Going on holiday this summer? Get in line
In 2024, 53% of Americans plan to take a summer vacation, and 45% of Britons are due to travel more this summer than in 2023. In fact, 82% plan to take a holiday within the next three months. However, this desire to get away doesn’t come without complications, particularly with the rise of overtourism impacting countries worldwide. Protestors in Mallorca are threatening a summer blockade of Palma airport in a campaign against overtourism, while Party hotspot Ibiza is also fighting back, with activists making their discontent heard. Venice has introduced an entry fee for tourists between 8:30 am and 4 pm in spring and summer – something that has been met with anger by residents who are decrying the ‘Disney-fication’ of the city.
This desire to travel post-pandemic has seen numbers increase drastically, with international tourism recovering to almost 90% of pre-pandemic levels at the end of 2023. But this post-pandemic shift in travel is impacting not just local communities – it’s also resulting in environmental concerns. “Rising visitor numbers are putting pressure on health services, waste management, water supplies, and housing at the expense of residents,” writes journalist Rebecca Ann Hughes for EuroNews. “Increased construction of hotel and housing developments is endangering historic sites, biodiversity, and natural resources.” These issues present an opportunity for brands to support cultural preservation while encouraging travel and exploration. This can be achieved through local partnerships and creating offerings that allow visitors to explore with sustainability in mind, from eco-tours to green transportation. For example, Marriott Bonvoy’s Good Travel initiative encourages thoughtful tourism by platforming core pillars of environmental protection. Agoda has also partnered with WWF to donate $1 for every booking at specific locations, supporting conservation efforts of natural sites.
