As Executive Digest highlights, we can expect a “chaotic and saturated” summer in 2025, with excessive tourism continuing to be a central theme for the global industry. This year promises to be challenging for tourist destinations that are already facing pressure due to the growing influx of visitors. Europe, in particular, recorded a significant increase in tourists in 2024, surpassing 2019 numbers. Portugal, known for its hospitality and natural beauty, is no exception, with a 26% increase in tourist numbers.
Solutions to overtourism: lessons from other destinations
Iconic destinations such as Venice, Barcelona and Amsterdam have implemented measures to contain the impact of mass tourism. In Venice, an entry fee will be charged during the 2025 Easter holiday, while Barcelona restricts short-term rentals like Airbnb. In New York, authorities have also adopted measures to regulate this type of accommodation.
For Audrey Scott, tourism specialist and founder of Uncornered Market, these actions are important steps, but insufficient. “In 2025, many of these popular locations will still face similar problems,” he warned.
Portugal at the center of the debate
Portugal, with its natural and historical charm, also faces the challenges of uncontrolled tourism. The historic cities of Lisbon and Porto and the beaches of the Algarve are particularly sensitive to the impact of mass tourism, with rising costs for residents and strain on local infrastructure.
According to Paula Vlamings, from the organization Tourism Cares, “a focus on sustainable management” is necessary. This approach not only benefits local communities, but also ensures the long-term attractiveness of destinations.
Changes in marketing approach
Barcelona, one of the most saturated destinations in Europe, changed its slogan from “Visit Barcelona” to “This is Barcelona”, promoting a more harmonious relationship between tourists and residents. Copenhagen has introduced the “CopenPay” program, which offers incentives for visitors during less busy times. Portugal can benefit from similar initiatives, especially in lesser-known regions.
Balance between tourism and community well-being
The balance between attracting tourists and protecting local resources is essential. Proactive management that prioritizes sustainability is essential for Portugal and other destinations to continue to prosper as attractive places for visitors and comfortable places for their residents, as she suggests.
Also read:
