking long-term and about the well-being of communities. Overcrowding

is not just a tourism problem. In many cases, the root causes are a lack of investment, poor planning, and fragmented decisions. These challenges impact both residents and visitors and require collaborative solutions.

The Travel & Tourism sector represents nearly 10% of global GDP and one in ten jobs. And it's growing: in the next decade, it will generate one in three new jobs. Properly managed, this growth drives economic development, cultural understanding, and environmental protection. If mismanaged, it puts all of that at risk.

By 2024, the sector is projected to contribute nearly $11 trillion to the global economy and support 357 million jobs. A record figure, which demands responsible planning.

Governments earn more than $3.3 trillion from the sector each year, 9.6% of global tax revenue. WTTC urges reinvestment of this money in key infrastructure and solutions to relieve pressure on the most overtaxed destinations.

A clear and actionable plan

The report proposes six concrete steps for destinations to better manage tourism:
Effective organization – Bring key stakeholders together in working groups with real power.
Have a plan – Define a shared vision and a clear strategy for the destination.
Be data-driven – Without data, there are no effective solutions. Understand the problem well.
Stay alert – Monitor conditions and act before it's too late.
Smart investments – Strengthen infrastructure and resilience, with full transparency.
Give residents a voice – Include the community and show how they benefit from tourism.

Why does it matter?

More and more destinations are imposing tourist taxes, but these measures don't always solve the problem and can jeopardize jobs, income, and services.

The report warns that if 11 major European cities were to limit visitors, $245 billion in GDP and nearly 3 million jobs could be lost in just three years.

It also highlights examples of destinations that are already acting smartly:
Barcelona, ​​with a public-private partnership model aligned with the SDGs;
Flanders, which places community needs at the heart of its tourism strategy;
Dubrovnik, which coordinates with the cruise industry to reduce congestion and foster dialogue with residents;
and Iceland, which directly reinvests tourism revenue into environmental protection.

Julia Simpson, President and CEO of WTTC, said: “The Travel & Tourism sector generates jobs, investment, and greater connection between cultures. But that growth must be managed intelligently.

“This isn't a debate about whether we should curb tourism, but about how to make it work for everyone: residents and visitors. We're committed to a long-term vision, real cooperation, and shared benefits.”

For WTTC, this is a moment of opportunity. With planning and commitment, destinations can protect what makes them unique while ensuring that tourism continues to generate value for communities.

The report emphasizes that there is no one-size-fits-all solution. Each destination has its own unique reality. But with data, cooperation, and strategy, the sector can continue to grow sustainably without losing its essence.

Leaders are urged to go beyond short-term responses and reinvest tourism revenues in critical infrastructure, public services, and local well-being.

Source: WTTC.